Mississauga, Ontario – Mitsubishi Motor Sales of Canada, Inc. is launching a new urban retail boutique concept that is making it more convenient and cost effective for dealer investors to open a Mitsubishi Motors dealership in high-traffic, high-rent urban settings. A beautiful sales showroom stands alone while the service area and inventory parking areas are located in industrial low-rent spaces a few kilometres away. Triaging all three areas is a dedicated concierge whose duties include drop off and pick up of vehicles from the customer’s home to the service centre or from dealership showroom to the service area. The concierge will also hand deliver vehicles for test driving.
APPS The Mitsubishi urban boutique concept offers maximum flexibility to the dealer who would like to open a dealership without being tethered to a defined square foot requirement or the costs associated with it. Investment is redirected to concierge services.
“The new Mitsubishi Motors urban boutique concept pushes the envelope on what service means at a mass automaker. The concept seeks to redefine the relationship between customer and dealership through a concierge. Our strategy is to reinvent every part of our business from product, to retail to service with a keen focus on enhancing the customer experience and dealer profitability. This concept doesn’t replace the traditional dealership but it gives our dealers more options and flexibility in choosing their next location,” said Juyu Jeon, president and CEO, Mitsubishi Motor Sales of Canada, Inc.
“The automotive shopping experience has changed. There is more online research and fewer trips to the dealership as part of the consideration and purchasing process. Creating opportunities that bring the retail face of the brand closer to the customer helps Mitsubishi Motors develop a stronger brand presence and helps us to differentiate our brand,” said Paul Simmonds, vice-president, Sales & Marketing, Mitsubishi Motor Sales of Canada, Inc.
Mitsubishi Motors recently launched a global image program for its dealerships which is expanding across the country. The new Mitsubishi urban boutique concept adapts the global image design to the flexible format including a strong black and red entrance gate, an inviting bright interior with striking black ceilings, while also incorporating a more distinct urban look to the exterior. Mitsubishi Motor Sales of Canada’s proprietary tablet and app-based technology is another important component to the customer journey. MiShowroom, MiDelivery, MiCar and MyMitsubishi Apps work to bring a seamless Mitsubishi Motors experience at home and at the dealership. Pilot stores are currently in consideration in urban areas with one under construction in downtown Vancouver.