Mitsubishi told dealers at the make meeting Sunday that they are getting much-needed help with co-op advertising dollars. Dealers also learned that Mitsubishi is hiking incentives to help move the Raider pickup. Both programs went into effect this month.
Under the new co-op program, dealers must spend at least $10,000 a month in advertising dollars. After the first $10,000, the company will reimburse half of the dealers' advertising budgets per month up to a maximum of a $25,000 payout by the company. Under the old program, the maximum payout by the company was $5,000 after the dealers spent the first $10,000.
The company also put a $3,000 incentive on the Raider pickup that went on sale in October. Dealers sold only 377 Raiders in January and 1,145 in 2005.
Mitsubishi has rolled out several new vehicles recently, but dealers say showroom traffic is still slow.
"We've got good product, but nobody knows about it," says Mitsubishi dealer council chair Chuck Barber. "We don't have a lot of advertising dollars, and the tough part about it is everybody else is spending tons of money."
Rich Gilligan, co-CEO of Mitsubishi Motors North America, says: "Traffic is our No. 1 priority. Our focus is to get in front of the customer."
You may e-mail Kathy Jackson at [email protected]