The largest truck parts dealer in Puerto Rico came to us at the pinnacle of an important transition. Their OEM, International Motors, had rebranded the previous year and was rolling out new brand standards across dealers in Latin America. In parallel, the acquisition of Guaraguao International (the original OEM representatives) had taken place very recently. This convergence created a moment of truth for leadership: the opportunity to solidify the brand’s standing amid significant change.

In collaboration with our marketing partners, we guided Super Truck into their next era with a new name and visual identity, and supported the implementation of International™ secondary standards across International Stores, while extending the Supermotive brand to its nine locations across the island. The brand strategy involved retaining the Guaraguao name in the form of a pictorial symbol, honoring that branch’s legacy and leveraging its market recognition. We also recommended maintaining the word “Super” in the new name to ensure a smoother transition across the industry. Supermotive stands as a testament to a scalable rebrand, positioning itself as the authority in heavy-duty truck parts in Puerto Rico.