Mitsubishi on the Upswing Again, Unveils New Dealer Image

Mitsubishi, which is enjoying quite a bit of success already with the new Outlander PHEV and has just posted its best Junes sales ever in Canada, continues to regain some of the lustre and appeal it lost in recent years. This time, the company is announcing that half of its Canadian dealerships will rebrand by the end of 2019. Seven of them will be all-new, expanding its retail network from 93 to 100 dealers.

The rollout is actually part of a global strategy that will see the new dealer image in 5,000 dealerships around the world. In each case, the design will come to life with locally sourced materials from several manufacturers ranging from furniture to lighting to metal cladding.

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“The new visual identity of our dealership is an essential next step as we redefine what Mitsubishi Motors means to Canadian customers and look to enhance the customer experience in all areas of our business,” said Tony Laframboise, president and CEO, Mitsubishi Motor Sales of Canada, Inc. “The look is bold, modern and expresses our brand vision Drive your Ambition within the retail environment.”

This new corporate image first includes bold black exterior signage with dramatic use of red accents to capture people’s attention. The slanted section with perforated cladding adds a dynamic effect, while the glass surrounding the dealership puts Mitsubishi vehicles in full display. And you can’t miss the red and black entrance gate that will guide you toward the showroom.

Inside the new Mitsubishi dealerships, a black wall with brand mark anchors a welcome reception area that offers a first glimpse into the new modern space. The bright and inviting decor creates a striking contrast with the dramatic black ceilings. Of course, there is a lounge-style waiting area and a Wi-Fi connected area.

The Outlander PHEV will take centre stage in the new electrified vehicle area marked by a halo over the latest offering. Elsewhere, the drive-thru service area is well-lit, with open views to the service reception area so customers have line of sight to their service work.

The first Mitsubishi dealership to carry the new image is scheduled to open this fall in Ajax, Ontario.