Elevating the Standard: Building a Stronger Mitsubishi Forklift Brand in Australia
THE CHALLENGE
In a highly competitive materials handling market dominated by established players including Toyota and Crown, MLA Holdings needed to strengthen the position of Mitsubishi Forklift Trucks in Australia.
The objective was bigger than increasing awareness. MLA wanted to establish Mitsubishi as its hero brand and top-3 market position, build stronger perceptions around reliability, performance, quality and technology, increase consideration across major fleet and tender opportunities, and support growth across electric and internal combustion forklift categories.
THE STRATEGY
We began with a detailed brand analysis to define Mitsubishi’s competitive position and clarify the role of MLA as the local distributor and support partner.
From there, we developed a complete brand positioning platform spanning identity, visual style, tone of voice, messaging, copywriting and campaign direction. The focus was on combining Mitsubishi’s global engineering credentials with MLA’s local expertise and nationwide support capability.
THE SOLUTION
We created a cohesive brand and communications system designed to strengthen Mitsubishi’s presence across every customer touchpoint.
Key elements included:
Brand Strategy & Analysis: Defined market positioning, brand objectives and competitive opportunities.
Brand Identity & Style Guide: Created a consistent visual system across print and digital channels.
Brand Voice & Messaging: Developed a confident, authoritative tone focused on reliability, productivity and performance.
Campaign Platform & Copywriting: Created core messaging including new brand slogan “Reliability Runs in Our DNA” and “Power, Precision, Performance.”
Integrated Brand Assets: Rolled the new brand system across trade advertising, posters, pull-up banners, EDMs, web banners, social media and other sales and marketing collateral.
THE RESULTS
The program gave Mitsubishi Forklift Trucks a clearer and more consistent market position, supported by a scalable brand platform that could be applied across product marketing, fleet sales, tenders, rental and servicing.
WHY IT WORKED
Rather than simply refreshing the advertising, we defined what Mitsubishi should stand for in the Australian market and built the brand system around it.
By combining Mitsubishi’s engineering credibility with MLA’s local expertise and support capability, the campaign gave commercial buyers a stronger reason to consider Mitsubishi beyond product specifications alone.