Mitsubishi Turns to Sexier Dealerships to Squeeze More Sales From a Stagnant Market

Steph Willems
by Steph Willems
mitsubishi turns to sexier dealerships to squeeze more sales from a stagnant market

Maybe it’s not the product, but the dealerships? It might not be the solution to all of the problems facing an increasingly less troubled Mitsubishi north of the border, but it can’t hurt.

Under a new five-year plan, the automaker plans to revamp and modernize all of its 90 Canadian dealers. Bright, glassy and inviting, the redesigned dealerships are worth the expense if it helps draw more buyers into a customer base that hasn’t grown much in years.

No dealer gets a pass from Mitsubishi’s Dealer Image Program. Across the brand’s four-tier dealer landscape, larger retailers could see entirely new buildings, while smaller ones will see upgrades in order to meet the new standard. Prominent signage, a drive-through service bay that’s visible from inside the dealer, and easy access to all departments are key parts of the program.

The point of this is to “enhance Mitsubishi Motors’ brand image, catch the attention of consumers, improve customer satisfaction and increase both sales and service opportunities for our Canadian dealerships,” said Tony Laframboise, president & CEO, Mitsubishi Motor Sales of Canada, in a statement.

While Mitsubishi has recorded year-over-year sales growth in the U.S. since 2012, its Canadian sales hit a plateau in 2013 after a slow ascent through the 2000s. Product plays the biggest role, but image counts for something. The first all-new dealer has already opened in Quebec — a jurisdiction that seems to love the low-cost Mirage.

Still, it will take more than a popular subcompact and dealer makeover to meaningfully boost sales in today’s market. As it figures out how to share platforms and components with its new Renault-Nissan overlords, the compact 2018 Eclipse Cross crossover is the first — and so far, only — all-new model bound for North America. Positioned in the same segment as the Outlander Sport (RVR in Canada), that crossover represents Mitsubishi’s best hopes for a sales bump.

A redesigned Outlander and downsized Outlander Sport will have to wait.

[Image: Mitsubishi Motor Sales of Canada]

Join the conversation
2 of 31 comments
  • Gtem Gtem on Apr 19, 2017

    Take a look around sometime, and you'll notice a TON of Outlander Sports, and more than a few regular Outlanders. Mitsubishi somewhat accidentally (?) fell into a fairly well positioned CUV lineup right as the market has been clamoring for them. Neither one is at the top of their respective class (subcompact and compact CUV) in terms of features or function, but they are reliable and fairly well screwed together, and are fairly handsome to look at, and sell at very competitive pricing (and probably can finance just about anyone). No a cosmetic dealership refresh will not necessarily solve their woes, but improving the atmosphere from the current "den of BHPH thieves" would definitely be a welcome improvement.

  • ShoogyBee ShoogyBee on Apr 19, 2017

    What's weird is that a few Mitsu dealers were *added* to our region over the past year. Milwaukee gained one in addition to the two dealers that were already there, Madison didn't have one for quite some time but they now have one again, and Chicago gained one in the northern suburbs. Compare this to the local Fiat franchise in Milwaukee having been punted around three different dealer groups since they returned to the US market.

  • Stuart de Baker I didn't bother to read this article. I'll wait until a definitive headline comes out, and I'll be surprised if Tesla actually produces the Cybertruck. It certainly looks impractical for both snowy and hot sunny weather.
  • Stuart de Baker This is very interesting information. I was in no danger of buying a Tesla. I love my '08 Civic (stick), and it feels just as responsive as when I bought it 11 years ago with 35k on the clock (now 151k), and barring mishaps, I plan to keep it for the next 25 years or so, which would put me into my mid-90s, assuming I live that long. On your information, I will avoid renting Teslas.
  • RHD The only people who would buy this would be those convinced by a website that they are great, and order one sight-unseen. They would have to have be completely out of touch with every form of media for the last year. There might actually be a few of these people, but not very many. They would also have to be completely ignorant of the Hyundai Excel. (Vinfast seems to make the original Excel look like a Camry in comparison.)
  • RHD This was awesome, in 1978. Now, it's very much obsolete - thirsty, slow, ponderous, noisy, rough, and dated design even in its time. Still, someone who wants to recreate some distant memories will buy it and restore it and enjoy it, and the seller just has to find that particular individual.
  • BEPLA Cybertruck may have made some kind of weird sense had it been brought on market on time, ie: before Rivian and F150 Lightning.But the market has progressed.If this were any normal company it would be ditched for a more competitive product.But in Elon's narcissistic dreamworld - well, we'll just see how it flops.