Feature
Expanding the use of the MEKO name
MEKO is growing and taking new steps to streamline and clarify its communication. Starting in 2025, the name MEKO will be used for all support functions within the company, while customer-facing brands will continue to strengthen their positions.
Not long ago, in 2017, the majority of MEKO’s business was concentrated in Sweden and Norway. Since then, the company has expanded significantly through acquisitions in Denmark, Poland, Finland, Estonia, Latvia, and Lithuania. As a result, a variety of strong workshop and retail concepts have been added to the brand portfolio, including Automester, Fixus, and Car People – alongside brands like Mekonomen and MECA.
Growth has brought new brands
Throughout this growth journey, several brands have emerged to represent support functions that don’t directly serve customers, such as Mekonomen Company and BCP in Sweden and Norway. These encompass vital operations like finance, IT, HR, communications, and central warehouses.
Starting in 2025, these support functions will be unified under the name MEKO, meaning brands like Mekonomen Company will no longer be used.
“When we look back over the past few years, we’ve experienced remarkable growth,” says Anders Oxelström, Director of Communications at MEKO.
“We have many brands with strong customer loyalty, such as Mekonomen, FTZ, Sørensen og Balchen, and Inter-Team. These brands are very important to us now and in the future. However, as we’ve grown, we’ve recognized the need to simplify our naming structure and increase clarity in how we communicate about MEKO. There are several reasons why we are now expanding the use of the MEKO name across our business areas.”
More efficient and clear
This change will allow MEKO to streamline its operations and allocate more marketing resources to the brands that directly engage customers in MEKO’s eight markets.
“This strengthens our concepts. Of course, we want to continue growing and remain our customers’ best partner for repairing, servicing, or maintaining vehicles. Mekonomen will remain, as will MECA, Fixus, BilXtra, and all the other brands that are the backbone of our business,” says Anders Oxelström.
Are there other benefits to expanding the use of the MEKO name, besides clarity and efficiency?
“We see several advantages. The MEKO name benefits us in many contexts – in recruitment, discussions with potential partners, and negotiations with suppliers, to name just a few examples.”
The rebranding will be implemented gradually throughout 2025.
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