Guidepoint Launches New Brand Identity at NADA SHOW

29 January 2005

Aftermarket telematics supplier Guidepoint Systems today announced it will unveil a new brand identity campaign that urges vehicle owners, "You Drive. We'll Do the Rest."

The new brand campaign will be unveiled tomorrow at the National Automotive Dealers Association (NADA) 88th Annual Convention and Exposition in New Orleans. Pontiac, Mich.-based Guidepoint (NADA Booth #6136) said the new identity -- centered around the "You Drive" tagline -- is intended to showcase all the services Guidepoint can offer to car, truck and SUV owners, as well as small-business fleets.

Sold exclusively at more than 350 new car dealers nationwide, Guidepoint is an aftermarket-installed accessory and consumer service for stolen vehicle recovery, driver safety and convenience, and fleet management. Guidepoint uses GPS satellites, wireless networks, the Web and 24/7/365 response centers to deliver services to the vehicle and driver.

"Guidepoint makes driving safer, smarter and easier," said Rand Mueller, president and chief executive officer of GPSi. "Our new brand identity is intended to amplify that point. We want vehicle owners to know they can turn to us for anything they need: directions, roadside assistance, reservations, or even helping recover their car or truck if it's ever stolen. With our technology and live response center, we're prepared to deliver whatever they need, quickly and with no hassles."

New promotional materials provide detailed answers to the question, "What can Guidepoint Do For You?" Other materials highlight Guidepoint's active role in handling all the details, while playing off the main tagline. The Company's stolen vehicle recovery materials, for example, use the tag: "You call. We'll do the rest," while the fleet management materials note: "You work. We'll do the rest."

The five-year old company, which was spun out of security supplier Code- Alarm Inc. in 2002, said the new brand identity will be supported by extensive point-of-purchase materials, trade and regional advertising, promotions and direct marketing. Guidepoint also intends to accelerate its marketing efforts in the new-car dealer channel by promoting the benefits of selling in the fast-growing GPS tracking arena.

"The acronym GPS is fast becoming a part of the American vernacular, and that represents a great opportunity for car dealers," Mueller says. "More and more customers are walking into car dealerships and asking about GPS and tracking services. We've created a sales and support program that will allow dealerships to capitalize on this growing interest by selling Guidepoint."

In addition to consumer and trade promotion, Guidepoint will also promote the new identity to its current base of subscribers, which is growing. Guidepoint has targeted a base of nearly 250,000 subscribers by the end of 2007, including consumers and fleets.

"We're building Guidepoint as a member-based company," Mueller said. "Today, Guidepoint members can access a variety of roadside services, get deep discounts on travel and leisure, track their car, and much more. In 2005, we plan to significantly expand our offerings to include online shopping, online travel booking and other services that our customers value, as well as an expanded range of fleet services."

About GPSi

GPSi develops and markets telematics solutions for the automotive aftermarket. Based in Pontiac, Michigan, GPSi draws on more than three decades of experience supplying mobile electronics to the automotive aftermarket, as well as 15 years experience in vehicle tracking. The Guidepoint(TM) telematics service, which is available through leading auto dealers in the United States and Mexico, lets drivers access a range of safety, security and convenience options including 24/7 vehicle tracking, emergency dispatch, roadside assistance, discounted hotel and dining and more. Visit http://www.guidepointsystems.com or call 1-877-GPS-FIND.

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Source: GPSi