Panel beat that brand

Launching the positioning statement, ‘getting you back on the road' and new corporate identity at a function late last month, the company transformed its headquarters into a lounge and cocktail bar experience. Guests, including insurers and brokers, suppliers and associates to the business were amazed by the ambiance and reception at the event.

Malcolm Moothal, MD of Farber Coach Works wants to change the perception of the average panel beater. He calls it the automotive renaissance period and has spent the last 18 months putting systems and processes in place to improve efficiency and quality assurance, with the ultimate aim of always meeting customer's needs.

The aim: to get you back on the road

"Only when I was satisfied that my organisation could deliver on its promise, did I change the branding and have this launch. I believe in the basic principle of marketing which is deep-rooted in customer insights and understanding that your channel of distribution must be ring fenced to frustrate your competitors.”

At his event, Moothal went on to explain his positioning statement of ‘getting you back on the road' and called it the company's essence or purpose. "Whether you are a cleaner of the workshop, a panel beater or customer service manager, if you work for Farber your day should be consumed by ‘getting clients back on the road'. We also want to own the colour orange in the panel shop space. All staff wear orange overalls which gives a sense of energy and productivity. Clients are amazed by the new look and surprised by the high levels of service delivery.”

In November, the company launched its first radio campaign on the community radio station CCFM. Moothal said in conclusion that the company will continue to challenge the status quo of its sector with innovations both in the workshop and in the market place.