Appliance Traders Limited (ATL) last Friday unveiled its new motto as part of a programme to overhaul its image and increase its commitment to quality service.

According to the company, the new motto – ‘Powered By Service’ – represents the hallmark of excellence for which ATL has been known since its formation 40 years ago by business mogul Gordon ‘Butch’ Stewart.

“In 1968, Mr Stewart had a vision to create an organisation which was built on quality service,” a news release from ATL quoted the group’s deputy chairman Christopher Zacca. “Our focus on service is not new. this new thrust is to further strengthen the service side of our business.”

Zacca noted that over the years ATL has made tremendous strides with Stewart’s vision, keeping quality service to customers at the heart of its business.

“From the outset, Appliance Traders’ main goal was to achieve a standard of excellence in the quality of its products and services,” said Zacca. “The decision was therefore taken to emphasise customer satisfaction, and to systematically build a reputation for reliability, particularly in ‘After Sales’ service.”

Declaring that service is what drives ATL, Zacca said that the company’s cadre of factory-trained technicians will continue to deliver the excellent service that ATL’s clients have come to know.

Service, he emphasised, “powers our business”.

The company, arguably the leading supplier of commercial and industrial equipment in Jamaica, has also expanded with a new location at Bogue in the western end of the resort city Montego Bay. The 23-shop Bogue City Centre, located a short distance from the Bogue Village housing scheme, was recently opened and houses the island’s largest ATL appliance retail outlet.

The company serves not only individuals who need home appliances, but also customers in the tourism, agricultural, industrial, commercial and food service sectors.

Approximately 330 people are employed by ATL at its branches in Kingston, Ocho Rios, Mandeville, Mall and Portmore Pines plazas and Montego Bay.