---

Mitsubishi Motors Choose Ad Agency To Service Regional Dealer Ad Associations

9 January 1998

Mitsubishi Motors' New York Metro Market Dealers Choose Ad Agency To Service Regional Dealer Ad Associations

        Decision Signifies First in a Series of Collaborative Efforts
                        Reflecting New Change Process

    CYPRESS, Calif., Jan. 9 -- Mitsubishi Motor Sales of America,
Inc. (MMSA) today announced that its New York Metro Market MDAA (Mitsubishi
Dealer Advertising Association) was the first of the company's 40 MDAAs to
decide which of two national advertising agencies would handle the
association's retail advertising business.  Deutch Advertising, based in New
York and Santa Monica, Calif., was awarded the New York-area business after a
collaborative decision making process which reflected a willingness among the
company's retail partners to move forward with Mitsubishi Motors' recently
instituted 'change' process.
    According to Mike Nash, vice president of retail strategies and dealer
support for MMSA, this was the first formal decision made focusing on the
company's commitment and new strategy to maintain a clear and consistent brand
image.
    Nash is a member of MMSA's Retail Marketing Council -- one of 12 `change'
teams that are currently identifying ways for MMSA to fundamentally improve
the way it conducts business.  His team, which is cross-functional in its
makeup and includes dealer representation, has been studying ways to promote a
more consistent brand image nationwide for Mitsubishi Motors.
    Early last December, the Retail Marketing Council recommended that each of
the company's MDAA's select one advertising agency to replace the many
currently representing the company's numerous MDAA's.  The Council narrowed
its choice to two agencies, whereby each MDAA would make the final decision as
to which agency would fit the specific needs of each metro market.
    "This first meeting, and first decision, reflects the fact that our
dealers are embracing a new teamwork approach to making key business
decisions," said Nash.  "It signifies a willingness to maintain a strategic
link to Mitsubishi Motors' national advertising that inevitably will build
brand and traffic in our dealerships at the same time."
    Following the New York-area MDAA decision to work with Deutch, the other
39 MDAA's will receive presentations from both Deutch and GZ (Grey/Zimmerman),
making independent decisions on which agency to use.  The process will
culminate in local ads that support the brand image embodied in MMSA's
national advertising efforts.
    Mitsubishi Motor Sales of America, Inc., was established in 1982 by
Mitsubishi Motors Corporation, Tokyo, and markets a full line of vehicles,
including coupes, convertibles, sedans and sport utility vehicles.

SOURCE  Mitsubishi Motor Sales of America, Inc.