Automakers do so enjoy a long tease, and Mitsubishi’s been engaging in just that with its 2022 Outlander, but the Japanese automaker is set to deliver the goods in the way so many others have during the current times: Via the internet.
The company plans to show off the next-generation utility vehicle on Amazon Live, Feb. 16 at 6 p.m. EST. Already having offered up a teaser photo, the company added to the hype Monday with a new video designed to the whet the appetites of Outlander fans.
An early look at the website shows the Amazon influence cannot be ignored with a giant box seated up with Amazon Prime tape “holding” it together. The Outlander is Mitsubishi’s most-popular and best-selling offering in the U.S. so a proper kickoff for the newest version is critical.
Outlander gets new look for 2022
For 2022, it gets an exterior update based on the Japanese ideal “I-Fu-Do-Do,” which means “authentic and majestic,” according to the automaker. The new look is designed to project strength and confidence, officials noted.
A revamped interior aims to offer “an upscale and quiet escape from the outside world,” Mitsubishi said in a release. New looks inside and out aside, the new Outlander is designed to be a bit of an off-roader with the newest model fitted with an updated version of the company’s Super All-Wheel-Control, a rally-tested all-wheel-drive system.
“The debut of the all-new 2022 Outlander caps off the reimagining of the entire Mitsubishi Motors lineup in the United States,” said Mark Chaffin, chief operating officer for MMNA. “Our collaboration with Amazon underscores the game-changing spirit at the heart of this car and our brand.”
“We started the product-led reinvention of the company with the redesigned Mirage and Mirage G4, followed by a new powertrain for the Outlander PHEV plug-in hybrid, a host of safety features added to the Outlander Sport, the reimagined Eclipse Cross, and very soon, the all-new 2022 Outlander.”
It won’t be long after the introduction on Amazon before the vehicles hit U.S. dealers, the company notes, as the automaker is readying to load them on to ships “headed to the U.S.” as production has just started.
What’s clear, if unspoken, is that Mitsubishi needs a big hit with the 2022 Outlander. Once one of the hottest new import brands in the U.S. market, it all but collapsed during the past two decades – though it did see a 1.5% increase in sales for the third quarter compared to a year earlier.
Mitsubishi needs a hit
Globally, Mitsubishi continues to struggle and recently announced it is largely abandoning the European market. There also have been rumors the company may be sold off by Nissan which rescued Mitsubishi from bankruptcy a few years back and which continues to hold a controlling stake in the smaller manufacturer.
Partnering with Amazon to host the live event shows the company is looking for big bang for its buck. The company isn’t just relying on new tech start things off, it’s going with some old-school marketing too: it’s giving away one as part of the “launch celebration.”
“We’re focused on creating unique experiences that surprise and delight our customers, and unveiling the new 2022 Mitsubishi Outlander on Amazon Live brings the excitement of an auto show directly to customers’ homes,” said Munira Rahemtulla, director, Amazon Live. “This collaboration allows us to provide more options for customers to discover new products and brands, and helps Mitsubishi connect with customers in a new and meaningful way.”