Brand Tone

Enthusiast-Driven, Technical, and Cheeky

Brand Values

• •Performance
• •Quality
• •Expertise
• •Customer Service
• •Authenticity

Best Practices

• •Embrace the Jargon: Use technical automotive terms confidently. Your audience is knowledgeable and will see it as a sign of authenticity. Don't over-explain terms like 'remap,' 'downpipe,' or 'induction kit.'
• •Lean into the 'ASBO' Attitude: Use cheeky, slightly rebellious language. Phrases like 'unleash,' 'wake up the neighborhood,' or 'anti-socially fast' reinforce the brand's unique identity. Keep it fun and avoid being genuinely aggressive.
• •Back Up Claims with Expertise: Always pair the cheeky tone with technical credibility. Mention your years of experience, specialized equipment like the rolling road, and the quality brands you work with to build trust and justify the performance claims.
• •Speak Enthusiast to Enthusiast: Write as if you're talking to a fellow car lover in the garage. Be passionate, direct, and focus on the feeling of driving a modified car—the sound, the power, the thrill.
• •Highlight Customer Trust: Leverage your stellar reviews in your marketing copy. Use phrases like 'Trusted by enthusiasts,' 'Customer-proven performance,' or feature short, powerful testimonials to turn your excellent reputation into a compelling selling point.

Social Perception

Overwhelmingly positive, highly competent, trustworthy, and expert garage for performance modifications. Reputation built on word-of-mouth and direct customer experiences. Perceived as a specialist service provider rather than a mass-market retailer.

Copy Examples

• •Your car has two personalities. The polite, daily driver and the weekend screamer. Unleash both with our valved exhaust system. Civil when you need it, anti-social when you want it. Sound on, world off.
• •The factory gave your car limits. We're here to help you ignore them. Our Stage 2 ECU remap unlocks the true potential of your engine, delivering proven power gains on our 1200bhp dyno. It's time to drive the car you were really meant to own.
• •Can't find it on a shelf? We'll build it on our bench. From custom intercooler piping to bespoke manifolds, our fabrication experts turn your vision into a high-performance reality. If you can dream it, we can weld it.
• •ASBO Performance: Not just a name, it's a promise. We deliver expert tuning, quality parts, and the kind of power that'll have your neighbours talking. For all the right —and wrong —reasons. Book your upgrade today.
• •More power requires more control. Don't just upgrade your 'go,' upgrade your 'whoa.' Our big brake kits provide immense stopping power, giving you the confidence to push harder on the track and stay safer on the street. Stop faster, drive faster.