Mitsubishi Motors x Reddit

tl;dr 

Bespoke Megathread supports Mitsubishi Motors marketing efforts for new hybrid plug-in model in Canada.

Mitsubishi Motors wanted to establish itself as a key player in the EV space, and partnered with Reddit to build awareness for its new 2023 Plug-In Hybrid (PHEV) Outlander to a new Canadian audience. 

To enhance their campaign, Mitsubishi Motors and their agency, Jan Kelley, partnered with Reddit and KarmaLab to explore the best ad units for use as well as to align their creative & copy with Reddit. 

By evolving their approach on Reddit, Mitsubishi Motors educated redditors with a bespoke Megathread, complemented with humorous, culturally relevant meme-ads.

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4.7 pt

Lift in Aided Awareness, compared to benchmarks

10.1 pt

Lift in Consideration Intent, compared to benchmarks

94%

New web visitors driven by Reddit Megathread

Sources: 
Footnotes
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Luis Machino

Digital Marketing & CRM

Mitsubishi Motors Canada

"We wanted to evolve our ads on Reddit to reach redditors in a meaningful and impactful way, so we leveraged native tactics and ad concepts and launched a megathread that helped drive overarching performance while increasing brand perception and favorability."
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The Canadian Guide to the Mitsubishi Outlander PHEV: Answering Canada’s questions about electric vehicles
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TL;DR: We want Canadians to know that transitioning to EVs is easier (and less stressful) than they might think. Since there are r/nostupidquestions on Reddit, we’re going to answer Canada’s most common EV questions and show how the 2023 Mitsubishi Outlander PHEV is the ideal electric vehicle for Canadians.

Post image

What are the different types of EVs?

If you’re not in r/electricvehicles, you might not know that there are actually a few kinds of electric vehicles. Here’s the TL;DR on what you need to know:

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How does the Outlander PHEV answer for range anxiety?

No one wants to stress about running out of battery on the side of the road. Canada is big, and there is a lot to explore – looking at you, r/roadtrip. So it’s not unreasonable that many people’s biggest concern is whether or not the EV can make the distance.

Our national charging infrastructure isn’t fully developed yet, but no need to worry, because the Outlander PHEV has a backup gas engine. Basically, when the battery runs out, the Outlander PHEV continues to drive with the gas, driving with optimal fuel efficiency.

Even when running on gas, the Outlander PHEV achieves better efficiency than your gas vehicle, thanks to regenerative braking, where the electric motors function like power generators. With the evolution in technology, the all-new 2023 Outlander PHEV can deliver more performance, more acceleration and more range in 100% electric mode.

Check out this video to learn more about the smooth and efficient drive experiences.


Post image

What is the Outlander PHEV’s battery range?

When the Outlander PHEV is in 100% electric mode, the EV battery range is 61 km*, and the total range (EV + gas) is 687 km*. So whether you’re driving to work or enjoying the open road, there’s nothing to stress about. And when you reach your destination, you can recharge the Outlander PHEV using any of the Level 1, Level 2 or DC quick-charging methods.

Multiple recharging options come standard in every trim level of the Outlander PHEV.


Post image

Does buying a PHEV help the environment?

As for higher-level impact, most of Canada’s electricity is generated by low-emitting hydro and nuclear sources. So it’s safe to say the environmental impact of electricity is lower than regular fuel. EV ownership can help reduce your vehicle greenhouse gas emissions by 60% to 90%.


What are the cost savings when buying a PHEV?

Right up front, the MSRP for the 2023 Outlander PHEV starts at $46,538**, which is less expensive than many of the two-row PHEVs in the market – not bad for the only three-row plug-in hybrid SUV.

Don’t forget that you can layer on more savings with federal rebates ($5,000) and provincial rebates (which range from $500 to $5,000) or local incentives for installing Level 2 chargers.

