Two key Mitsubishi Motors North America marketing executives reportedly resigned Monday because of the company’s strategy behind the launch of the 2006 Eclipse, Automotive News reported.
Kevin Mayer, director of advertising, and John Jullens, head of strategic planning, were disappointed at the $25 million ad budget allocated for the car, the report said
Mayer is the third person to resign from that position since June 2004.
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| Two Mitsubishi Motors marketers reportedly resigned over the limited 2006 Eclipse ad buget |
A Mitsubishi spokesperson declined comment. A call to Mayer’s voice mailbox was rerouted to another Mitsubishi employee and a message left for Jullens was not returned.
According to Nielsen Monitor-Plus, Mitsubishi had a total ad spend of $288.4 million in 2004. Nielsen also reported Mitsubishi spent $44.3 million on advertising in the first two months of 2005.
The Cypress, CA-based automaker reportedly slashed its ad budget for 2005 after unit sales for all models plummeted from 300,000 in 2003 to 161,000 in 2004, according to Ward’s Auto.
