Mitsubishi Ditches Younger Buyers, Wants Older Consumers

Just as General Motors has decided to change its image to appeal to a younger demographic, Mitsubishi is restructuring its ad campaign to get the older car buyers back. Those trendy youth ads are a thing of the past. New ads will focus on the Endeavor SUV.

The change comes from a variety of setbacks. One of those being so many incentives, such as zero-down and deferred payment plans, to get buyers in the door. Most Mitsubishis were sold to young consumers who aren't able to pay the payments. The automaker even took a $304 million charge against consumer loan defaults.