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Mitsubishi working to regain life and luster in Canada

Last year, Nissan bought a 34% stake in Mitsubishi and became its largest shareholder. Many analysts in the auto industry wondered about the future of the small Japanese manufacturer—now controlled by the Renault-Nissan Alliance—especially in North America

Well, instead of getting the axe, the 90 Mitsubishi dealers in Canada will all go under the knife sometime in the next five years.

“The new Dealer Image Program will enhance Mitsubishi Motors’ brand image, catch the attention of consumers, improve customer satisfaction and increase both sales and service opportunities for our Canadian dealerships,” said Tony Laframboise, president & CEO, Mitsubishi Motor Sales of Canada. “It follows that a stronger brand identity that reflects our values will ensure a consistent brand experience for our customers.”

The gleaming, glass-enclosed Rallye Mitsubishi in Gatineau, Quebec set the tone for the stylish modernization of the company’s dealerships in Canada, using modern, forward-thinking practices used in Japan and elsewhere. In this particular case, the design was for a new-build dealership; in other cases, existing facilities will be upgraded to meet the new standard.

The open, bright, dealership design concept will accommodate a two-part showroom, featuring space for both gasoline- and electric-powered vehicles. The interior design will be simplified to improve sight lines and offer more visible points of interest and interaction between staff and customers.

“Initial customer feedback embraces the open concept design with the showroom merging through to the parts and service department,” noted Rallye Mitsubishi general manager Stephane Lessard. “This allows customers to feel comfortable knowing they have access to every department, while allowing them to also observe while their vehicle is being serviced.”