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Mitsubishi Motors Helps Minority Communities Buckle Up

17 April 2000

Mitsubishi Motors Helps Minority Communities Buckle Up; Automaker Provides Funding for Nationwide Seat Belt Awareness Campaign

    CYPRESS, Calif., April 17 The lack of seat belt use among
African-Americans paints a grim picture, especially for children - motor
vehicle crashes are the leading cause of death of youth through the age of 14,
and African American children ages 5-12 face three times a greater risk of
death in a motor vehicle than white children.*  To help combat this deadly
situation, Mitsubishi Motor Sales of America, Inc. (MMSA) has partnered with
the National Highway Traffic Safety Administration (NHTSA) and Auto Industry
Diversity Efforts, the non-profit arm of African Americans On Wheels magazine,
to increase seat belt use among minority communities.
    Mitsubishi Motors' grant, along with a federal NHTSA grant, provides
outreach support and education on seat belt usage.  NHTSA's own statistics
show that observed seat belt use among African Americans is more than 10%
lower than the national average.  The goal of the new campaign, "Why Can't We
All Just Buckle Up?", aims to increase minority seat belt usage from 51
percent to 90 percent, particularly among teens, as well as reinforce among
adults the importance of wearing seat belts and using car and booster seats
with young children.
    "Mitsubishi Motors is proud to partner with Auto Industry Diversity
Efforts and NHTSA to bring attention to this issue," said Monica Lewis, MMSA
corporate communications manager.  "We are strong proponents of traffic safety
and diversity, and feel it's our duty to help increase awareness of seat belt
usage in minority communities."
    Campaign outreach will complement NHTSA's "Buckle Up America" program and
African American On Wheels efforts through its magazine, website (automag.com)
and Detroit-area radio show.  A specially-prepared 2001 Mitsubishi Montero
luxury sport utility vehicle will serve as the official program vehicle, and
will be outfitted with items from minority-owned aftermarket suppliers.
    The "Why Can't We All Just Buckle Up?" campaign will also be showcased
throughout 2000 at numerous community events nationwide, with the Mitsubishi
Montero on display to demonstrate life-saving procedures featured in the
campaign.
    Mitsubishi Motor Sales of America, Inc. was established in 1982 by
Mitsubishi Motors Corporation, Tokyo, and markets a full line of vehicles,
including coupes, convertibles, sedans and sport utility vehicles.  The
website address is mitsubishicars.com.

    * Statistics provided by Centers for Disease Control and Archive of
Pediatric & Adolescent Medicine

    Editor's Note:  Excerpts from a radio interview with Brenda
Girton-Mitchell, director of diversity relations for Mitsubishi Motors
America, explains why the car company has made a commitment to the "Why Can't
We All Just Buckle Up" campaign, aimed at increasing seat belt use among
minorities.  The link can be accessed at
http://www.videonewswire.com/play?video=2000041401