Discerning brands take stock periodically. When it’s not a name change, it could be a tinkering with its creative identity. In all cases, the initiative aims at building differentiating factors that speak to the essence of the brand.
The name change at leading transport company, GIG Motors couldn’t have escaped notice. The move had been strategic and deliberate as we would later discover. The announcement was in sync with the company’s long established culture of working quietly and unleashing its innovations at the most auspicious time.
GIGM’s romance with tech and the social media is an open secret. So, when the company’s official Twitter handle @GIGMobility buzzed last week, it came with expectations. The company quietly announced it was shelving its old identity@GIGMotors to something fresher@GIGMobility.
Asked to provide insight into the rebranding efforts at GIG Mobility, Chief Operating Officer, Vuakpor Muoghereh, said it was all in a bid to reflect what the company truly stood for, a transportation platform and not just transportation company.
“We have over the years transitioned from a transport company to a transport platform and wanted a name that projects our identity as a true technology company enabling transportation without any limits or boundaries. The name GIG Mobility also supports our goals, objectives and over arching vision,” she said.
The evolution marks a defining moment for the tech-driven company which has now concluded moves to plant its operations on the Ghanaian soil by mid October.
“To dominate a sector, a business must have the capacity to scale rapidly. Our new identity, enables us evolve quickly, while continuously disrupting the status quo as well as ultimately making transportation/mobility easy for users. We are vested in transportation because providing mobility for people strengthens trade and commerce which positively contributes to economic growth in any nation”, Muoghereh said.
The Ghana operation, Ripples Nigeria understands, will make GIG Mobility, the first international transport platform to engage in intercity operations in the West African country.
“We are making a statement with our Ghana entry. Upon commencement of operations we would be the first international company to operate intercity transportation within Ghana. Also we will be the first company to power intercity/state/region transportation with the use of technology end to end. We are commencing in the two most populous cities Accra and Kumasi but intend to extend our foot prints to other cities in Ghana”, Muoghereh said.
GIG Mobility may well be a game changer, and the move into Ghana a big step in the company’s quiet foray into West Coast Africa, and ultimately the rest of the continent.
Executive Chairman of The GIG Group, Chidi Ajaere, speaking to Ripples Nigeria, said that the company was repositioning for global opportunities but was not unmindful of the need to draw from its various local experiences in Nigeria and elsewhere.
“GIG mobility is committed to moving people freely and easily. We believe in the digitalization of transportation and are very deliberate in our approach. We want to change the way transportation is done in Africa with key focus on the inter state/city space one country at a time. Ghana has a rich market that is yet to be fully explored. Road transportation accounts for over 90% of the passenger traffic in the country. With our “customer first” approach and reliance on technology, we are certain we will get a sizesble market share of the traveling population.
“We are providing Ghanaians with what they truly need which is a fast , convenient, reliable and safe means for inter state commute”, Ajaere said.