PMG Toyota
Leveraging Deep Roots +
Strong Culture for a US Rebrand.
Leveraging Deep Roots +
Strong Culture for a US Rebrand.
“We started the initiative to re-brand the US operations with a goal to build from the deep roots and strong culture with our parent company in Costa Rica, Purdy Motor Group. We also wanted to include the individuality of the local communities we operate in, the spirit of Kaizen, and the future of mobility. After much feedback from associates, managers, long-term customers and partners, collected through either questionnaires or focus groups, we decided that our core brand would be PURDYMOBILTY and each dealership would represent the local community. We feel this is a wonderful blend of the past, the future and the individual representation of the customers and associates that support each location.”
Focus Groups
Naming
Brand Messaging
Brand Alignment
Identity Suites
Marketing Strategy
Family values and demonstrating genuine care for one another sets the foundation for defining the Purdy Mobility customer brand experience. A seamless team member training and orientation across all storefronts is critical so the Purdy way of doing business is represented at every location and every touch point with our customers. For example: Apple also has multiple customer touch points – they identify their Apple genesis as a profile to recruit so no mater the location, you are always experiencing the same intelligence and level of product.
The brand of Purdy Mobility combines the history of PMG Costa Rica with the spirit of Atkinson. To do this we need to tell the history of how Purdy was started, what it means to Costa Rica, and explain how that company once took an opportunity to disrupt the industry by breaking the expectations of the automotive world – the very thing we are aiming to do now in the U.S.
To be the most progressive and innovative automotive company in the areas where we have dealerships, committed with the products and philosophy of the Toyota Group, through a diligent and unique team, known as Purdy People.
To be an exemplary automotive company in customer satisfaction and leading with the consistency in all our operations. We specialize in the Toyota Group product line and its complementary services that add value, while using the latest technology.
Mobility – constantly moving, dynamically changing, becoming
more mobile and more accessible
for our customers.
Because we promise something different: a different car-buying experience that exceeds expectations in value, technology and integrity.
From the moment a customer or team member walks in the door they feel like a part of the family — our family that’s full of automotive enthusiasts who are passionate about matching a customer’s needs and desires with the right Toyota. We are full of life and conduct our business with passion for what we do and care for others. We make the car buying experience the way it should be: a genuine and honest interaction with someone you feel like has your best interest in mind from the very beginning. We host a delightful browsing experience in a clean and state-of-the-art dealership that intertwines technology with our authentic human touch.
Each and every Purdy Mobility team member takes an active role in representing our company to the very best of his or her ability. We find purposeful ways to care for our customers and for each other, therefore preserving the character of our company. Our goal in every interaction and transaction is to conduct our business consistently with our stated values so that our stakeholders view us as a company with exceptional integrity and merit.
We take pride in equipping ourselves with leading-edge technology and the most modern automotive sales tools.
We emulate everything our company stands for: family values, ingenuity, honesty as well as genuine effort and care for our customers. These qualities make Purdy Mobility stand out from the rest of the car dealership industry – it raises our brand to the forefront of people’s minds when they think about buying a vehicle. By conducting our business differently than other dealerships whether by values or by technology – we want our customers to have such stand-out experience that they think of Purdy Mobility when they think of the car buying process.
We believe in a quality life — one full of family, meaningful accomplishment and passion. Our contribution to that quality of life at Purdue Mobility starts with selling our customers transportation they can depend on, and being a company that will stand behind and uphold our products
and services.
We operate based on these principles: respect, honesty, courtesy and consistent integrity.
Automotive customers are demanding a change in the car buying process. Many consumers no longer want to participate in the traditional sales process, but rather substitute it with shopping online and even making their final purchase via the internet.
Purdy Mobility will strive to lead the industry in adaptation to modern consumer behavior through mobile and subscription car services. We will stay at the forefront of technology that can enhance or advance the car buying experience for our customers, while keeping the human touch alive and active through the demonstration of our values and service.