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Mitsubishi Motors has been pretty busy since it joined the Renault-Nissan-Alliance. Releasing next generation models, switching its focus to electrified vehicles with Alliance 2030, and previewing a whole new lineup through its “Challenge 2025” business strategy, Mitsubishi Motors North America sure is busy. Back when it released the new generation of the Mitsubishi Outlander, the MMNA took on an industry-first, and debuted the vehicle through Amazon Live. It also showed off all the possibilities through an online virtual platform powered by ZeroLight. Taking on another industry-first in 2023, MMNA and ZeroLight partnered up to create the auto industry’s first real-time configurator.
"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 new marketing campaign is similar to the original consumer experience for the then-new 2022 Mitsubishi Outlander SUV. Consumers were able to interact with a real-time 3D experience that allowed consumers to explore the new Outlander in five stunning virtual environments. The campaign was so successful, when reservations for the new Outlander opened, MMNA hit 75-percent of its goal within the first 24 hours. By the end of the reservation period, the campaign achieved a whopping 236-percent of the reservation goal. Now that’s some serious interest.
It was clear, consumers were showing interest in Mitsubishi Motors again. With the Outlander PHEV set to be the new flagship vehicle of the automaker, MMNA and ZeroLight are at it again. This time around, the campaign offers a real-time cinematic configurator experience – not just an industry first, but a world’s first experience for consumers. Whilst the 2023 Outlander Plug-In Hybrid travels through an epic, photorealistic mountain pass, consumers can change its exterior colors, trim levels, and add or remove accessories. Once the consumer is satisfied, consumers will receive access to a personalized interactive microsite featuring automatically generated images and videos of their customized vehicle. These pictures will also be social media-ready if the consumer wishes to share their creation and get some peer-input on their choices.
What makes this interactive experience so game-changing is that the digital experience is streamed in real time from a cloud owned by ZeroLight. Instead of relying on the processing power of the consumer’s device, the platform is ready to go once someone accesses the configurator on the web. Mitsubishi Motors may be the first, but we’re sure it won’t be the last. Back in 2020, the Renault-Nissan-Mitsubishi Alliance announced a “follow-the-leader” strategy where Mitsubishi would be the guniea pig to try out new models and technologies before jumping on board to do the same. Built on an advanced data layer, this interactive consumer experience may be tailed to MMNA, but it can also empower its partner agencies to personalize every customer journey on every model in the collective lineup.
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