April 9, 2019


With 64 per cent of Canadian Mitsubishi Motors dealers signed on to adopt the company’s new global dealer visual identity program, Mitsubishi Motor Sales of Canada is set to change its retail consumer experience across the country. Saint-Hyacinthe Mitsubishi, the first of the new-look dealerships in North America officially opened in Saint-Hyacinthe, Quebec today. There are plans for grand openings in the next few months by Ajax Mitsubishi in Ontario, Steele Mitsubishi in Nova Scotia and Charlottetown Mitsubishi in P.E.I.

“The response by Canadian dealers to the global visual identity program has been overwhelming,” said Juyu Jeon, president and CEO, Mitsubishi Motor Sales of Canada, Inc. “The pace of change for a new retail image will be quick and complement the exciting new products we have in store. What better dealer to begin this journey with than Saint-Hyacinthe Mitsubishi and Dominic Fortin, a dealer principal who is as committed to electrified vehicles as he is to his employees and local community.”

Saint-Hyacinthe Mitsubishi was established in 2005 as one of the first Mitsubishi Motors dealerships in Quebec and is now one of the top Outlander PHEV dealers in the country. The dealership remained open during the 10-month project maintaining the sales area while expanding and building around the dealership before the previous building was demolished. The dealership now stands at 11,000 sq. ft. with a drive-thru service area, more than double the size of its previous location. There are 10 electric charging stations at the dealership to serve customers and EV owners. Saint-Hyacinthe Mitsubishi has expanded its employee base and now employs 20 people.

“I started this business with blood, sweat and tears even selling my car to buy my first used car dealership. To open this vibrant new Mitsubishi dealership that looks to every detail to make the customer experience better is rewarding,” said Dominic Fortin, Dealer Principal, Saint-Hyacinthe Mitsubishi.

The new global dealership visual identity was revealed in July 2018. Mitsubishi Motors Corporation seeks to rollout the new dealer image in 5,000 dealerships globally. The program is largely based on the new brand message, “Drive your Ambition”, and is intended to enhance the customer experience in a high-quality retail environment. The design features striking, black, white and grey colour schemes with dynamic red lines as an accent. Each dealership undergoing a new construction or renovation is using Canadian suppliers ranging from furniture to lighting to exterior elements and efficiency and sustainable measures such as LED lights.

More than 50 per cent of dealers in Canada signed up for the program within the first month of its launch. There are currently 58 renovation, new builds and expansion projects underway across Canada as a result of the program.

Breakfast Club of Canada - $100,000 donation
To mark the Grand Opening, Mitsubishi Motor Sales of Canada presented its annual donation of $100,000, to Breakfast Club of Canada, a charitable organization committed to seeing children realize their full potential with a nutritional breakfast before the school day. Daniel Germain, president and Founder, Breakfast Club of Canada, was on hand to accept the donation.


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