DETROIT – Some Japanese auto makers shun their heritage, choosing to promote their U.S. investments, but Mitsubishi Motors North America seeks to capitalize on it. In developing a new advertising campaign for its new '06 Eclipse sport coupe, “we looked at the world around us and our environment in the U.S.,” says David Schembri, MMNA executive vice president-sales and marketing. “We said, 'Other companies are almost hiding from their Japanese heritage, our Asian competitors, and why ...

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