Doors open to newly imaged Mitsubishi store


RED DEER, ALTA. – The largest example of Mitsubishi Canada’s new dealership-image program is open for business.

Red Deer Mitsubishi, which has been part of the brand’s network since 2008, has under gone a 32,000-square foot transformation to reflect the new architectural design.

Following similar re-designs of dealerships in Québec (Gatineau, Boischatel and Montréal) and in Pembroke, Ont., the all-new Red Deer Mitsubishi is the first to adopt the Mitsubishi Motors Dealer Image Program in Western Canada.

Automaker chief Tony Laframboise said the re-design is part of a long-term strategy to position Mitsubishi Motors for future growth while also enhancing the look-and-feel of the retail space to improve customer experiences.

He noted these initiatives would coincide with the upcoming arrival of two new SUVs – Eclipse Cross and Outlander PHEV – as the brand stretches further away from sedans in favour of SUVs and crossovers.

“Red Deer Mitsubishi incorporates bright, functional spaces and provides access and flow for both people and vehicles, colours and materials that reflect the Mitsubishi Motors brand, along with several unique green initiatives,” the company said in a release.

A large, spacious service area is designed for efficient, high-volume capacity.

“Our team, our business and our drive to succeed have been rejuvenated by the opening of the spectacular new Red Deer Mitsubishi,” noted Les Landsperg, the dealership’s president and CEO.

“We built Canada’s largest Mitsubishi Motors dealership because we believe in the future direction of the Mitsubishi brand, and the promise of great things to come.”

At the core of the new dealer image program is a fresh brand expression and several customer amenities. The company said the open, bright, designs 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.

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 desk, customer lounge and café, furniture and interior fixtures, improved thermal performance, along with storage and collection of recyclables.