When Lithia Motors purchased the majority of Rasmussen’s Dealership franchises to expand their company, LRS was recommended by the Rasmussen family to assist Lithia in their renovation efforts. The first upgrade was to transform the existing Lincoln/Mercury dealership on Canyon Road into the first stand-alone MINI dealership in the Portland Metro area. The MINI brand was incorporated throughout the renovated building, which primarily consists of dark surfaces withstrong accent colors throughout. This helps render the building, like the cars, “Not Normal,” which is MINI’s slogan.
The primary structure and form of the building was maintained, so applying the MINI brand image was essential. The storefront was heightened to allow more visibility and daylight into the showroom. Interior partitions were removed to open up the layout for ease of wayfinding and transparency between the customer and employee work areas (a concept throughout Lithia’s company). This allows the three primary elements of operations (Sales, Service and Parts) to overlap.