Mitsubishi Motor Sales of Canada 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 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.
The traditional dealership footprint requires a defined large size square footage to accommodate the space required to park vehicles in its inventory and service areas with multiple service bays. This has limited the ability for a dealer to locate in urban areas because large spaces are unavailable and/or high lease rates make it unaffordable and unprofitable. 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 and 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. The service centres and inventory areas have minimal branding and design specifications because they are not customer facing eliminating investment in design components for these areas of the business. Each service centre will be equipped with the latest technology and training to the standard of Mitsubishi Motors as in any other Mitsubishi dealership.
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 work to bring a seamless Mitsubishi Motors experience at home and at the dealership. From researching the vehicle, to booking service appointments online, the customer and dealer staff utilize these online tools to access information in a transparent and convenient way.
Pilot stores are currently in consideration in urban areas with one under construction in downtown Vancouver.