New brand positioning for Australasia‘s largest automotive cooperative

1 MinutesBy NZ Trucking magazineDecember 16, 2019

When 12 Golden Fleece service station owners in Western Australia met to discuss the strengthening of their businesses by working together as a cooperative, they never envisaged that nearly five decades later they would be joined by more than 21,000 businesses across Australia and New Zealand who similarly recognised how they could be stronger together.

Capricorn has supported the Australian automotive aftermarket since the 1970s and has been in New Zealand for more than two decades.

Capricorn has created a new brand positioning statement – Stronger with Capricorn – that reflects Capricorn‘s total commitment to providing services, support and value over the long term to all members and preferred suppliers.

Stronger with Capricorn defines the strength and support that comes with an extensive network that has been designed by automotive repairers for automotive repairers. It also signifies Capricorn‘s strength in growing its members‘ businesses using the products and services currently provided, with new support services being constantly developed to meet current and future technological, financial and risk challenges.

“While making business easier for our members is important, Capricorn provides far more than that,” says group chief executive officer, David Fraser. “Our new brand positioning outlines Capricorn‘s unique ability to champion member business improvement by leveraging our extensive and member exclusive products and services.”