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Benfield pushes lifestyle as part of new brand identity

Benfield Motor Group has unveiled a new brand positioning which coincides with its biggest TV and marketing campaign.

The north-east based motor retailer has adopted the tagline “Enjoy The Journey” and has begun a TV campaign in its region which it says will distinguish the business in consumers’ eyes. It has backed it up with a social media element, using #enjoythejourney on Twitter so consumers can engage directly with Benfield.

Mark Squires, chief executive, said: “Our new brand identity and campaign clearly demonstrates that we understand our customers and are putting them at the centre of our business.

“A unique training and cultural development programme, which has incorporated staff training in core service skills, and a comprehensive set of customer service standards has been underway for the past 12 months.

“We already enjoy a strong reputation for customer service and a strong portfolio of world class brands.

"We feel it is time to develop our brand identity to grow our customer following futher and improve loyalty and retention,” he added.

The ‘Enjoy The Journey’ brand specific marketing campaign is designed to evoke the lifestyle pleasures experienced and associated with the ownership of a car.

The campaign theme is about the relationship between the customer and their car and between the customer and Benfield.

Newcastle-based marketing agency Different worked with Benfield on the campaign.

Its managing director, Yousaf Khalid, said Benfield aims to move beyond being a motor dealer to being a retail brand such as John Lewis, and with the same level of customer experience expectations.

The campaign includes commitments to customers, such as a 30-day exchange on any used vehicle, a ‘lifestyle’ test drive for buyers to check that it really fits with their lives, and aftersales commitments such as free top-ups for oil and screenwash and free vehicle health checks.

Benfield is a family owned business and has 30 dealerships throughout the north-east of England, Teesside, Yorkshire, Cumbria and west of Scotland. Its franchises include Nissan, Volkswagen, Toyota, Ford, Alfa Romeo, Renault, Honda, Lexus, Hyundai, Kia and Skoda.

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