Mitsubishi Dealers See Better Days Coming

Washington DC May 15, 2007; The AIADA newsletter reported that Mitsubishi Motors Corp. President Osamu Masuko told his U.S. dealers this month that the U.S. ad budget would increase about 30 percent this year to an estimated $170 million.

The $5 million profit is small but "headed in the right direction," Masuko told the U.S. dealers in a May 2 teleconference. According to Automotive news, he said overall dealership profitability rose in the first quarter compared with 2006.

"I think they're starting to turn the corner a bit," says AIADA member Dan Georger, owner of Dan Georger Mitsubishi in Buffalo, N.Y. "I'm optimistic." Chuck Barber, also an AIADA member, and owner of Barber Bros. Mitsubishi in Orem, Utah, says his monthly sales have grown from about 18 units last year to 25 this year. He praised Mitsubishi management for being meticulous and organized. "But I wish they would yell and scream a little more with ads," Barber said.

"These guys are so laid back. They won't go over budget, won't go outside the box." Mitsubishi dealers sold 43,692 vehicles in the first four months of this year, a 19.6 percent increase over 2006.