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Mitsubishi Motors' January Sales Up 14 Percent

3 February 1999

Mitsubishi Motors' January Sales Up 14 Percent - Company's 'Turnaround' Strategy Proving Effective

   New Brand Image Stays Consistent with Montero Sport and Eclipse Ad Focus

    CYPRESS, Calif., Feb. 3 -- With last year's series of
company-wide initiatives set firmly in place, Mitsubishi Motor Sales of
America, Inc. (MMSA) is entering 1999 with a 14 percent sales increase over
last January's sales figures, right on the heels of turning its first
calendar-year pre-tax profit since 1987.  Strong products and a consistent
brand statement are helping the company to build a firm foundation to remain
profitable in the years ahead.
    "If January sales are any indication of the commitment we're pursuing,
then Mitsubishi Motors is well on its way to securing a strong future in this
market," said Pierre Gagnon, executive vice president and chief operating
officer for MMSA.  "Over the last 18 months we've forged a very positive
relationship with our dealers that's created a true partnership.  We're
aggressively taking our brand to new levels to support the needs of our
dealers, and they in turn, are showing what it takes to meet an even more
aggressive sales plan."
    The company's all-new '99 Galant was successfully launched during the
final half of 1998 supported by an entirely new brand positioning campaign.
The "wake up and drive(TM)" theme has proven to be an eye opener among
consumers, bringing a higher demographic buyer into Mitsubishi showrooms.
"Our efforts to break through the advertising clutter with our new brand
positioning are proving effective," said Gagnon.  "Mitsubishi brand shopping
is up 53 percent, with Galant shopping consideration up 100 percent and one
year intentions for Galant up 30 percent since July."
    Galant sales for the month of January reached 4,406 units, up 7 percent
over the previous model sales last January.  The company's two other core
products, Eclipse and Montero Sport, are also continuing their own positive
momentum with combined sales of more than 7,200 units.  Sport utility vehicles
alone for the company reached a 19 percent increase, while passenger car sales
for the month were up 13 percent over 1998 figures.  Later this year,
Mitsubishi Motors will be launching a completely redesigned Eclipse coupe, as
well as introducing a very distinctive update to the Montero Sport.
    Other strong sellers for the month of January included the Diamante luxury
sedan which showed an increase of nearly 300 percent.  The entry-level Mirage
four-door sedan also showed a significant gain, marking a 40 percent increase,
while sales of its two-door sibling, the Mirage Coupe, were up 18 percent.
    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.

                                     Jan. '99        Jan. '98      % Change
                                    Month/YTD        Month/YTD     Month/YTD

    Passenger Car Sales*          13,275/13,275   11,768/11,768    +13%/+13%
    Sport Utility Vehicles**        3,942/3,942     3,320/3,320    +19%/+19%
    Total Vehicle Sales           17,217/17,217   15,088/15,088    +14%/+14%
    Note: U.S.-Assembled
     Vehicle Sales                  8,114/8,114     8,581/8,581      -5%/-5%
    (Includes Eclipse/Eclipse
     Spyder/Galant)

    *     Above totals include sales of U.S.-assembled Mitsubishi Motors
           vehicles
    **    Includes Montero and Montero Sport