PARK NOW is part of the NOW family: a newly established joint venture founded by BMW Group and Daimler AG. The two companies are investing more than €1 billion to develop and align their offerings for car-sharing (SHARE NOW), ride-hailing (FREE NOW), parking (PARK NOW), charging (CHARGE NOW) and multimodal transport (REACH NOW). The new joint venture is an ‘industry first’.
PARK NOW incorporates the brands Parkmobile (NL, BE, UK), Park-line (NL), RingGo (UK) and ParkMobile (US, AU and NZ). The brand faced a complex alignment and transition process in a fast-growing international setting. VIM Group worked alongside the international marketing and branding teams of PARK NOW and helped manage the complex rebrand.
From the initiation of the new joint venture, VIM Group helped PARK NOW to audit the current brand portfolio within the Parking vertical, the definition of the brand transition approach and scenarios for change as well as managing the planning and execution of the rebranding process.