Unity Automotive has opened a Mitsubishi showroom in Peterborough, where it already operates Subaru, Isuzu and SsangYong.
Owner and managing director Jon Mathers wants to apply his company's devotion to a first class customer experience to the Mitsubishi franchise, which has become the UK's fastest growing new car brand this year.
Unity also has car dealerships in Coventry and Tredington, Warwickshire.
Mathers said: ’Mitsubishi’s performance has really caught our attention this year and we’re delighted to be representing the brand. From our perspective, adding Mitsubishi is a very comfortable fit.
‘I’m surprised it has taken so long for it to happen actually. We’re used to selling pick-ups and four-wheel-drive vehicles and the whole Mitsubishi range really is one to shout about. As well as the bigger cars, the new compact car Mirage is hugely exciting and offers great value for money.’
Mathers also explained the car dealer group's ethos when it comes to customer service.
He said: "From our point of view it really is all about the customer. Rather than talking about buzzwords, we focus completely on the experience the customer has. We like to think we do things differently.
"We’re simply not interested in extracting every last penny from our customers. Other dealerships might do that but we think: 'Is that treating the customer fairly? Is that really what the customer wants?' It’s an approach that works for us and would work for any business."
Lance Bradley, managing director of Mitsubishi Motors in the UK, said: ‘We are delighted to welcome Jon Mathers and his team to the Mitsubishi family. We’re dedicated to providing first-class customer service and the team at Unity think very much along the same lines. I have high hopes for our future together.
‘Unity Mitsubishi is joining our network at a very exciting time and we naturally wish the business every success. We are attracting more and more customers to our brand and we are sure Unity Mitsubishi will become part of our success story very quickly.’