David Andrews not only is chairman and CEO of Dealers Auto Auction Group, which currently has 10 auctions located primarily in the Southeast, he’s also the CEO of City Auto Sales, which has two used-car retail locations in Tennessee.

Andrews says in an online video about his retail operation, “We started City Auto in 1986, and I’d like to think we’re doing it differently.”

Andrews showed that strategy again on Thursday when he and Mitsubishi Motors North America (MMNA) celebrated the grand opening of the automaker’s first U.S. Gallery dealership. It was the national debut of the OEM’s retail concept designed to bring the brand closer to customers in high-traffic shopping destinations.

The opening also represented the first major retail milestone reached as part of the company’s Momentum 2030 business plan.

Developed in partnership with City Auto Mitsubishi, the Gallery is the first Mitsubishi dealership of its kind in the U.S. and serves as a proof-of-concept for future retail opportunities across the country.

Located in the Century Farms development in Antioch, Tenn., the OEM said the showroom introduces a new way for customers to discover Mitsubishi vehicles in a convenient, lifestyle-oriented setting while strengthening brand visibility and supporting dealer growth beyond the traditional dealership footprint.

Mitsubishi highlighted the Gallery concept also positions as the first mass-market automotive brand in the U.S. to bring an immersive showroom experience into a high-traffic retail environment, a model the automaker acknowledged is more commonly associated with luxury and specialty automotive brands.

“Today comes at an especially important time for Mitsubishi Motors in the United States as we continue executing our Momentum 2030 business plan and building the foundation for sustainable growth,” MMNA president and CEO Mark Chaffin said in a news release. “I’ve often said that buying a car should be fast, fair, and fun, and this facility is designed around that idea.

“This Gallery showroom is designed to introduce people to Mitsubishi Motors in a new and engaging way,” Chaffin continued. “As consumer expectations continue to evolve, we’re creating new ways for customers to discover our brand in the places they already live, shop and spend time. The Gallery concept complements our dealer network while delivering a more convenient, modern and approachable retail experience that will help support our long-term growth.”

The Gallery store officially welcomed its first visitors during a ribbon-cutting ceremony attended by MMNA executives, Andrews and other City Auto Mitsubishi leadership, and state, county and local officials, celebrating both the opening of the showroom and Mitsubishi’s continued investment in Tennessee.

Unlike a traditional dealership, the Gallery facility provides an open-concept environment where visitors can explore Mitsubishi’s latest vehicle lineup, interact with trained product specialists, browse inventory from City Auto Mitsubishi and begin the purchase process through the company’s ClickShop digital retail platform.

Vehicle sales, delivery and service continue through City Auto Mitsubishi’s nearby full-service dealership, allowing the Gallery to complement the traditional dealership experience.

“This Gallery represents an exciting new way to introduce customers to Mitsubishi Motors,” City Auto Mitsubishi general manager Jordan Norton said in the news release. “By meeting shoppers where they already spend their time, we’re creating a more accessible and engaging first experience with the brand while continuing to provide the trusted sales and service relationship shoppers and customers expect from our local store.”

The Gallery is one of several strategic initiatives outlined in Momentum 2030, MMNA’s five-year business plan to strengthen the brand through an expanded vehicle lineup, a modernized retail strategy and continued network and sales growth.

The company plans to introduce one new or significantly refreshed vehicle each year through 2030 while nearly doubling its U.S. product portfolio with advanced internal combustion, hybrid, plug-in hybrid and battery electric vehicles.

Perhaps, like Andrews, Mitsubishi is “doing it differently.”