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Istobal aims to boost growth and new business challenges with a new brand image

Merril Boulton ·

Istobal, the Spanish leader in car wash and car care solutions for the automotive sector, has redesigned its brand to support its expansion plan for the coming years which includes international growth, high technology focused on product quality and reliability, and being close to consumers with efficient solutions and a pleasant user experience.

Yolanda Tomás, the company's CEO for Product Development & Marketing, explained that "the change responds to our group’s need to ensure effective communication at a multinational level, and increase the knowledge and recognition of the ISTOBAL brand among our customers, employees, and consumers".

The main expansion targets for Istobal in the next few years includes boosting growth in the US - where the company hopes to consolidate in the short term; to continue investing in Italy - currently the group’s second-largest export market; to strengthen its presence in Germany; and to increase activity in South America.

The strategy deployed to date has enabled the company to position itself internationally as the second European company in the industry. With 10 subsidiaries in Europe and America (in Spain, Portugal, Italy, the United Kingdom, Sweden, Denmark, Austria, Serbia, the United States and Brazil), the company is present in more than 75 countries worldwide, and its sales abroad account for 80% of its turnover.

Istobal’s growth plan places the emphasis on the application of the latest technologies in the market. To that end, the company will continue investing in R&D. This budgetary item has increased more than 50% over the past five years based on the company's commitment to developing more effective and reliable car wash solutions with a focus on quality.

"The main challenge ahead is to be able to adapt to technological changes; our efforts are focused on interfaces, communications and connectivity to improve the user experience when customers use our equipment," underlined Tomás.

Being close to end users to identify their needs and improve their car wash experience is the third key axis for the company to continue growing.

In this regard Tomás stressed that "the company’s new mission and new values are reflected in the corporate image change and the concise but strong message we want to get through to all of our audiences: Isotbal is at your side, caring for your car”.

The re-branding is being implemented on all media at the group, including the website. 

With the new corporate image, Istobal seeks to give prominence to the brand name, identifying the design with its corporate values. Thus, red features as the typical colour for the company and blue has been replaced by silver as a symbol of innovation, avant-garde, and technology. The type used is also more contemporary, transmitting flexibility, growth, and expansion. The claim - Vehicle Wash & Care - has also been kept.

Istobal is a Spanish leader in the design, manufacture and marketing of car wash and car care solutions for the automotive sector. Since 1950, the company has contributed innovative products to the industry for excellent vehicle care, guaranteeing a positive user experience.

The company has exported its products to more than 75 countries thanks to a worldwide network of distributors. It has ten subsidiaries and three manufacturing and final assembly plants in Spain, the US, and Brazil. International sales currently account for 80% of its production.

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