Auto Gauge

  • Branding
  • Strategy

Starting position

Auto Gauge Taiwan Co. Ltd. has been the leading manufacturer of premium vehicle fittings in Taiwan since 1969. Its products, such as vehicle and yacht sensors, are a benchmark of quality in the market. Although Auto Gauge sells its complex product portfolio in over 90 countries, the company lacked consistency in its market presence and also wanted appealing product images. The Executive Board commissioned the repositioning of the brand to transform Auto Gauge from a faceless outsider to a market leader with an international brand image.

The solution

Our branding experts in Switzerland and Taiwan teamed up with the client to define the direction of the brand, its core values and its key messages. With the black-and-yellow image, stylish motor racing look and a standardised product image style we designed a visual presence that not only gave expression to the core values of the brand but summed them up in a nutshell. The consistent brand performance at all touch points helped Auto Gauge to target its brand to market requirements.

The benefit

Most Taiwanese suppliers are cast in the role of silent heroes in their service to the automotive industry. They battle persistently against brutal pressure on margins, even though they have at their disposal established sales networks all over the world. By developing a solid brand Auto Gauge was able to strengthen its position in the long term as a trusted partner and achieve a perceptible increase in its brand value.

The branding

Auto Gauge is a Taiwanese company specialising in product innovation and design for professional automobile gauges. As competition became increasingly fierce at the dawn of the new millennium, the firm decided to build up its own brand and promote its marketing activities; after 10 years’ hard work, Auto Gauge is now the leading manufacturer of automobile gauges worldwide. We started the collaboration with Auto Gauge in 2010 with the «Branding Taiwan» project launched by the Taiwan External Trade Development Council (TAITRA). We have since been working together to revisit the brand structure, enhance both brand foundation and strategy, and ultimately upgrade the brand image to an international level, ensuring that Auto Gauge is recognised as a distinctive Taiwanese franchise the world over.