Nationwide commercial parts and service provider Truckstops is unveiling a fresh new look.
The company, a subsidiary of Sime Darby Commercial (NZ), is at the start of a rebranding project taking place across its 17 New Zealand branches.
It’s ditching the old logo which the company has used for over 30 years and is going with a new “crisper, cleaner look,” Truckstops general manager Kevin Smith says.
Smith says Truckstops has been going through significant growth over the last few years and the old brand “no longer reflected the company and where it is today”.
As well as being a great new look for customers, the new branding is also a source of inspiration for employees.
“Our organisation is full of very passionate people who are determined to do a great job.
“That intensity wasn’t reflected in the old branding,” Smith says.
The company’s Palmerston North site was the first to be rebranded in August followed by its Mt Wellington site in Auckland.
There will be around two more sites completed by Christmas and the whole project is expected to be finished by the end of 2019.
Smith says the work taking place is a “significant investment” but one that will serve the company well into the future.
Although the brand took some reworking, the name was always going to stay.
“There is a tremendous amount of value in the Truckstops name and we are very proud of our history and had no intention of running away from that,” Smith says.
Sime Darby commercial marketing manager Stewart Carruthers says the project took place after extensive customer and staff surveys.
“We did this to identify what the most important values were for the Truckstops brand, what it stands for, and what we want it to represent.
“There was a clear favourite in the feedback – getting customer’s trucks back on the road as soon as possible.
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Carruthers says the new logo is a refreshed approach in how the Truckstops brand is presented in the market place.
“We’ve used the information we learnt from the survey and briefed design and branding agencies to propose a new way forward for us and we gave them some rules to follow.
“We wanted any change to be an evolution, not a revolutionary change to something different,” he says.
Truckstops has over 330 staff throughout the country and has been providing aftersales parts and service support to the trucking and transport industry since 1984.
It’s the New Zealand authorised distributor and aftersales service and parts supplier for Hino, Volvo, Renault and Mack.
