CYPRESS, CA: Mitsubishi Motors North America has hired a new VP of public relations, Dotty Diemer, as the automaker tries to reposition its products in the US market to attract value-conscious shoppers.
Diemer had been an SVP at Rogers & Associates. She had worked for Hyundai before moving to Rogers and said she was anxious to get back into the auto business.
Mitsubishi's US sales are down 18.9% through March compared with the same period last year. Its US sales last year fell 25.6% compared to year-earlier figures.
Mitsubishi North America's CEO Finbarr O'Neill has said the company needs to drop prices on its offerings so it comes to stand for good value. It's put more money into advertising this year. It named a new VP of advertising in February.
Diemer said that in terms of PR plans, "the value that's offered by the product is something we'll be telling consumers about. We're going to be looking at every avenue to enhance our PR efforts."
The company will take an integrated approach to marketing, using PR in conjunction with advertising and other marketing tools, she said.
"We have great products but we haven't gotten the word out there," she said.
Mitsubishi works with Fleishman-Hillard, which runs its news bureau.