Mitsubishi is putting its cars to the ultimate test 05/13/2011
Some of us like to live dangerously, and that could mean driving on the edge (so to speak) in an effort to get an adrenaline rush. Automakers are tapping into this thrill through advertising, as a way to show us that their cars can push it to the limit.
Mitsubishi Motors North America Incorporated (MMNA) is looking to market its Outlander and Outlander Sport by showing the vehicles' capabilities even on the toughest of roads. The company is calling the cars' system the "world's most advanced all-wheel control (S-AWC)." In order to show the cars' strengths, Mitsubishi took to Yungas Road in Bolivia, which is otherwise known as the "Road of Death" around the world.
Statistics have shown that between 200 and 300 people die on the road each year due to its steep terrain, cliffs and lack of guard rails. The road is 43 miles long on a 15,260 foot elevation before the driver must rapidly descend to 3,900 feet. Additionally, the conditions of the dirt road can frequently change due to weather.
The company used a 360 degree view test drive and social media to demonstrate the power that these models have on even the toughest of conditions.
"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," Greg Adams, vice president of marketing, said in a statement. "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."
We're not sure we'd want to drive on something called a "Road of Death" anytime soon, but the marketing aspect is definitely intriguing.