CANBERRA – Mitsubishi Motors Australia Ltd. is betting the farm on its new 380 sedan, which goes on sale at more than 200 dealerships around the country this month.

“In my 40-odd years in the motor industry in Australia, I really don’t think there has been a more anticipated launch," President and CEO Tom Phillips says.

Mitsubishi 380 sedan

"We are certainly looking forward to hearing feedback from consumers who go into our dealerships, and from the hundreds of thousands of people who visited the motor show in Sydney.” (See related story: Mitsubishi's Hopes Ride on Success of New 380 Sedan)

With all of the market research the auto maker has done leading up to the vehicle's launch, Phillips says he is confident consumers will give it the thumbs up.

"Certainly the orders that we’ve already received from people who have had the opportunity to see and drive the car suggest that will be the case," he adds.

Mitsubishi says the marketing campaign for the 380 is not only extensive but also innovative, and includes 11 new media initiatives that have never been tried before in Australia. The auto maker believes that intense media saturation will ensure high ad retention rates for the vehicle.