• WedgeWEDGE 1 — New GM honeymoon window: Tseng Hsin-Cheng took office Apr 1 2025. A new GM at a Taiwan auto distributor typically reviews top-3 supplier categories within the first 12-18 months. May 2026 is exactly inside that review window. Lead with 'fresh-eyes strategic refresh for a new leadership team' framing, not 'we're better than Leo Burnett.'
• WhyLeo Burnett Taipei has been the publicly-named AOR for CMC / Mitsubishi-Taiwan since December 2008 (Campaign Asia: 'Leo Burnett takes Mitsubishi Taiwan brief'). That is a 17-year AOR — extremely long-tenured by Taiwan auto standards. Long-tenured AORs are statistically the most fragile in a leadership-change year.
• WhoTseng Hsin-Cheng (曾鑫城) · President / GM — operational sign-off; primary entry point for a new-leadership pitch

1. W1WEDGE 1 — New GM honeymoon window: Tseng Hsin-Cheng took office Apr 1 2025. A new GM at a Taiwan auto distributor typically reviews top-3 supplier categories within the first 12-18 months. May 2026 is exactly inside that review window. Lead with 'fresh-eyes strategic refresh for a new leadership team' framing, not 'we're better than Leo Burnett.'
2. W2WEDGE 2 — ET35 / electric commercial vehicle as challenger-brand launch: The ET35 is a national-pride / government-fleet story that the family-emotional Mitsubishi creative DNA doesn't naturally serve. Pitch ET35 as a discrete B2B+government launch scope — completely outside the Leo Burnett Mitsubishi master-brand AOR. This is a launch-window project pitch, not an AOR raid.
3. W3WEDGE 3 — Multi-brand portfolio rationalization advisory: CMC has publicly admitted the multi-brand plan misfired. WPP can lead with brand-strategy / portfolio consulting (Landor + Ogilvy Consulting) rather than creative-execution, positioning the work as 'help the new GM fix the strategy' — a higher-altitude conversation than 'replace your creative agency.'
4. W4WEDGE 4 — Yulon Group account-mapping play: CMC sits inside the Yulon orbit (~7% shareholder, iron-triangle governance with Yulon Motor and Luxgen). A WPP pitch that addresses the GROUP level (Yulon Motor 2227 + CMC 2204 + Luxgen + China Engine 2204's stake-holders) is structurally more valuable than a single-account pitch. Mirror the Hotai-group-level structure but on the Yulon side.
5. W5WEDGE 5 — eMOVING / mobility-product separation: eMOVING is the #1 e-scooter brand in Taiwan, structurally outside the Mitsubishi car AOR. Pitch eMOVING + ET35 + future small-EV products as a 'CMC New Mobility' integrated scope distinct from the legacy Mitsubishi passenger work. WPP's data/commerce/CRM stack is more relevant to that scope than Leo Burnett's creative heritage.
6. W6WEDGE 6 — Vs Hotai narrative: CMC's #1 strategic problem is being the perpetual #2 to Hotai-Toyota. Pitch a 'challenger brand playbook' — Tesla-style direct-to-consumer, performance media, owned-channel-first — that no traditional ATL-anchored AOR can credibly deliver. This is the David-vs-Goliath wedge that contrasts with Hotai's prestige-master-brand posture.

• Leo Burnett Taipei has been the publicly-named AOR for CMC / Mitsubishi-Taiwan since December 2008 (Campaign Asia: 'Leo Burnett takes Mitsubishi Taiwan brief'). That is a 17-year AOR — extremely long-tenured by Taiwan auto standards. Long-tenured AORs are statistically the most fragile in a leadership-change year.
• MAJOR signal: New GM Tseng Hsin-Cheng took office April 1 2025, replacing Chen Chao-Wen who retired. Fresh GM + admitted strategic miss on multi-brand plan = canonical conditions for an AOR review window.
• CMC has publicly acknowledged the multi-brand strategy (Mitsubishi + MG + CMC + Fuso) misfired and that 'headwinds will persist into 2025' (TechNews Aug 2024). When a CEO admits the strategy is broken, downstream agency budgets get scrutinized.
• The new-generation Mitsubishi Outlander is gated by Nissan licensing (which goes via Yulon, not CMC), meaning CMC is stuck marketing aging Mitsubishi metal. This is a creative-brief problem the AOR is being asked to solve with diminishing product news — a chronic friction source.
• Mitsubishi globally has had agency churn (Critical Mass digital AOR since 2018; BSSP US creative 2020; NP Digital media for Canada Nov 2024) — there is no enforced global-AOR lockup. Unlike Toyota-Dentsu's capital JV, CMC has full discretion to pick its own agency. This is the inverse of the Hotai situation.
• MG sub-brand was almost certainly NOT on Leo Burnett — when a brand stack has multiple agencies, AOR pitches are more contestable because there is no 'one agency loses everything' political bomb.
• Counter-signal (stability): Leo Burnett's Taiwan office has continued to publicly list CMC/Mitsubishi as a key client through 2024. No public pitch or review has been reported. The relationship is long but not visibly fraying in trade press.

