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Mitsubishi Motors Makes Driving Easier on the Web

8 October 1999

Mitsubishi Motors Makes Driving Easier on the Web

               New Web Site Designed to Let Consumers Navigate
                 With Speed and 'Build Their Own Mitsubishi'

    CYPRESS, Calif., Oct. 7 -- Mitsubishi Motor Sales of America,
Inc. (MMSA) has unveiled its new high-octane Web site designed to take
consumers on a direct route to creating their own Mitsubishi.
Mitsubishicars.com, developed by iDeutsch, the interactive arm of Mitsubishi's
ad agency Deutsch, Inc., combines functionality and user friendliness while
communicating Mitsubishi's "wake up and drive(TM)" theme.
    Flash technology introduces consumers to the site, which then displays the
home page navigation.  The home page offers three vehicle categories to
explore: Sedan, Coupe and SUV.  Consumers can learn the difference between
models and move deeper into characteristic information on each vehicle.  The
site design was developed based on a unique research process conducted by MMSA
and iDeutsch.  The process included extensive one-on-one interviews with
families across America, literally sitting in their homes and watching them
surf automotive sites.
    "We quickly discovered that most automotive manufacturers included far too
many details, countless photos and fancy graphics that took too long to
download.  We watched dozens of consumers get frustrated and log off," says
Laura Eastman, Account Director of iDeutsch.  "We knew that we had to create a
site that was fast and consumer friendly, yet still provided sufficient
information in a way that portrayed the essence of Mitsubishi's brand."
    Mitsubishicars.com gives consumers the ability to build their own
Mitsubishi.  The "My Mitsubishi" section allows consumers to choose a
Mitsubishi model and then customize it -- from trim to options to accessories
and price and then save that car as "My Mitsubishi."  A quick click to the
"Finance" section enables a consumer to view finance plan options, determine
monthly costs and choose the retailers nearest their home.  Beyond the home
page, navigation is easy via double pull-down menus and a subnavigation bar
where applicable.
    Within each vehicle section, consumers can view Gallery photos, have
360 degree walk-around views, check out accessories and safety information for
each and compare them with select competitive models.  Consumers can order a
brochure and identify a Mitsubishi retailer nearest them - allowing them to
even print a map and driving directions.  For a closer look at Mitsubishi
Motors, there is "Indepth" information on such topics as Customer Relations,
Auto Shows and Motorsports.   There is also a "Lost?" section that helps
consumers if they have trouble finding something.  Armed with a search
feature, a Sitemap and Site tips, consumers can quickly identify where they
want to be.
    "The site is a powerful tool that mirrors what Mitsubishi stands for,"
says Peg Dilworth-Hunt, Director of Marketing, Mitsubishi Motor Sales of
America.  "It's sleek, fast, efficient and gets you where you need to go.
We've bypassed the bells and whistles that most sites get caught up in -
eliminating the mega-download time that is a source of frustration for
consumers."

    Mitsubishi Motor Sales of America, Inc. (MMSA) was established in 1982 by
Mitsubishi Motors Corporation, Tokyo.  Based in Cypress, Calif., it markets a
full line of vehicles, including coupes, convertibles, sedans and sport
utilities.