From Rookie to Top Performer: Decoding the 'Phenomenon' of Mitsubishi X-Force through the Lens of Social Listening

Mitsubishi X-Force ranks in the top 10 most-discussed car models in the first half of 2024

Despite only being launched earlier this year, the Mitsubishi X-Force garnered 15,515 mentions, placing it in the top 10 most-discussed car models on social media between January 1, 2024, and July 31, 2024. Notably, when compared to other B-SUV segment models, the X-Force ranks just behind the Toyota Vios and Kia Sonet, with its discussion volume almost matching that of the well-established Kia Sonet (15,579 mentions).

Observing the discussion trends, the volume of discussions about the Mitsubishi X-Force surged in March 2024 when Mitsubishi Motors Vietnam, along with its official authorized dealers, delivered the All-New X-Force to customers. This event attracted significant attention from the community, causing the discussion volume to peak at a total of 2,753 discussions.

Later, in June, the volume of discussions gradually increased as dealers began accepting deposits for the Ultimate version – the highest trim of the new Mitsubishi X-Force. The anticipation of the vehicle arriving in Vietnam and being delivered in July further heightened customer excitement and interest, resulting in a gradual increase in discussions, reaching 2,371 discussions in July.

Facebook and TikTok are the two main sources of discussion about the Mitsubishi X-Force. 

In the first seven months of 2024, from January 1 to July 31, Facebook was the most frequently used platform for discussing the Mitsubishi X-Force on social media. On fanpages, particularly in community groups dedicated to XFC vehicle users, individuals regularly share personal impressions and reviews of the design and features of the Mitsubishi X-Force. This has created a vibrant discussion community where potential consumers can seek opinions from those who have had real-world experience.

TikTok is also a valuable platform for discussing the automotive industry, capturing 31.29% of the discussion share, second only to Facebook. TikTok should be prioritized in communication activities due to its ability to showcase the outstanding design features of both the interior and exterior through short-form video content. Mitsubishi has skillfully utilized TikTok to highlight features and test drive experiences, and has collaborated with influencers to enhance discussions around the X-Force model.

This vehicle line is quite lively with diverse discussions from the brand, users, sellers, and online media on social networks, including:

(1) The largest volume of discussions comes from sellers, clearly reflecting the strong spread of the Mitsubishi X-Force across distribution channels. The role of sellers goes beyond providing product information; they are a crucial bridge between the brand and customers. Through these discussions, sellers contribute to shaping customer perceptions and building trust in the new vehicle line. 

(2) User-generated discussions account for a significant proportion, indicating that users are not just passively receiving information but actively sharing their opinions and personal experiences. Capturing and analyzing these discussions will help Mitsubishi better understand customer needs and expectations, allowing for more effective adjustments to marketing strategies.

(3) Following this are discussions from brand voice and online media channels. Online media is an essential source if the brand wants to reinforce its image and provide reliable information to consumers.

With the buzz accounting for over 28% of the discussion share, what are consumers discussing about the Mitsubishi X-Force?

Delving deeper into consumer discussions on social media, the top concerns of users when choosing a car brand are:

1. Design: Design is a crucial factor in the car selection process as it not only determines the initial impression but also reflects the user’s lifestyle and personality in the long term. Therefore, design is always highly valued by consumers when deciding to purchase a car. 
2. Price: Price is especially important in high-involvement categories like automobiles. Consumers want to know if the price is commensurate with the value it offers and compare it with other car segments to make a well-informed decision. 

The X-Force was also developed by Mitsubishi to meet the needs of Southeast Asian consumers. In fact, the development team from the Japanese automaker even came to Vietnam to study market preferences and demands before launching a suitable commercial version. Therefore, it is no surprise that the two key factors—'Design' and 'Price'—are also pivotal in the appeal of this vehicle in the market.

