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LaFontaine Mitsubishi Celebrates 45 Years Of Community Engagement And Automotive Growth
Mitsubishi Motors North America, Inc. (MMNA) is honouring its dealer partners for their exceptional community contributions. These dealers offer more than just car sales; they support their communities in both prosperous and challenging times. LaFontaine Mitsubishi, a new partner, has opened showrooms in Ann Arbor and Lansing, Michigan. The LaFontaine Automotive Group ranks as the 30th largest dealer group in the U.S., with 58 franchises across 42 Michigan locations, employing nearly 3,000 people.
The LaFontaine family and their team aim to personalise the automotive experience by fostering lifelong relationships that strengthen communities. "The LaFontaine Family Deal; it's not just what you get, it's how you feel." This philosophy underpins their approach to business and community engagement.
Founded in 1980 by Michael and Maureen LaFontaine, the group began with an import store in Dearborn, Michigan. Despite facing challenges from local competitors, they persevered. Mike LaFontaine had been in the automotive retail industry since the mid-1960s and seized the opportunity to open his first dealership in 1979.
The Dearborn location was a tough market due to its proximity to major domestic car manufacturers. However, this experience laid the foundation for future success. Mike focused on selling cars while Maureen concentrated on community involvement and employee relations.
Maureen's dedication to community engagement was evident when she took charge of a small store in Milford. She personally introduced herself to local residents, asking how she could contribute to the community. Her efforts paid off when they sold as many cars in one month as the previous owner had sold in an entire year.
This approach of integrating into the community became a hallmark of their business strategy. The group's growth accelerated under Ryan LaFontaine's leadership as CEO, expanding from three stores to 43 locations since he took over in the early 2000s.
Future Aspirations with Mitsubishi
LaFontaine Mitsubishi aims to become the top Mitsubishi retailer in the U.S., recognising significant potential for brand growth. They are excited about joining Mitsubishi at a pivotal time as the brand reinvents itself with new products and enhanced customer experiences.
The group is committed to providing exceptional service across all brands they represent, ensuring every guest receives personalised attention regardless of whether they're purchasing a high-end or import vehicle.
Mitsubishi Motors' Vision
MMNA operates through approximately 330 dealer partners nationwide, overseeing sales, marketing, and customer service for Mitsubishi vehicles in the U.S. Their "Momentum 2030" plan outlines goals for product expansion and business transformation over five years.
This plan includes introducing one new or refreshed model annually until 2030, nearly doubling their current lineup of four vehicles. MMNA also envisions modernising retail sales models and expanding its network for increased sales growth.
With headquarters in Franklin, Tennessee, MMNA also maintains corporate operations across California, Georgia, Michigan, and New Jersey.
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