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Dorsett Mitsubishi finalizes new company pledge
March 24, 2005
Dorsett Mitsubishi of Terre Haute recently announced
implementation of its new company pledge and tagline.
Developed
in collaboration with MillerWhite LLC using its proprietary
protected formula, Unlocking the Power of Your Pledge®, the
new Dorsett pledge is, “We pledge to focus on giving you
the driving experience you want, backed by the service you can
trust.” The new tagline developed from the pledge is, “Drive
It Home With Dorsett.”
The five-year-old dealership’s
owner, Brian Dorsett, is well known in the area as a professional
athlete – a former
MLB catcher and powerful hitter – whose family had an
established reputation as a respected used car dealer. The strengths
of the
dealership lie in its staff, systems and service.
Dorsett’s previous tagline, “Catch a Dorsett Deal,” while
it was based on the owner’s positive reputation in professional
sports, focused on the automotive sales side of the business.
With
goals of increasing automotive sales and service sales,
Dorsett was looking to create a new positioning statement
upon which a
sound sales and marketing infrastructure could be developed.
The
Unlocking the Power of Your Pledge exercise determined that
the new pledge and tagline should pull together the
dealership’s
two revenue streams – automotive sales and service
sales – into
one active statement, and provide the foundation for creating
a strong and positive culture for the dealership.
Dorsett’s
new pledge and tagline support its business goals and
provide the consistent thread to which all elements of
marketing
can respond – sales, service, public relations,
advertising and interactive media.
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