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U.S. Mitsubishi seeks marketing boost

Mon, 10 Dec 2012 16:51:49 CST
By: Charlie Schlenker

Mitsubishi Motors North America wants a big hike in its advertising budget. That's according to the trade publication Automotive News. The paper reports Mitsubishi in the U.S. and Canada is asking its parent corporation to double the current $85 million marketing amount. By comparison major automakers in the U.S. often spend $100 million on a launch or redesign of a single model of a vehicle. The extra money would be used to market the 2013 Outlander Sport made in Normal and the 2014 Outlander crossover. Mitsubishi's budget year begins in April. Sales in the U-S and Canada have fallen as the company has phased out old model lines. Analysts have said to succeed Mitsubishi must aggressively market new product as it enters the marketplace.

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