What's the difference?
The 2022 Mitsubishi Eclipse Cross has a new high-tech powertrain that allows it to run as an electric car, or run using the petrol engine, or even use both at the same time.
But the new hybrid SUV is not like a Toyota hybrid - because this one can be plugged in at home to recharge the batteries, and you should be able to get at least 50 kilometres of EV driving out of just a few dollars worth of electricity.
We’re talking about the new 2022 Mitsubishi Eclipse Cross Plug-in Hybrid EV, or PHEV as we’ve called it in the past. The brand has renamed it to include both ‘Hybrid’ and ‘EV’ in the name because, well, it reckons those terms have a bit more cut-through today than when the company first launched its Outlander PHEV back in 2014.
But with the new Eclipse Cross PHEV variants attracting a huge premium over the regular petrol-turbo models, does the extra money buy you a better car? Let’s find out.
Did you know SsangYong translates to ‘Double Dragon’?
How friggin’ cool is that? Far cooler, at least, than the Korean brand’s history, which the word ‘tumultuous’ barely begins to cover.
After years of ownership woes and a near-bankruptcy, the brand came out the other side with enough stability to field a range of new vehicles, courtesy of its ambitious new owners - Indian giant Mahindra & Mahindra.
The Tivoli small SUV is the first car to launch under the new, cashed-up leadership and when it landed in Korea in 2015 it was solely responsible for the ‘Double Dragon’ brand turning its first profit in nine years.
Fast forward a few years, and a re-booted SsangYong is again confident enough to enter the Australian market, with a four-pronged, all-new SUV assault.
So, does the Tivoli have what it takes to break into our highly competitive small-SUV scene and help SsangYong pull a miraculous Korean turn-around, a-la-Hyundai?
I spent a week in the mid-spec Tivoli ELX diesel to find out.
The Mitsubishi Eclipse Cross Plug-in Hybrid EV is an interesting inclusion for the brand, especially as it is typically considered a ‘value player’ in the market.
But with negligible real-world fuel consumption benefits if you drive beyond the limited EV range and a high price premium over the non-PHEV models, it’s important you see if the sums add up for your particular needs.
Primarily going to use the car for running around town? Cool. Think the 50-ish-kay EV range will work for you and make you happy? Amazing. Sold on the look of the car? Hat tipped.
But let me say this - if you are considering the Eclipse Cross PHEV, there are some alternatives you should also have on your list, including the MG HS PHEV, the Hyundai Ioniq PHEV, Kia Niro PHEV, and - the one I’d buy - a Toyota RAV4 Hybrid. For me, plug-in hybrid tech is a bit of a halfway house, in most instances offering too high a price premium for the range you’re getting to drive electric. Heck, a Kona Electric isn’t much more than the top-spec Exceed PHEV, and I’d have that if I wanted a real day-to-day EV experience.
I was asked the critical question while I had the Tivoli ELX on test – “Do you think people will buy this car?” After some time in thought, my answer was – “Not many… yet.”
Those who can look past the brand perceptions are getting an SUV which is damn near as good as anything on the market – and likely cheaper to run.
To that, you can say a lot of things: If only it cost slightly less. If only its rear was better looking. If only it had a five-star safety rating.
But here it is – the fact that the Tivoli can even hold a candle to its slick, finely tuned competition says a lot. The Double Dragon is back, and if it can afford to stick around for a while, perhaps it will stand a chance of putting the big players on notice.
You’re going to be able to tell the PHEV model from its more conventional counterparts by those oversized ‘Plug-in Hybrid EV’ badges on the front doors, and if you want to tell those behind you what you’re driving, there’s also a ‘PHEV’ badge there, too. Wait, wasn’t the plan to do away with the term ‘PHEV’, Mitsubishi?
But aside from that, the outside features just the different 18-inch alloy wheels (which are the same on all PHEV models, no matter the cost - I think that’s a bit lame, because if I’m spending $7500 on the Exceed I’d like a different wheel design!). Oh, and the Aspire and Exceed get that different lower front splitter, too.
Plus the PHEV has two fuel filler doors - one on each side of the car over the rear wheels. The driver’s side one is the EV charging ports (x2 - detailed below), and the passenger’s side one is for the petrol. Note: while the EV port is push-openable, the petrol cap still requires you to lift a lever in the driver’s footwell.
