By Steve Laser & Gregg Ziak
Thanks to the internet, social media, smartphones, and tiny video cameras, new-car shopping has changed forever. For example, a test drive used to be a pretty straightforward experience where a salesperson sits in the passenger’s seat and talks about vehicle features while the customer drives.
Yet today’s vehicles are loaded with so many high-tech features that it can be tough to present them all. Mitsubishi Motors recruited rap artist Harry Mack (above) to help boost the fun factor for its new Eclipse Cross compact CUV.
A cool video from Mitsubishi Motors’ titled “Freestyle Test Drive,” captured the stunned expressions of test drivers and passengers as Mack delivered an amazing performance of vehicle features.
“The idea of applying my freestyle skills to the test-drive concept appealed to me right away,” said Mack. “I love challenging myself creatively and working with Mitsubishi gave me the opportunity to do something different that I think viewers will enjoy.”
We must admit that his clever approach works. When Mack raps, “Futuristic super all-wheel control…three modes so you can tackle street, gravel or snow,” the rhyme is stuck in our heads all day long, kind of like the lyrics to Disney’s “It’s a Small World.”
Originally launched as a social media campaign, Mitsubishi and its ad agency, BSSP (Butler Shine Stern & Partners) boosted the Freestyle Test Drive into a national broadcast spot and marketing campaign.
“The Eclipse Cross has a reputation of being fun to drive so we took a fresh and contemporary take on this campaign to cut through the clutter and inspire a new generation of consumers to include Mitsubishi on their consideration lists,” said Francine Harsini, chief marketing officer, Mitsubishi Motors North America.
In addition to its dynamic styling, the Eclipse Cross features a 1.5-liter direct-injection turbo engine, available dual-pane, power sliding panoramic roof, 7-inch smartphone link thin display audio with touchpad controller, Head-Up Display, heated rear seats and the launch of Mitsubishi Connect.
And it’s Apple CarPlay™ and Android Auto™ compatible allowing users to control apps via voice recognition through Siri or Google Assistant (sorry, that doesn’t rhyme). The smartphone link can also be controlled with a touchpad controller, which allows for tap/swipe operation and ease of use while driving.
For a closer look at Eclipse Cross, visit the Mitsubishi Motors website
Vehicle features and specifications for U.S. market models are subject to change without notice
News source and photos courtesy Mitsubishi Motors North America, Inc.
Story © 2018 CarNichiWa.com