• by Tanya Gazdik , March 8, 2017

Not everyone who drives a cool car is a guy. You’d think that would be obvious, but not so to a bunch of social media users, who incorrectly assumed a tricked-out Mitsubishi Outlander must be owned by a man. 

For International Women’s Day, Mitsubishi set out to celebrate and inspire female drivers who are “finding their own lane.” While many car enthusiasts are male, including those fans active on Mitsubishi’s social channels, the automaker set out to break the stereotype.

About a week ago, it posted a modded Mitsubishi Outlander Sport on its Facebook and Instagram channels. From the comments, it was clear that people thought the car belonged to a male enthusiast. Today, in honor of International Women’s Day, Mitsubishi surprised its social audience with a video on its YouTube page revealing that the owner is a woman.

The video, from Santa Monica, Calif.-based 180 LA, proves that car enthusiasts aren’t strictly men, and passionate Mitsubishi owners aren’t either, says Francine Harsini, senior director, marketing, Mitsubishi Motors North America.

This is Mitsubishi’s first time recognizing International Women’s Day, she says. 

“This is a first for us but not the last,” Harsini tells Marketing Daily. “International Women's Day has developed into a global celebration of gender equality and female empowerment and Mitsubishi wants to keep inspiring females to find their own lane.”

The paradigm is changing regarding the previous assumption around men and sports cars, she said. 

“We interact with a lot of women automotive journalists and bloggers on a day-to-day basis and it’s refreshing to hear and read what they have to say,” Harsini says. “Many of them are enthusiasts and racers, too. The video proved that no matter your gender, passion will always be passion.”

Tiff Tsai, a junior art director at180LA, came up with the idea along with Hanna Koh, a junior copywriter. 

“In 2017 we still live in a world where everyone is easily stereotyped,” Tsai says. “Since our generation lives and breathes through social media, I believe we can really make a difference using this platform to make our voice heard.”