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New look for Mitsubishi

First up: Chadstone Mitsubishi in Melbourne is the first dealership to carry the new design identity.

New signage aims to project a lifestyle image at Mitsubishi dealerships

Mitsubishi logo25 Mar 2002

By MALCOLM LIVERMORE

MITSUBISHI Motors Australia Ltd has unveiled a new dealership signage and environmental design program that is to be progressively implemented through its dealer network nationwide.

Developed by design house FutureBrand FHA and SJB Architects of Melbourne, Mitsubishi says the principal objective of the new distinctive dealership identity is to revitalise the brand in Australia and to project a positive lifestyle image.

At the same time, the new design is meant todeliver a positive experience for customers entering Mitsubishi dealerships.

"Our current dealership identification programhas been unchanged for over 20 years," said MMAL's director of sales operations, Mr Peter Romanowski.

"We recognised some time ago that it was critical that a major revamp of our dealerships was required.

"Buying a car can for many people be an intimidating experience and our goal has been to provide an environment for our customers which is friendly and inviting. Obviously our dealerships should reflect the image of the product we sell - that is good looking, functional, state of the art design.

"The new look Mitsubishi dealership reflects where Mitsubishi wants to be in the marketplace - friendly and customer focussed. The signage is apositive signal to everyone that Mitsubishi has a clear vision for its future in Australia."A feature of the new look is an angled entry canopy, designed in a wing shape, which marks the main entrance to the dealership. A seven metre high "chiselled" blade pylon is designed to provide a strong visual presence and night-time illumination accentuates the Mitsubishi three-diamonds trademark.

"The first dealership to carry the new design identity is Chadstone Mitsubishi in Melbourne," Mr Romanowski said.

"The various elements of the new design are being tested there before the full roll out of the program in 2002. Over the next three years the entire Mitsubishi network will be transformed to reflect our new image." Mitsubishi refused to reveal the cost of the new identity, other than to admit it was a multi-million dollar investment shared with its dealers.

The FutureBrand FHA design team, which was involved in the graphic design concepts and arena presentations for the Sydney Olympics, developed the program from concept to launch stage.

The final design treatments were taken to Japan for review by Mitsubishi Motors Corporation before commissioning the signage changes.

SJB Architects designed the interior dealership treatments that aim to create a welcoming environment for Mitsubishi customers.

Efficiency drive

MITSUBISHI Motors Australia director of manufacturing Grant Hanan is leading an international team working to dramatically improve the efficiency of the Nedcar plant in Holland.

Mr Hanan and several other Australians are on the team, as well as Americans and Japanese.

Mr Hanan's team has been at Nedcar since late 2001 and hopes to be finished by March.

MMAL executives are taking it as a vote of confidence from higher up that Mr Hanan was chosen to lead the operation.

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