Register now for free access to - this week only.

Bigger, peppier Lancer

Mitsubishi Motor Sales of America woke up to the subcompact market with its 2002 Lancer - a larger, more powerful vehicle than its predecessor, the Mirage sedan. And the campaign introducing the vehicle is the company's second-largest advertising effort in the United States, trailing only the $44 million launch of the mid-sized Gallant in 1999. The Lancer campaign broke last month with 15-second teaser commercials on cable and network TV, followed by 30-second spots. The spots aired on shows such as CBS' "Everybody loves Raymond," ABC's "NYPD Blue" and NBC's "Frasier." A print campaign will launch this month, followed by a direct mail campaign later in the fourth quarter. A micro Web site ( generated 60,000 hand raisers between April and August. Frances Oda, Mitsubishi's new vice president of marketing, said the company will target highly educated 22- to 45-year-olds with a median household income of $40,000. Deutsch Advertising in Los Angeles created the Lancer spots, which use the company's 3-year old "Wake Up and Drive" tagline.



ATTENTION COMMENTERS: Over the last few months, Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.