Mitsubishi’s Adventurous Outlander and Outlander Sport Tackle the “World’s Most Dangerous Test Drive” in an Innovative New Advertising Campaign
Cypress, California, May 11, 2011 /PRNewswire/ — Set to begin airing on Thursday, May 12, Mitsubishi Motors North America, Inc.’s, (MMNA) dynamic CUV duo of the popular Outlander Sport and Outlander — featuring the world’s most advanced All-Wheel Control (S-AWC) system — will follow up their remarkable five world record-setting achievements performed on a frozen Canadian lake with an even bolder, death-defying trek. To demonstrate the superior traction and maneuverability that Mitsubishi’s renowned all-wheel drive system has to offer, the Japanese auto manufacturer dispatched the pair of vehicles to the Southern Hemisphere to navigate what is considered to be the most hazardous stretch of road in the world.
Applying the lessons learned from multiple Dakar Rally victories, Mitsubishi Motors has forged a leadership position in all-wheel-drive technology, and now offers drivers the world’s most advanced All-Wheel Control (AWC) in the form of the renowned S-AWC (Super-All-Wheel-Control) system that offers superior traction and torque vectoring in other models including the Outlander GT and the Lancer Evolution.
It is the first-ever TV commercial to be shot on the notoriously dangerous Yungas Road in Bolivia — which is better known as the “Death Road” or “Road of Death” in many parts of the world. The road is reported to claim the lives of some 200 to 300 travelers each year, the victims of its incredibly steep terrain, sheer cliff drop-offs of more than 1,800 feet, lack of guard rails and its narrow, single-lane configuration. Carved into the hillside by Paraguayan prisoners in the 1930s and approximately 43 miles in length, this treacherous dirt road out of La Paz ascends to a stratospheric 15,260-foot elevation before rapidly descending to 3,900 feet at the town of Coroico. Changing road conditions due to rain, dust and dense fog add to the already formidable task of safely completing the drive.
“The team at Mitsubishi Motors realized quickly only a location such as ‘The World’s Most Dangerous Road’ could truly test our world’s most advanced All-Wheel Control (AWC) system,” said Greg Adams, VP of Marketing. “From the Outlander family of versatile crossover and sport utility vehicles to the high-performance Lancer Ralliart and Evolution luxury sport sedans, the automotive consumer has a wide range of capable AWC-equipped vehicles to choose from.”
The innovative marketing campaign includes television; digital, consisting of a landing page to view video of an amazing 360 degree view test drive; social media, including a dedicated Facebook tab; and PR that clearly demonstrates the exceptional handling and enhanced tractability of Mitsubishi’s technologically-advanced All-Wheel Control (AWC) system that is available on both the sophisticated and roomy mid-size Outlander and the equally stylish and economical Outlander Sport crossover. Both vehicles have been key contributors to Mitsubishi’s impressive sales surge this year, with Outlander and Outlander Sport combined sales up more than 98% year-to-date over 2010 sales figures.
“Today it's about what a brand does as well as what it says. So we didn't want to just talk about Mitsubishi's All-Wheel Control (AWC), we wanted to prove it by actually taking on the world's most dangerous road. We documented the whole event, every hair-raising turn, and allow people to ride shotgun with a 360 cam,” said William Gelner, Executive Creative Director at 180LA.
To see the memorable Outlander and Outlander Sport “World’s Most Dangerous Test Drive” video from the edge of the exotic and intoxicatingly beautiful Bolivian rain forest, please log on to To see the memorable Outlander and Outlander Sport “World’s Most Dangerous Test Drive” video from the edge of the exotic and intoxicatingly beautiful Bolivian rain forest, please log on to YouTube at : http://youtu.be/P69mEuYyzjo and http://www.mitsubishicars.com/DangerousRoad beginning on May 12, 2011.
About Mitsubishi Motors Corporation
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing, research and development operations for Mitsubishi Motors in the United States. MMNA sells coupes, convertibles, sedans and sport utility vehicles through a network of approximately 400 dealers. In November of 2011, MMNA will launch the battery-powered electric vehicle Mitsubishi i as part of a corporate mission to offer consumers more environmentally responsible modes of transportation. This battery-powered electric vehicle technology addresses the need for vehicles that produce zero tailpipe emissions and support a growing agenda for sustainability. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.
180 is an international creative agency with offices in Amsterdam and Los Angeles. A part of Omnicom Group Inc. (NYSE: OMC), 180 employs 225+ people in over 32 countries. 180’s client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Boost Mobile, Mitsubishi Motors North America, HBO, Eli Lilly, Sauza Tequila, Western Union, DHL and Omega Watches. 180 specializes in consumer, brand and product strategy, and offers a spectrum of expertise, including: content creation, digital marketing, retail marketing, design and advertising. For more information, visit our website at www.180LA.com or follow us on twitter @180LA.