MotorActive has undertaken a full revamp of the paint brand

MotorActive, the company behind Supercheap Auto’s exclusive automotive paint brand ColorSpec, recently implemented a full revamp of the brand.
Market research results showed that ColorSpec was predominantly a grudge purchase made by customers who were looking to fix a problem and who were already planning on buying paint before entering the store.
MotorActive was faced with the challenge of attracting new customers while also retaining the brand’s professional-grade character.
“This was a fantastic opportunity to reposition the brand,” MotorActive Founder and Chief Executive Officer, Bruce Morrison, said.
“We concentrated on two key elements; invigorate the livery to make it more attention grabbing and enhance the satisfaction-of-purchase.
“Witnessing the spectacular success of the bright and vibrant colours of the new Meguiar’s Hybrid Ceramic range gave us the confidence that adding just the right splash of colour will draw in customers – without generating any negative perceptions about quality. The vibrant colours contrast extremely well against the modern, sophisticated satin black.”
“With 30-years’ experience maintaining Meguiar’s as the premier car care brand, we’re well aware of the dangers of resting on your laurels.
“Also, ColorSpec was 10 years old – its original look and feel was designed around it being a true, professional grade, clear-over-base automotive paint system.
“Typically, professional products do not have overly flashy labelling and lack sex appeal. It needed a facelift, because this becomes a bigger and tougher job if you wait until things are in decline.”

MotorActive not only introduced the new livery and a sharper point-of-sale area but also revamped the website and produced a number of How-To videos. The videos are meant to educate as well as inspire different ways to utilise the brand through DIY projects.
“Building excitement around the brand has proved to be a double win,” Bruce said.
“Not only has it generated new business by getting customers thinking about projects it could be used for; but we have seen firsthand the change in the attitude of the store’s retail teams.
“By investing time with them, making the product fun and showcasing its capabilities, they’ve become more excited about the brand.
“And it goes without saying, getting retailers and their teams excited about your product or brand is a powerful way to maintain growth and ensure its longevity well into the future.”

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