• Tseng Hsin-Cheng (曾鑫城)President / General Manager (總經理)

  since 2025-04-01

  Newly appointed April 1 2025, replacing Chen Chao-Wen (陳昭文) who retired. 30+ years inside CMC; previously VP Planning Group and acting GM of Soueast Motors (Fujian). A leadership handover in April 2025 is exactly the window when supplier/AOR relationships get re-examined — this is a fresh-CMO-equivalent moment for the company.

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• Chien Ching-Wu (錢經武)Vice President / Senior VP (副總經理) — Sales & Commercial Vehicle business

  since pre-2021

  Public face for product/sales decisions; quoted on multi-brand strategy reset (Aug 2024) admitting the multi-brand plan (Mitsubishi + MG + CMC) had misfired and would be re-planned. Effectively the commercial-decision counterpart who would have an opinion on marketing scope.

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• Yen Chen Li-Lien (嚴陳莉蓮)Chairman (董事長) — Yulon Group matriarch, ultimate budget authority across Yulon/CMC/Luxgen

  since 2019 (post-husband Kenneth Yen's death)

  Runs the Yulon Group iron triangle (嚴陳莉蓮 + 林信義 + GM). Yulon Motor (2227) owns ~7%+ of CMC; the chairman seat at CMC sits inside the Yulon family-control orbit. Any agency move at CMC has political reverberation into Yulon Motor and Luxgen marketing as well — relationship-level pitches must consider the whole group.

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• unknown CMO / Head of Brand MarketingCMO equivalent — not publicly disclosed

  since unknown

  CMC, like most Taiwan auto distributors, does not publish a CMO. Marketing sits inside the Sales & Marketing Headquarters and is typically run at the協理 (Associate VP) level reporting to the GM. LinkedIn search surfaces only technical协理s (e.g. 黃國維, Technology Group 協理); the brand/marketing 協理 layer is not indexed publicly — this is a known LinkedIn gap to close manually.

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• Lin Hsin-Yi (林信義)Strategic advisor / iron-triangle member (former Vice Premier, ex-CMC chairman)

  since long-standing

  Not a day-to-day marketing decision-maker, but historically the architect of CMC's Mitsubishi alliance and the Yulon Group bridge. Symbolic gatekeeper for any large strategic vendor change.

  Source ↗

Family-emotional brand archetype on the Mitsubishi passenger side ('爸爸的肩膀' lineage — 1995 Brain Magazine Bronze, S-AWC 'family safety' platform still active in 2024), paired with industrial-MIT-pride positioning on the CMC-brand commercial side (ET35 electric truck, Zinger redesign, Veryca lifestyle pivot). The company is structurally in defense mode: aging Mitsubishi product portfolio (new-gen Outlander blocked by Nissan licensing), MG sub-brand collapse after MOEA localization rules tightened in mid-2024, and a publicly-acknowledged multi-brand strategy reset. The new GM (Apr 2025) inherits a portfolio that needs a strategic story rebuild — not just incremental creative refresh. The ET35 electric commercial truck is being positioned as the company's narrative pivot from 'Mitsubishi distributor' to 'Taiwan EV champion.'

