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Mitsubishi Motors Awards National Advertising to Deutsch

16 November 1998

Mitsubishi Motors Awards National Advertising to Deutsch

       Account Includes Consolidation of Major Marketing Communications
                          Functions Under One Agency

    CYPRESS, Calif., Nov. 13 -- Mitsubishi Motor Sales of
America, Inc. (MMSA) today announced that it has awarded its national
advertising business to Deutsch Advertising, New York City and Marina del Rey,
Calif., including responsibility for interactive, collateral, direct marketing
and Hispanic components of Mitsubishi Motors' marketing communications.
    "As we focused intensely on the development of a distinctive brand image
in a brutally competitive market, we realized it was imperative to consolidate
all elements of marketing in the hands of one marketing partner to ensure the
most integrated communications possible," said Peg Dilworth-Hunt, director of
marketing at MMSA.
    "We're excited to be partnering with a dynamic organization like
Mitsubishi Motors.  They have a fantastic future and we look forward to
building on an already successful relationship," said Donny Deutsch, chairman
and chief executive officer of Deutsch, Inc.
    Deutsch had previously handled the launch of Mitsubishi Motors' completely
redesigned Galant mid-size sedan, and is the agency of record for the
company's 41 Mitsubishi Dealer Advertising Associations (MDAAs) throughout the
country.
    "We feel that in Deutsch we've found a strong marketing communications
partner who fully understands Mitsubishi Motors' goals, provides strong
strategic counsel, and can ensure that we speak to consumers at any stage of
purchase intention with one coherent brand voice," said Dilworth-Hunt.
    The relationship between MMSA and Deutsch has gotten off to a good start
with the successful launch of the 1999 Galant mid-size sedan, which has
increased in sales significantly over the previous model each month since
introduction.  Sales for Galant in October of 1998, for example, are 62
percent above Galant sales in October last year.  Further evidence of a
successful launch of the Galant, as well as the "wake up and drive(TM)" tag
line, is reflected in a 29 percent increase in the share of shoppers
considering the Mitsubishi brand, and an improvement of 20 percent each in
Galant attribute categories of superior styling and "fun-to-drive."
    "We are on a mission in the U.S. market," continued Dilworth-Hunt.  "And
that mission is to establish a strong, consistent brand image which raises the
consumer's level of awareness about our distinctive products and puts
Mitsubishi on the shopping list of more buyers.  We believe an important
ingredient in achieving that mission is through the most highly integrated
marketing communications possible.  The relationship we've established with
Deutsch will help make that possible," concluded MMSA's director of marketing.
    Deutsch, Inc. is a $785 million full-service advertising agency with
offices in New York City, Los Angeles and Chicago.
    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.