It may be categorised a small SUV but at 4545mm long, riding on a 2670mm wheelbase, 1805mm wide and 1685mm tall, it’s big for its boots. The popular Mazda CX-5 is only 5mm longer, and it plays in the midsize SUV segment!
Inside there are some design differences, with a specific gear joystick-style selector, and a different instrument panel.
It is impressive how the brand has managed to shoehorn a petrol engine, two electric motors, a battery pack and more into the car, but there are some practicality implications. Read about them in the next section.
SsangYong is hardly a brand known for its consistent or good-looking design. In the past, the brand has floundered between the squared-off lines of the Musso and the unresolved bulbous curves of the last-gen Korando.
The brand’s re-launch has finally brought it up to speed, with every car across its range featuring a consistent design language. It’s improved out of sight, but still isn’t without its flaws.
Up front, there’s an angry-looking, squared-off horizontally slotted grille, with angles galore wrapping around the small SUV’s sides.
The angles continue up the A-pillar and across the roof for a squared-off, European-influenced roofline.
Then, around the back things get… strange. A pronounced curvy ridge makes its way over the rear wheels and into a rounded-out boot. It seems at odds with the angular rear glass and lower garnish.
There’s just way too much going on around the back; it’s overly styled. The chintzy chrome finish around the lower reflectors doesn’t help, nor do the big round SsangYong badge and bold ‘T I V O L I’ typeface.
The 16-inch alloys on the EX and ELX grade are a simple 10-spoke matte-silver. They’re nothing special, but at least they're easy to clean.
Inside, things are also mixed. There’s plenty of good and bad. The seats are clad in a robust cloth with plenty of sponge for comfort, and there are sensibly placed soft surfaces in the doors and on the centre console for your elbows.
The dash has an aesthetically pleasing symmetrical theme to it and is finished mostly in decent plastics. The 7.0-inch media screen is pretty good, too, but the rest of the centre stack is a bit nasty and old fashioned.
There’s the mix of gloss plastic and silver surfaces, a giant climate control dial and the so-so buttons that litter its surface. It reminds me of Korean car designs past, like the Holden (Daewoo) Captiva and generations-old Hyundais. Credit where credit is due, though - it all feels much better built.
I’m actually a big fan of the Tivoli’s steering wheel, it has a ridged, chunky shape and is finished in a pleasing artificial-leather material. The function stalks behind it are solid, with rotary dials on them to control lights and wipers. As the primary touch-points for the driver it’s neat that they have a unique, SsangYong personality to them.
Up front, the cabin is a pretty smart place, with nice enough materials and finishes, and a few good storage options. There’s a cubby in front of the shifter, but oddly enough it doesn’t have a wireless charger (there are 2x USB 2.0 ports above) and isn’t quite big enough for a smartphone (even the smaller ones don’t fit there all that easily), and there are cup holders between the seats, a decent covered centre console bin, and door pockets large enough for bottles.
The PHEV models get a different instrument cluster dial for EV driving readout info, but all have the old-school 4.2-inch TFT colour display that lacks the size and usability of some rivals with larger info screens - the MG HS PHEV, for instance, has a 12.3-inch digital display, which shows you a lot more info than this tiny little screen does. Heck, there’s not even a digital speedometer in there - and you only get one if you buy the Exceed model, which has a head-up display (HUD).
That’s part of the problem with the way this car’s interface operates. If you want the most detailed information you need to use the touchscreen media system, but that negates the usability of the media functions. On multiple occasions I found myself switching between Apple CarPlay phone calls and searching for that particular driving info screen I found most useful (there are about 15 screens to choose from, and plenty of them are hard to decipher).
It’s a huge disappointment for a customer who might want to see all that detailed information but also listen to a podcast, answer a call, follow their phone’s mapping or just have anything other than the hybrid info come up on the infotainment screen. The screen itself - an 8.0-inch unit, with sat nav integrated into the top spec only - is fine, but small compared to today’s rivals.
In the back seat, there’s a compromise for cabin space. The leg room is good, but the seat has been bumped up to accommodate some of the electrical hardware and the petrol tank, meaning someone my size (182cm/6’0”) will find they’ve got enough room for their legs but not their head, and those even larger will really need to take care getting in and out. While pre-facelift examples of this car had a clever sliding second row seat, that’s gone. It was never a feature in any PHEV version, and undoubtedly the layout of the battery pack has something to do with that.
