In late 2006-early 2007, due to the slump in new car and bike sales and the growth in used sales, Colin Appleyard Cars and Motorcycles rebranded its used cars and bikes sales programme, to focus on purchasing, vehicle preparation and finally presentation. Used vehicles became known as the Colin Appleyard Premier Collection, which presented a consistent image across the company both off and online. Used to new sales increased from 0.8:1 to 1.3:1, used stock turn increased from 6.2 to 7.3 and reduced advertising spend of 8%. Examples of the branding that I brought from concept to production can be seen below. The programme went onto win the Best Marketing award at the MotorTrader Awards in London, July 2007.
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