Penfold Motors has evolved from humble beginnings as a used-car yard in Blackburn into one of Australia’s most successful auto dealers, owning and operating Audi, Mazda and Holden dealerships in suburban Melbourne locations. Pressure from manufactures to follow group marketing was making it increasingly hard for Penfold to communicate a clear point of difference to it’s direct competitors. With 2014 being their 50th year in business, Penfold was initially looking for a way to celebrate and leverage this milestone.
Great service is the only way for car dealerships to avoid competing on price. In an industry often criticised for its service levels, Penfold stand apart for their honesty, integrity and service. Boasting amazing customer retention and long staff tenure, the strategy revolved around a new customer promise “to treat customers like family”. The new brand identity places the idea of family at the core of everything created. Celebrating traditional family values throughout the brand launch, internal, external and recruitment based communications. A revised website provides new functionality allowing users the opportunity to pay online, book a test drive or upload their own Penfold family story.
Penfold Motors’ reputation has gone from strength to strength with the organisation’s social media providing an avenue for customer growth with engagement rising rapidly to become the fourth most commented upon and liked car dealership in Australia.