The double pane sunroof no doubt eats into the space in the rear to a degree as well, and in the Exceed it likely feels a bit more cramped because of the black headliner.
While three adults could potentially fit across the back row for very short trips, there are dual ISOFIX and three top-tether points for child seats. The Exceed is the one you want if you’re aiming to treat your rear-seat passengers right: it has heated rear outboard seats, rear directional air vents and two USB ports for charging - the ES and Aspire miss out on all that stuff.
Boot space is 359L (VDA) for PHEV models, which is a step down from the 405 litres (VDA) for the non-hybrid models. There is extra hardware under the floor, and you don’t get a spare wheel in the PHEV models either - instead there’s a tyre repair kit. For context, we only just managed to fit all three CarsGuide hard suitcases (124L, 95L and 36L) in the boot of the PHEV version, while it was far less of an issue in the non-PHEV.
Oddly, no model comes with a power tailgate.
The Tivoli might be a small SUV but it has a cavernous cabin. It’s seriously impressive and rivals some of the best players in this segment, like the Honda HR-V.
The front seat offers huge amounts of headroom, leagues of legroom, great space for your arms on either side and a fully telescopically adjustable steering wheel.
Storage is comprised of a shallow trench under the climate-control stack, decently sized cupholders in the centre console and doors, as well as a deep console box and a glovebox, which seems to disappear forever into the dash.
There’s also a rather odd trench cut out of the dash above the console box. It’s ridged and has a rubbery surface but seems useless for storing things, which will simply topple out when you accelerate.
As previously mentioned, there are comfortable surfaces for resting your elbows on for front occupants.
Room for back-seat dwellers is also excellent, with awesome legroom for the segment and leagues of airspace even for taller folk. There are the same padded elbow-rests in the doors and deep cupholders, but no air-conditioning vents or USB ports.
There are also weird elastic ropes on the back of the front seats for storing things (with mixed success) and a pull-down armrest.
The boot is rated at 423-litres (VDA), which is deceptively large (size-wise not far off the HR-V’s 437-litre space). The problem here is the shape of the boot itself. It’s deep from the floor to the retractable screen, and SsangYong says it will hold three golf bags, but it’s the narrow width and length which limit its potential.
I found it awkward to move some odd-shaped objects, like a heater and some boxes, and the high entry-point to the bootlid makes things a little difficult when moving heavier items.
Our ELX has significantly more room thanks to a space-saver spare under the boot floor. The Ultimate, which sits above has a full-size spare, further limiting boot space.
There are the same odd elastic ropes in the edges of the boot wall for smaller loose objects or cables.
The 2022 Eclipse Cross PHEV line-up is expensive compared to the petrol-turbo models.
The ES AWD has a list price (all prices MSRP, before on-road costs) of $46,490, while the mid-spec Aspire costs $49,990 and the top-end Exceed lists at $53,990.
I know they’re not like-for-like in every instance - the ES and Aspire petrol-turbo models are 2WD, not AWD, for example, and there are some specification differences, too - but the price jump from each respective non-PHEV version is $15,500 (ES), $14,250 (Aspire) and $12,500 (Exceed).
Yikes.
You’d really, really have to want the EV driving experience to justify that additional expenditure, right?
Here’s a rundown of the specifications across the three PHEV grades.
Standard for the $46,490 ES grade are 18-inch alloy wheels, LED daytime running lights, halogen headlights, keyless entry and push-button start, cloth interior trim, manual front seat adjustment, an 8.0-inch touchscreen media system with Apple CarPlay and Android auto, a reversing camera, a four speaker stereo, digital radio and a rear cargo blind.
Step up to the $49,990 Aspire and you score LED headlights and fog lights, a lower body kit, heated front seats, faux-leather and microsuede trim, auto wipers, adaptive cruise control, an eight-speaker stereo, surround view camera, front and rear parking sensors, and an array of safety equipment that we’ll cover off in the safety section.
Choosing the range-topping $53,990 Exceed model nets you leather seat trim, a heated steering wheel, a head-up display - making it the only grade with a digital speedo! - as well as sat nav, a dual pane sunroof, and a black headliner in the cabin.
