Mitsubishi's Shame

Every week for the past 10 years, one contestant on the Japanese TV game show Tokyo Friend Park 2 got a chance to win the grand prize—a Pajero sport utility vehicle made by Mitsubishi Motors—by tossing darts at a spinning wheel while audience members clapped and cheered an encouraging "Pa-je-ro! Pa-je-ro!" But when the taped program aired on June 17, the customary end-of-show ritual had undergone an important change. Instead of the "Pajero!" chant, producers had dubbed in a different cheer: "Ku-ru-ma! Ku-ru-ma!"—meaning simply "Car! Car!" Starting in July, the show is likely to replace the Pajero with another award entirely....

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