Mitsubishi to offer online test drives for the 2011 Outlander Sport

Article by Christian Andrei, on October 11, 2010

Mitsubishi Motors North America announced that starting Nov. 1, the 2011 Outlander Sport can be test-driven online with the use of an interactive remote control. Mitsubishi claims that this is the first online test drive of its kind, boosting its image as a technologically innovative brand.

Dubbed the Mitsubishi Live Drive, this program will enable people to test-drive the new 2011 Outlander Sport in a closed course in Southern California.

Beginning Nov. 1, US residents aged 18 and older with a valid driver's license can register at microsite to "test drive" the vehicle through Nov. 10. The Live Drive is part of an integrated marketing campaign that includes TV, print, digital and direct mail.

This campaign will be launched on Oct. 15. Live Drive is the product of the collaboration between Mitsubishi’s new creative agency, Omnicom Group's 180, Los Angeles, and production company B-Reel.

Robotics expert James Brighton and Web design expert Simon Cave were also part of this team. Mitsubishi's other agencies are WPP's Schematic for digital work and Triaville Communications for public relations.

This campaign is a manifestation of Mitsubishi’s aspiration for its shops to work together, with Mitsubishi's internal marketing operations acting as lead agency.

Like other automakers, Mitsubishi has suffered under the economic recession in the last few years. In 2008, Mitsubishi sold 119,000 vehicles in North America, dropping 26% over the previous year. For Mitsubishi, the year 2009 was turbulent, with double-digit sales decreases and increases from month to month. [via Advertising Age]

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