If SsangYong wants to roar back onto the market and challenge people’s perceptions of the brand, it’ll first need to get them in the door. After all, this low-ball strategy worked for Hyundai and Kia, who infiltrated Australia with models like the Excel and Rio, which offered all the features of more established brands at a cut price.
The challenge is not tarnishing your brand while you’re at it. Has SsangYong pulled it off with the Tivoli?
Our ELX is the mid-spec car, sitting above the entry-level EX and below the all-wheel-drive and diesel-only Ultimate.
The $29,990 ticket price for our front-wheel-drive diesel would be about right if the Tivoli was from any mainstream brand. For roughly the same money you can get a top-spec Mitsubishi ASX Exceed ($30,990), Honda HR-V RS ($31,990), fellow Korean Hyundai Kona Elite ($29,500), or a diesel-powered Mazda CX-3 Maxx Sport ($29,990).
Oh, and despite it looking quite large in the pictures, the Tivoli is most definitely a small SUV, being narrower than a Hyundai Kona and not as long as a CX-3.
Feature-wise, our ELX gets 16-inch alloy wheels, a 7-inch multimedia touchscreen with Apple CarPlay and Android Auto support, front & rear parking sensors with reversing camera, auto-dimming rear-view mirror, leather trim on the steering wheel, standard faire cloth seats (which weirdly remind me of Hyundai’s seats from about a generation ago), roof-rails, luggage screen in the boot, dual-zone climate control, privacy glass and halogen headlamps with LED DRLs.
Not bad. The safety offering is not only good but available across the range, so check the Safety section of this review out for more on that.
Missing at this price are leather trim (available on the Kona Elite and ASX), active cruise, LED front lighting and powered front seats. It’s not crazy value, but it’s also not bad at $29,990.
The plug-in hybrid version runs a non-turbocharged 2.4-litre Atkinson cycle petrol engine producing just 94kW and 199Nm.
Meagre outputs, but the petrol unit is backed by two electric motors - the front motor has outputs of 60kW/137Nm, while the rear motor produces 70kW/195Nm. It’s all controlled by a single-speed transmission.
There is no ‘combined power output’ figure, but there is a 13.8kWh lithium-ion battery pack as part of the equation as well.
The engine can power the battery pack in series hybrid driving mode, so if you want to top up the batteries before you get to a city, you can. And there is regenerative braking, of course. More on recharging in the next section.
Our Tivoli is powered by a 1.6-litre four-cylinder turbo diesel engine producing 84kW and 300Nm of torque.
That seems a little low on the power front compared to petrol competitors, but the strong torque figure available from an almost instantaneous 1500rpm gives this engine a solid amount of get up and go.
If you aren’t opposed to diesel, I would strongly suggest this engine over its underpowered 1.6-litre petrol equivalent, as it has almost twice the available torque.
It might seem risky for SsangYong to be offering diesel in a segment where the fuel type is unpopular, but it makes sense from a global supply point of view, as diesel is largely the fuel of choice in the Tivoli’s home country of South Korea.
The ELX is front-wheel drive and can only be had with a six-speed torque converter auto transmission manufactured by Aisin.
The Eclipse Cross PHEV has an official combined cycle fuel consumption figure of 1.9L/100km. That’s astounding, really, but you need to realise that the test calculation is only for the first 100 kays - there’s a really good chance your real-world consumption will be a lot higher, as you can only deplete the battery charge once before calling on the engine (and your petrol tank) to juice it back up.
Electric driving range is stated at 55km based on NEDC cycle testing, while the WLTP rating is a more realistic 45km. In our testing we fell between the two during our “fully charged” 100km run, in which the electric charge initially ran for 50km. But, over the 100km run, the dashboard info screen said the car used “82 per cent” electric driving, while somehow also showing 3.9L/100km for petrol consumption.
I did the numbers at the fuel filler, and the actual return was 4.5L/100km. That’s okay, but not nearly as spectacular as you might hope, and I’ve seen very close in a RAV4 hybrid - which in most instances is cheaper than the Eclipse Cross despite being bigger and, frankly, a lot better.
I also ran the car for a further 100 kays without plugging in, just to see what the ‘worst case scenario’ might be - and it wasn’t too bad, with the fuel consumption jumping to a real-world return of 5.5L/100km. But again, that’s worse than you’ll likely get with a RAV4…
When it comes to charging/recharging, there is available AC charging using a Type 2 plug that can fully recharge the battery in as little as 3.5 hours, according to the brand. DC fast charging with a CHAdeMO plug should fill from zero to 80 per cent in 25 minutes. Maximum charge input is 3.6kW.