You might be thinking, “That’s still more expensive than many gas vehicles.” True - you’re not wrong. But there are other factors that should be considered in the cost of car ownership:

  • Gas: The PHEV doesn’t rely solely on gas, so with less used overall, that means more savings (especially with today’s gas prices)
  • Maintenance and repairs: Over a vehicle’s lifetime, it actually costs 50% less to maintain and repair a PHEV than a gasoline vehicle

DYK: Clean Energy Canada reports that the average cost savings of going EV are about $15,000 over 8 years ($1,875 per year) – and this is a conservative estimate.

Compared to the 2022 Outlander, the 2022 Outlander PHEV saw fuel savings of $2,845 each year:

“With the average Vancouver Island driver travelling 25,000 km per year in their vehicle – assuming the price of gas stays around $1.99 per liter – you’ll spend $1,582.04 on fuel in a year driving the PHEV (with overnight home charging) compared to $4,427.73 driving the gasoline Outlander.” – BC-based online retailer

The reality is that your savings depend on where you live, how far you drive and energy prices in your area. With our improved technology and increased range, you can count on our 2023 Outlander PHEV to really hold its own in energy and cost efficiency.


Post image

How is the battery affected by cold?

It’s true that batteries perform differently in different temperatures, just like humans. But it’s not a problem for the Outlander PHEV.

As the pioneer of the plug-in hybrid SUV, Mitsubishi Motors has developed technologies and strategies to tackle the challenges that come with Canadian winters. Rest assured, with our 10-year warranty***, we’re pretty confident.

The 2023 Outlander PHEV comes with a heat pump, which warms your car more efficiently with less battery (and less deterioration of range). You can also pre-heat your cabin while you’re still plugged in – starting the car from your MITSUBISHI CONNECT app. This way, you can maximize the range by using electricity from the grid before you leave.


Post image

How does it perform on Canada’s roads?

It’s not just cold Canadians think about; it’s also driving in snow, ice, rain, mud – on various terrains and elevations. We think about that, too. Which is why our Super All-Wheel Control (S-AWC) comes standard in the Outlander PHEV.

Think of it like an elevated form of AWD that is constantly monitoring the front-to-rear and left-to-right torque distribution, to tackle road conditions proactively rather than reactively. In simpler terms, S-AWC offers superior control, comfort and safety (and it’s also really fun to drive!).

We have 7 modes for the driver to choose from, to make your drive as smooth as it should be:

  • Eco Mode improves the efficiency of the gasoline engine and S-AWC to support fuel-efficient driving
  • Normal Mode balances fuel efficiency and performance for various road conditions and driving styles
  • Power Mode maximizes acceleration performance to enhance responsiveness when you need more torque – like when you’re passing on the highway
  • Tarmac Mode enhances agility and performance when travelling on dry, paved roads
  • Gravel Mode delivers maximum traction on coarser roads and off-road terrain
  • Snow Mode improves traction and stability specifically for light-to-medium snow-covered or slippery roads
  • Mud Mode enhances performance in mud or deep snow, especially when accelerating and turning from a stopped position

Check out this video to learn more about our drive modes.


Post image

Will the Outlander PHEV fit my whole family?

Great question, as a lot of EVs tend to err on the small side. If your family has 7 people (or even puppers), then yes, it will fit your whole family. The third-row seating is one of the popular features of our SUV. You get the space, connectivity and safety features your family needs – all with low emissions. The space is also versatile, so if you don’t need the extra seats, fold them down and enjoy the extra trunk space for your hockey bag, bike or camping gear.


Ready to drive full speed ahead?

There you have it, Canada. With low emissions, a backup gas engine, versatile space and Super All-Wheel Control, the all-new 2023 Mitsubishi Outlander PHEV is here to help you switch to EVs with confidence.

Want to learn more? Visit our website.


Disclaimers

* Based on Natural Resources Canada test methods.

** Not applicable in Quebec. MSRP is the Manufacturer's Suggested Retail Price in Canadian dollars excluding taxes, freight and pre-delivery inspection charges, licence, insurance, registration and all other applicable fees, taxes, duties and charges. Pricing calculations for information only and not an offer. Dealer is free to set prices and may sell for less. Pricing may change without notice. Vehicle availability may vary. Vehicles shown may have optional equipment. See your local Mitsubishi Motors retailer for details.

