Episode Details

Mitsubishi wants to change the way it sells cars in the United States. Instead of relying solely on traditional dealerships, the Japanese automaker has opened its first "Gallery" showroom, offering shoppers a museum-like space to explore vehicles in a relaxed retail setting before completing their purchase through a nearby dealership. The concept forms part of the brand's long-term revival strategy.

The Mitsubishi Gallery

The new Mitsubishi Gallery officially opened on July 30 at the Century Farms retail development in Antioch, Tennessee, near Nashville. Created in partnership with City Auto Mitsubishi, it represents the first major retail milestone under the company's Momentum 2030 business plan.

Visitors can browse Mitsubishi's latest models, including the upcoming Nissan Leaf-based Eclipse, speak with product specialists, explore available inventory, and even begin the buying process through Mitsubishi's ClickShop online platform. Deliveries, servicing, and final vehicle purchases are still handled by City Auto Mitsubishi's nearby full-service dealership, allowing the Gallery to complement, rather than replace, the traditional dealership experience.

Dealers Are Changing

According to Mitsubishi, it's the first mass-market automaker in the US to introduce this type of immersive showroom in a high-traffic retail destination, bringing a concept typically associated with premium brands to mainstream buyers. That said, Mitsubishi isn't the only company experimenting with new retail formats.

As competition intensifies, many dealers are bringing back the more personalized customer service that was common during the 1990s to help differentiate themselves. Carvana also explored an unconventional concept for its Stellantis brands. Its "playground" stores replaced traditional salespeople with QR codes and themed display areas, allowing shoppers to browse Jeep, Dodge, Ram and Chrysler vehicles at their own pace before making a purchase online, rather than in-store.

Mitsubishi's Comeback Story

The Gallery concept is just one piece of Mitsubishi's broader US expansion plans. Under M