Mitsubishi's Dave Schembri: "Everyone else is talking about employee pricing, so we had to do something different."
Buyers of any new 2005 Mitsubishi car or light truck will receive a gasoline debit card with a value ranging from $1,500 to $2,500. The amount is designed to fuel the vehicle for 12,000 miles.
Dave Schembri, executive vice president for sales and marketing at Mitsubishi, says with high gasoline prices on most motorists' minds, the promotion will help Mitsubishi stand out.
"A company this size needs to zig when everyone else zags," he says. "Everyone else is talking about employee pricing, so we had to do something different."
The program began Friday, Sept. 23, and ends Oct. 31. Schembri says dealers have about 14,000 unsold 2005 models, which represent about a 30- to 45-day supply.
He planned to promote the free gasoline beginning Sept. 23 with a full-page ad in USA Today. He also plans commercials on broadcast network, network cable and spot TV, along with print ads.
Schembri says he has no plans to add 2006 models to the program.
Mitsubishi's sales were down 29.6 percent this year through August to 87,074 units. But August sales of 10,945 units were up 2.1 percent over August 2004.
You may e-mail Kathy Jackson at [email protected]