• CMC ET35 — Taiwan's first domestically-produced 3.5-ton electric light truck2025 · unknown (likely Leo Burnett Taipei per CMC AOR history, possibly handled in-house given commercial-vehicle B2B context) · AMPA 2025 Smart Mobility Show reveal (Apr 23) → off-line ceremony (Aug 22) → pre-orders (Sep 8) → market launch (Sep 2025). Transparent chassis display showing battery modules. Government / fleet / municipal recycling-truck partnerships pitched.

  Strategically the most important CMC-brand launch in years. >90% local content. Aimed at the MOEA 2030 government fleet electrification mandate. The campaign frame is industrial-policy patriotism (MIT pride) + B2B fleet ROI — a completely different brief from the Mitsubishi passenger work.

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• Mitsubishi Outlander S-AWC family-safety platform2024 · Leo Burnett Taipei (李奧貝納) — historical AOR confirmed · Integrated TVC + Facebook video + lunar new year retail push, Nintendo Switch / 3M premium-gift trade incentives

  Long-running family-safety / 'S-AWC 超越4WD' platform — emotional family-protection storytelling (the brand archetype CMC has owned since the 1990s '爸爸的肩膀' Brain Magazine Bronze-winning slogan). Notably, the Outlander shown in Taiwan is the OLD-generation Outlander; the new Nissan-co-developed Outlander likely will NOT come to Taiwan because CMC cannot get a Nissan license through Yulon. This is a creative problem (selling an aging product) the agency is being asked to solve.

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• CMC 車泊同樂會 (Car-camping community activation)2024 · unknown (likely Leo Burnett or PR/event shop) · Lifestyle activation: car-camping event with營火部落 and老婆大人 KOLs, Veryca-platform commercial-van repositioned as lifestyle vehicle

  Attempt to re-skin the small CMC commercial-van platform (Veryca/菱利) as a recreational car-camping product — directly competing with Toyota Town Ace and Hyundai Staria in the leisure-commercial crossover space. Signals CMC is consciously trying to escape the price-down trap on pure commercial.

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• CMC Zinger 1.5T full redesign launch2023 · Leo Burnett Taipei (presumed, based on historical AOR) · Launch event Sep 26 2023, 5/7-seater trims, Level 2 ADAS positioning

  Major redesign of CMC's flagship in-house designed crossover. Zinger is the CMC-brand (not Mitsubishi-licensed) product line that gives the company a stand-alone passenger identity. Marketing leans into MIT engineering pride and value-for-money positioning vs Toyota Corolla Cross.

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• eMOVING Youth Dealership Franchise Plan2023 · unknown (likely in-house + dealer-network) · B2B2C franchise recruitment campaign — zero franchise fee, regional advertising subsidies, store-decoration subsidies

  eMOVING is CMC's electric-scooter business, the #1 e-scooter brand by share. Marketing for eMOVING is structured separately from the four-wheel business and lives closer to channel/retail marketing than brand storytelling. Likely on a different agency roster than the Mitsubishi creative — a discrete scope worth probing.

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• MG HS / ZS Taiwan re-entry (under CMC distribution)2023 · unknown (separate MG brand creative, likely outside the Mitsubishi AOR) · Launch + sustained dealer push, peaked 2023, collapsed in late 2024 after MOEA localization-rules tightening

  MG (SAIC-owned China brand) was the third leg of CMC's multi-brand stool. Sales target was 10-11K units in 2023. MG HS dropped from 11,710 (2023) to 10,694 (2024) and fell off a cliff in H2 2024 after the MOEA blocked the localization shortcut. CMC publicly admitted the multi-brand plan misfired. This is a marketing crisis-context that any pitch should reference.

• Tseng Hsin-Cheng (曾鑫城)President / GM — operational sign-off; primary entry point for a new-leadership pitch
  ↗
• Yen Chen Li-Lien (嚴陳莉蓮)Chairman / Yulon Group matriarch — relationship-level authority, group-budget gatekeeper
  ↗
• Chien Ching-Wu (錢經武)VP Sales / Commercial Vehicle — commercial budget influence, ET35 sponsor
  ↗
• Lin Hsin-Yi (林信義)Strategic advisor / iron-triangle — Mitsubishi-alliance political gatekeeper
  ↗
• unknown 行銷協理 / Head of Marketing 協理Day-to-day agency interface — LinkedIn gap; manual diligence required
  ↗

