North America experienced, for the first time in 99 years, a total coast to coast solar eclipse – crossing the entire contiguous United States, from west to east, enabling Americans to take trips to view the phenomenon in the “Path of Totality.”
Of course, automakers seized the opportunity to capture some good marketing – even in the moment of darkness. For example Volvo kept its owners safe – as always – with the introduction of a protective screen to be placed on the moonroof of the XC60 SUV. Meanwhile Land Rover, Karma, and Mitsubishi decided to hook up their vehicles to images of the eclipse – initiating an unconventional beauty shot competition. Mitsubishi’s marketing campaign for the introduction of the new Eclipse Cross included an experience in Salem, Oregon, next to the production-ready model.
Off-road specialist land Rover also seized the moment with help from photographer Alex Strohl – who used the new Discovery to capture the eclipse. He ventured on a three-day trip in the new Discovery starting from Salt Lake City, Utah and wrapping up at Railroad Ridge in the heart of Sawtooth National Forest. The trail – only for off-roaders – has a rising elevation from 6,000 to nearly 10,000 feet – a perfect remote location to capture the sun and the new Disco. Karma also decided to promote its new Revero luxury sedan, packing its cases for a multi-city photoshoot of the Revero along the “Path of Totality”.