Brand Matters...

A day at the Commercial Vehicle Show was a great reminder of how much brand matters, whatever the sector.

My recent blog about my experience with Mercedes-Benz Vans UK was a reminder that brand is just as important to van drivers as it is to car drivers.

That came back to me again at the NEC yesterday.

I always enjoy the CV Show and this year was no exception.

The place was bustling, there was plenty of new product on display, and it was great to catch up with old friends and new acquaintances.

What really stood out, though, was the brands that understood how to present themselves as something more than just a line-up of vans and trucks.

Building on last year’s stand, Renault Vans PRO+ UK stood out again.

It was great to spend time with Rebecca Hester hearing more about the range, including the New Renault Trafic Van E-Tech electric, which looks like a smart, efficient and agile proposition for business users.

Their pride in the brand itself was highlighted by a significant merchandise area on the stand, with Renault clothing and branded gear.

That visibility matters. It was a reminder that a strong brand is a real asset, even in a commercial vehicle environment.

To top things off, the Renault Master was named Van of the Year at the Motor Trader Commercial Industry Awards. It is becoming one of the brand’s most decorated products, which just goes to show that vans can be exciting too.

It was also good to catch up with friends at Stellantis Fleet Pro One, a return to the show after 7 years, and thanks to Scott Finding, Brad Miller and Steven Froud for a couple of lovely lattes.

One of the fun talking points there was the Fiat Tris, a funky new three-wheeled micro-truck coming to the UK next year as an ultra-compact last-mile delivery vehicle.

INEOS Automotive are always a pleasure to catch up with. They had a bigger stand this year and some strong Grenadier applications tailored for police, RNLI and military-style use. It reinforced just how strong Grenadier is as a base product for businesses that value utility and customisation. Great to see Georgia Rowe and the team doing so well.

Ford Pro UK, as always, had a commanding presence, and it was exciting to see the All-New Ford Transit City for the first time.

Kia UK Limited have moved things on, with more ready-to-run and converted products on display, while KGM UK showed some fantastic electric and hybrid crew cabs.

But for me, the strongest impression from the day was still about brand.

In a market rightly focused on uptime, whole-life cost and capability, the brands that stood out were the ones that understood that commercial vehicle buyers and drivers are still people.

People who respond to trust, confidence, desirability and the reassurance that comes from strong future values.

I was therefore surprised not to see Volkswagen Commercial Vehicles UK and Mercedes-Benz there.

Lots of energy, lots of conversation, and a strong reminder that even here, brand still matters.