Three Midwest Truck Dealers Combine to Form TriVista

Cerni Motor Sales (Ohio), O’Halloran International (Iowa) and Uhl Truck Sales (Indiana and Kentucky) have joined forces to better serve customers and employees as TriVista.

Each dealership sells and services Navistar’s flagship brand, International® Trucks, offers maintenance services for International Buses, leases and rents trucks as affiliates of Idealease, Inc., and offers a number of other complementary commercial truck products and services.

The Problem

When three long-time, privately-owned medium-to-heavy-duty truck dealerships were planning to merge, they determined the need to create an umbrella brand strategy to position themselves as a single brand but allow each individual location to maintain its own identity in its local market.

The Solution

Lessing-Flynn helped develop the TriVista name and brand identity that would provide flexibility among the new parent company and individual truck dealerships. A brand standards guide helped ensure the new brand was being used consistently across the different markets.

The Results

Following creation and deployment, Lessing-Flynn helped develop a communications plan to be rolled out to OEM partners, employees, customers and industry media. The launch of the new brand was a success. So, what’s next? Stay tuned.