Japan’s Mitsubishi Unveils New SUV On Amazon As It Rehashes Its Lineup

Its fully redesigned version of its Outlander SUV was unveiled by the Japanese auto company Mitsubishi on the United States based online retailer Amazon.com’s streaming service – Amazon Live.

A picture of an oversized Amazon shipping box sitting in a driveway was featured in an emailed invitation of the Outlander debut sent to the media by Mitsubishi. No other plans of working together with Amazon were announced by the auto maker for marketing campaigns for the Outlander or any other models of the company.

A completely new version of one of its most popular models in the US was introduced by the Japanese auto maker in its broader strategy of rehashing its lineup of vehicles. Fitted with new grille, headlight and taillight designs accentuate the already slightly bigger size of the new Outlander compared to the older models.

Global auto makers have been seeking out new methods to create a ripple in the market on occasions of them launching of their latest products as the coronavirus pandemic has virtually made it impossible to gold organize and participate in traditional auto shows and other live events. While Mitsubishi’s Japanese peer Honda choosing to use the social media platform Twitch to launch its redesigned Civic aimed at gamers, the US auto maker Ford used Facebook to introduce new cars.

According to Akshay Anand, an auto industry analyst at Kelley Blue Book, a strong brand identity as well as a base of enthusiasts was present for Mitsubishi at one point in time – which was long ago.

“The Mitsubishi of 2021 is not the Mitsubishi of 1995, when they had a little more behind the brand,” Anand said. The company could get much needed attention of the market for an unveiling that is important for the company by Mitsubishi partnering with Amazon, he said.

The fact that the brand is implementing a turnaround is evident from the unveiling of the new Outlander and other redesigned and upgraded models, said Mitsubishi spokesman Jeremy Barnes.  “We’ll have one of the most refreshed showroom lineups in the entire industry in the next couple of months,” he said.

Mitsubishi has been a part of the Renault-Nissan-Mitsubishi Alliance since 2016 in which a stake is owned in the other two companies by each of the three car makers. The alliance also allows the companies to partner on engineering and developing new models.

The 2022 Outlander is the first Mitsubishi model designed and engineered in cooperation with the alliance and it would be available to customers in both front-wheel-drive and all-wheel-drive versions.

A range of driver assistance technologies, which will include active lane-keeping assistance, traffic sign recognition which enables the machine reading the speed limit signs and displaying the same in the vehicle, and Trailer Stability Assist which helps keep the vehicle in control when towing a trailer, will also be available in the new SUV.

The 2022 Outlander will go on sale in April, with prices starting at around $26,000.

(Adapted from CNN.com)

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