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New look, new motto at RMIF

The Retail Motor Industry Federation’s rebranding reflects its repositioning and goes much deeper than a cosmetic make-over, says director of sales and marketing, Gary Elliott.

The RMIF’s new-look member website went live on April 12, offering greater speed, flexibility and usability for users.

Elliott tells AM: “The web offers the flexibility and speed members want, and vitally allows for two-way communication. The second phase of the site’s development will be the setting up of forums allowing members to swap thoughts, discuss issues and pass on best practice.”

The RMIF has also redesigned its logo. The car symbol, which has sat within the centre of the ‘wheel’ motif since the late Seventies, has been dropped while silver replaces blue as the background colour. The Retail Motor Industry Federation title is in a new font style.

The reasons behind dropping the car are threefold, says Elliott. It recognizes that the RMIF represents diverse companies, including motorcycle retailers and petrol forecourts. The image is also dated and does not reproduce well when used small.

The RMIF describe the new look as a ‘freshening up’ rather than a radical overhaul. This, it says, is a better use of its funds and allows it to focus on the offering behind the identity.

One profound difference members will see is a new motto. When the federation was originally formed in 1913, it aimed to “protect, promote and encourage”.

With its new direction, the RMIF motto now reads: “Automotive Retailers’ Champion.”

“Our purpose is to be the automotive retailers’ champion: To make our members more successful by being an independent provider of specialist services, support and expertise,” says Elliott.

“Our aim is to continue to be the strongest, most representative and effective industrial sector trade association in the UK and Europe.”

The RMIF has also withdrawn plans to drop the National Franchised Dealers Association name after several members voiced their opposition.

Elliott says that all the RMIF’s umbrella associations will retain their own identity, roll to play and mantra, and the appointment of Sue Robinson as director of the NFDA has been positive in taking dealers’ views forward.

He adds: “All areas of expertise in the organization are important – a vital part of the whole. This is reflected by the fact that there are now separate areas for each group to access within the RMIF site.”

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