Mitsubishi Is Opening A Dealership That Does Not Sell Cars

Selling an Experience, Not Four WheelersMitsubishi was once a major Japanese player in the U.S., selling more than 340,000 vehicles in 2002 with models like the Lancer and Eclipse. Since then, the brand has declined significantly and now hovers around the 100,000-sales mark. Moving forward, the automaker wants to revitalize its U.S. operations through its “Momentum 2030” plan, one part of which involves building dealerships that do not actually sell cars.As counterintuitive as it may sound, this new concept, called the Gallery dealership, aims to strengthen Mitsubishi’s branding through a more modern approach. It will be staffed by knowledgeable personnel who will guide visitors through the brand, including its in-car technology and history. The concept could also bring back casual dealership visits, …