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Autokid Truck Solutions: From a Surplus Truck Importer to a Growth Champion


CIA Bootleg Manila helps a young company evolve from an importer of surplus commercial vehicles into a complete trucking solutions provider, captured by its promise and tagline “We Drive Your Business.”. Within five years, Autokid becomes one of the country’s growth champions and the Financial Times’ Top 500 High-Growth Companies in Asia-Pacific for 2023.

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CEO, COO and President.

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In 2017, Autokid, was a young company that imported and sold commercial trucks from Japan. In less than five years, Autokid has become one of the top importers in the country and a dominant locator in Subic. Its founders and execom felt that the company was primed to evolve and elevate from a truck importation company to something grander.

Our Solution

CIA Bootleg Manila implemented a thorough immersion into Autokid’s market -- studying the macro environmental factors that affect the company, analyzing every link in the supply chain, identifying which regions and industries presented growth opportunities, and interviewing Autokid’s various customers (the business owners and executives, their purchasers and the actual truck drivers). CIA Bootleg Manila visited the various stores of Autokid and its competitors, performing mystery shopping and in-store observations. CIA Bootleg Manila also studied the major international marketing and design innovations in the trucking, logistics and related industries. Autokid’s strategies and programs were cross-referenced and critiqued versus these findings, as well as its competitors strengths and weaknesses.

CIA Bootleg Manila then developed a new brand DNA and architecture for Autokid. The company was renamed into “Autokid Truck Solutions”, complemented by sub-brands “Autokid Premium” (for brand new trucks), “Autokid Pre-owned” (for used trucks) and “Truckstop” (for its parts and accessories). The DNA also featured a new customer-centered brand promise, a new brand personality and a grander brand vision & mission. All these were captured by the new tagline that CIA Bootleg Manila developed - “We Drive Your Business.”

CIA Bootleg Manila then tapped Team Manila Design Studio to design the new brand and visual identity – from the logos, wayfinding icons for the stores, uniforms, catalogs, websites and other visual executions.

What We Did

Brand Strategies:

  • Brand DNA
  • Brand Identity
    • Autokid’s Ideal Fans
    • Brand Promise
    • Brand Personality & Philosophy
    • Brand Emotions
    • Brand Mission
    • Brand Tagline
  • Brand Experience
    • Product Philosophy
      • New product ideas
    • Service Ideas
    • Environment Strategies
      • In-branch experience
      • Store design pegs
    • Interactions & Engagement Strategy
      • Customer engagement strategy
      • Integrated Marketing Campaigns
      • Website experience

Visual Identity (in partnership with Team Manila)

  • Brand logo, official colors, typography
  • Branch and office signages and environmental graphics
  • Uniforms
  • Social media templates
  • Store collaterals and merchandising
  • Website template

Insighting and Research

  • Customer interviews – executives and entrepreneurs, purchasers, and drivers
  • Brand and marketing analysis
  • Design research: graphic designs, store designs
  • Competitor analysis
  • International trends
  • Value chain analysis
  • Market scoping and sizing

“Working with Bootleg was one of the best decisions we made in our business. Before tapping them, our brand identity was vague and our messaging to our customer was not clear. Bootleg was able to help us by carefully studying our unique business industry, our target market, and our past customers. The immediate output helped us identify major key opportunities which we are aggressively pursuing today. Together with their design team, Bootleg was also able to overhaul our inconsistent brand image. Today, we can safely say that our branding, messaging, targeting and our positioning has greatly improved.”

Marvin Tiu Lim
CEO, Autokid