ORLANDO -- Mitsubishi told dealers at its make meeting here that it is committed to increasing volume.
Said Jason Gillman, vice president of Gillman Mitsubishi, which has stores in Houston and San Antonio: "They've got a three-year plan to get us back to where we need to be. They've got to get the volume back over 100,000" for the United States. Current levels, Gillman said, are "not sustainable."
Ken Konieczka, vice president of sales operations for Mitsubishi Motors North America, said the brand will finish at about 55,000 vehicles sold in the fiscal year that ends March 31.
"That's our goal, to get back to 100,000 units as quickly as possible," said Konieczka. Mitsubishi has about 400 U.S. dealers in the United States, and 100,000 sales "seems to be the number we need to keep that volume of dealers sustained," he said.
Konieczka didn't set a target for when Mitsubishi might hit that mark.
Mitsubishi will host an April business meeting to further outline its strategy for increasing volume, Konieczka said.
Dealers had been asking Mitsubishi for higher advertising visibility. The factory responded with a couple of TV commercials -- one for the Outlander crossover and the other for the Lancer small car.
As for incentives, Mitsubishi is offering either 0 percent financing or a $1,000 rebate.
Larry Vickar, whose family owns two Mitsubishi dealerships in Winnipeg, Manitoba, said he was happy with the brand's offerings.
"The product is right for the marketplace," he said. "We need more voice in the marketplace."
Mitsubishi does have more product in the pipeline. In November, the company will launch a smaller version of the Outlander, called the Outlander Sport.