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Mitsubishi Offers Online Test Drive for the Outlander Sport

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On: Mon, Oct 11, 2010 at 10:48AM | By: Sherry Christiansen

Mitsubishi Offers Online Test Drive for the Outlander Sport

Mitsubishi Motors has created the first online test drive of its kind in an attempt to improve its image as a highly evolved technical brand and to create positive PR with its customers as well.

The new Outlander Sport 2011 model is now available to test drive online at the new Mitsubishi Live Drive website. An interactive remote control enables the user to actually experience what it would be like to drive the Outlander in a “closed course in Southern California,” according to a recent Automotive News.com article.

The site will be available from the 1st through the 10th of November to U.S. residents who are 18 or older; a valid driver’s license number must be entered in order to register at the site on www.outlandersport.com.   

The online test drive is part of a new marketing campaign to launch the Outlander Sport, that will begin October 15th; the campaign includes television, direct mail, print, and digital media that works by allowing users to drive the Outlander via remote control hardware using the arrow keys on the computer keyboard. The driver’s seat has a camera to provide an online video “feed to computer screens of the virtual test drivers, which steer the vehicle around the closed course,” according to Automotive News.com.

The Outlander Sport is a new Mitsubishi compact crossover built on the same platform as the existing Outlander, but 14 inches shorter; it will hit the market this fall with a sticker price of around $18,500.

Greg Adams, VP of marketing for Mitsubishi in North America, stated: "The stunt, dubbed Mitsubishi Live Drive, is a major social media component of the advertising launch for the Outlander which will provide valuable marketing information and be a source of potential sales leads for when the vehicle goes on sale next month.”

“We know that people love the car when they get behind the wheel. But if you can't get them to a dealership that easily… why not bring that experience to them?” Adams said.

There will be 650 opportunities every day for website users to participate in the simulated drives during the limited time period that the site will be live. Check out the video at; http://www.autonews.com/apps/pbcs.dll/article?AID=/20101008/RETAIL03/101009879/1448

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