Auto Glass Now recently announced a new marketing campaign, its first as a nationwide brand, to establish name recognition among potential customers and drive home the “now” part of its name.
Auto Glass Now has more than three decades of service as a regional company. It has acquired 11 other similar companies across the U.S. to create a national brand, which joined Driven Brands in 2022. It currently has more than 200 locations in 35 states, as well as more than 700 mobile units, offering auto glass repairs, replacements and ADAS calibration.
The new campaign, which will encompass social media, web, in-store displays and vehicle branding, emphasizes Auto Glass Now’s key offerings, including same or next day service, convenient appointments, a price match guarantee, choice of in-store or mobile repairs and the acceptance of all insurance.
Kyle Ankrom, Auto Glass Now’s vice president of marketing, said about half of all customers looking for auto glass repair don’t have a specific brand or shop in mind when searching for service.
“Now that we have this power of this national brand, we want to help customers know who we are and what we stand for,” Ankrom said. “We wanted to do it in a bold way to break through from what we see as a ‘sea of sameness’ of the options that are out there.”
The 12 brands that came together under the Auto Glass Now banner were all strong competitors at their regional levels, but neither had a national presence.
“They’ve always had this sort of underdog mindset and spirit,” Ankrom said. “We wanted to emphasize that as we took it to a national scale. It’s what makes our technicians and shop managers work harder for the customers.”
The campaign also focuses on the brand’s speed of service promise.
“It’s built into our name -- we’re Auto Glass Now, not auto glass later,” Ankrom said. “That’s the key benefit we focus and deliver on, and that’s why when you see the spot and hear the jingle, it’s all about ‘we can get your auto glass serviced now.’”
Ankrom said the company is always looking to expand, but the new campaign is one of the first steps in unlocking the growth potential of the brands it already has.
“This is the first campaign we’ve launched as an integrated Auto Glass Now brand,” said Nick Ouimet, president of Auto Glass Now, in a statement. “We’ve completed the work to integrate multiple acquisitions under the Auto Glass Now banner, and we’re ready to make a splash with this campaign.”
Auto Glass Now collaborated with the agency Erich & Kallman to bring the campaign to life.
Abby Andrews