Castle TVR or Hilton & Moss. Which name means more?
Discussion
Some of you will be familiar with Castle TVR/ Hilton & Moss (I hope!), so I was hoping for some feedback. Castle TVR renamed itself last year as Hilton & Moss to integrate the marketing with the new flagship classic car restoration business. However, Castle TVR ( + Castle Lotus) is/was a relatively well known name in those circles, so I'd like to know which name/ brand you prefer or are most familiar with.
Any feedback gratefully received (preferably of the helpful variety......)!
Thanks All.
Any feedback gratefully received (preferably of the helpful variety......)!
Thanks All.
To be honest, they have had a number of name changes over the last couple of years, so I've really given up caring what they call themselves. It is the people that make the business, not the name - at least, not in a small, close knit community like the TVR world.
As long as the people remain and keep giving the level of service that they do - does it really matter what they call themselves? Although, I have to admit, they do need to stablise on a name. Building up the reputation, marketing presence and the marketing collateral behind a name can be for naught if you keep changing it too often.
Just my opinion.
Castle TVR
Castle Lotus
Castle Sports cars
Hilton and Moss...
As long as the people remain and keep giving the level of service that they do - does it really matter what they call themselves? Although, I have to admit, they do need to stablise on a name. Building up the reputation, marketing presence and the marketing collateral behind a name can be for naught if you keep changing it too often.
Just my opinion.
Castle TVR
Castle Lotus
Castle Sports cars
Hilton and Moss...
Agree with above. For customers who have been so for a while (bought my Tam from Castle 6 years ago, serviced there ever since) the name change means little if the personnel remain the same. If the service provided remains or improves during the change of name, then no issues.
For new customers however, they may make assumptions if they hear the name has changed - new owners, new personnel etc. Reputation could be affected.
For new customers however, they may make assumptions if they hear the name has changed - new owners, new personnel etc. Reputation could be affected.
alex_gray255 said:
Well, they have in a way. The old websites are still there and still provide the same info, although now updated. So if you look for castle t r or sports cars, you still find them. 
Yes, but for the OP to ask the initial question, presumably there is more to his reasoning than accessibility of websites from inputs on search engines. I'm trying to establish what the name Hilton & Moss means to Lotus and TVR people. Castle is obviously pretty well known, but some of the marketing for our TVR business is going out under the name Hilton & Moss. The reaction so far would suggest that should stop with immediate effect and go back to Castle branding.
I think many people underestimate the value of a brand. It isn't so much about the customers that already know and use the garage, it's about attracting new ones.
Castle had a good reputation in both Lotus and TVR circles, the name was known and 'out there'.
The new name is not known, except perhaps to the even more select group of people involved in restoration work. My advice would be to stick to Castle - it is well known and not tied to any particular brand.
Castle had a good reputation in both Lotus and TVR circles, the name was known and 'out there'.
The new name is not known, except perhaps to the even more select group of people involved in restoration work. My advice would be to stick to Castle - it is well known and not tied to any particular brand.
It seems to me that changing the name to Hilton & Moss is a quick way of losing a lot of the goodwill and reputation that Castle has built up. I would have thought that in financial terms it's a no-brainer.
Wouldn't it make more sense to call it Castle, but then - in smaller print - have something like "part of Hilton & Moss." That way you keep the existing reputation, but also get customers used to the new H&M brand.
Wouldn't it make more sense to call it Castle, but then - in smaller print - have something like "part of Hilton & Moss." That way you keep the existing reputation, but also get customers used to the new H&M brand.
Ah, sorry, I didn't see you were actually associated with H&M, so didn't get the reason behind your question.
It is basic marketing really - Castle TVR had a well known name which had a lot of reputation behind it - brand awareness. Take the name out and change it to something that is no well known and has no reputation and you have to start from square one. If you talk about Castle TVR (or Lotus) then most people (if they are familiar with the marque) will know who you are talking about. The name Hilton and Moss still needs to build that up.
However, if you are thinking of changing it again (or changing it back), then you also run the risk and making things more confused as the new name has been out there for a number of years now.
Castle (as a brand) had lots of years behind it, so most people knew it.
Hilton and Moss is starting to get some traction.
When I talk to people these days at meets/car shows, they either know the name Castle or the name Hilton and Moss. They don't necessary know it is one and the same.
That help?
It is basic marketing really - Castle TVR had a well known name which had a lot of reputation behind it - brand awareness. Take the name out and change it to something that is no well known and has no reputation and you have to start from square one. If you talk about Castle TVR (or Lotus) then most people (if they are familiar with the marque) will know who you are talking about. The name Hilton and Moss still needs to build that up.
However, if you are thinking of changing it again (or changing it back), then you also run the risk and making things more confused as the new name has been out there for a number of years now.
Castle (as a brand) had lots of years behind it, so most people knew it.
Hilton and Moss is starting to get some traction.
When I talk to people these days at meets/car shows, they either know the name Castle or the name Hilton and Moss. They don't necessary know it is one and the same.
That help?
My tuppence worth......
I had not heard of Hilton & Moss until the recent organised open day for the local TVR community(which unfortunatly I did not attend), I had no idea that they were anything to do with Castle and assumed they were a new kiddy on the block, until I read this thread... that said, I didn't do any research into them... BUT should I have to do that ????
I had not heard of Hilton & Moss until the recent organised open day for the local TVR community(which unfortunatly I did not attend), I had no idea that they were anything to do with Castle and assumed they were a new kiddy on the block, until I read this thread... that said, I didn't do any research into them... BUT should I have to do that ????
Depends on target market and long term business model I would have thought, TVR is no longer a going concern and there are several well established dealers/service agents. There are only going to be less not more TVRs on the road and more models are falling into the home service end, so by calling yourselves Castle TVR you're potentially putting off customers of other marques without them knowing what you do.
So yes Castle TVR means more to TVR owners but is the business from that group big enough in the long term to build your brand and operating model around? Calling it something else that has wider appeal and meaning may be more beneficial longer term, perhaps just include a reference to Castle TVR somewhere in there so that all the TVR types know who and what you are
So yes Castle TVR means more to TVR owners but is the business from that group big enough in the long term to build your brand and operating model around? Calling it something else that has wider appeal and meaning may be more beneficial longer term, perhaps just include a reference to Castle TVR somewhere in there so that all the TVR types know who and what you are
Gassing Station | General TVR Stuff & Gossip | Top of Page | What's New | My Stuff