Driven Brands’ Glass Servicing Business to Migrate to Auto Glass Now Brand


Driven Brands Holdings Inc. on Dec. 5 reported it will be migrating its glass servicing offering to the Auto Glass Now brand beginning in January.

Since entering the U.S. glass business less than a year ago, Driven Brands has grown to approximately 175 locations and more than 700 mobile units through a series of acquisitions and a growing pipeline of greenfield openings and 10 acquisitions, including the acquisition of Discount Auto Glass that closed Dec. 5.

Over the course of 2023, the company will migrate its locations under Auto Glass Now and roll out refreshed brand collateral online, in advertising, across new and remodeled facilities, and on its mobile service vans.

Auto Glass Now is rooted in the legacy of local experts delivering personalized service, and is now focused on delivering a "wow experience" by making auto glass servicing increasingly fast, friendly and convenient. As part of this rebranding, all facilities and mobile vans will be refitted with the industry's latest tools and equipment to ensure quality auto glass repairs for any make or model.

"This rebranding, related technology refresh and operational standardization give us not only a powerful brand positioning that will crystalize our differentiation as a national consumer-focused brand, but it also enhances the experience for both our retail and commercial customers," said Michael Macaluso, EVP and group president of Paint, Collision and Glass. "Additionally, it gives us an incredible platform to continue our national expansion through tuck-in M&A activity and greenfield openings, which has helped us become the second largest player in the U.S. glass servicing category in just a few short months after entering this space. I could not be more excited to see what this talented team accomplishes under a single brand, uniform technology platform, and standard go-to-market approach."

Auto Glass Now, the second largest player in the auto glass servicing, will continue to leverage the power of Driven Brands' shared services capabilities like data analytics, direct-to-consumer marketing, procurement and commercial customer relationship management, including the company's insurance and fleet relationships.

"As we scale our already rapidly growing national presence under one united brand, we will enhance our positioning with our already strong B2C customer base and begin to unlock a significant opportunity to enhance our B2B capabilities by extending our glass services to our existing insurance, fleet and other commercial relationships within the larger Driven Brands portfolio," continued Macaluso. "We were proud to welcome all these leading companies into our auto glass family and to the Auto Glass Now brand. We're excited to move forward together remaining rooted in the local approach to each community we serve and building on generational dedication to customer service."

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Source: Auto Glass Now

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