Think of it as Mitsubishi's nod to Canada's offbeat sense of humor.

The Japanese automaker is using the 2012 Green Living Show in Toronto this week to launch what it calls its "Electriphobia Research Institute," which will promote the Mitsubishi battery-electric i-MiEV while it dispels some myths associated with plug-in powertrains.

Mitsubishi Canada, which is also sharing this advertising campaign on the Internet, will use the "Institute" to address misconceptions like the lack of engine noise, fear of electrocution and other subjects. The company started i-MiEV sales in Canada in December and is selling the car at 30 dealerships across the country.

The i-MiEV's U.S. equivalent, the i, has been rated by the U.S. Environmental Protection Agency as the country's most fuel-efficient production vehicle at 112 MPGe, in terms of its miles-per-gallon-equivalent rating. The i can go about 62 miles on a single charge, or about 11 miles fewer than the Nissan Leaf battery-electric.

Mitsubishi started i sales late last year, and set a U.S. monthly sales record last month with a modest 52 units. The Japanese automaker also shipped the first of its fleet EVs to Google and the non-profit, car-sharing service IGO CarSharing. Mitusbishi debuted the model as the i-MiEV in Japan in 2009.

You can see the first three Electriphobia videos just below.







Show full PR text
Mitsubishi's Electriphobia Institute Debuts at Green Living Show
Innovative Campaign Cures Electric Car Anxiety!

TORONTO, April 13, 2012 /PRNewswire/ - Vowing to eradicate any lingering anxieties of electric vehicles, Mitsubishi Motor Sales of Canada (MMSCAN) is launching its tongue-in-cheek Electriphobia Research Institute at the 2012 Green Living Show.

The fictitious "Institute" pokes fun at common misperceptions about electric cars and aims to rid Canadians of "the shocking new fear sweeping the nation." A unique approach to electric vehicle (EV) awareness, "Electriphobia" is a web-based campaign that will debut on April 16 - highlights were showcased for media today at North America's largest green consumer show.
Developed by Mitsubishi's agency-of-record, john st. advertising, the Electriphobia campaign tackles some common misperceptions surrounding electric vehicles - from the fear of electrocution to tailpipe anxiety to coming to grips with no engine noise. It features a reluctant test subject and the Institute's lab-coated "scientist" who prescribes various cures.

"The objective is to raise awareness about electric vehicles and share truths about the game-changing technology in our all-new i-MiEV pure electric vehicle. Through the 'Institute' we want to prepare EV consumers for the experience of never again visiting a gas station, having a tailpipe, or changing the oil," said Peter Renz, director of marketing at MMSCAN.

"For Mitsubishi the campaign is timely, coinciding with the recent launch of our all-new 2012 i-MiEV hatchback. i-MiEV is one of only two pure electric vehicles available in Canada and that makes it a real technological innovation, requiring an innovative marketing approach," he added.

Stephen Jurisic, co-creative director at john st. noted: "EVs are still largely misunderstood. We wanted Canadians to really learn about the Mitsubishi i-MiEV and, to do that, we had to get them to spend some time on the Electriphobia.com website. So making it entertaining and fun as well as informative was crucial."

The Mitsubishi i-MiEV is gaining traction among Canadian consumers and fleet operators. Fourteen deliveries in March brought total i-MiEV sales to 69 units since mid-December. British Columbia's Saanich Police Department, the city of Calgary, Saskatchewan's SaskPower and Hydro-Québec are among the early adopters to have purchased the i-MiEV.

Far from a fleet vehicle, most i-MiEV sales have been to consumers. To date, MMSCAN has named 30 certified i-MiEV dealerships and expects that number to grow in 2012.

