Driven · Brand and positioning, Website and experience, Demand and acquisition
Auto Carrier Express
A vehicle hauler in an industry where every company says it is safe and on time. We rebranded it around the one thing clients actually depend on: the people behind the wheel.
The situation
A capable car hauler presenting itself the way everyone in the industry does: trucks, routes and promises of safe, on-time delivery. Nothing told a carrier or manufacturer why to choose them over the next company.
What we did
Rebranded and built a new website around the drivers, putting the team front and center to show the people hiring them that Auto Carrier Express staffs the best drivers in the business.
What happened
Contracts increased, and the company added new manufacturer contracts.
01 / The problem
Every hauler promises safe and on time.
In vehicle transport, the claims are nearly identical from company to company: safe handling, on-time delivery, reliable service. When everyone says the same thing, the client stops listening and compares on price.
Auto Carrier Express had a real difference. It just was not the thing the brand was talking about.
02 / The approach
Sell the drivers, not the trucks.
A carrier or manufacturer handing over a load of new vehicles is really trusting the person driving the truck. So we rebuilt the brand and website around the drivers: who they are, how they are hired, and how the company takes care of them.
Putting the team front and center did two jobs at once. It showed the companies hiring Auto Carrier Express that their vehicles were in the best hands in the industry, and it made the company a place good drivers wanted to work, which kept the claim true.
Every hauler has trucks. The difference was who was driving them.
03 / The outcome
More contracts, and new manufacturers.
With a brand that gave clients a real reason to choose them, Auto Carrier Express won more contracts, including new contracts with vehicle manufacturers.
What it changed
- The messageDriversthe best in the business, front and center
- ContractsUpacross the client base
- ManufacturersNewcontracts added
What we did for them
- Rebrand
- Key messaging
- Website design and development
- Driver-focused content
Your turn.
If this reads like the position you are in, the conversation is short and the first thing we bring is a point of view, not a questionnaire.