Nexteer – Creating a New Automotive Brand
Emerging from the ashes of a bankrupt company, Nexteer faced a tremendous challenge: launch a new standalone company while keeping customer confidence high. It selected The Quell Group as its partner to create its new brand, generate ownership of the vehicle steering conversation and energize market confidence in Nexteer as a successful, independent automotive supplier.
Quell began with extensive positioning and key message development to define the new company for potential customers, potential buyers and employees. We created and implemented a proactive communications and marketing strategy for the launch, including media relations, advertising, website design, exhibits, brochures, and supplier and customer communications. The materials and strategies successfully defined the Nexteer brand and communicated its value, benefits and technologies to clearly establish a competitive advantage.
Over the years, Quell has strengthened its advocacy for Nexteer, continuously looking to increase Nexteer’s market exposure and convey the company’s success and growth opportunities. We provide day-to-day management of Nexteer’s media relations, including labor and employee issues, executive messaging and market-facing tools, including the company’s website and Facebook page.