Uni-Select Inc. has unveiled the new identity of its “national brand” for its growing network of Canadian independent automotive wholesalers and corporate stores: Bumper to Bumper – Canada’s Parts People.
In the coming months, the corporation will be rebranding all of its corporate stores under one unified banner: Bumper to Bumper. In the Canadian Prairies, there are currently more than 100 independent customer Bumper to Bumper locations, most of which will be re-imaged with the new Bumper to Bumper brand over time. In addition, the Bumper to Bumper brand will be available to Uni-Select’s 1,150 independent wholesalers across Canada, which expands the brand’s presence nationally. Uni-Select says the brand will provide a higher level of product consistency as well as enhanced merchandising, marketing and advertising programs.
“The launch of our new national brand represents an important milestone for our Canadian Automotive Group. With this new brand strategy, we will create a national synergy and identity, consistent from coast to coast. Bumper to Bumper is not just about an image, it is everything that Uni-Select stands for: the quality of its products and the customer experience,” said Gary O’Connor, president and chief operating officer of Automotive Canada.
“Today’s announcement reaffirms our commitment to aggressively expand our Canadian automotive business and build for the future. This is the next step in the evolution in supporting our longtime independent customers across the country by building a national brand supported by our national distribution network. We are better positioned than ever to be the leader in the automotive aftermarket from coast to coast,” added Henry Buckley, president and CEO of Uni-Select.
In addition to the brand name, the Bumper to Bumper banner is a turnkey program for wholesalers looking for complete program support, a strong brand image and a very aggressive go-to-market approach, says Uni-Select. The company stated that the Auto Parts Plus store brand remains an important part of its strategy supporting those independent customers who prefer a menu-driven approach.
Bumper to Bumper was introduced to the Canadian automotive aftermarket in 1977 and began with two stores. Over the years, the brand presence expanded to the Prairies and entered the Uni-Select fold in 2006. Today, more than 100 auto parts stores operate in Western Canada under the Bumper to Bumper banner.
“The new logo features a strong and clean word mark. Bumper to Bumper is complemented by an icon that represents two bumpers coming together, from front to back, thereby illustrating Uni-Select’s commitment to covering all parts for a wide range of vehicles. We are Canada’s Parts People, and this new image will help us communicate the message that we value our Canadian roots and values,” added O’Connor.
