Vulco Workshop Network Redesigns Brand Image


Vulco has modernised its brand identity to adapt to the ever-changing market. The new image, which incorporates a more digital, sustainable and personalised style, is part of Vulco’s European campaign to reach over 3,000 stores during the next six years.

Goodyear-Operated Vulco Moving Forward with Future Challenges

Vulco, which currently has 300+ members across Spain and Portugal, is ushering in a new brand style. The new branding is the next step for Vulco in its expansion across Europe, following its research with IPSOS in 2019 to analyse the market. Vulco noted that the current consumer trends included increasing digitalisation within workshops and a growing tendency towards sustainability for fleets.

In Iberia, three workshops are on board for the project pilot, Albox Picanya, which already has the newly-branded image incorporated into its workshop, and two other centres located in Vigo and Lisbon, with the renewed image to be unveiled in the coming months. After the pilot project is completed, the new branding will be rolled out to all other centres across Spain and Portugal.

Customers visiting the workshops can now benefit from interactive screens with enhanced tyre info, coffee areas and free Wi-Fi. Some centres will also include a play area for children.

Margarita Acuñas, Retail Director Goodyear Iberia commented: "We have renewed our image as what we want to convey from now on is consistent with what we are: a network of workshops specialising in tyres and completely digitalised mechanics. Our customers will experience premium products, trustworthy service and personalised professional attention capable of guaranteeing the highest service standards.”

About the author

Adrian, located in Madrid, is joining the editorial team as a correspondent for the Valebridge Publications Ltd Group. Before starting in 2020 for Commercial Tyre Business, Adrian graduated with an English degree before working within marketing and recruitment in the non-profit sector. Recently he changed direction, undertaking a course in Marketing and International Business as a means towards moving into the journalism field, which he counts as his lifelong ambition.


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