Tony Laframboise, Mitsubishi Motor Sales of Canada: Celebrating a Century

Tony Laframboise, Mitsubishi Motor Sales of Canada: Celebrating a Century
“The number one reason why consumers buy our product is our warranty, which is already the best warranty in the business”. (Photo: Mitsubishi)

2017 is a very special year for Mitsubishi.

Celebrating Mitsubishi’s 100th anniversary, the brand is making waves with announcements and initiatives that are putting them on track for even better years ahead.

For starters, Mitsubishi is offering an upgrade to their already impressive warranty. Effective July 1st, and for a limited time only, all Mitsubishi Motors vehicles sold in Canada (except for i-MiEV and Lancer Evolution) include an expanded warranty coverage.

In addition to the company’s existing 10-year/160,000 km powertrain warranty, Mitsubishi will also provide 10-year/160,000 comprehensive coverage and 10-year/160,000 km roadside assistance.

“For the summer of 2017, we’ve made the best warranty in the business even better,” said Tony Laframboise, President & CEO, Mitsubishi Motor Sales of Canada. Dubbed “10-10- 10,” the campaign takes place during Mitsubishi Motors’ 100th anniversary in the auto industry. The campaign reinforces the company’s “Built Better, Backed Better” reputation.

“The number one reason why consumers buy our product is our warranty, which is already the best warranty in the business,” Laframboise says. “When we looked at our 100th-anniversary event, we looked at ideas that we could use to promote this. We already have the best warranty program, so we thought, why don’t we make it better?

“So far, we have had a very positive response from consumers. We strive to do things that are unique in the industry. What we try to do is offer customers value for the money, and with the 10-10-10 program it’s a great value.”

Financial services

Mitsubishi Motors Corporation and Nissan Motor Co. recently announced the launch of a branded sales finance operation for Mitsubishi in Canada, Australia, and New Zealand.

Nissan’s financing arms will be responsible for providing wholesale and retail financing options and will design products for participating Mitsubishi dealerships. The newly established services will exclusively use Mitsubishi Motors Financial Services as the brand interface to retail customers.

Mitsubishi Motors Financial Services will provide attractive and competitive financing options for customers, making it easier to buy a Mitsubishi. The company hopes that the new financing arm will attract more buyers, encourage loyalty among customers and provide additional support to dealers.

The relationship announcement follows Nissan’s purchase last year of a 34 percent equity stake in Mitsubishi Motors. The new financial services operation is one example of the synergies available to the two companies as members of the Renault-Nissan Alliance.


In Canada, Nissan Canada Finance will become Mitsubishi Motor Sales of Canada’s captive financing partner for vehicle leasing and loan services to retail customers, and wholesale financing to Mitsubishi dealerships. The new division of Nissan Canada Finance will be branded to retail customers as Mitsubishi Motors Financial Services, effective July 1, 2017. It’s the first business venture in Canada between Mitsubishi and Nissan since Mitsubishi Motors joined the global Alliance.

“Joining forces with Nissan Canada Finance is a positive step toward a branded customer service experience while driving loyalty through competitive rates and a broader range of financial options,” said Laframboise. “The search for additional synergies under the global Alliance will continue with the ultimate goal of fostering growth for the Mitsubishi Motors brand in Canada.”

Network expansion

Mitsubishi Motors has expanded its retail network in Québec and Ontario with two new dealerships—both reflecting the company’s bold, new architectural design. The recent grand opening of Boischatel Mitsubishi, just east of Quebec City, and the arrival of Pembroke Mitsubishi in eastern Ontario, bring the company’s national network to 91 sales and service dealerships, with several additional outlets expected by the end of 2017.

Laframboise said the network expansion and re-design are part of a long-term strategy to position Mitsubishi Motors for future growth while also enhancing the look-and-feel of the retail space to improve customer experiences. These initiatives will coincide with the upcoming arrival of two new SUVs—Eclipse Cross and Outlander PHEV.

Incorporating bright, functional spaces, Mitsubishi Motors’ new Dealer Image Program provides access and flow for both people and vehicles, colours and materials that reflect the Mitsubishi Motors brand, along with several unique green initiatives.

The Dealer Image Program debuted late last year at Rallye Mitsubishi in Gatineau, Québec. Categories are based on anticipated sales volumes and size, yet all incorporate consistent design cues and standards. Boischatel Mitsubishi and Pembroke Mitsubishi fall under the smaller categories of the Dealer Image Program at 8,100 square feet and 7,980 square feet, respectively.

At the core of the new Dealer Image Program is a fresh brand expression and several customer amenities. For instance, the entrance gate – an original Mitsubishi Motors global design requirement—offers the customer directional clarity and creates a sleek and modern Japanese-inspired entry element that is unique to the Mitsubishi Motors experience.

The open, bright designs accommodate a two-part showroom, featuring space for both gasoline-and electric-powered vehicles. The interior design is simplified to improve sight lines and offer more visible points of interest and interaction between staff and customers.

There are 13 mandatory elements included in the design theme to guarantee a consistent look for Canadian dealerships. These include branded exterior signage, entrance gate, service drive-through, LED lighting, reception desk, customer lounge and café, furniture and interior fixtures, improved thermal performance, along with storage and collection of recyclables.

With a new look, a financial services overhaul, and a limited time only warranty coverage boost, Mitsubishi is setting the scene for the next 100 years in business, and even better things to come.

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