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The Mitsubishi i-MiEV, Nissan Leaf, Infiniti M Hybrid and a host of Toyota and Lexus hybrids will be available for test drives just outside the show at the Direct Energy Centre.

Rafal Andronowski/Green Living Show

Mitsubishi is launching a tongue-in-cheek "Electriphobia Institute" this weekend to address misperceptions and fears about pure electric cars like its i-MiEV four-seat city car.

The campaign launches Friday at the opening of the Green Living Show in Toronto, which bills itself as North America's largest green consumer show.

Dressed in lab coats, Mitsubishi executives and representatives will poke fun at such fears at a media event at the show, which will be followed up by an online campaign to start next week that will address fears of electrocution, "tailpipe anxiety" about not having a tailpipe (unless you're rolling in the Lexus ES 300h), and coming to grips with no engine noise.

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The campaign features a reluctant test subject and the institute's lab-coated "scientist" who prescribes various cures, most of which involve trying out the firm's battery-only EV.

The Mitsubishi i-MiEV, Nissan Leaf, Infiniti M Hybrid and a host of Toyota and Lexus hybrids will be available for test drives just outside the show at the Direct Energy Centre, which runs Friday to Sunday this weekend. On display but not for driving will be the Fisker Karma, the Chevrolet Volt and a few EV conversion companies.

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