Mitsubishi Motors Reports February U.S. Sales Down 19%
Brand Positioned for Growth With Strong Products, Extended Warranty and Bold Marketing
CYPRESS, Calif., March 2 -- Mitsubishi Motors North America, Inc. (MMNA) today reported February 2004 U.S. sales of 20,624 units, a 19 percent decrease compared to sales in February 2003, but an increase in the daily sales rate of 41 percent over January 2004.
"February sales improved significantly over January and dealership traffic picked up in response to our no-holds-barred launch of the all-new 2004 Mitsubishi Galant," said Michael M. Tocci, senior vice president, sales, distribution and fleet, MMNA Sales Division. "We expect momentum to grow steadily as we've assembled the best Mitsubishi product line in company history and added a new 10-year/100,000-mile limited powertrain warranty covering all 2004 models."
Sales of the bigger, more powerful Galant continued picking up pace in February, improving 37 percent over January based on daily selling rate. A national marketing campaign comparing the Galant GTS V6 against a similarly equipped Toyota Camry XLE V6 and Honda Accord EX V6 continues to spur consumer interest in Mitsubishi's redesigned mid-sized sedan.
In a series of independent tests by AMCI, the Galant placed first in five out of nine evaluations that tested vehicle attributes such as acceleration, braking and handling and tied for first in two others. Results of those tests are available at seewhathappens.com.
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing, research and development operations of the Mitsubishi Motors Corporation in the United States, Canada, Mexico and Puerto Rico. Mitsubishi Motors sells coupes, convertibles, sedans and sport utility vehicles through a network of nearly 700 dealers throughout North America. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.
Following is the sales breakdown for February 2004:
2004 2003 2004
FEB CYTD FEB CYTD FEB CYTD
ECLIPSE COUPE 1,711 3,045 1,636 3,798 4.6% -19.8%
ECLIPSE SPYDER 1,679 2,391 726 1,793 131.3% 33.4%
LANCER 5,338 8,202 5,444 9,285 -1.9% -11.7%
LANCER EVOLUTION 391 751 24 24 1529.2% 3029.2%
LANCER SPORTBACK 108 183 -- -- 0.0% 0.0%
MIRAGE COUPE -- -- 130 163 -100.0% -100.0%
MIRAGE SEDAN -- -- -- -- 0.0% 0.0%
GALANT 4,781 8,548 6,928 15,010 -31.0% -43.1%
DIAMANTE 599 1,264 1,742 2,776 -65.6% -54.5%
TOTAL CAR 14,607 24,384 16,630 32,849 -12.2% -25.8%
OUTLANDER 2,216 3,889 4,003 7,632 -44.6% -49.0%
MONTERO SPORT 595 1,785 3,430 6,158 -82.7% -71.0%
ENDEAVOR 2,645 5,081 -- -- 0.0% 0.0%
MONTERO 561 1,306 1,289 2,440 -56.5% -46.5%
TOTAL SUV 6,017 12,061 8,722 16,230 -31.0% -25.7%
TOTAL 20,624 36,445 25,352 49,079 -18.6% -25.7%
US Assembled
Cars(1): 8,171 13,984 9,290 20,601 -12.0% -32.1%
Imported Cars(2): 6,436 10,400 7,340 12,248 -12.3% -15.1%
US Assembled
Truck/SUV(3): 2,645 5,081 -- -- 0.0% 0.0%
Imported
Truck/SUVs(4): 3,372 6,980 8,722 16,230 -61.3% -57.0%
US Assembled
Vehicles: 10,816 19,065 9,290 20,601 16.4% -7.5%
Imported Vehicles: 9,808 17,380 16,062 28,478 -38.9% -39.0%
(1) Galant, Eclipse, Eclipse Spyder
(2) Lancer, Lancer Sportback, Lancer Evolution, Diamante, Mirage Coupe,
Mirage Sedan
(3) Endeavor
(4) Montero, Montero Sport, Outlander
Selling Days MTD YTD
February 2004 24 50
February 2003 24 49