Mitsubishi Canada says Atlantic Canada is “a key growth market” and plans to further expand its retail network there after officially opening two new stores there Tuesday.
Steele Mitsubishi in Halifax and Charlottetown Mitsubishi bring the total number of Mitsubishi stores in Atlantic Canada to nine. The newest dealerships are the company’s latest to be built to the specifications of the automaker’s new global image.
Steele Mitsubishi is more than 20,000 square feet (1,858 square metres) in size and is the first large-size dealership in Canada to open in the company’s new global image design.
The first of Mitsubishi’s new-look dealerships in North America opened in Saint-Hyacinthe, Que., in April, but it is half the size of the Steele store, owned by Steele Auto Group.
The new global dealership visual identity was revealed in July 2018. The program is largely based on the new brand message, “Drive your Ambition”, and is “intended to enhance the customer experience in a high-quality retail environment,” the automaker says.
The Charlottetown store is 9,000 square feet (836 square meters) in size and owned by Tammy Roach, the only female dealer principal in the province.
Elements of Mitsubishi’s new dealership design include:
- black exterior signage with use of red accents and a dynamic slope with the Mitsubishi Motors Brand mark;
- glass surrounding the dealership;
- a black and red entrance gate;
- a black wall with brand mark anchors a reception area;
- lounge area;
- an electric vehicle area, which showcases the automaker’s EVs and;
- and a drive-through service area.
There are currently 58 renovation, new builds and expansion projects underway across Canada. Mitsubishi Motors has 93 dealerships in Canada with plans to grow to 100 dealerships over the next year.
The new-look program came just a year after some dealers had already renovated under a similar Canadian program.
But the new global program came straight from decision-makers in Japan and supplanted a Canadian imaging program that began in 2017, dealers told Automotive News Canada last year.
The new dealer image program is paid for by the dealer with support from Mitsubishi Canada.