Mitsubishi Wants to Double Its Ad Allowance

Automaker Seeks Boost to Market 2013 Outlander Sport, 2014 Outlander Crossover

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Mitsubishi Motors North America is asking its Japanese parent to double the U.S. marketing budget next year.

Masatoshi Hasegawa, exec VP-sales and corporate strategy, believes the brand needs to "at least double" its U.S. marketing budget for the fiscal year that begins April 1, 2013. The funds are needed to market the 2013 Outlander Sport and the 2014 Outlander crossover.

Mitsubishi's agency is 180 LA.

A person familiar with Mitsubishi said its total U.S. marketing budget is a modest $85 million. For comparison, major automakers in the U.S. often spend $100 million to launch an important redesigned vehicle.

Ryan Beene is a West Coast reporter at Automotive News
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