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MITSUBISHI Motors will unroll its new global corporate identity in Australia with its first showroom expected to be opened late this year.

The location of the new showroom – which is to be purpose built and not on an existing site – is being kept under wraps by Mitsubishi Motors Australia Ltd (MMAL).

MMAL spokesman Karl Gehling said the new CI will be adopted throughout the 200 Australian showrooms over the coming years with some of the more recent building upgrades put at the back of the queue, indicating that uniformity of the dealerships could take years.

The interior and exterior design will be spread out to Mitsubishi’s 5000 global dealers under the name “Drive Your Ambition”, which was announced last year.

The design is aimed at improving the customer experience “in a high quality retail environment and to strengthen Mitsubishi Motors’ brand image,” the company said.

The design, which features a black, white and grey colour scheme with red accent lines, is also planned to “ensure a coherent experience for customers across all points they touch the brand, from motor shows, websites and brochures to the dealership”.

Mitsubishi calls the angled shape of the building’s exterior as a “Dynamic Slope” and represents a signature element “to present the robust and dynamic image of the brand”.

Interior design, again, aims at improving the customer experience “while the cars are presented to make sure they’re seen as the stars”.

Mitsubishi Motors corporate vice-president of global sales and marketing Guillaume Cartier said in a statement that the brand was evolving and “we need to reflect this in each and every customer touch point”.

“So we are implementing the new dealer identity to ensure that the customers can experience a consistent Mitsubishi-ness including look & feel and service quality of Mitsubishi Motors wherever they are in the world,” he said.

 

By Neil Dowling

KPMG
Macquarie