Episode 67: Wells VP Sales and Marketing David Stewart on Building Brand Awareness

In this episode of DriveTime, David Stewart, VP Sales and Marketing, Wells Vehicle Electronics, talks about the company's new branding initiative, and how he plans to re-introduce Wells to the aftermarket.

Reintroducing a Legacy Brand
Stewart said his passion has been to bring the Wells Vehicle Electronics brand to the forefront for technicians and distributors. Some of younger generation may not be familiar with the legacy of the 122-year-old company, he noted. This legacy is what will drive the company forward for years to come, he added.

Driving Brand Awareness Through People
“I think the biggest selling proposition is that you have the right people. We have an amazing team. The sales team is out there driving that, getting in front of the customers, the technicians, bringing that brand awareness back out there.”

Building a Stronger Sales Force
One of Stewart’s goals when he joined Wells two years ago was to deliver professional-grade products and superior service to customers. The first step was to understand and identify the team that was already in place, and then grow and expand it to a much stronger salesforce. The focus was on the team to make sure they had the right assets in the field to go out and drive that relationship with their customers, Stewart said.

To hear more about Stewart’s initiatives, be sure to watch the video above.

Episode Overview:
• Wells Vehicle Electronics’ new branding initiative (3:40).
• Delivering professional-grade products and superior service to customers at every level (5:56).
• Most opportunity for Wells’ products with emerging technologies (7:01).
• Outlook for Wells and the aftermarket this year (10:26).
• Lightning Round (12:50).