The group behind SAM and Systime, Australasian Automotive Business Solutions Ltd (AABSL), has launched a new corporate brand identity – Auxo Software – to represent its growing portfolio of brands and specialist products.
Auxo Software will take centre stage as the trading name, while Australasian Automotive Business Solutions Ltd (AABSL) will remain the company’s legal name.
The SAM, Orion and Systime brands will all now come under the one website, auxosoftware.com.
Customers accessing support will see changes to the branding of Knowledge Base and ticket submission pages over the next two weeks to prevent any disruptions. The SAM and Orion products will also see branding changes rolled out over the next two months, these will be in line product releases says the company.
This change follows the purchase of SAM and Systime by the NZ Motor Trade Association (MTA) in December 2020 and the resulting creation of parent company AABSL.
The changes will be rolled out across the corporate websites as auxosoftware.com goes live and will represent all the brands and products in the groups, rather than the previous individual websites for SAM, Orion and Systime.
“MTA bought TSI Group because of its importance to the many MTA members who use the software. We can see its huge growth potential; but to realise that potential, we need to invest in the future and transform this business. The launch of Auxo Software signals that the journey has commenced,” Auxo Software chair and MTA vice president Bob Boniface says.
On the board alongside Boniface are directors Dave Harris (MTA Chairman) and Steve Corbett.
“It marks the beginning of an expanded development team to strengthen our existing products and push ahead with new cloud solutions; we will also have a new phone and support system to overhaul customer service,” Auxo Software chief executive David Murdoch says.
“However, to make these changes stick, we must change the core, so the new company name is also important internally for our team; it is a new start for a more customer-centric tech company,” he says.
“Auxo (pronounce the “au” like auto) was the Greek god for growth, farmers would leave gifts for her in the hope of having a successful harvest.
“When we thought about what our ultimate purpose was, we kept landing on growth. We turn up to work every day to make software to help businesses grow, and so we chose Auxo as the name to represent us,” Murdoch says.
He says the three upward arrows of the new brand logo represent the two brands of Auxo, SAM and Systime and the third represents Auxo itself.
“The upward direction represents movement, forward motion and growth. The roads are a nod to the auto industry,” Murdoch says.
