Automotive retailer Repco has relaunched its brand, with the intention of creating a new strategic platform for the business into the future.

This platform is to be built on expertise, and the understanding of a customer’s relationship with their vehicle, which has led the group to its new tagline: “It starts with the parts”.

“We’re reminding consumers why they should shop with Repco – we are the experts and true authority on automotive parts,” Repco’s general manager of marketing, Diana Di Cecco, said.

“You won’t find anyone more knowledgeable or passionate about cars than us.”

As part of the brand invigoration, Di Cecco noted that Repco would adopt a more direct and integrated approach to marketing communication that will be clear, concise and consistent.

Additionally, the brand announced a new partnership with the Shell V-Power Racing Team for the Virgin Australia Supercars Series – signalling a return to motorsport.

“It’s perfect! Repco has an exciting and extensive history in motorsport and this is a long overdue return,” Repco executive general manager Wayne Bryant said.

“These announcements move Repco into sixth gear. It’s not just a story. The change is a business transformation, and we’re thrilled to be delivering this for our customers, staff and suppliers.

“Welcome to the new Repco.”

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