CYPRESS, Calif. – Mitsubishi Motors North America, Inc. (MMNA), the fastest-growing Asian brand in the U.S. for the second consecutive year*, announced the completion of Lewisville Autoplex Mitsubishi, the brand’s first ground-up build U.S. dealership to implement a new global dealer visual identity program. Based in Lewisville, Texas, and owned by local businessman Doug Baum, at 37,000 square-feet under-roof, Lewisville Autoplex Mitsubishi boasts one of the largest dealership footprints in the MMNA dealer network, and points to the overall direction of the brand moving forward.

The visual identity program is intended to enhance the customer experience in a high-quality retail environment, working in concert with the brand’s “Drive your Ambition” brand message to engage and inspire customers. The main color palette is cool and muted, with black, grey and red accents that support Mitsubishi Motors’ brand colors.  The intent is for stores to be open, inviting and welcoming, all to ensure the highest quality of interactions throughout a customer’s journey, from purchase to service to trade-in and repurchase.

Coming on the heels of the company’s recent announcement to relocate its headquarters to Franklin, Tennessee, the completion of the Lewisville facility is yet another very tangible example of the ongoing plan to rejuvenate every aspect of Mitsubishi Motors and its operations in the U.S., from corporate leadership to dealer partners to each touchpoint in a customer’s relationship with their vehicle.

“I have owned my Mitsubishi franchise(s) for 17 years and believe in the rebirth of the brand and quality of the product,” said Doug Baum, Dealer Principal, Lewisville Autoplex Mitsubishi. “The MMNA leadership team’s commitment to the success of its retail partners has given me the confidence to invest in the brand and provide each customer a VIP experience in a state-of-the-art facility. I couldn’t be more proud each morning I walk into the store and turn the lights on, and I can see that same pride in each of my employees too.” 

“Doug is all-in on the brand. He knows this investment will improve sales, service and the experience for every single customer,” said Fred Diaz, MMNA's president and chief executive officer. “Given that all of our dealer partners are independent business people, their feeling that a commitment to Mitsubishi Motors today is a strong bet on the future speaks volumes. Many of them have been with the company through both the good and the bad years, and they’re eager to see Mitsubishi return to a position of strength and influence.”

Lewisville Autoplex Mitsubishi was a ground-up build, not a remodel, which allowed Baum and his architectural team to take advantage of every aspect of the company’s visual identity toolkit. From the Dynamic Slope on the outside to the clean branding, and even extending as far as the service waiting area, everything in the facility was done to tell a consistent, upscale brand story.

The world’s first store with the new identity was recently opened in Saint-Hyacynthe, Quebec, Canada. When fully rolled out, the program will introduce an updated exterior and interior design to approximately 5,000 dealerships worldwide. There are approximately 70 dealerships across the U.S. currently enrolled in this program, with several on track to be completed by the end of this calendar year.

For more information on Mitsubishi Motors North America, please visit media.mitsubishicars.com.

*Based on Motor Intelligence CY2017 and CY2018 Sales by Manufacturer data. Excludes premium brands.

About Mitsubishi Motors North America, Inc.   
Through a network of more than 360 dealer partners across the United States, Mitsubishi Motors North America, Inc. (MMNA), is responsible for the sales, research and development, marketing and customer service of Mitsubishi Motors vehicles in the U.S. 2018 marked the brand’s sixth consecutive year of sales growth.

Currently located in Cypress, California – and soon to be relocating to Franklin, Tennessee – MMNA is a part of the Renault-Nissan-Mitsubishi Alliance, the largest automaker alliance in the world. Mitsubishi continues to lead the way in the development of highly efficient, affordably priced new gasoline-powered automobiles, while using its industry-leading knowledge in battery-electric vehicles to develop future EV and PHEV models.

For more information on Mitsubishi vehicles, please contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.

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