From Discount Parts to Saving Smart – VIP Tunes Up Their Brand

VIP’s new ownership sought to expand this Do it Yourself discount auto parts retailer to include the Do It For Me consumer.  Step one was a name-change: from “VIP Discount Auto” to “VIP Parts, Tires and Service”. Ethos and VIP then went to work to reposition the brand.  The goal?  Earn a customer for life by helping consumers save smart on their automobile!  Next, it was time to let the world know VIP had the best tires at the lowest prices. The VIP team put their money where their mouth is and backed their brand promise with a 200% Low Price Guarantee and a Lifetime Warranty on any parts purchased or installed at VIP. No one does that!  

It’s no small task to reposition a long-standing brand. Ethos’ extensive work for VIP includes ‘store of the future’ designs, signage packages, advertising, promotions, and internal marketing campaigns. Today, all three of VIP’s categories - parts, tires, and service - are strong contributors to VIP’s bottom line.