BBDO's Strategy Moves Eclipses

LOS ANGELES The executive vice president of sales and marketing for Mitsubishi Motors North America has given the thumbs up to the critical launch of the Eclipse sports car and the campaign by Omnicom’s BBDO.

“Usually we measure the success of a launch in three years, but the early results are positive,” said Dave Schembri at the automaker’s Cypress, Calif., headquarters. Schembri said early estimates of 900 unit sales were more than doubled.

MMNA sold about 2,400 Eclipses in June (1,900 were 2006 models), according to Car Concepts, Thousand Oaks, Calif.