The brand shift toward a youthful, design-forward mindset with driving record sales of 250,000+ vehicles annually, helped Mitsubishi capture one of the largest shares of under-35 buyers in the category, surpassing competitors like Volkswagen and turning the brand into a cultural force well beyond its size. Mitsubishi Motors reported more than 30% year-over-year sales growth in the first year of the campaign, followed by a 37% increase the next year, and roughly 80% total North American growth over the campaign’s five-year run.