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Mitsubishi Motors' 1999 Is Best Year in U.S. History

31 December 1999

Mitsubishi Motors' 1999 Is Best Year in U.S. History

    Mitsubishi Becomes Fastest-growing Japanese Automotive Brand in U.S.,
              Led by Fresh Products and Stronger Brand Awareness

    CYPRESS, Calif., Dec. 30 -- Mitsubishi Motor Sales of
America, Inc. (MMSA) announced that 1999 will be its best sales year in
history accelerating it to become the fastest-growing Japanese automotive
brand sold in the U.S.
    MMSA has sold over 250,000 vehicles, a record number in the company's
18-year U.S. history.  Preliminary figures show the growth rate of the brand's
sales is more than 300% above that of a very healthy auto industry for 1999.
Final sales numbers will be released on Tuesday, January 4, and Pierre Gagnon,
executive vice president and chief operating officer for MMSA will be
available for interviews upon request.
    MMSA's biggest seller, the Galant mid-size sedan, has shown sales
increases of nearly 70% since its redesign for the 1999 model year.  Galant's
growth rate is six times that of its main competitors, and part of the sedan's
sales growth has been fueled by media kudos.  Galant was named the #1
mid-sized family sedan in a Car and Driver comparison test, beating Honda
Accord and Toyota Camry.  Last week, AAA gave Galant a prestigious "Top Car"
award in the $15,000-$20,000 category.  Two automotive web sites, The Auto
Channel and Edmunds.com, have also singled out Galant's performance, style and
value.
    Other strong Mitsubishi Motors products have contributed to the sales
resurgence.  The totally redesigned Eclipse sports coupe has more than doubled
its sales over the previous model since it was introduced as a 2000 model,
while winning best buy recommendations from Consumers Digest and Popular
Science.  The Montero Sport mid-size SUV has also shown a 47% rise in sales
year to date.

    According to Gagnon, several positive developments led to a great year:

    -- A dealer-driven "Order To Delivery" system was instituted in 1999,
       reducing port stock from 45,000 units at the start of 1998 to virtually
       nothing today
    -- Brand awareness among consumers is up 20%
    -- Mitsubishi dealers are reporting their highest satisfaction levels in
       six years, according to independent sources

    "Because 1999 was so remarkable for Mitsubishi, our biggest challenge for
2000 will be to continue the momentum in a very competitive market," said
Gagnon.  "With the upcoming product introductions, I'm confident we can meet
the very aggressive goals we've set for next year."
    MMSA will unveil three products on Tuesday, January 11 at Detroit's North
American International Automobile Show: the completely redesigned 2001 Montero
luxury sport utility vehicle, the 2001 Eclipse Spyder, a convertible version
of the popular sports coupe, and the SSS concept vehicle, a futuristic look at
an enhanced versatility sedan capable of transporting two standing mountain
bicycles inside the car.
    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.