Diesel and Motor Engineering Plc (DIMO) recently rolled out its new brand identity with a promise “the perfect partner.”
DIMO Executive Director/ Chief Marketing Officer Asanga Ranasinghe said the Company decided to reposition DIMO inside-out, to grow competitively and profitably considering the challenges of the future.
He said the brand DIMO crosses the big 80-year milestone this year. With every decade DIMO has improved lifestyles of Sri Lankans through multiple interactions. “It is a fitting moment to reflect on our successes and strengths but also regroup, to identify our weaknesses and opportunities, moving forward,” Ranasinghe added.
Through research DIMO has been found to be a brand that is highly respected, trusted, safe to work with. Customers believe our employees project empathy and humanity. Customers describe DIMO as a name that revolves around trust and ethical operations. Our dependence - close association with - our principal brands gives DIMO its international edge.
However, DIMO’s long and strong association with overseas brands have resulted in the Company giving preference to the principal brands over the DIMO brand. “The new DIMO identity will see us move from a House of Brands concept to Branded House concept, where the emphasis and positioning of DIMO will take precedence,” Ranasinghe explained.
In line with corporate strategy DIMO plans to reposition DIMO to grow competitively and profitably considering the challenges of the future. This will include a new brand identity, a new brand framework, a new set of values and introduction of standards of leadership (SOL). Explaining the background for the new identity, Ranasinghe said A 2017 stakeholder brand perception study found a discrepancy between our perceptions of the DIMO brand and the reality. “Our overarching goal is to strengthen brand loyalty starting from the employees, playing to their strengths and our values as a team, with the ultimate objective of building a modernized, visionary DIMO brand experience both visually and interactively for customers,” he said.
Founded in 1939 as a purely automobile sales and repair concern, DIMO has since grown as well as in scope of activities. DIMO currently has over 1,750 employees as at March 2019, with an annual turnover of Rs. 38.3 Billion (2018/2019).