A car dealer that has been rolling out shiny new Maseratis, Ferraris and other luxury lines for 80 years will roll out a new brand identity this week.

From the heart of Mayfair, H.R. Owen will debut a fresh look based on a black and white checkered winners’ flag and traditional English tile work to its outposts worldwide. The update, undertaken by Calling Brands, will feature a shiny new website and a customer magazine designed to build a more intimate relationship with customers.

Notably, the company does not engage in print or TV advertising, but has upped its marketing spend by half this year to improve its digital presence. This will allow for the launch of a CRM platform that focuses on personal communication with customers.

“When Harold Rolfe Owen started the company in 1932, his ambition was to offer his customers the highest quality car ownership experience,” Chris Harris, H.R. Owen’s marketing and customer director, says. “That still stands. The aim of this work is to celebrate our heritage and instil clients with the confidence that H.R. Owen always delivers on the things that matter to them: quality, impeccable service and, above all, a shared passion for motoring.”

The new logo was designed to sit alongside the branding of the cars H.R. Owen sells in order to draw the H.R. Owen brand in line with its goods.

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