In a move to revitalise its image and strengthen its connection with car enthusiasts, auto parts company Repco has launched a refreshed brand and marketing identity across Australia and New Zealand.
The 102-year-old automotive icon now boasts a new logo, tagline and marketing strategy aimed at energising its customer base.
A fresh look for Repco
The centrepiece of Repco's new identity is the tagline "Gets you goin’".
This simple phrase captures the emotional drive of Repco's customers and the company’s role in fuelling their love for cars.
Wayne Bryant, CEO of Repco, stated, “Repco’s new brand line ‘Gets you goin’ has been inspired by our customers. Everything that our customers and Repco Crew do with cars gets us goin’, and our customers want us to join them in showing our shared love for cars.
“For more than a century we’ve been getting cars, people, and automotive businesses goin’ and we’re celebrating this with our new voice.”
Repco’s new marketing programme was developed in collaboration with award-winning Melbourne-based agency Thinkerbell. This partnership looks to bring a fresh, innovative approach to how Repco connects with its audience.
Repco's legacy
Repco's credentials in the automotive industry need little introduction.
The company supplied engine parts for Australia’s first Holdens and built the engine that powered Sir Jack Brabham to his 1966 Formula One World Championship victory. Additionally, Repco created the innovative Research Concept Car, the Repco Record, in the late 1950s.
Repco’s rich motorsport heritage includes success in Formula 5000, Sportscars and Sport Sedan racing. Today, Repco continues its motorsport involvement as the naming rights partner of the Repco Bathurst 1000 and the Repco Supercars Championship.