Cycle & Carriage celebrates 120 years with new brand promise

Automotive group in Southeast Asia, Cycle & Carriage has launched a new brand promise called “Exceptional Journeys”. Founded in 1899, Cycle & Carriage is celebrating its 120th anniversary this year. The new brand aims to build on Cycle & Carriage’s passion for creating people-focused experiences. The new promise looks to lead the company from focusing on delivering quality products and services, to enhancing the experience for the customers, partners, employees and communities that the brand engages with.

According to Haslam Preeston, regional managing director, Jardine Cycle & Carriage, being 120 years old does not make the brand a traditional company. “We see ourselves as a brand that has understood and responded to the changing needs of people – our customers, employees and partners for the last 120 years. We have long-serving employees who have been with us for over 40 years. We have also been a trusted partner of one of the world’s most well-known marques, Mercedes-Benz, for nearly 70 years,” he said.

Preeston leads the Cycle & Carriage automotive businesses across the region and has developed the new brand together with his team. He added that consumers today are looking for a brand to identify with.

“It is not enough to simply have great products and services. We believe we need to find a meaningful connection with people and our customers. We need to create experiences that inspires and resonates with them,” he said.

Over the course of 2017 and 2018, Cycle & Carriage said in a statement that it undertook in-depth research of its brand positioning, speaking to customers, employees, partners and other key stakeholders. It added that the new brand captures Cycle & Carriage’s purpose of making each and everyone’s journey exceptional, be it is a customer, an employee, or a brand it carries. It also said that its iconic two-wheel logo is an instantly recognisable mark for customers. The Cycle & Carriage logo was refreshed to be more contemporary in 2017, ahead of introducing its new brand promise.

As part of the 120th anniversary celebrations, Cycle & Carriage will roll out a regional campaign in Singapore, Malaysia and Myanmar. As part of the campaign, taking place from 10 January until 30 November 2019, customers will be able to take a trip to destinations such as Mongolia, Nepal and Korea.

Jardine C&C Group managing director Alex Newbigging said, “Our investments are long-term and strategic in nature. They are rooted in the fundamentals of the industries we invest in and never purely based on short-term metrics alone. Over the past 120 years, we have built a strong track record of investing in companies with robust financial performance, strong leadership, sound governance and long-term potential.”

For the first nine months of 2018, Jardine C&C reported an underlying profit of US$675 million, a 14% increase from the year before. The Group closed 2017 with a consolidated revenue of US$17.7 billion and an underlying profit of US$770 million2.

Last year, Cycle & Carriage Singapore appointed Havas Media Singapore as its media agency for six of its automobile brands. This includes Mercedes-Benz, Kia, Citroën, DS, Mitsubishi and Maxus. The agency will be tasked with handling media planning and buying for the six brands, with a focus on developing the group’s digital communications strategy.

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