Morrinsville leads Mitsubishi's global rebrand
Rural New Zealand is helping to lead the way for Mitsubishi's global rebrand, with Piako Mitsubishi Morrinsville becoming the first dealership in Australasia to sport the striking new global visual identity launched last year.
Piako Mitsubishi Morrinsville dealer principal Darrell Russell, an 11-time Diamond Dealer award-winner, is extremely proud to helm the first rebranded dealership in New Zealand, not to mention Australasia.
“We wanted to build a brand-new, modern showroom that would take our business to the next level, and which we and the town could be proud of,” says Russell, who officially unveiled the dealership.
“We approached Mitsubishi with our blueprint for a new dealership and were invited to incorporate the new VI as part of the build. The timing was perfect and I think the result is stunning.”
The floor-to-ceiling glass-walled showroom offers the perfect canvas with which to showcase the most striking architectural aspects of the new branding, complemented inside with natural concrete, timber accents and soft furnishings.
“People have been really receptive. I’ve had a lot of positive feedback from locals on how great it looks – day and night.”
Russell, his architect and builder worked closely with Mitsubishi New Zealand franchise and facilities manager Mike Sheerin to ensure the new visual identity met with Mitsubishi’s exacting global standard.
“The process went very smoothly and the result has been met with universal approval both within Mitsubishi New Zealand and by Mitsubishi,” says Sheerin.
“We are using 100 per cent New Zealand suppliers for all materials. We were confident from the start that we would achieve the result we wanted.
Mitsubishi New Zealand chief operating officer Daniel Cook praised the benchmark set by the Russells and said the rebrand will reinforce Mitsubishi as “a fresh, forward-thinking brand with a modern aesthetic that Kiwis can relate to."
“Well done to Darrell, Catherine and their team! They have set the bar extremely high for what a modern Mitsubishi dealership can be. It is fitting that the rebrand should be led by one of our most decorated Diamond Dealers; they have created an environment that will lift customer experience to an even higher level, which is a key motivation for this global project,” said Cook.
“The new design is both aesthetic and practical, presenting a bold and modern look with a layout that aids customer navigation and ensures that the real stars, the vehicles themselves, are presented as the highlights of our dealerships.”
MMNZ plans to roll the new visual identity across its entire dealer network over the next three years.
