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Eight questions to... a general manager of retail operations

Lucy Collins, Mitsubishi

What are the main responsibilities of your role?

I am responsible for identifying and developing new retail channels that complement our existing routes to market, ensuring that Mitsubishi’s retail strategy meets the needs of customers.

This includes our newly launched Buy Online platform, which offers customers the ability to adjust their finance options, value their part-exchange, configure their new vehicle, book a test drive and
ultimately complete their purchase from the comfort of their own home.


What are the most significant challenges ahead in your field of work?

The car-buying process hasn’t really changed over the past 100 years, but we’ve now entered a period of rapid transformation, which we need to embrace. Customers expect convenience and flexibility and we must ensure that we deliver this consistently through all touchpoints and channels in a way that makes the car-buying process an enjoyable one.

These expectations will only increase as ‘millennials’ become the largest cohort of car buyers and we will need to adapt the way we do things to stay ahead.


How might these challenges be overcome?

We need to ensure delivery of a consistent experience wherever and however the customer chooses to interact with us. We know from customer feedback that the Mitsubishi dealer network is
delivering excellent service. We need to maintain this focus across our new sales channels, ensuring that we keep our existing customers happy, but also attract new customers to the brand.

To meet the expectations of the new generation of car buyers, we will need to constantly re-evaluate and challenge our processes, developing them and bringing the dealer network with us on this journey.


What attracted you to this area of expertise?

It’s exciting to be part of something that’s new and constantly evolving. Every day is different as we look for ways to engage with customers and exceed their expectations. I enjoy having the opportunity to push us in new and challenging directions.

I first joined the company on the graduate scheme and have progressed through a number of roles within the business. It’s great to take everything I’ve learned and bring it together in developing new channels that reach all areas of the business.


What’s the most important thing you’ve learned in your career, and how have you made use of it at your company?

It sounds obvious, but I think it’s easy to forget that the customer should be at the centre of everything that we do. Designing new processes and channels gives us the opportunity to put the customer’s wants and needs at the forefront.


What drives you?

The opportunity to create change in an industry I always wanted to work in.


What’s your favourite app?

Audible. I spend a lot of time in the car and nothing beats a good thriller.


How do you relax?

Tending to my allotment. I’m old before my time!

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  • Phil Collins - 09/12/2017 03:19

    A business cannot survive without customers but the root to customer retention and continued growth is through the staff... you are missing the main ingredient if you overlook the importance of staff!