Identity is the new horsepower. Mitsubishi’s move back into trucks illustrates the importance of brand identity in a sea of lookalike crossovers. For a decade, the industry mantra was 'something for everyone'. This led to showrooms full of capable but forgettable vehicles. Now, brands are realizing that a sharp point of view is more valuable than broad, shallow appeal. A strong identity gives customers a reason to connect beyond price. Jeep has freedom. Subaru has outdoor adventure. Toyota has reliability. Mitsubishi is betting it can carve out its own space around rugged capability. The era of brand clarity is coming, and it will separate the memorable from the mediocre. Watch the full episode at the link in our bio.