Such a Tease
Mitsubishi teams up with Amazon, Chevy collaborates with Disney for new vehicle reveals
In a world no longer governed by the auto show calendar, automakers are finding new ways to reveal their vehicles to the world. Mitsubishi Motors will debut its redesigned 2022 Outlander in a new way next week thanks to a little help from Amazon. Similarly, a Chevrolet-Disney partnership will serve as the launching point for the reveal of the 2022 Chevrolet Bolt EV and EUV.
Automakers spend, on average, upwards of $1 million creating the booths for the products to be displayed at during a major auto show, often in partnership with their local dealership arm. Some have been known to spend five times that amount.
The global unveiling of the Outlander marks the first time that Amazon will utilize its Amazon Live streaming service. Amazon Live is a content arm of the online retailer and entertainment services provider that combines the idea behind television programming by the Home Shopping Network (HSN) and QVC with the interactivity of a Facebook Live. Unlike Amazon Prime programming, Amazon Live is available to the masses sans subscription.
"We're focused on creating unique experiences that surprise and delight our customers, and unveiling the new 2022 Mitsubishi Outlander on Amazon Live brings the excitement of an auto show directly to customers' homes," said Munira Rahemtulla, Director, Amazon Live. "This collaboration allows us to provide more options for customers to discover new products and brands, and helps Mitsubishi connect with customers in a new and meaningful way."
The Outlander reveal will mark the first time that Amazon Live has served as a platform for a vehicle reveal. The debut will take place on Tuesday, February 16 at 6 p.m. EST.
Chevrolet has partnered with Walt Disney World to bring the story of the 2022 Chevrolet Bolt EUV and Bolt EV to life during their product debuts. The focus of the Valentine's Day event will be to show how "magic can take place when the imagination is electrified," according to a release.
The all-electric Bolt EV is expected to receive a mid-generation facelift while the Bolt EUV will be launching to audiences for the first time. Chevy's Bolt EUV is a larger all-electric vehicle, designed to slot just above the Bolt EV in the company's lineup.
Last summer General Motors promised to introduce 12 new electric vehicles (EVs) by 2023 and has now upped the ante to 30 new EVs by 2025. The company humorously showcased its efforts in a Super Bowl commercial starring Will Ferrell, Awkwafina, and Kenan Thompson.
Not all aspects of GM's business are behind the move. A report by the Wall Street Journal indicates that that around 150 of Cadillac's 880 dealers will give up their right to sell the brand as part of a buyout rather than spend about $200,000 on General Motors-required upgrades to their establishments. The upgrades are designed to make the dealerships ready to service and support electric vehicles. The buyouts range from around $300,000 to upwards of $1 million for most dealers.
The debut of the 2022 Chevrolet Bolt EUV and EV can be seen at www.chevy.com/EV on February 14 at 4 p.m. EST.