*** The 2023 Outlander PHEV comes with a 10-year/160,000 km warranty on PHEV components and the Main Drive Lithium-ion battery, 10-year/160,000 km Powertrain Limited Warranty, 5-year/100,000 km New Vehicle Limited Warranty and 5-year/unlimited km Roadside Assistance benefits. Whichever comes first. Regular maintenance not included. See dealer or mitsubishi-motors.ca for warranty terms, restrictions and details. Not all customers will qualify.

TL;DR: We want Canadians to know that transitioning to EVs is easier (and less stressful) than they might think. Since there are r/nostupidquestions on Reddit, we’re going to answer Canada’s most common EV questions and show how the 2023 Mitsubishi Outlander PHEV is the ideal electric vehicle for Canadians.

Post image

What are the different types of EVs?

If you’re not in r/electricvehicles, you might not know that there are actually a few kinds of electric vehicles. Here’s the TL;DR on what you need to know:

Post image
Post image

How does the Outlander PHEV answer for range anxiety?

No one wants to stress about running out of battery on the side of the road. Canada is big, and there is a lot to explore – looking at you, r/roadtrip. So it’s not unreasonable that many people’s biggest concern is whether or not the EV can make the distance.

Our national charging infrastructure isn’t fully developed yet, but no need to worry, because the Outlander PHEV has a backup gas engine. Basically, when the battery runs out, the Outlander PHEV continues to drive with the gas, driving with optimal fuel efficiency.

Even when running on gas, the Outlander PHEV achieves better efficiency than your gas vehicle, thanks to regenerative braking, where the electric motors function like power generators. With the evolution in technology, the all-new 2023 Outlander PHEV can deliver more performance, more acceleration and more range in 100% electric mode.

Check out this video to learn more about the smooth and efficient drive experiences.


Post image

What is the Outlander PHEV’s battery range?

When the Outlander PHEV is in 100% electric mode, the EV battery range is 61 km*, and the total range (EV + gas) is 687 km*. So whether you’re driving to work or enjoying the open road, there’s nothing to stress about. And when you reach your destination, you can recharge the Outlander PHEV using any of the Level 1, Level 2 or DC quick-charging methods.

Multiple recharging options come standard in every trim level of the Outlander PHEV.


Post image

Does buying a PHEV help the environment?

As for higher-level impact, most of Canada’s electricity is generated by low-emitting hydro and nuclear sources. So it’s safe to say the environmental impact of electricity is lower than regular fuel. EV ownership can help reduce your vehicle greenhouse gas emissions by 60% to 90%.


What are the cost savings when buying a PHEV?

Right up front, the MSRP for the 2023 Outlander PHEV starts at $46,538**, which is less expensive than many of the two-row PHEVs in the market – not bad for the only three-row plug-in hybrid SUV.

Don’t forget that you can layer on more savings with federal rebates ($5,000) and provincial rebates (which range from $500 to $5,000) or local incentives for installing Level 2 chargers.

You might be thinking, “That’s still more expensive than many gas vehicles.” True - you’re not wrong. But there are other factors that should be considered in the cost of car ownership:

  • Gas: The PHEV doesn’t rely solely on gas, so with less used overall, that means more savings (especially with today’s gas prices)
  • Maintenance and repairs: Over a vehicle’s lifetime, it actually costs 50% less to maintain and repair a PHEV than a gasoline vehicle

DYK: Clean Energy Canada reports that the average cost savings of going EV are about $15,000 over 8 years ($1,875 per year) – and this is a conservative estimate.

