Mississauga, ON – April 18, 2017 – Mitsubishi Motor Sales of Canada has embarked on an image overhaul of its dealership network. The first of the new-look facilities has opened in Gatineau, Quebec where the gleaming, glass-enclosed Rallye Mitsubishi will set the tone for the stylish modernization of the company’s 90 Canadian dealerships.
The Mitsubishi Motors new Dealer Image Program will be implemented over the next five years. Unique to Canada, the program also borrows from modern, forward-thinking practices in Japan and elsewhere. It features bright, functional spaces, access and flow for both people and vehicles and colours and materials that reflect the Mitsubishi Motors brand. It incorporates several green initiatives and is provisioned for an electric-powered vehicle (EPV) display within a showroom.
“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 new Dealer Image Program’s bold architecture is reflected in four “facility tier” categories, based on anticipated sales volumes and size; all categories incorporate consistent elements and exterior/interior standards. In some cases, like Rallye Mitsubishi, the design is for a new-build dealerships; in other cases, existing facilities will be upgraded to meet the new standard.
Rallye Mitsubishi, which took just under 12 months to complete, is a 20,400 ft2 facility – forming part of the “larger tier” design category. All prototype categories share similar design cues and are equally focused on customer amenities and consistent brand expression.
The entrance gate – an original Mitsubishi Motors global design requirement – offers the customer directional clarity and creates a sleek and modern Japanese-inspired entry element that is unique to the Mitsubishi Motors experience.
The open, bright, dealership design concept will accommodate a two-part showroom, featuring space for both gasoline- and electric-powered vehicles. The interior design is simplified to improve sight lines and offer more visible points of interest and interaction between staff and customers.
At Rallye Mitsubishi, general manager Stephane Lessard noted: “Initial customer feedback embraces the open concept design with the showroom merging through to the parts and service department. 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.”
Among the new Dealer Image Program’s sustainable design initiatives: LED lighting, improved thermal performance, along with storage and collection of recyclables.
R.H. Carter Architects is spearheading the new Dealer Image Program. By visiting individual dealerships to assess design options and compliance requirements, the R.H. Carter team lends decades of automotive experience to the Program. Other new Dealer Image Program partners include Pride Signs, and ChargePoint, with their advanced smart EVSE charging stations, installed by Autochargers.ca
There are 13 mandatory elements included in the design theme to guarantee a consistent look for Canadian dealerships. These include branded exterior signage, entrance gate, service drive-through, LED lighting, reception and back panel, customer lounge and café, furniture and interior fixtures, to name a few.
Mitsubishi Motor Sales of Canada is the sales, service, parts and marketing arm for Japan’s Mitsubishi Motors with 90 dealerships across Canada. With a product range consisting of Lancer sedan and Sportback, Mirage hatchback and G4 sedan, RVR compact crossover, Outlander compact sport utility and the all-electric i-MiEV hatchback, MMSCAN supports its dealerships with a head office team and parts distribution centre -- both located in Mississauga, Ontario. Established in 2002, MMSCAN and its dealerships employ over 1,200 people in communities large and small. In 2016, MMSCAN became the only automaker to partner with Breakfast Club of Canada with a goal of stimulating young minds and a brighter future in communities across the land.
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