Autocar is the oldest vehicle brand in the United States. IronGate Creative has been strategic in positioning the “Autocar” brand through market research and by creating a consistent brand message that differentiates Autocar in the refuse market. During the first three years after this rebranding campaign, Autocar has seen its market share increase from 12.8 percent to 33.4 percent. In 2009, IronGate Creative again worked with Autocar to rebrand itself a second time.
This time, the company, with IronGate Creative’s assistance, decided to strategically position itself to move into other business sectors and to position itself as a leader in alternative power choices. Autocar features outstanding vehicle design and provides customer service to match. IronGate Creative has assisted with brand research and public relations – from press releases to working with trade editors – and producing sales materials, trade-show graphics, the Web site and corporate videos.
The newest brand positioning features the character Joe Autocar. Joe’s voice provides the customer’s perspective, making the perfect testimonial that connects with the customers – feeling their pain and understanding the demands of a truck that knows what it takes to do tough jobs. Autocar, of course!