We took the Outlander PHEV launch to Desert City: a showcase of innovation and sophistication

More than 480 attendees didn’t want to miss the European launch of the new Outlander PHEV by Mitsubishi Motors Europe, organised by SOMOS Experiences.

The event took place in the stunning setting of Desert City, Madrid, and brought together journalists, dealers, and distributors to experience an unforgettable moment.

A High-Level Experience

The challenge was clear: to create an experience worthy of the launch of this iconic SUV, the flagship model of Mitsubishi Motors Corporation. The occasion marked a significant milestone for Mitsubishi, with the prominent participation of Frank Krol, President and CEO of Mitsubishi Motors Europe, accompanied by executive members from Japan, who shared their experience and strategic vision of the brand with the attendees.

The Outlander PHEV, with its bold and sophisticated design, embodies the "I-Fu-Do-Do" philosophy (majestic and authentic), and as a team, we collaborated with the brand to reflect these values in every detail of the event.

The Ideal Setting

One of the major challenges was finding the perfect venue for a three-day event that captured the essence of the new model. Desert City in Madrid proved to be the ideal location, not only for its spectacular surroundings but also for its connection to Mitsubishi’s adventurous spirit, rooted in its legacy in competitions such as the Dakar Rally, and representing the essence of its 4x4 technology.

A High-Impact Event

Divided into three days, the launch welcomed nearly 500 attendees and featured a live global broadcast, maximising its visibility and impact across media and social networks.