BGA brands Mitsubishi used cars Red Zebra

Mitsubishi Motors, the official UK importer of the Japanese car marque, has completed a two-year rebranding project by launching a new name and identity for its used car programme.

Red Zebra was developed by design and marketing group Basten Greenhill Andrews, using a name developed in-house. It will replace the company’s existing Diamond Used Car scheme implemented ten years ago.

Following successful testing at six pilot dealerships throughout the UK, the new identity will be rolled out to 30-40 outlets by 1 August. All 120 dealerships will be revamped within two years.

Mitsubishi Motors fleet and used car department general manager Matthew Cheyne explains that customer clinics were used to discuss the livery and potential names.

“After consultation with our dealers and the general public, the Red Zebra name emerged as a distinctive and strong in-house brand title. The Red Zebra brand will signal that Mitsubishi Motors’ traditional values apply to used as well as new vehicles.”

BGA managing director Tim Greenhill says: “We faced the challenge of creating a brand image for Red Zebra that would impact the local dealerships first, and sit comfortably with Mitsubishi’s national brand identity and values.

“No one else has created a used car identity that is primarily designed to be effective locally. I think people will remember a Zebra with a touch of red,” Greenhill adds.