Jemca Car Group Branding & Consultancy

Branding and behaviours for changes in automotive retail


With 12 sites and over 500 staff, Jemca are one of the biggest Lexus and Toyota franchises in the UK. They successfully provide customers with a full service experience in a highly competitive market.


The Toyota and Lexus brands had always eclipsed Jemca – Jemca was simply the name for the destination customers would visit to buy their cars. Our brief was to change that: Jemca needed to modernise, to showcase that they genuinely care, and to demonstrate innovation. It needed to mean something as a stand-alone brand.


This rebranding exercise started from the inside. We began by exploring the values and key messages and then developed a new, softer, modern logo and visual identity. The old strapline has been replaced with ‘Love every journey’, a promise that has meaning to both internal and external audiences.
Through highly participative workshops and collateral, including environmental graphics and a brand booklet, we have started to collaborate and engage with the workforce on the foundations of the Jemca brand.