A division of Mitsubishi Motors Corporation, Mitsubishi Motor Sports Ltd. (MMSP) has been a key player in the world of motor sports since the 1960s. MMSP’s World Rally Championship team has dominated its competition for years, including the late 1990s, when Tommi M?inen won four World Driver titles in the Mitsubishi Lancer Evolution. Focusing its activities on rally and cross-country competition, the company has been a leader in the motor sports categories that have the most direct impact on its businesses and the motoring public.
The Challenge: Restore Industry Dominance via Product Design For Mitsubishi Motors, developing championship motor sport cars is considered “the most intense product development” in the world. With an 11-month racing season that crosses 16 countries and four continents, the Federation Internationale de L’Automobile (FIA) World Rally
Championship (WRC) is one of the most demanding competitions in motor sports. From January to November, many of the world’s top drivers race across every imaginable terrain, starting in the snowy mountains of Monaco and concluding in the Australian outback. Mechanical issues made 2004 a particularly challenging year for the newly formed MMSP. Withdrawing from the…
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