Since the release of the new 2022 Mitsubishi Outlander, the automaker is putting a lot of focus on its flagship SUV before it makes the change to a fully EV-oriented future. The next model to take the stage is the upcoming Eclipse Cross PHEV, a plug-in hybrid electric vehicle. Before that happens, the Outlander is king, and Mitsubishi is increasing the hype with a new multi-faceted marketing campaign featuring music from AC/DC. The name of the campaign also shares its moniker with a very popular song – “Thunderstruck”.
It really feels like they missed a chance to get the God of Thunder Thor involved after a certain automaker grabbed actors from the Disney+ series WandaVision, Falcon and the Winter Soldier, and Loki. Alas, Mitsubishi Motors wants consumers to feel “thunderstruck” when they feast their eyes on the upgraded next-generation of the 2022 Mitsubishi Outlander SUV. Boasting style, modern tech like wireless Apple CarPlay Support (maybe Google Android Auto?), Mitsubishi Motors Super All-Wheel Control traction system with six modes, and the Outlander receiving a Top Safety Pick Plus (TSP+) rating from IIHS, also known as the Insurance Institute of Highway Safety, this ad highlights just enough.
“The all-new 2022 Mitsubishi Outlander is the most-connected, best-equipped vehicle we have ever sold in the U.S., and given how positively it’s already been received by members of the media, our dealer partners and consumers, it represents a huge opportunity to raise awareness and consideration for the Mitsubishi brand…The Outlander takes its place at the head of the Mitsubishi Motors lineup. With a car that stands out from the crowd the way this one does, we knew we needed a soundtrack that would help it be just as memorable and stand out in the crowded field of advertising.” – MMNA senior manager of marketing, Kim Ito
What makes this new campaign such a big deal is that the process it’s a first for the auto industry never done before. The new “Thunderstruck” campaign was created by Unite Digital in collaboration with The Sussman Agency in Detroit, developed in partnership with Unite Digital. The latter allowed the company to greatly increase the customization and personalization capabilities of the advertisement. That is to say, each of the company’s approximately 330 dealer partners will be able to personalize and customize the current national advertisement and tailor it for local use. At the same time, Mitsubishi Motors North America (MMNA) will be able to ensure consistent quality and production value to make sure the automaker doesn’t send out the wrong message via a dealership partner.
This campaign is a continuation of Mitsubishi Motors making noise for the Outlander. The first vehicle to ever be revealed to a global audience via Amazon Live, the new Outlander SUV has received a lot of praise and accolades on top of the TSP+ rating by the IIHS – recently, the 2022 Outlander was recently announced as a winner of the Wards 10 Best Interiors award. Now that’s a high mark for quality, and the ad above definitely shows us a comfy looking cabin with lush leather. Ready to check out this SUV? You can find the new 2022 Mitsubishi Outlander at Miami Lakes Automall today.