B.C.’s OpenRoad Auto Group has launched a new program known as Unlimited Possibilities Ahead — the group’s new corporate identity.
“In an industry where dealerships are selling the same cars to the same customers in the same market, it’s important to differentiate ourselves from the competition,” said Christian Chia CEO of OpenRoad Auto Group. “For us, it’s our progressive, positive philosophy that sets us apart and has become a common thread at all our dealerships.”
He said the company is defined by its core values, which centre around transparency, empowerment, and a positive outlook about the future of the auto industry and its relationships to customers. “Unlimited Possibilities Ahead defines us to the core and is at the root of our DNA,” said Chia.
This is not the first time an automotive group has unveiled a new corporate or visual identity, and certainly not this year. Mitsubishi Motor Sales of Canada upgraded the visual identity of one dealership in Quebec and two in the maritimes this year, with plans to continue upgrading its stores across the nation.
Dealerships want to meet today’s customer expectations, and build trust with them. OpenRoad Auto Group spent months of research and internal consultation to identify its core values and what differentiates it from other dealership groups. The company said its transparent business practices and industry innovation were two key differentiators.
“What we’re capturing with Unlimited Possibilities Ahead is that exciting sense of opportunity that comes with the future. It’s motivating, captivating and inspiring. In fact, it’s exactly that kind of spirit that drove our team to build OpenRoad into what it is today,” said Chia.
The new program launched on June 4 with a contest, and a one-month subscription to Portfolio — said to be the first luxury car subscription service, according to OpenRoad.