The Mitsubishi i-MiEV, a five-door, 4-passenger, subcompact hatchback with a range of up to 155 km, is on display at the Mitsubishi booth (#1037) at the Green Living Show held at Toronto's Direct Energy Centre within the Exhibition Grounds. In the forefront of advanced, electric-vehicle technology, i-MiEV has already earned kudos in Canada and beyond:

• The Mitsubishi i-MiEV was named the most fuel-efficient subcompact car sold in Canada by Natural Resources Canada.
• The Mitsubishi i-MiEV is the "greenest car in the United States", a designation from the American Council for an Energy-Efficient Economy.
• The Mitsubishi i-MiEV was nominated for a World Green Car Awards, one of the world's most prestigious, credible and significant programs of its kind, administered by a non-profit association.


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    • 1 Second Ago
  • 40 Comments
      Spec
      • 2 Years Ago
      I'm a fan of the Mitsubishi-i but people do have reason to be cautious driving it with its 62 mile EPA rate range. That is barely enough to handle a typical round-trip commute.
        SVX pearlie
        • 2 Years Ago
        @Spec
        Um, I just saw a MIEV on the roads during this week's commute. They were obviously going *somewhere*.
        Spec
        • 2 Years Ago
        @Spec
        Hey, have any of you bought one? I've come pretty close to picking this up as a way to buy a low-end EV to support the biz but not spend a lot of money on something that will (hopefully) become obsolete quickly. But that 62 mile range is a bit scary. I couldn't drive from silicon valley up to San Francisco and back w/o a charge-up. (That would be freeway driving that would eat up range fast.)
        paulwesterberg
        • 2 Years Ago
        @Spec
        Really? Why do you keep repeating the faux lies of big oil? According to GM 76% of U.S. drivers commute 40 miles or less daily.
        EZEE
        • 2 Years Ago
        @Spec
        Yea Spec! Repeating the lies of Big Oil! Your probably hang out with Corporate Shill, PR. Yours, Ezee, the Hippie (as a matter of fact, I will never forget this day ever. I am just so happy)
          Dan Frederiksen
          • 2 Years Ago
          @EZEE
          eh, what? : ) never been to a restaurant before? : )
          EZEE
          • 2 Years Ago
          @EZEE
          I am not really debating, however, my eyes went wide with that. The PR reference was once he said nice things about Ford, so someone angrily came back and callsed him a corporate shill. And my hippe thing was when I defended electrics and was called a hippie. If anyone of us violate our defined roles, we catch hell I guess.
          2 Wheeled Menace
          • 2 Years Ago
          @EZEE
          I agree that the range kinda sucks, but dude.. Ya sound kinda like an industry mouthpiece saying it like that.
          2 Wheeled Menace
          • 2 Years Ago
          @EZEE
          ( whoops, meant to reply to spec, sorry hippie ezee )
          EZEE
          • 2 Years Ago
          @EZEE
          (spec - sitting in a restaurant...I literally have tears in my eyes....)
        JP
        • 2 Years Ago
        @Spec
        I drive a 50 mile max EV every day. Just because a specific car won't work for you doesn't mean it can't work for millions of others.
      Drivesolo
      • 2 Years Ago
      Brilliant! Moar silent treatment please. ;)
      Ryan
      • 2 Years Ago
      There is a rampant outbreak of electriphobia around here in Ohio. But, I will say that the oil fuel tanker that blew up today did make the news, so it isn't just EV fires that they cover....
      Natalia Jason
      • 2 Years Ago
      ohhhhh wow its amazing . i really like it . i m thing of having it. will u pls give me a best deal . i had visited groffr.com which also gives me a good deal.Group Car Buying Deals facilitate great discount rates through group deals on Cars. Groffr.com is the India's Largest Website to provide great discounts on any verticals on group buy purchases. Be it Real Estate, Cars, Lifestyle products. To Avail more similar offers log on to www.groffr.com/cars
      paulwesterberg
      • 2 Years Ago
      Mitsubishi FTW! If you really want to pimp your ride can you put a chrome tip on the Tailpatch?
      mylexicon
      • 2 Years Ago
