Mitsubishi Motors North America to continue its product PR efforts

CYPRESS, CA: Mitsubishi Motors North America plans to continue its normal schedule of product PR while its parent company in Japan searches for ways to ensure its future financial viability.

CYPRESS, CA: Mitsubishi Motors North America plans to continue its normal schedule of product PR while its parent company in Japan searches for ways to ensure its future financial viability.

A decision late last month by DaimlerChrysler, which owns 37% of Mitsubishi Motors, to stop pumping money into the ailing Japanese automaker has led to auto-press speculation about Mitsubishi's future.

The US arm of the company has been in round-the-clock contact with its Japanese parent and is passing on pertinent information about how the company is dealing with the aftermath of the Daimler decision to US dealers and employees, said Dotty Diemer, VP of PR.

"We are trying to be as proactive about it as we can," Diemer said. "Japan has been very forthright in providing us information. This is a challenge, but it's something we'll get through."

Mitsubishi is the only unprofitable automaker in Japan.

The Mitsubishi US unit is working with its regular PR firm, Fleishman-Hillard, to step up employee and dealer communications through e-mails and department meetings, Diemer said. A consumer call center also is disseminating information to customers, she added.

On the product side, "we have a game plan here in the US market, and we're moving forward as best we can," Diemer said.

Mitsubishi Motors' US execs aren't speaking publicly about the parent company's troubles, leaving executive communications to Japan, Diemer said.

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