Mitsubishi Motors North America, Inc.: Wake Up And Drive campaign

Mired in a slump caused by sinking sales, a dwindling market share, an anonymous image, and an ill-defined marketing drive, Mitsubishi Motors North America, Inc., (then called Mitsubishi Motor Sales of America) introduced an updated version of its midsize sedan, the Galant, in August 1998.

Mitsubishi Motors North America, Inc.: Wake Up And Drive campaign

Rebecca Stanfel

OVERVIEW

Mired in a slump caused by sinking sales, a dwindling market share, an anonymous image, and an ill-defined marketing drive, Mitsubishi Motors North America, Inc.,...