Mitsubishi calls attention to new i vehicle by making it a Jelly Belly

When all else fails, make your cars look like Jelly Bellys. That just might be a winning sales tool for Mitsubishi, the giant Japanese automaker who has largely failed to generate significant interest in its products in the U.S. market.

For the 2011 Sweets & Snacks Expo in Chicago, the premier trade show of the candy industry showcasing nearly 500 companies and more than 15,000 confectionary and snack industry professionals from around the world, Mitsubishi teamed with the Jelly Belly Candy Company to wrap four Mitsubishi i electric vehicles in bright Jelly Belly colors.

Just what an electric vehicle needs to be taken seriously – be promoted like it's a toy. At least the folks who spotted the i vehicles (as well as two Mitsubishi Outlander crossovers) had a chance to score some free Jelly Bellys.

Mitsubishi has been, frankly, in a slump of late. As the old saying goes, "it couldn't get arrested" in terms of the American car buyer's perception. It is far down on the pecking order when it comes to interest in spite of producing some great cars like the Evo and the new Outlander sport, which has been universally praised (most likely because Mitsubishi introduced it to the automotive press as a Mexican resort!)

The all-new Mitsubishi i will be available for test drives at Mitsubishi dealers beginning this November offering a starting MSRP of $27,990 (before Federal or State incentive) that hopes to make EV ownership more attainable. Visit i.mitsubishicars.com for more information about the most affordable mass-produced production electric vehicle in America including vehicle specifications, tax incentives and how consumers can reserve their own vehicle.

For more information on the Jelly Belly Candy Company and their new flavors featured at 2011 Sweets & Snacks please check out www.jellybelly.com.


Sign-up to our email newsletter for daily perspectives on car design, trends, events and news, not found elsewhere.