In analyzing consumer voice related to the Mitsubishi X-Force, the two most prominent factors that consumers discuss and pay attention to are price (29.6%) and design (24.9%):

• Design: Much like the Xpander, the X-Force features an eye-catching design. Mitsubishi has skillfully made its B-segment SUV appear larger and more powerful than its actual size, so the X-Force looks like a C-segment crossover. With dimensions of 4,390 mm in length, 1,810 mm in width, and 1,660 mm in height, the X-Force still surpasses its competitors and can be considered a 'B+' in its segment. The vehicle also features 18-inch wheels and a top segment ground clearance of 222 mm. It is evident that most of the success factors of the Xpander are also present in the X-Force.
• Price: Despite its excellent design, the X-Force is priced very attractively, starting at just 599 million VND compared to other models like the base version of the HR-V, which is priced around 700 million VND.

The ratio of positive to negative discussions is also quite stable, centering around praise for the vehicle's design and its affordable price. 

It can be said that addressing users' concerns has helped the 'newcomer' X-Force quickly climb to the top 10 best-selling vehicles in the first half of the year despite its recent launch.

Is Mitsubishi's communication strategy aligning with users' top concerns about cars? 

It can be observed that design and price are the two strategic (must-win) factors that primarily influence consumer perceptions and behaviors in the automotive industry. These are the factors that the brand must focus on first and secure at all costs. By understanding user insights, Mitsubishi has chosen to highlight 'price' and 'design' (functional benefits) rather than wasting money on campaigns building abstract images of the good life (emotional benefits). This approach helps customers accurately understand the product.

Specifically, Mitsubishi X-Force effectively emphasizes 'design' and 'price' in its communication activities:  

1. Minigame for sharing experiences with the X-Force: A minigame is an effective tool to create interaction with consumers. By inviting them to share their experiences with the Mitsubishi X-Force, the brand not only captures attention but also generates a large amount of user-generated content (UGC). This content not only reflects genuine consumer impressions but also naturally and authentically spreads the vehicle's features and design on social media.
2. National Display & Test Drive Events for Mitsubishi X-Force Ultimate: The vehicle display events allow consumers to visually and physically experience the design of the Mitsubishi X-Force. They can closely observe details, appreciate the refinement in every line, and assess the overall beauty of the vehicle. Test drive events provide an opportunity for customers to personally verify the X-Force's performance. Driving the vehicle helps them experience its comfort, acceleration, road grip, and safety features. This firsthand experience helps customers clearly understand the quality and value the product offers compared to their expectations from marketing information. These emotions often become decisive factors in speeding up their purchase decisions.

What can other car brands learn from Mitsubishi’s case? 

Focus communication efforts on the vehicle's strengths and Vietnamese users' design preferences 

Communication campaigns that focus on evoking emotions (emotional benefits), such as Toyota's ‘Start Your Impossible’ campaign, can create strong emotional connections with customers. However, they are not always effective in driving purchase behavior, especially when fundamental factors like design and price are not addressed first. Instead of dispersing resources across multiple campaigns that may not yield optimal results, Mitsubishi chose to concentrate resources on communication activities that highlight aspects they know Vietnamese consumers care about the most, such as continuous minigame activities to generate naturally spreading UGC content, along with a nationwide series of display events. This is a smart approach to ensure maximum effectiveness for every dollar spent.

Although Mitsubishi did not conduct as many large-scale promotional campaigns as competitors, it made effective use of its dealer network and sales team. This is a wise approach, leveraging available resources to boost sales. Dealers and salespeople can provide direct consultation, address inquiries, and support buyers, significantly influencing purchasing decisions.

Utilize TikTok in communication strategies

• Cost-effective advertising: Compared to traditional platforms like TV and OOH, TikTok offers promotional opportunities at lower costs due to its intelligent distribution mechanism, which helps optimize the budget while achieving high reach and engagement.
• Short-form video format showcases design and features effectively: The short-form video format allows brands to easily highlight vehicle design and features, providing a more vivid and visual experience for customers compared to static images or long-form content. 
• Enhance reach through KOLs/KOCs: TikTok is home to many influential influencers in various fields, including the automotive sector. By collaborating with relevant influencers, car brands can leverage their credibility to attract attention and increase trust among potential customers.