Mitsubishi Motors promotes Kim Ito to vice president, expands duties
By Abimbola Mohammed
Mitsubishi Motors North America (MMNA) is promoting Kim Ito to the role of vice president, marketing and adding to her duties.
Ito in her role is responsible for marketing and advertising activities and strategies for the brand, including TV, digital, social, print and out-of-home, interactive platforms including digital retailing, CRM and retail marketing programs with the company’s 330 dealer partners across the United States.
Prior to Ito appointment at Mitsubishi Motors, she has been with Franklin, Tennessee-based automaker since 2016 and was promoted to director, marketing, in February 2022. She will continue to report directly to Mark Chaffin, MMNA president and Chief Executive Officer.
In addition, she will add customer experience (CX) activities to her marketing responsibilities as MMNA changes the definition of “customer” to the very first point of contact that a potential customer has with the company as they begin their shopping journey with research, vehicle configuration and pricing, and initial dealer contact.
In further recognition of this internal shift and the continued prioritization of CX, Kiri Kiely-Rodriguez has been promoted to director, customer and retail experience, from senior manager. Kiely-Rodriguez will report directly to Ito.
As part of the recent announcement of its Midterm Plan, “Challenge 2025”, MMNA’s parent company, Mitsubishi Motors Corporation, noted that MMNA will be a global leader when it comes to growing the company’s local leadership position in the use of innovative digital tools for sales and marketing.
The two promotions and the move of CX into the marketing team directly support that leadership position, Chaffin says.
First quarter 2023 U.S. sales, which include the brand’s electrified flagship, the all-new 2023 Outlander Plug-in Hybrid Electric Vehicle (PHEV), set all-time monthly and quarterly sales records for the nameplate, up more than 104% and 122% over the same month and quarter, respectively, of the previous year
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