CEAT adopts new colours

CEAT yesterday unveiled a vibrant and colourful new visual depiction in what the company calls an ‘evolutionary rebranding’ that reflects the rapid growth it has achieved in Sri Lanka over the past 24 months, and the brand’s new livery on the international stage.

The red diamond backed white lettering adjacent to a charging Rhino makes way for a youthful and energetic tricolour combination of blue, orange and white logotype as CEAT revs up for a new phase of expansion and growth facilitated by change management initiatives that generated stellar results in 2009-10.

To be used as the brand’s unified insignia on all product categories in 110 countries around the world, the new logo better represents CEAT’s positioning as a contemporary and premium global brand, the company said.

Presenting the new brand logo to media, CEAT Sri Lanka Managing Director Randeep Narang stressed that this transformation represents much more than a simple logo change.

“New high performance products, new international markets, significant gains in market share and a fresh engagement with the community have given CEAT a new profile in the market that makes our new branding an articulation of many tangible developments,” he said.

In the year ending March 31, 2010, CEAT Sri Lanka increased its profit after tax by more than five times over the previous year on sales of Rs 5.4 billion.

Export revenue grew by 96 percent and continues to be steady in the current year, during which the company penetrated new markets like Egypt, Syria, Cambodia, Nigeria, Singapore, Dubai and Vietnam, Narang said.

CEAT’s market shares in the Truck and Light Truck, Three-wheeler and Radial segments have grown to 59 percent, 39 percent and 18 percent respectively, making it the single highest selling brand in these categories, he said.

Alongside these achievements, the brand had emerged as a major sponsor of sports, with partnerships with Sri Lanka Cricket (SLC) and the Sri Lanka Association of Racing Drivers and Riders (SLARDAR), Narang said.