The website features a race track modelled after the Ralliart showroom, with the browser using a 3D-rendered car for navigation. "Within the track, we added some quirky gimmicks like jump ramps, skidding in sand and cornering on ball-bearings," said Proximity general manager Simon Bond. "This interface is unique and builds on the new online trend of integrating online gaming into a corporate site."
Targeting racecar enthusiasts in the 26 to 35 age range, Bond also added that the website hopes to reinforce and bring to life Ralliart's 'spirit of competition' brand positioning. "Mitsubishi's objective is to strengthen the positioning of Ralliart as the racing arm of Mitsubishi, while changing the market's perception that Ralliart is simply an accessory line," said Bond.
"Using Ralliart's four performance cars on the site, the association between Mitsubishi and racing is built, with the site enabling race and motor sports enthusiasts to purchase their Ralliart accessories within a one-stop web environment."
Mitsubishi site to lift Ralliart image as racing expert
Mitsubishi has launched a new website for its Ralliart racing arm, aimed at demonstrating that Ralliart is more than simply an accessory line. The site was created by Proximity, which scooped the business from local distributor Cycle & Carriage in August of this year.
