EDMONTON, Alberta — Fountain Tire has launched a new long-term advertising platform, emphasizing the importance of the customer relationship, as part of a rebrand that began in 2018.
The rebrand includes the phrase, "We're on this road together," wording that will appear in television, print and digital ads to remind customers that Fountain Tire promises they'll never have to face tire and auto service alone.
Denise Gohl-Eacrett, director, brand and customer experience at Fountain Tire, said tire and auto service can overwhelm drivers.
"The Fountain Tire brand emphasizes we're there to help care for customers' vehicles — whether family vehicles, transport, farm or entire fleets — as if they're our own." Gohl-Eacrett said.
She added the words help consumers overcome any worries while building trust in the company's diverse expertise.
"We've been working to re-energize our focus on the customer across every facet of our business," she said. "The sidecar brings our positioning to life in a distinct and memorable way."
Fountain Tire said its tagline and working philosophy of "We're on this road together" reinforces its relationship-driven approach. Partnerships are ingrained at every level, the company said, emphasizing the fact that the majority of Fountain Tire managers own equity in their own stores.
"Partnership thinking begins at the ground level through human resources programs, carries through to supplier relationships and on to commercial and retail customers," Fountain Tire said.
Fountain Tire has more than 165 points of sale in Central and Western Canada, from Vaughn, Ontario, to Victoria, British Columbia.