Generating Value Through Boldness
A guided evolution of business and a refocused investment perspective designed to attract new partners
In recent years, Mexico’s automotive industry has shown great dynamism, reaffirming itself as the most important sector of the country’s economy. With thirty-three years of experience in the industry, GA3, a group of automotive retailers that currently represents three brands and operates twelve agencies within the Mexico City metropolitan area – approached MBLM to begin a restructuring process to enhance the company’s value and take advantage of the industry’s growth to consolidate its position as the primary automotive group in central Mexico.
MBLM redefined the company’s value proposal to build a brand that conveys the strength, audacity, and intelligence that has allowed them to discover and conquer complex and unexplored markets, and at the same time, contributes to a sense of pride and belonging internally to boost employee performance along with the company’s vision.
The key was creating a strategy that could help the company achieve its business objectives and gain the visibility needed to attract new automotive companies. As part of the new positioning strategy, the company adopted a new name: Witt Group, which reflects the experience and financial stability that supports the company, while also communicating a culture of boldness, intelligence, and simplicity.
The company’s new name, definition, purpose, strategy, and identity challenge the category with a new personality that connects in a close and emotional way with its customers, reflecting a bold and dynamic brand value with a vision toward the future and an aim of being one step ahead.