Mitsubishi Motors Uses ZeroLight for New Outlander PHEV Marketing Campaign

According to Mitsubishi Motors recent “Challenge 2025” Business Strategy, the automaker is pushing all of its focus onto expanding its lineup and introducing new electrified vehicles and battery-electric vehicles (BEVs). The Mitsubishi Outlander PHEV is one of the brand’s strongest nameplates, first doing exceptionally well overseas and then coming to the states. When the 2022 Outlander PHEV first premiered, Mitsubishi Motors North America (MMNA) entered into a partnership with ZeroLight, a platform specialized in plug-and-play visualization and digital experiences. Extending the partnership, a new interactive experience for consumers comes to light.

This new experience is a two-phase project. The first phase took place in 2022 during the launch of the new generation of the Outlander SUV. With help from ZeroLight, a digital platform was launched to power an interactive real-time 3D experience that gave consumers the option to explore their new Outlander in five stunning virtual environments. One could call it a marketing campaign, because when Mitsubishi Motors opened up reservations for the new gen Outlander, 75-percent of the full campaign goal were taken up within the first 24 hours. By the end of the reservation period, MMNA achieved 236-percent of the reservation goal.

Now comes phase two. This time for the Mitsubishi Outlander Plug-in Hybrid SUV. Sales for the new flagship vehicle are a little muddy, but the automaker shows no slowing down for pushing the Outlander PHEV. While watching a digital visualization of the 2023 Outlander PHEV travelling through an epic, photorealistic mountain pass, consumers can change its exterior colors, choose trim levels, and add or remove accessories. As they do so, those changes will take place in real-time, showing the consumer what the plug-in hybrid could look like on the road, or in this case, the mountains. Once consumers finalize the look of their Mitsubishi Outlander PHEV, they will be given access a personalized interactive microsite with automatically generated images and videos of their customized vehicle.

“Our goal is to elevate the customer experience with every interaction a consumer has with the brand. Enhancing that experience through digital innovation is both a competitive advantage and a customer benefit…Through our ongoing partnership with ZeroLight, we can now offer a smarter, more compelling and connected way for consumers to shop and purchase Mitsubishi vehicles. It dovetails nicely with our existing ClickShop digital showroom experience and is the latest evidence of our drive to lead the industry through advanced technology.” – Kim Ito, MMNA V.P., Marketing

This all is done easily through ZeroLight and ZeroLight technology. Web-based, the platform is universally accessible. Moreover, MMNA and ZeroLight expect the platform to perform consistently on any device – PC, laptop, tablet, or even mobile phone (maybe). They claim this could even multiply the device’s processing power by up to 10x, but that’s just crazy talk. Regardless, this technology breakthrough could empower MMNA and their partner agencies when it comes to personalizing consumer experiences for other models and nameplates. The Renault-Nissan-Mitsubishi Alliance is currently playing a “Follow-the-Leader” game where it’s waiting for Mitsubishi to start the race on new models, so the Renault and Nissan could be next to use ZeroLight in a marketing campaign.

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Photo Source/Copyright: Mitsubishi Motors