Mitsubishi Outlines Strategy for Succeeding In a Changing Economy

     Executive Vice President and COO Pierre Gagnon Addresses the Midwest
  Automotive Media Association With a Vision for Navigating Turbulent Times

    CHICAGO, March 15 Mitsubishi Motor Sales of America (MMSA)
Executive Vice President and COO Pierre Gagnon today outlined his vision for
how automakers can succeed even as the economy continues to change at the
Midwest Automotive Media Association (MAMA) luncheon at the Chicago Automobile
Trade Association.

    "The industry is changing and so is the economy, which means automakers
must closely examine their business strategies to remain competitive in
today's marketplace," Gagnon explained to the gathering of automotive
journalists and industry professionals.

    Gagnon outlined four areas that have helped MMSA achieve record sales
growth and have positioned the company to succeed even as the economy slows:
building great products, creating an effective distribution process,
developing dealer partnerships, and building a strong brand.

    "Our sales are up 2.5 percent year-to-date, we intend to grow our dealer
body by 10 percent this year, and we've just announced plans to expand into
Canada," Gagnon said.  "This is possible only because we've focused intensely
on our products, distribution, dealers and brand."

    Building Great Products

    "It is no secret that exciting cars build the brand," Gagnon said.
    One key to MMSA's continued success will be the introduction of an all-new
small car to debut at the New York Auto Show in April as part of Mitsubishi
Motors commitment to launch a new vehicle in North America every year for the
next five years.

    Creating an Effective Distribution Process

    "Automakers must understand the market and distribute according to the
demand," Gagnon explained.  "Previously, cars were built first then pushed out
to dealers using incentives.  This caused hundreds of millions in interest,
warranty and incentive costs and dealers stockpiled tens of thousands of
vehicles."

    Gagnon explained how Mitsubishi Motors has implemented a state-of-the-art,
web-based dealer ordering system where dealers "pull" vehicles from the
factory according to the market demand, which has decreased costs and made the
company more responsive to changes in the market.

    Developing Dealer Partnerships

    The importance of developing dealer partnerships, especially during times
of market turbulence, is also critically important for automakers, Gagnon
explained.  He believes automakers must involve dealers in decision-making
processes; including strategic planning, marketing, product planning, parts,
service and customer handling.

    "Dealers are the first customer and must be a strategic partner," Gagnon
said.  "Dealers are an extension of an automakers brand, and those with solid
brands and strong dealer partnerships will be more likely to succeed."

    Building a Strong Brand

    "Marketing is the key the getting customers on board," Gagnon explained.
"A strong, focused marketing and advertising campaign can enhance brand
awareness and customer loyalty, while a poor campaign can damage brand
positioning."

    Gagnon credited Mitsubishi Motors highly successful "Wake Up and
Drive(TM)" advertising campaign created by Deutsch LA as contributing to a
significant increase in brand awareness.

    "Communicating a consistent brand voice in all our marketing disciplines
has really paid off for the Mitsubishi brand,' said Gagnon.