Grand Opening of the “Taichung Flagship Brand Center” Largest Stellantis Brand House in ASEAN

On November 24, 2025, PG Union, together with its central-region dealer partner CAROL, officially unveiled the “Taichung Flagship Brand Center” on Zhongqing Road in Taichung. Built in full accordance with the latest STELLANTIS BRAND HOUSE global standards, this flagship site is not only the largest multi-brand BRAND HOUSE facility in the ASEAN region, but also one of the few locations worldwide to present all 4 brands - Alfa Romeo, CITROËN, Jeep, and PEUGEOT comprehensively within a single space. Through its new immersive display concept, the Taichung Flagship Brand Center showcases the strength of STELLANTIS’ multi-brand integration and opens an unprecedented new chapter for multi-brand experiences in the Taiwan market.

The opening of the Taichung Flagship Brand Center also marks the first public reveal of the new Jeep showroom, serving as an important prelude to the brand’s return to Taiwan after a 15-year absence. While the official launch event for Jeep has yet to be held, the early activation of this showroom brings the brand’s iconic American off-road culture to consumers ahead of schedule, symbolizing the beginning of an exciting new chapter.

The “Taichung Flagship Brand Center,” strategically selected and developed by CAROL, is located along Taichung’s major Zhongqing Road corridor, offering excellent visibility and high traffic flow that significantly enhances brand exposure and customer footfall. Surrounded by large-scale urban development projects and emerging residential and commercial districts, the area demonstrates strong long-term market growth potential. Its proximity to major expressways and national highway connections further provides convenient access for customers, making it an ideal location that combines visibility, expansion potential, and superior accessibility.

Fully built in accordance with the latest STELLANTIS BRAND HOUSE global standards, the Taichung Flagship Brand Center is the first BRAND HOUSE multi-brand facility in the Asia-Pacific region. Constructed over five months by CAROL, the exterior features an expansive horizontal architectural form with a commanding 65-meter façade, complemented by four vertical brand totems representing Alfa Romeo, CITROËN, Jeep, and PEUGEOT. This creates clear and distinctive brand identities while maintaining a unified global aesthetic. The elevated black structural volume, paired with signature STELLANTIS color accents, presents a refined, premium, and internationally consistent visual language.

The four brands are showcased side by side across a single building elevation, creating a bold, powerful presence while allowing each marque—Italian performance, French elegance, American adventure, and Peugeot’s advanced technology—to express its unique personality in the purest and most complete form. Such a large-scale, multi-brand side-by-side presentation is rare in the automotive industry and highlights the STELLANTIS Group’s strong multi-brand integration capabilities, reinforcing Taiwan’s strategic importance within STELLANTIS’ global network.

Spanning over 900 ping (approx. 2,970 m²), the flagship center offers a comprehensive, high-standard one-stop experience from vehicle display to servicing and delivery. The showroom adopts boutique-style design, with dedicated brand zones for Alfa Romeo, CITROËN, Jeep, and PEUGEOT, enhanced through lighting, materials, and immersive spatial storytelling to express each brand’s distinct culture.

The service workshop is equipped with factory-certified diagnostic systems, imported lifts, and dedicated service bays that meet strict global standards, ensuring professional and efficient maintenance operations. A transparent service viewing window is integrated into the customer lounge, allowing owners to observe their vehicle’s service process with confidence and peace of mind. Additionally, the center provides a 315-ping (approx. 1,040 m²) dedicated parking area, ensuring convenient and seamless traffic flow for showroom visits and service appointments.

CAROL has been deeply rooted in the central Taiwan automotive market for more than three decades. Beginning in 1987 with the establishment of Taiwan’s first Jeep showroom in Taichung, the company has grown into one of PG Union’s most important dealer partners in the region, with its development closely intertwined with the evolution of Taiwan’s automotive culture. The opening of the “Taichung Flagship Brand Center” marks a new phase for CAROL, representing a comprehensive and international upgrade in brand integration, showroom scale, and service capabilities.

Looking ahead, CAROL will position the Taichung Flagship Brand Center as the core hub for expanding the long-term development of Alfa Romeo, CITROËN, Jeep, and PEUGEOT across central Taiwan. In addition to strengthening its showroom and sales network, CAROL will continue elevating aftersales expertise and service quality, while deepening consumer engagement through a wide range of brand experience activities that enhance understanding of each brand’s unique culture and product value.

At the same time, CAROL plans to progressively expand its service network in central Taiwan by establishing an integrated multi-brand operating model. This approach will create a seamless service ecosystem—from sales and maintenance to brand experiences—further improving coverage and strengthening service density throughout the region.

Chairman Michael Lee established Taiwan’s first Jeep showroom in Taichung in 1987, marking a pivotal moment for the emergence of off-road culture in Taiwan. In 1989, he went on to found the Jeep Off-Road Association and helped promote nationwide events, accelerating the spread of the spirit of freedom and adventure across the island. He noted that due to shifts in global trade and market dynamics, off-road brands gradually withdrew from Taiwan for many years. However, in the post-pandemic era, as the world reevaluated distance and boundaries, new opportunities emerged for the brand’s return to Taiwan.

Lee also shared that what moves him most today is seeing the next generation step forward to carry CAROL’s mission into the future.

“The children who once played in the showroom are now ready to shoulder responsibility, working alongside PG Union to continue CAROL’s commitment to serving the automotive community in central Taiwan.”

He emphasized that the story of CAROL is one of determination and belief shared across two generations:

At the opening ceremony, David Chen remarked that the Taichung Flagship Brand Center is the first STELLANTIS facility in the Asia-Pacific region to be built fully in accordance with the global STELLANTIS BRAND HOUSE standards. He highlighted that the center represents a strategic milestone for the group’s long-term development in Taiwan.

Chen emphasized that the core of the BRAND HOUSE concept lies in delivering a unified, high-quality international standard while showcasing the distinct identity and design language of each brand.

“With comprehensive planning, precise execution, and exceptional professionalism, CAROL has successfully created the first benchmark STELLANTIS BRAND HOUSE flagship in Asia Pacific—an achievement of significant symbolic importance.”

The opening of the “Taichung Flagship Brand Center” not only marks a new multi-brand landscape for STELLANTIS in Taiwan, but also represents a significant milestone for CAROL as it enters a new phase after 38 years of deep commitment to the central Taiwan market. Going forward, CAROL will continue building its long-term regional presence through localized service excellence and strict adherence to global manufacturer standards, strengthening both sales and aftersales networks in central Taiwan and establishing the most comprehensive and large-scale flagship base in the region.

At the same time, the launch of the Taichung Flagship Brand Center serves as a key milestone in PG Union’s renewed efforts to reintroduce the Jeep brand to Taiwan. The opening carries symbolic significance for Jeep’s reentry into the market. The full plan for Jeep’s official comeback will be announced in due course. PG Union will reintroduce Jeep with authentic American spirit, a refreshed brand vision, and an elevated customer experience, driving comprehensive advancements in products, services, and market strategy.

CAROL will also leverage the flagship center as its operational core, supporting PG Union’s multi-brand development strategy while deepening brand experiences and strengthening marketing momentum. Together, they aim to offer consumers in central Taiwan a richer, more diverse, and globally aligned mobility experience.