Compared to the 2022 Outlander, the 2022 Outlander PHEV saw fuel savings of $2,845 each year:

“With the average Vancouver Island driver travelling 25,000 km per year in their vehicle – assuming the price of gas stays around $1.99 per liter – you’ll spend $1,582.04 on fuel in a year driving the PHEV (with overnight home charging) compared to $4,427.73 driving the gasoline Outlander.” – BC-based online retailer

The reality is that your savings depend on where you live, how far you drive and energy prices in your area. With our improved technology and increased range, you can count on our 2023 Outlander PHEV to really hold its own in energy and cost efficiency.


Post image

How is the battery affected by cold?

It’s true that batteries perform differently in different temperatures, just like humans. But it’s not a problem for the Outlander PHEV.

As the pioneer of the plug-in hybrid SUV, Mitsubishi Motors has developed technologies and strategies to tackle the challenges that come with Canadian winters. Rest assured, with our 10-year warranty***, we’re pretty confident.

The 2023 Outlander PHEV comes with a heat pump, which warms your car more efficiently with less battery (and less deterioration of range). You can also pre-heat your cabin while you’re still plugged in – starting the car from your MITSUBISHI CONNECT app. This way, you can maximize the range by using electricity from the grid before you leave.


Post image

How does it perform on Canada’s roads?

It’s not just cold Canadians think about; it’s also driving in snow, ice, rain, mud – on various terrains and elevations. We think about that, too. Which is why our Super All-Wheel Control (S-AWC) comes standard in the Outlander PHEV.

Think of it like an elevated form of AWD that is constantly monitoring the front-to-rear and left-to-right torque distribution, to tackle road conditions proactively rather than reactively. In simpler terms, S-AWC offers superior control, comfort and safety (and it’s also really fun to drive!).

We have 7 modes for the driver to choose from, to make your drive as smooth as it should be:

  • Eco Mode improves the efficiency of the gasoline engine and S-AWC to support fuel-efficient driving
  • Normal Mode balances fuel efficiency and performance for various road conditions and driving styles
  • Power Mode maximizes acceleration performance to enhance responsiveness when you need more torque – like when you’re passing on the highway
  • Tarmac Mode enhances agility and performance when travelling on dry, paved roads
  • Gravel Mode delivers maximum traction on coarser roads and off-road terrain
  • Snow Mode improves traction and stability specifically for light-to-medium snow-covered or slippery roads
  • Mud Mode enhances performance in mud or deep snow, especially when accelerating and turning from a stopped position

Check out this video to learn more about our drive modes.


Post image

Will the Outlander PHEV fit my whole family?

Great question, as a lot of EVs tend to err on the small side. If your family has 7 people (or even puppers), then yes, it will fit your whole family. The third-row seating is one of the popular features of our SUV. You get the space, connectivity and safety features your family needs – all with low emissions. The space is also versatile, so if you don’t need the extra seats, fold them down and enjoy the extra trunk space for your hockey bag, bike or camping gear.


Ready to drive full speed ahead?

There you have it, Canada. With low emissions, a backup gas engine, versatile space and Super All-Wheel Control, the all-new 2023 Mitsubishi Outlander PHEV is here to help you switch to EVs with confidence.

Want to learn more? Visit our website.


Disclaimers

* Based on Natural Resources Canada test methods.

** Not applicable in Quebec. MSRP is the Manufacturer's Suggested Retail Price in Canadian dollars excluding taxes, freight and pre-delivery inspection charges, licence, insurance, registration and all other applicable fees, taxes, duties and charges. Pricing calculations for information only and not an offer. Dealer is free to set prices and may sell for less. Pricing may change without notice. Vehicle availability may vary. Vehicles shown may have optional equipment. See your local Mitsubishi Motors retailer for details.

*** The 2023 Outlander PHEV comes with a 10-year/160,000 km warranty on PHEV components and the Main Drive Lithium-ion battery, 10-year/160,000 km Powertrain Limited Warranty, 5-year/100,000 km New Vehicle Limited Warranty and 5-year/unlimited km Roadside Assistance benefits. Whichever comes first. Regular maintenance not included. See dealer or mitsubishi-motors.ca for warranty terms, restrictions and details. Not all customers will qualify.

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