Mitsubishi Motors has inked a three-year partnership deal with Pelmorex’s weather brands The Weather Network and MétéoMédia to become its first official vehicle.

As part of the deal, the automaker will make its Outlander SUV available to journalists from both brands so they can safely navigate in a variety of weather conditions. Journalists will be able to send on-the-ground reports and meteorological information from the SUV, which features the brands’ logos on the outside.

Developed in collaboration with media agency Jan Kelley, the partnership also includes the integration of the SUV into The Weather Network and MétéoMédia’s daily weather reports, custom storytelling and content, OOH content sponsorship and digital tactics.

Mitsubishi Motor CEO and president of sales in Canada Kenji Harada tells Media in Canada that they have decided to partner with Pelmorex since many people rely on The Weather Network and MétéoMédia for weather information in their area.

The partnership, Harada says, is part of the automaker’s strategy to reach key audience segments in local markets and become the go-to brand for Canadians to get outdoors and enjoy adventurous lifestyles. Specifically, the brand seeks to reach adults between the ages of 35 to 54, with families and fans of green living.

“From a brand perspective, consumers are always looking for a vehicle that can help them brave whatever the weather conditions are,” Harada says. “We believe this partnership will help Canadians learn more about Mitsubishi Motors and how these vehicles can enable them to pursue their ambitions.”

The Weather Network head of sales and operations Tami Coughlan tells MiC that the team liked the idea of having a vehicle available in key markets across the country, especially at a time when the summer heat brings extreme weather conditions.

“We want our in field reporters to have a dependable vehicle, that has the right safety features to keep them safe when reporting in severe weather conditions and has enough room for their equipment to deliver weather information to our audiences coast to coast,” Coughlan says.

She adds that the partnership boosts The Weather Network and MétéoMédia’s goal to go beyond providing people with weather reports to plan their daily activities, and offer information that satisfies and shapes their world.

The deal comes after Pelmorex, which also owns and operates Eltiempo.es, Clima and Otempo.pt, partnered with Home Hardware to launch AI-based ads that display the retailer’s promotions across Ontario, combined with The Weather Network’s summer weather forecast.