September 19, 2002

Mitsubishi Motors Sales of Canada breaks ground on new technical and sales training centre

Mitusbishi Canadian ground breaking
(from left to right) Michael Le Gresley, Executive Vice President, Giffels; Randy Sears, President and Chief Executive Officer, Mitsubishi
Motor Sales of Canada, Inc.; Tom Mokrzycki, Commissioner Planning and Buildings Department, City of Mississauga. Click image to enlarge

Mississauga – Mitsubishi is well on its way to establishing itself in Canada. Earlier this month, the company opened 20 dealerships across Canada. Yesterday, Mitsubishi Motors Sales of Canada broke ground on its new 15,150 square foot head office and state-of-the-art technical and sales training centre.

Located at the corner of Matheson Boulevard and Explorer Drive, the training centre will develop the sales and technical teams to support the 20 existing Canadian dealerships, the 27 dealers expected to open by the end of 2002, and the anticipated 150 dealers by 2006. The facility will also be the new home of the 18 Canadian head office team members.

“We’ve advanced our estimates of capturing two per cent of the Canadian new vehicle market to 2006,” said Randy Sears, president and chief executive officer, Mitsubishi Motor Sales of Canada, Inc at the ground breaking cermoney held yesterday. “The adjustment in our business planning results from the rapid establishment of the dealer network and is supported by the positive interest by consumers in our products.”

To reach first-year sales volume of 20,000 vehicles in 2003, rising to at least 38,000 units to the end of 2006, MMSCAN anticipates salaries and spending at over $350 million, creating just under 30 jobs by the end of 2003. Salaries and spending by Canadian dealers is estimated to grow to $1.6 billion, with an anticipated 6,400 new dealership jobs over the next five years.

To satisfy inventory demands, the head office facility will train sales teams on Mitsubishi Motors’ unique order-to-delivery distribution system that offers real-time inventory control. A program similar to the dealer image program featuring Mitsubishi’s marquee triple diamond icon will also brand the new head office location.

“To build our brand awareness and distinguish ourselves from other brands, we’ll soon be launching a Canadian national advertising campaign in TV and print outlets,” said Greg O’Neill, president and chief operating officer, Mitsubishi Motor Sales of America. “In addition, our dealer advertising associations will begin spending funds in local media markets to build and sustain a consistent delivery of our brand messages and image.”

More information about Mitsubishi Motors can be found at

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