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Customer confusion leads Swansway to rename 'Select' used car brand Motor Match

Swansway Motor Match logo - 2017

Swansway has rebranded its non-franchised used car marketing business after customers thought its previous name, Swansway Select’ was a finance brand, service option – or a recruitment company.

The new name is Motor Match.

Dealer group director John Smyth said: “When customers tell you your logo is ‘a bit wishy-washy’, ‘difficult to read’ and that it looks ‘dated and boring’, you know it’s time to re-brand.

“We surveyed customers to see what they thought of the brand name and logo.

Despite some of those surveyed having purchased a ‘Swansway Select’ car, 82% of those surveyed didn’t understand what ‘Swansway Select’ was.

“Some thought it was a car finance brand, others a recruitment company and some a servicing option.”

Marketing manager Anna Ling said: “We wanted to convey our determination to give our customers what they wanted in a used car, to match them up with their perfect used car partner and we feel that our new Motor Match brand does just that”.

The Motor Match website has been re-branded and the new branding will feature in digital advertising, as well as on-site.

Motor Match is being trialled at Swansway Honda centres in Bolton, Rochdale, Manchester and Stockport.
 



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