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
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
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