How consumer insights provided the vision and foundation for a successful rebrand for Master Muffler.
With the explosion of EV vehicles, Master Muffler franchise owners were feeling the pressure to retire the world “Muffler” from their 60 year company name to evolve with their changing customer base.
Rather than collectively guess what that company name, brand image, and transition plan should look like, Master Muffler turned to consumer insights to inform their path forward.
Master Muffler gets feedback from auto owners to rename their company.
Elevate conducted in-depth interviews with native and transplant residents owning vehicles out of warranty to explore naming conventions more reflective of their full menu of services – not just muffler repair. Residents of the area were asked to build a brand name using words provided to them that reflected known influences to them when selecting a service provider. Through this research, Master Auto Tech was born.
How consumer insights helped Master Muffler navigate competitive perceptions
Research showed that car dealerships were perceived to have a competitive advantage in auto care “expertise.” Automobile owners told us that any messaging from an independent auto care provider needed to focus on having technicians with ASE certifications to earn their trust which was later used in their new advertisements post research.
How consumer insights work to ensure a positive first impression
Negative perceptions related to outdated signage emerged as a theme needing addressing as well from our research. 1 in 3 customers said they’d likely choose a provider “based on locations I’ve driven past before.”
The company tested both current and new storefront concepts to determine the most effective visual representation of its new brand which informed their remodeling plans.
“Run, don’t walk in Elevate’s direction” – Owner, Master Auto Tech
