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Case studies

First choice for brakes – A Fox Agency automotive marketing case study

The background story

Euro Car Parts are the biggest supplier of car parts in Britain, with over 200 branches delivering direct to garages the length and breadth of the country.

Brakes are a major driver of the business, generating a huge number of daily enquiries – so it’s vital to have a compelling offer in terms of range, brands, value and availability.

Our brief was to get the story straight. Specifically, we needed to devise a coherent brand architecture, inspiring creative platform, and a full set of material to communicate the offer: internally, through the trade, and to end consumers.

What did Fox do?

First we talked to the people that matter: the guys in garages who buy brake pads, discs and related accessories; and the front line sales and business development teams within Euro Car Parts branches – so that we could understand the choices people face, what they think of the different products on the market, and why they prefer brand ‘A’ to brand ‘B’.

Combining that insight with in-depth brand positioning work, we were able to develop a proposition, brand hierarchy and a sales pitch that made sense to buyers and sellers alike: from everyday low cost aftermarket products to premium OE brands.

Then we played it all out, through a comprehensive communications plan. Beginning with a full branch managers’ briefing and in-branch comms, and extending through trade POS, mailers, email, face-to-face presentations, sample kits, and ultimately brand-specific display in garages.

What happened?

First Choice for Brakes successfully embedded as a mantra for branch teams, underpinning all marketing activity for braking, helping Euro Car Parts towards a dominant position in the category, and propelling Pagid, the flagship brand, to become the UK best seller – with sales up by 20% in just 12 months – exceeding £25million.

For more on Fox Agency’s automotive marketing prowess, and what we can do for you, please visit here.

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