Mitsubishi launches world-first real-time cinematic configurator

Mitsubishi and ZeroLight have launched the world’s first real-time cinematic vehicle configurator.

Per the United States (US) arm of the Japanese automotive brand, the cinematic automobile configurator will allow car buyers who are eyeing the 2023 Mitsubishi Outlander Plug-In Hybrid to see the sport utility vehicle (SUV) in their preferred color, trim level, and factory accessories using ZeroLight’s visualization platform.

“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,” said Motors North America, Inc. (MMNA) Marketing Vice President Kim Ito.

To make the real-time cinematic vehicle configurator a reality, MMNA and ZeroLight used the latest cloud-streaming video game technology. Because the ZeroLight visualization platform is web-based, it is universally accessible and is expected to perform consistently on any device, wherever the user may be. In some cases, this can effectively multiply the device's processing power by up to 10 times, MMNA explained.

You can check the real-time cinematic vehicle configurator, here. 

This initiative builds on MMNA and ZeroLight’s efforts for the then-new 2022 Mitsubishi Outlander SUV where the two companies allowed customers to explore their new Outlander in five stunning virtual environments. The said launch strategy, MMNA pointed out, saw an increase in demand for the 2022 Mitsubishi Outlander with 75 percent of the full campaign goal taken within the first 24 hours of debut. By the end of the reservation period, the team had achieved 236 percent of the reservation goal.

Showing full confidence in its US wing, Mitsubishi Motors Corporation (MMNA’s parent company) noted that MMNA will be a global leader when it comes to growing the company's local leadership position in the use of innovative digital tools for sales and marketing.

Photos from Mitsubishi Motors North America, Inc. 

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