Like me, you’ll want to do the maths to see what is going to be the most economical way to run your car - aside from just plugging it in at the office and hoping nobody notices.
A standard 10-amp household plug - which should take about seven hours to replenish the batteries - could cost as little as $1.88 to get back your circa-50km EV range - that’s based on overnight charging, off-peak, on an average 13.6c/kWh electricity price. Of course, if you’re considering a PHEV, you might have a solar array and the electricity could well be free. Good for you.
But remember, there’s more to it than just the electricity costs - you need to also consider the additional purchase budget required just to get into the PHEV model over a regular Eclipse Cross.
Over my week of mainly urban driving I scored a fuel-consumption figure of 7.8L/100km against a claimed urban figure of 7.4L/100km which is not too bad, but also not stellar.
The official claimed/combined usage figure is at a bold-sounding 5.5L/100km.
The Tivoli has a 47-litre fuel tank.
If you’re after that electric car thrill of near-silent, almost mind-blowing acceleration, the Eclipse Cross mightn’t be the right car for you
But if swift progress and the buzz you get from taking off from the traffic lights without any hesitation at all is more your thing, it could be great for you. And if you’re not quite ready to go “full EV”, then it’s probably something you’re considering.
The EV driving mode is the best driving mode in this car. You can run it just on the petrol engine to ensure you save your battery range, and you might choose to do that when you’re driving on the freeway and know you’re approaching an urban area where the EV goodness will be better used. Or you could have it so it's using battery and petrol power, and that’s where you’ll get maximum combined performance.
But running the car in the default, EV-prioritised mode means you will make the best of this powertrain's strengths, because - for the fifty odd kays you’ll get out of the battery - it’s pretty good.
It’s also impressive the way this powertrain dips between petrol engine, battery pack or both at higher speeds. When the battery range had depleted on my test drive, the engine kicked in almost imperceptibly, working to power the car and also generate more electricity for the battery pack. It then dipped out of petrol, back to battery, and so on and so forth, multiple times during my drive.
The best thing about the way it did so was that it was smooth. There is barely any vibration from the petrol engine, the transmission doesn’t have any gears to fumble with, and overall the refinement is really good.
There are drive modes - Eco, Normal, Snow, Gravel and Tarmac - and in my test I kept to Normal. I did fiddle with the regenerative braking reactiveness, though, using the paddleshifters to dial up or down the aggressiveness of the energy recoup system. It doesn’t feel as aggressive as some pure electric cars, but thankfully it has a decent pedal feel and progression when you apply the brakes yourself.
The steering is light and lacks feel, and doesn’t offer that much engagement or involvement. That might matter to you if you’re like me. I wish it was more fun. But at least it’s easy to park.
While the suspension is fine and comfortable on the highway, it can feel wooden and the ride is quite lumpy at low speeds. It never really feels all that well resolved for urban driving, which is a bit of a downer considering that’s likely where a car like this will spend most of its time
The tune of the suspension - being a bit firm at lower pace - surprisingly doesn’t have any payoff when it comes to cornering, as it lacks a bit of body control, shifting its weight side to side.
All in all it is a decent plug-in hybrid offering – and will be perfectly suitable to someone who wants some EV driving as a part of their lifestyle. It’s just a matter of doing the maths as to whether it will work for you.
We never recommend that you drive blindfolded, but if you could and you drove the Tivoli, I honestly believe you’d have trouble telling it apart from any other small SUV on sale today.
The diesel engine feels strong from the get-go and pushes the 1390kg SUV along with a reasonable urgency. It’s no performance drivetrain, but it's as good as, if not better than, most of the petrol competitors.
The six-speed torque converter auto is mostly great around town but is old-school in that you can definitely feel each ratio. It also had the unfortunate habit of occasionally grabbing the wrong gear.
I once caught it out altogether under heavy acceleration and it spent a whole second fishing for the ratio it wanted. It’s still better than a continuously variable transmission (CVT) for driver engagement, though.
Steering is on the light side but is direct and offers decent feedback. The ELX offers three steering modes - 'Comfort', 'Normal', and 'Sport', which artificially alter the weight behind the steering. 'Normal' is by far the best.
