IT’S all change in the corporate world. Aviva is dumping the Norwich Union brand; Santander has ditched the Abbey brand along with other numerous former building societies it owns. And now Auto Windscreens.
Well, not quite the same scale, that’s true. And still known as Auto Windscreens. But the RAC bit has been dropped to reflect its new independent status under owner ARQUES.
I managed to catch up with Ben Snowdon last week, marketing manager for Auto Windscreens, who told me that there were three new sub-brands: Manufacturing; Specialist Glazing; and Innovation and Training – along with a host of other changes and image (including the colour of the vans).
“Dropping RAC from our logo provided us with an excellent opportunity to reclaim the independent Auto Windscreens brand,” Ben told me.
“The introduction of the sub brands lets our customers know that Auto Windscreens doesn’t just repair and replace glass in cars and vans. It sends a very clear message to the marketplace that we are clearly different to the competition.”
Apparently, Ben said, the previous RAC branding created a bit of confusion. Did you need to be an RAC member to use Auto Windscreens? You didn’t, of course. But you can understand there must have been some muddying of the waters.
By the way, if you have an iPhone or Blackberry, then try the company’s smartphone enabled website. It’s brilliantly quick – and could be just the thing when you have a cracked windscreen that needs fixing pronto (see news story Get a new screen…on your screen).
Auto Windscreens gets a makeover
