DETROIT, Dec 11: Like, most second-string Japanese automakers in unitea States. Mitsubishi Motors Corp, has struggled in recent years — a victim of its own failure to come up with an image and vehicles that would make it stand out from the competition, reports AP

But a lively new ad campaign, new US leadership and a redesigned entry in the ultra-competitive midsize sedan segment has Mitsubishi hoping to generate its first profit In the

Inlted States since 1987.

The biggest Japanese automakers. Toyota Motor Corp, and Honda Motor Co., have gained in the US market while smaller Mitsubishi. Nissan Motor Corp, and Mazda Motor Corp, have fallen farther behind. Ninth-ranked Mitsubishi holds only 1.2 per cent of the

market; its sales fell 22 per cent from 1994 to 1997.

Mitsubishi is pinning much of its hopes for a revival on its redesigned 1999 Galant, which competes against best sellers like the Toyota Camry. Honda Accord and Ford Taurus in the crowded midsize segment.

The car. built at Mitsubishi’s Normal. Illinois, plant, has been praised by automotive critics as a strong competitor. But the segment is full of strong competitors.

"The real problem they face, as well as some other second-tler companies, is to get people to think of them." industry analyst Ron PInelli of Autodata Corp, said Thursday. "They have a good product, it's just a question of image and getting on people's shopping list so they actually go out to a dealership,

test drive the car and see what it's all about.”

To that end. Mitsubishi launched the Galant in August with an advertising campaign estimated to cost more than dlrs 40 million — a lot for a small player with big financial woes back home. The MTV-in-fiuenced ads. with the tag line "wake up and drive." is targeted at young parents looking for a sporty family car without the blandness of the top-selling Camry, which is marketed as a car for "everyday people."

One of the ads shows a Galant racing through a tunnel with the message: "Noone will ever notice the baby sAt."

The ads. created by Deutsch Inc., appear to be working. In November, Galant sales were up 40 per cent over the same month a year ago.