- At the launch, the company celebrated this new stage of evolution and reaffirmed its commitment to providing Bolivians with excellent mobility experiences, backed by the international standard of Inchcape.
Imcruz celebrated a milestone marking the beginning of a new chapter, renewing its Retail brand within the Inchcape network in the country. This transformation goes beyond a rebranding: it reflects innovation, customer proximity, and the adoption of world-class standards, while respecting the essence that has distinguished Imcruz in Bolivia and strengthening it with the global support of Inchcape.
The launch took place during a cocktail event at the company’s stands at Expocruz, comprising two spacious areas of over 2,000 m² with a 360° design. The event was attended by authorities, business partners, and media representatives. Michelle Noriega, General Manager, and Diego Aponte, Marketing Manager, shared the strategic vision behind this evolution with the attendees.
“With this new identity, we aim to transform mobility in Bolivia, connecting people with global innovation and excellence. As part of Inchcape, a leading global corporation, we have the support, cutting-edge technology, and strategic vision needed to drive change, without losing our local essence and rich history,” said Noriega.
A Retail designed for the customer
The new identity integrates the logo, typography, and elements from the Inchcape universe, positioning Imcruz as a modern, customer-focused Retail brand with access to top-tier mobility experiences. Customers not only purchase a vehicle but also experience the brand through comprehensive support, including aftersales services, financing, insurance, spare parts, accessories, and trade-ins for used vehicles. All of this ensures a memorable experience, both at its nationwide facilities and within the digital ecosystem of its platforms.
“With this change, we reinforce our commitment to providing Bolivians with modern, reliable, and customer-centric transportation experiences, combining physical and digital elements and connecting the local with the best the world has to offer,” said Diego Aponte.
Global leadership with local impact
The launch is part of the global Accelerate+ strategy, which aims to accelerate profitable growth and deliver sustainable value in the countries where the company operates. In Bolivia, this translates into over 600 direct jobs, more than 30% market share, and a network of over 40 sales and aftersales points across seven departments.
The company also leads sustainable mobility, holding 75% of the market for new energy vehicles and offering a portfolio of global brands, including Suzuki, Mazda, Subaru, Renault, Changan (Deepal), and JAC. “Being part of Inchcape gives us the support and scale to drive a world-class Retail operation in the country,” added Aponte.
Unveiling and visual experience
The event included a toast and a tour of the stand, where guests could explore the new visual identity of the Retail brand and the mobility solutions the company showcases at the country’s most important trade fair.
“With this innovation, we reaffirm our leadership in the country, creating innovative experiences and contributing to Bolivia’s economic development. Imcruz will continue to lead the way, combining a global vision with a deep local commitment,” concluded Noriega.