Safelite AutoGlass® Launches New “Safelite AdvantageTM” Campaign


COLUMBUS, Ohio – April 2, 2013 - To drive increased brand preference and loyalty, Safelite AutoGlass®, the nation’s largest provider of vehicle glass repair and replacement services, completed a comprehensive consumer study to identify what customers care most about. As a result, the 66-year-old company has launched a new marketing campaign – the Safelite AdvantageTM, which focuses on five key points of differentiation: 

√  Always being there

Glass damage can happen at any hour. Safelite® is always here with 24/7 live representatives in our renowned contact centers, as well as web and mobile app scheduling.

√  Knowing who to expect

When you schedule Safelite® mobile service, customers receive peace of mind with the Technician Profile Email, including the technician’s name, photo and credentials before he or she arrives.

√ The best replacement technology

Our proprietary TrueSeal™ system guides the new windshield into precise position to ensure the most reliable seal. Plus, Safelite® recycles the old windshield, making replacement a more earth-friendly option.

√  The strongest repairs

Safelite’s exclusive GlassHealer™ resin is why our windshield repairs stay stronger and last longer. It penetrates cracks better to make the windshield strong again.

√  The industry’s only nationwide lifetime guarantee

Safelite® is proud to feature the industry’s only nationwide lifetime guarantee. We back it up with more than 5,000 state-of-the-art MobileGlassShops™ and company stores in all 50 states.

This new campaign was introduced via national television and radio in March.

“We are thrilled to introduce this new customer-driven brand position. Customers told us what they look for in an auto glass shop. They led us to this positioning because it will help customers understand that there is a difference between auto glass shops,” said Kerry Hurff, Safelite’s marketing director. “But, the Safelite AdvantageTM is more than just a marketing campaign. To reflect Safelite’s world-class consumer benefits, the company is making a number of enhancements to our brand and service – all aimed at delivering the best customer experience possible.”

For example, over the next five years, Safelite’s mobile technicians will begin to transition to the new vehicles, beginning with the black exterior 2013 Ford E150 Cargo Van, 4.6L V8 engine equipped with an aftermarket 175 AMP alternator and voice-activated Ford Sync technology. The interior is up-fitted with a custom configuration (designed by technicians and their managers) that is intended to provide a light-weight, efficient and organized work shop for the technician.

“The new vans – or MobileGlassShops™ – offer enhanced brand recognition and visibility, Hurff explained. “They are designed to be as fully functional as our in-shop service bays.”

Meanwhile over the next three years, Safelite’s stores will be upgraded for a more modern and vibrant look, including more comfortable seating in the customer lounges.

Finally, Safelite AutoGlass® technicians will also transition over the next few months to new uniforms. The uniforms were chosen based on research, testing and feedback directly from Safelite’s field employees. The shirts from Tru-Spec and pants from Red Kap were selected for their high-performance fabrics, functionality, and all-season comfort.

About Safelite AutoGlass®

Safelite AutoGlass®, founded in 1947, is the nation’s leading provider of vehicle glass repair and replacement services, providing mobile service to more than 95 percent of the U.S. population in all 50 states. The Columbus, Ohio-based company employs nearly 10,000 people across the United States and serves more than 4.1 million customers annually. For more information, visit

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