Vauxhall Trade Club

The Client
Vauxhall Trade Club is a trade parts programme selling genuine parts from Vauxhall dealers to the independent repairer. It is an established, successful and profitable programme operating for 20 years. In the previous year sales had remained static and research identified a need to change the way Trade Club was promoted, and move away from a price and discount-led proposition.

What was the Challenge?
Develop a new brand and position for Vauxhall Trade Club and maximise Trade Clubs’ opportunities for growth and differentiation in a crowded market place.

What was the Connection?
Palmer Hargreaves’ brand development tool ‘3D’ was used to examine and agree a new Trade Club point of difference. Although Vauxhall wanted to move the focus away from price and competitive discounts,Trade Club had to be focussed on value with a wider range of benefits such as expertise, service, partnership and technical support.

What was the result?
Sales saw a significant uplift year on year and came runner up in B2B Marketing Awards “Best Brand Campaign”.

Client Testimonial
“We now feel we have a brand which reflects the comprehensive product we offer and one which we are very proud of. It was time to give Vauxhall Trade Club a look which matched the professionalism provided by the programme.

We can see the impact on our sales with improvements overall, but also on our competitors – with an increase in discussions in the trade press as to the merits of trade programmes, as well as a renewed commitment from our dealer network.

The last 12 months have been our best yet in terms of sales and we are confident that our re-brand contributed significantly to this.”

Clifford Walpole, Trade Channel Manager UK

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