Cycle & Carriage opens new Mitsubishi Showroom in Singapore

Bigger and airier than before, it’s all a part of Mitsubishi’s new worldwide corporate identity


Cycle & Carriage’s Mitsubishi showroom at 239 Alexandra Road has just opened its doors once again yesterday, on July 29, 2019.

Costing approximately S$400,000, the revamp brings Singapore’s sole official Mitsubishi showroom in line with a new global corporate identity that was announced last year, with a black, white and grey colour scheme and red accents.

Not only does the new decor make for a more distinctive appearance, but the showroom space itself has also been enlarged, with a new lounge area for customers to wait while their cars are being serviced. 

“This new corporate identity is intended to provide a better customer experience, strengthen Mitsubishi Motors’ brand image, and ensure a consistent and coherent experience for all who interact with us and the brand,” said Eric Chan (below), Managing Director – Direct Motor Interest for Jardine Cycle & Carriage, said at the unveiling.

The re-opening was commemorated with Taiko drum and lion dance performances, as well as a Kagami Biraki ceremony, wherein the lid of a barrel of sake is broken with a wooden mallet, to bring in good fortune.

An Outlander art car was also on display, featuring hand-drawn doodles depicting various Singaporean landmarks alongside Mitsubishi’s most iconic and significant models.

Apart from being able to enjoy the new digs, Mitsubishi customers can also look forward to a host of activities, including movie nights, coffee or sake appreciation, and an island-wide treasure hunt.

That’s in addition to Cycle & Carriage’s ongoing 120th anniversary competition, where customers stand to win a specially curated trip to Mongolia, Nepal or South Korea.

“The opening of this revamped showroom is timely as C&C celebrates its 120th birthday this year,” remarked Mr Chan. “The next lap for Mitsubishi starts here.”

about the author

Jon Lim
CarBuyer's staff writer was its fourth historical Jonathan. Old-fashioned in all but body, he thinks car design peaked in the '90s and is enthusiastic about vintage cars and old machinery.