Mitsubishi Motors North America Inc. (MMNA) announced a new dealer visual identity program that will take effect later this year. As part of the initiative, Mitsubishi Motors Corp. (MMC) will introduce an updated exterior and interior design in approximately 5,000 dealerships worldwide.
The program is largely based on the new brand message, "Drive your Ambition,” and is intended to provide a better customer experience in a high-quality retail environment. The design features striking black, white and gray color schemes with dynamic red lines as an accent.
"This is the first dealer visual identity update in 16 years and we are confident it will bring a new energy and a uniform look to our dealerships across the country," said Marv Baisden, senior director of dealer relations for MMNA. "Dealers are very excited about the upgrade and we look forward to seeing the first dealerships showcase the design this fall."
Lewisville Mitsubishi in Lewisville, Texas, will be one of the first dealerships to incorporate the new visual identity. The retail operation is currently building a 35,000-square-foot dealership on five acres outside of Dallas. The facility's target completion date is October 2018. MMNA plans to replicate this new design in 25 dealerships by the spring of 2019, with the remaining stores to follow in the coming years.
Mitsubishi has partnered with its dealership sign vendor, Architectural Graphics Inc., to execute the visual identity program.