      People are resistant to electric cars. How do we solve the problem? Acknowledge the perceived cause of the problem and make fun of it. The smartest people in the room have hit another home run. Advertisers/Marketers can't change their socks let alone the consumption function. Furthermore, this isn't even how you make fun of quirky irrational behavior. Nissan already provided something of a roadmap. You take the unusual behavior, and you put it places it doesn't belong. Nissan went after the behavior of fueling devices with gasoline. Unfortunately, that same ad implied that Chevy were adding gasoline in a place it didn't belong, but that is a different story. For the silent treatment, they should have showed someone freaking out b/c they can't tell if their refrigerator is running or their oven or their ipod and so on. Same basic idea for shock therapy. We use devices that can shock us badly every day. If you don't foil the behavior against something else, people only understand that you are making fun. Might as well have been made by Plug-In America.
        Turbo Froggy
        • 2 Years Ago
        @mylexicon
        "People are resistant to electric cars. How do we solve the problem?" $10/gallon gas, that's how.
          EZEE
          • 2 Years Ago
          @Turbo Froggy
          Women and minorities would be hit hardest.
          Ele Truk
          • 2 Years Ago
          @Turbo Froggy
          Because they are not rich white men who can afford it?
          Spec
          • 2 Years Ago
          @Turbo Froggy
          $10 gasoline is going to happen whether you like it or not. it is not a question of "if" but "when". It won't be soon. But we will continue marching upward until we hit it.
          mylexicon
          • 2 Years Ago
          @Turbo Froggy
          Is $10 gasoline going to increase the purchasing power of the middle class? $10 gasoline would merely destabilize our economy and cause widespread inflation and panic. There is no silver bullet solution, least of all 250% price inflation in oil.
          EZEE
          • 2 Years Ago
          @Turbo Froggy
          Women and minorities are always hit ardent. It says so in the NY Times. But....are all white men rich!
          2 Wheeled Menace
          • 2 Years Ago
          @Turbo Froggy
          It would only destabilize our economy because we built an country based around the assumption that would be infinite. There's a limited amount of the stuff to go around. There's no dodging peak oil.
        EZEE
        • 2 Years Ago
        @mylexicon
        5. "Ridicule is man's most potent weapon. It is almost impossible to counteract ridicule. Also it infuriates the opposition, which then reacts to your advantage."
      Dan Frederiksen
      • 2 Years Ago
      pretty funny. now if they could lower the price so you don't get shocked by the sticker... eh? see what I did there? :)
      At_Liberty
      • 2 Years Ago
      There has to be a modicum of ~truth~ involved. Ridicule alone is, well, ridiculous.
      EZEE
      • 2 Years Ago
      Looks at the headline of the above article by Sebastian.... Very happy about my moratorium..... :)
        2 Wheeled Menace
        • 2 Years Ago
        @EZEE
        Yeah guess what though.... He's the editor of the site nowadays.... -_-
          Domenick
          • 2 Years Ago
          @2 Wheeled Menace
          Sebastian has always been the editor of AutoblogGreen.
          EZEE
          • 2 Years Ago
          @2 Wheeled Menace
          Oh dear lord!
          EZEE
          • 2 Years Ago
          @2 Wheeled Menace
          Wow. I guess we know who blame then.
      2 Wheeled Menace
      • 2 Years Ago
      ....and a new fetish was born.
      Anne
      • 2 Years Ago
      @Marco, Another gem for your collection: "The battery is a chemical time bomb and will end up being disassembled by undernourished children in Africa" And of course, Limbaugh deserves a category all of his own. And don't forget the most recent brainfarts from Limbaugh, there are some true gems amongst those.
      EZEE
      • 2 Years Ago
      A hot mime? I am conflicted. I mean, like everyone else on the planet, I believe all mimes should be beaten senselessly. But that is a hot mime. What to do?
        Marco Polo
        • 2 Years Ago
        @EZEE
        @ Ezee I think you mean 'senseless', or insensible. Hmmmm... then again, maybe you think it's ok to beat mimes as long as it doesn't make sense...? Oh what the hell, just beat 'em !
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