Do NOT pitch this as a head-on Leo Burnett creative shootout. Leo Burnett Taipei has held this account for 17+ years and has deep institutional memory of the Mitsubishi family-emotional brand archetype — a 'we make better Mitsubishi ads' frame will lose. Do NOT frame WPP as a Toyota-style global-network play; CMC's whole identity is being the scrappy non-Toyota — global-network-prestige messaging accidentally validates Hotai's posture. Do NOT ignore the Yulon Group dimension; CMC is not a standalone company politically, and a pitch that fails to acknowledge the Yulon iron triangle will read as outsider-naive. Do NOT lead with MG/SAIC capabilities — MG is the burned brand in this portfolio after the 2024 MOEA blow-up, and reminding management of the failed China-brand bet is the wrong opener. Do NOT pitch new-Outlander work — Nissan licensing through Yulon makes the new-gen Outlander commercially unavailable to CMC; the AOR is actually being asked to extend the life of aged Mitsubishi metal, which is the real creative problem to solve. Do NOT confuse Mitsubishi Motors (CMC) with Mitsubishi Electric / Mitsubishi Fuso commercial sub-brands — Fuso heavy trucks are a separate marketing track and likely a separate scope.

• Hotai Motor (2207) — Toyota — direct passenger-car competitor, ~36.7% market share vs CMC's ~6-8%. Dentsu-locked.
• Yulon Motor (2227) — Nissan + Luxgen — both shareholder of CMC (~7%) AND competitor. Distinct agency roster.
• Hyundai Motor Taiwan (南陽實業 distributor) — direct passenger SUV competitor with Tucson L, Staria
• Honda Taiwan — CR-V competitor to Outlander
• Ford Lio Ho — Ranger competes with Mitsubishi Triton; Kuga competes with Outlander
• Tesla Taiwan / BYD / Luxgen n7 — EV competitive set for the Mitsubishi Outlander PHEV and future CMC ET35-platform passenger derivatives
• Toyota Town Ace / Hyundai Staria — direct competitors to CMC Veryca/Zinger commercial-leisure crossover plays
• Other Pitch Intel auto accounts: Hotai (2207) is the dominant competitor and likely the higher-priority WPP target; CMC is a contestable underdog play, not a #1-volume target.

• ? Who is the actual head of Marketing / 行銷協理 at CMC reporting to GM Tseng Hsin-Cheng? Public sources don't surface this name — needs manual LinkedIn / Brain Magazine cross-reference.
• ? Is Leo Burnett Taipei still the AOR in 2025-2026, or has there been a quiet review post-Apr 2025 GM transition? Trade press is silent — needs direct check with Leo Burnett Taipei roster or Brain Magazine 2024-2025 advertiser rankings.
• ? What agency handles MG creative in Taiwan (separately from Mitsubishi)? SAIC-MG globally uses a different agency stack than Mitsubishi — Taiwan execution may sit with a different shop than Leo Burnett.
• ? What agency handles Mitsubishi Fuso heavy-truck marketing in Taiwan? Likely B2B-specialist or in-house, not the passenger AOR.
• ? What agency handles eMOVING electric-scooter marketing? eMOVING is the #1-share product in its category and likely on a discrete agency or in-house team — high-priority probe.
• ? Does CMC inherit any global Mitsubishi-Motors agency relationships (Critical Mass for digital, BSSP for US creative)? Mitsubishi Motors Corp historically does NOT force global AORs on regional distributors, but worth confirming via Tokyo HQ briefing.
• ? What is the media-agency arrangement at CMC? Creative is more visible than media — the media buy (likely a Taiwanese or APAC media shop) is often more contestable and a faster wedge.
• ? What is the working-media budget split between Mitsubishi passenger / CMC commercial / MG / Fuso / eMOVING? Brain Magazine Top 500 advertisers report would resolve this for the most recent year — manual lookup needed.
• ? How tight is the Yulon Group (2227) marketing-roster coordination with CMC (2204)? Yulon Motor's own Nissan distribution and Luxgen brand may share or specifically NOT share agencies with CMC — this affects whether a group-level pitch is viable.
• ? Did the Apr 1 2025 GM transition trigger any organizational changes in the Sales & Marketing HQ structure? Reorg often precedes vendor review by 6-12 months.