Mitsubishi Motors Invites Consumers to ''Feel What Happens'' When They Climb Behind the Wheel
CYPRESS, Calif.--Aug. 4, 2004--| National Consumer Ride-and-Drive Tour Highlights Driver Safety Through Partnership With The Safe America Foundation |
Mitsubishi Motors North America, Inc. (MMNA) announced today the launch of an exciting consumer driving tour that will begin in San Francisco on August 7, 2004 and extend the company's popular "See What Happens" marketing campaign directly to car shoppers throughout the country. Participants will have a unique opportunity to drive Mitsubishi Motors' new Galant mid-sized sedan and Endeavor S.U.V. and feel first-hand how the vehicles stack up against the competition. The 10-city tour will feature two closed-circuit tracks, professional driving demonstrations and a chance to drive and compare Mitsubishi Motors' products against top-sellers from Honda and Toyota.
"Mitsubishi Motors has some of the best new products on the market, offering superior performance, better handling and higher quality than many top competitors," said Ian Beavis, MMNA senior vice president of marketing, product planning and public relations. "We stand firmly behind our products and our new 'Best-Backed Cars' warranty program proves that. By hitting the road and tackling the competition head on, we're encouraging consumers to come out and judge our products for themselves."
In addition to the action-packed performance driving courses for consumers, the event will feature professional drivers performing thrilling stunts - as seen in Mitsubishi "See What Happens" freeway cliffhanger commercial - on a special track inspired by a Hollywood movie set. While there, consumers will also have the opportunity to explore the full line of 2004 Mitsubishi Motors vehicles, take in behind-the-scenes excerpts from the "See What Happens" commercial filming, and even get driving tips from professional stunt drivers.
A special area featuring popular motor sport video games will be set up so kids can get in on the action as well. Information on driver safety will be made available by The Safe America Foundation (www.SafeAmerica.org), a national non-profit organization that focuses on transportation safety. Safe America is partnering with MMNA to promote driver safety as part of the event.
AMCI, an independent testing organization that specializes in the design and certification of automotive performance claims, conducted extensive testing of the 2004 Mitsubishi Galant GTS and 2004 Mitsubishi Endeavor Limited AWD against competing products from Honda and Toyota. The results showed that the Mitsubishi Motors products outperformed the competition in several key areas, including accident avoidance, acceleration, braking, handling and cornering. Mitsubishi Motors believes many of these characteristics are often overlooked by shoppers seeking a new ride for the family.
"Sports car enthusiasts have long demanded vehicles that can carve through corners and swiftly navigate twisty roads," said Beavis. "Those same characteristics, when applied to family cars, can help drivers safely avoid a tire tread or small animal. It's easier to steer clear of road debris in a car like Galant or Endeavor that performs better in accident avoidance testing."
Consumers can learn more about the benefits of good handling, strong braking and quick acceleration by signing up to participate in the "Feel What Happens" tour. Mitsubishi Motors has set up a special Web site for event registration and more information on the tour: www.FeelWhatHappens.com. Space is limited, so consumers are encouraged to reserve their spot as soon as possible. Tour stops include Atlanta, Chicago, Dallas, Los Angeles, Miami, New York, Philadelphia, Phoenix, San Francisco and Washington, D.C.
The "Feel What Happens" tour coincides with Mitsubishi Motors' new "Best-Backed Cars in the World" campaign, featuring the industry's best warranties and scheduled maintenance program. The Best-Backed initiative features a 10-year/100,000-mile powertrain limited warranty, 5-year/60,000-mile bumper-to-bumper warranty and 3-year/45,000-mile free scheduled maintenance program.(1)
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing, research and development operations of the Mitsubishi Motors Corporation in the United States, Canada, Mexico and Puerto Rico. Mitsubishi Motors sells coupes, convertibles, sedans and sport utility vehicles through a network of nearly 700 dealers throughout North America. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.
(1) New 2004 vehicles bought between July 1 and August 31, 2004. See www.mitsubishicars.com for details.
