The Mitsubishi Motor Company (MMC) has taken the opportunity to capitalise on the recent total solar eclipse to further highlight its stylish new SUV, the Eclipse Cross. After assembling a group of social media influencers from around the world, MMC then put them together with the new SUV just outside of Salem, Oregon for a unique photo opportunity, making full use of the first total solar eclipse over the United States in 99-years.
Both the vehicular and solar eclipse were captured in shots that will eventually be used for global marketing purposes, and MMC took the opportunity to conduct a publicity shoot ahead of the Eclipse Cross’ North American debut at the Los Angeles Auto Show later this year.
“It was an unprecedented marketing opportunity that we just couldn’t let pass us by. It was a big year for us at Mitsubishi motors, and to kick off the campaign for the all-new Eclipse Cross by successfully capturing content beneath a total solar eclipse was monumental.” — Francine Harsini, Senior Director of Marketing, Mitsubishi Motors North America
The Eclipse Cross also enjoyed some time on the silver screen, debuting in Time Square in New York as a part of an episode of Good Morning America. MMC was the exclusive sponsor of ‘The Great American Eclipse’ live coverage of the celestial event, ensuring that the SUV got maximum exposure throughout.
The high-riding style machine made its official global debut at the 2017 Geneva motorshow back in March, and signifies the first real attempt by the Japanese company at a sporty crossover. Its design is inspired by concept cars like the XR-PHEV, and maintains that cars’ prominent profile creases and Dynamic Shield face. It isn’t just the styling that’s new: Under the bonnet is a brand-new 1.5-litre turbo petrol mated to an ‘INVECS’ continuously-variable (CVT) automatic. Should that not be your bag, there’s also a 2.2-litre turbodiesel on offer, though that gets mated to an eight-speed torque-converter automatic.
The interior of the Eclipse Cross is also a step in the right direction, while still retaining the familiar and ergonomically-pleasing layout that we’ve come to expect from Mitsubishi cars. Aside from the infotainment screen and the touchpad system that controls it, the rest of the cabin appears to be similar to other Mitsubishi cars, though we expect them to provide better tactility given Mitsubishi’s commitment to improving the feel of their cars, too.
The Eclipse Cross will arrive on our shores before the end of the year, with a price tag expected to come in below $40k. It will slot in above the existing ASX that is sold here, sitting as a sporty alternative as opposed to the more conventional (and commodious) ASX.