SUPERIOR Parts Limited is spring-boarding its promotional drive in an effort to increase its share in the local auto parts business.

The drive is dubbed the ‘Superior Plan’.

The company — with its five outlets islandwide — has gone for more direct leadership of its marketing and promotions portfolio. And coincides with the acquisition of a promotional vehicle which has been creating a buzz.

at a number of auto shows. The combined moves, buoyed by a steady but selective events sponsorship programme, are the early aspects of a comprehensive promotional

The innovative promotional truck, an Isuzu model, once served as a local rented mobile advertising unit. Now, it is dedicated to Superior Parts promotions. Fully equipped with air-conditioning for its multiple promotional platforms, including inside its body and cab, the unit’s heavy-duty sound system is an attention grabber wherever it goes. This is complemented with Superior Parts branding on the surface generally, plus LED promotional boards and video screens from a number of vantage points, and lighting all over.

The unit made its first foray into the auto show landscape on Ash Wednesday at the annual Heelz ‘N’ Wheelz show at the National Stadium car park in St Andrew. There, the company’s array of parts, motor bikes, tyres and service packages were represented alongside the catchy promotional truck.

Days later, o, it was on to Oneil’s Place on Hagley Park Road, where some real hot steppers and high rollers among local auto owners turned out for ‘Car Sexy’.

Again, the Superior team and truck, complemented with a display of work, leisure and sport bikes, enjoyed a share of the spotlight.

Outside the Corporate Area, the Superior Plan involves some major changes to the physical promotional outlook at its Mandeville location. A similar focus is now on stream for the May Pen and Montego Bay outlets.

In Ocho Rios, the plan has been centred around sponsorships, including support for the Quarterly Parish Chambers of Commerce Luncheon Forum, which was held at the Hibiscus Lodge/Almond Tree Restaurant in the tourist town in February. There, representatives of the chambers of commerce islandwide gathered for a guest presentation from Anthony Hylton, the Minister of Industry, Investment and Commerce. His focus was appropriately on the national drive to establish a global logistics hub locally, to capitalise on the regional and global transport opportunities that are anticipated to come from the opening of the expanded Panama Canal in 2015.

Minister Hylton and his team, in highlighting the potential benefits of the hub nationally, pointed to the pending North-South Highway construction, which, upon completion, is projected to reduce travel time between Kingston and Ocho Rios to approximately 45 minutes. Welcome news — no doubt — for auto industry stakeholders.