Cycle & Carriage or 合发, a regional automotive group in Southeast Asia with 10 brands operating in Singapore, Malaysia and Myanmar is launching a new brand promise – ‘Exceptional Journeys’. Founded in 1899, Cycle & Carriage is celebrating its 120th anniversary in 2019.
The new brand builds on Cycle & Carriage’s passion for creating exceptional people-focused experiences. ‘Exceptional Journeys’ leads the company from focusing on delivering quality products and services, to enhancing the experience for the customers, partners, employees and communities that Cycle & Carriage engages with.
“Being 120 years old doesn’t make us a traditional company. We see ourselves as a brand that has understood and responded to the changing needs of people – our customers, employees and partners for the last 120 years. We have long-serving employees who have been with us for over 40 years. We have also been a trusted partner of one of the world’s most well-known marques, Mercedes-Benz, for nearly 70 years,” Haslam Preeston, Regional Managing Director, Jardine Cycle & Carriage said.
Mr Preeston leads the Cycle & Carriage automotive businesses across the region and has developed the new brand together with his team. He added, “Today, consumers are looking for a brand to identify with. It is not enough to simply have great products and services. We believe we need to find a meaningful connection with people and our customers. We need to create experiences that inspires and resonates with them.”
Over the course of 2017 and 2018, Cycle & Carriage undertook in-depth research of our brand positioning, speaking to customers, employees, partners and other key stakeholders.
“The new brand captures Cycle & Carriage’s purpose of making each and everyone’s journey exceptional, whether it is a customer we serve, an employee we engage, or a brand we carry. We aim to always support them along the way and exceed their expectations. The brand also hopes to inspire people to achieve the extraordinary, their own exceptional journeys,” the company said in a press statement.
Today, Cycle & Carriage’s iconic two-wheel logo is an instantly recognisable mark. The Cycle & Carriage logo was also refreshed to be more contemporary in 2017, ahead of introducing ‘Exceptional Journeys’.