FleetCard brings new brand positioning

New brand launch media release

FleetCard brings freedom to fleet managers with new brand positioning

The company has also unveiled a refreshed visual identity

FleetCard, a multi-branded fuel card accepted at over 90% of sites across Australia, is doubling down on its services platform with a new positioning that focuses on delivering freedom for clients to focus on what matters the most: their own businesses.

“Over the past 40 years, we have had the chance to see first-hand what drives Australian businesses and the roadblocks for managing fleets. To celebrate our anniversary, we launched a new positioning that harnesses our deep and unique understanding of the market. We are here to make life on the road easier for businesses with a card that’s accepted almost everywhere – with savings our clients can see,” said Sam Steel, Managing Director at FLEETCOR Australia and New Zealand.

“We have been, and continue to be, a fleet partner to our customers after problem-solving with them for the past decades. Where our product suite continues to grow as a reflection of what the market has asked for. As we keep innovating our payment and analytics solutions, and with more comprehensive green energy programs on the horizon, together with our customers we will reinvent the sector to be more versatile and sustainable,” said Steel.

Part of FLEETCOR, a leading global business payments company, FleetCard unveiled a refreshed logo as part of the new moment. The updated visual identity and positioning evolution has been an 18-month project led by Charisse Black, Senior Marketing Manager at FLEETCOR ANZ. Grounded in in-depth market research and data-led insights, this project aimed at bringing more value to customers in Australia.

“The more we talked to our clients, the more it was clear that nothing compares to the feeling of being free to focus on what really matters. And FleetCard does exactly that. Our fleet payment solutions streamline accounting and admin, saving businesses time and money while equipping managers with actionable insights,” says Claire Smith, Marketing Director at FLEETCOR ANZ.

“Far from being a new phase, this is a natural brand evolution with a 40-year connection to the Australian market. Our customers will notice that our well-known chevron (the arrow) now plays a prominent role in our imagery to maintain where our brand has come from and the journey it’s going on”, says Smith.

“Another subtle but important change is that we close the gap, updating our name from ‘Fleet Card’ to ‘FleetCard’, reinforcing our continued focus on being an all-in-one partner for our customers.”

About FleetCard

Operated by Business Fuel Cards Pty Ltd and part of FLEETCOR, a leading global business payments company, FleetCard is the flagship product, accepted at over 90% of fuel sites across Australia. But the company also offers a customer portal that works as a one-stop shop that includes value-added services such as mileage, analytics, crash repairs, maintenance, 24/7 roadside assistance, and ecoDRIVE.