The suspension was also notably impressive. Fellow Korean brands, Hyundai and Kia, have harked on for a long time about local tuning efforts, but I found the Tivoli’s suspension tune almost as good. It’s a slightly more spongey, comfort-focused tune, but I was impressed at how composed it felt in the corners.
The ELX has a cheap torsion-bar rear suspension setup, which could only really be noticed over rough road conditions.
Behind the wheel, the Tivoli was also surprisingly quiet at lower speeds. This makes for a nice, quiet drive around town, despite the diesel engine, but at speeds above 80km/h and engine rpms above 3000 the noise became significantly worse.
I’d say the Tivoli drives just as well as most Hyundais and Kias from just a few years ago. There’s room for improvement in the little details, but for the brand’s first effort since its international re-boot, it does a darned good job.
All Mitsubishi Eclipse Cross models have been awarded a five-star ANCAP crash test safety rating based on 2017 testing for the pre-facelift model.
The range has increasing levels of safety technology the more you spend, but all variants have forward autonomous emergency braking (AEB) with forward collision warning (operates between 5km/h and 80km/h) and the AEB includes pedestrian detection (between 15km/h and 140km/h).
Standard on all grades is a reversing camera, rear parking sensors, seven airbags (dual front, driver’s knee, front side, side curtain for both rows), active Yaw control, stability control, and anti-lock brakes (ABS) with brake force distribution. Lane departure warning is standard too.
Spend up on the Aspire for adaptive cruise control, blind-spot monitoring, rear cross-traffic alert, and front parking sensors. From Aspire up to Exceed, there’s the addition of the brand’s Ultrasonic Misacceleration Mitigation System, which can dull throttle response to prevent potential low speed collisions.
No speed sign recognition is available, and therefore no smart cruise control either. Plus there is no lane centring system fitted either, and nor is there a driver attention monitoring system, so it’s falling behind on the tech front.
The Mitsubishi Eclipse Cross is built in Japan.
The Tivoli comes with a reasonably comprehensive safety offering, but there’s room to improve here, too.
On the active-safety front our ELX has auto emergency braking (AEB – works up to 180km/h), lane-departure warning (LDW), lane-keep assist (LKAS) and high-beam assist.
There’s no active cruise, blind-spot monitoring (BSM), traffic-sign recognition (TSR), or driver-attention alert (DAA) available on even the top-spec Ultimate.
The Tivoli has seven airbags, two ISOFIX child-seat mounting points on the rear outboard seats and top-tether anchorages across the second row, as well as the expected brake and stability controls (but no torque vectoring).
The Tivoli has received a four-star ANCAP safety rating as of 2016, however this is based on a EuroNCAP score and now-available lane-assist technologies were not factored into this test.
There’s a huge 10 year/200,000 kilometre warranty on offer - but it’s valid if you maintain your car with Mitsubishi’s dedicated dealer service network over the 10 years/200,000km timeline, or else you get a five-year/100,000km plan.
But while the rest of the car will be covered by that decade-long warranty if you service it with Mitsubishi, the battery is only covered for eight years/160,000km, no matter where you have the car serviced.
Maintenance is due every 12 months/15,000km. But just a note - the more complex powertrain means higher service costs than the regular turbo-petrol versions. The annual fees are: $299, $399, $299, $399, $299, $799, $299, $799, $399, $799; so an average cost of $339 for the first five years, or $558.90 per visit over 10 years/150,000kn.
Included for customers who service their car with the brand is four years of roadside assist.
Do you have questions over reliability, issues, concerns, recalls, automatic transmission problems, or anything else of that ilk? Check out our Mitsubishi Eclipse Cross problems page.
The SsangYong Tivoli now leads the small SUV segment with a seven-year/unlimited-kilometre warranty, which is miles ahead of the acceptable industry standard of five years/unlimited kilometres offered by most competitors.
Service pricing comes in at a completely fixed and impressive-for-a-diesel $322 per yearly 15,000km service for the life of the warranty.
Extra service items are tidily laid out in a chart breaking down parts cost, labour, and total price, with the most notably expensive item being transmission fluid ($577), which, at worst, is recommended to be changed at 100,000km.
From this we can tell SsangYong intends to target Kia’s audience and use this part of the business to categorically beat its competition.