Case Study: Road Choice achieves stronger dealer adoption and brand clarity with Ten Pound Hammer

Road Choice boosts dealer engagement over 12 months with Ten Pound Hammer

Road Choice Truck Parts faced a significant challenge as their internal brand strategy, which positioned them as a quality solution for fleets, was not aligned with dealer perception, which saw them as a cheap alternative for owner-operators. This gap was limiting growth and causing dealers to default to price as the main decision factor. The vendor, Ten Pound Hammer, was engaged to address this brand perception issue.

Ten Pound Hammer implemented a rebranding solution that transformed the visual identity, clarified the messaging around value and protection, and provided dealer education. This aligned brand perception with strategy, leading to measurable results including increased product adoption and active promotion by dealers. The vendor successfully shifted dealer language from offering a cheaper option to positioning Road Choice as a confident strategic partner.

Road Choice