Marketer Adds Three Years to Protection Plan

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DETROIT ( -- In an effort to lure more buyers, Mitsubishi Motors North America is beefing up its warranty for 2004 cars and showcasing that point in its advertising, the company announced today at the North American International Auto Show.

Mitsubishi, which previously offered a seven-year, 100,000-mile protection plan, is increasing that to 10 years and 100,000 miles. The new warranty takes effect with the launch of the 2004 Galant sedan later this month.

New ads from Deutsch
The new warranty will get more exposure in Mitsubishi advertising from Interpublic Group of Cos.' Deutsch, Los Angeles, said Ian Beavis, senior vice present for marketing at Mitsubishi.

Mitsubishi's CEO and co-chairman, Finbarr O'Neill, introduced a similar warranty to beef up sales at Hyundai Motor America when he took the helm there as CEO in 1998. Mr. O'Neill left Hyundai last September to join Mitsubishi.

Mitusibishi's Japanese parent is 37% owned by Chrysler's German parent, DaimlerChrysler AG.

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