Paccar has launched a new brand campaign for DAF, emphasising the brand is a smart investment through the tagline ‘do the math, by a DAF.’
The new branding is the precursor to the release of the new 510 Horsepower CF85 to be launched at next month’s Brisbane Truck Show.
“The new brand identity reflects the numerous reasons the DAF product makes sense for owners and operators. We know when our customers do the calculations that DAF comes out on top,” said general manager Rob Griffin.
“DAF’s new campaign captures the elements our current customers talk about when they describe why they buy DAFs.”
The campaign will be rolled out across outdoor, print, online advertising and social properties across Australia from March, building awareness of the inherent benefits the brand brings to market.
By taking a fresh and coordinated approach DAF has created a clear connection between all of its assets while clearly communicating its brand position.
“DAF is a leading prime mover brand in Europe and the UK and we know the DAF product in Australia has so much to offer Australian truck drivers and buyers, and that’s why we are doing all we can to get this brand on people’s shopping list,” Griffin said.
“The goal is to invite more people to consider a DAF. We know from customer feedback that people’s perception of the DAF product changes dramatically when they experience the range firsthand. ‘Drive it, you’ll love it’ is a frequent response from new DAF owners.
“The new brand platform is not just a colour change. What we are also doing by this process is strengthening our relationship with our stakeholders and creating new energy around the brand.
“This brand refresh better represents our vision for DAF for the future. We want people to be confronted by the colour and message, stop and think about DAF, and then seek more information and ultimately a test drive,” he added.
Paccar has sold more than 4,000 DAF trucks in the last 20 years, with the brand coming off the back of two solid and steady years – with 319 units sold last year and 318 in 2015.