“The CAFU brand is synonymous with disruption,” says Jeff Baker, its Chief Experience Officer.
“As an agent of change, we are solving problems that car owners may not know they have due to over 100 years of entrenched behaviour,” he tells Campaign Middle East.
From the time CAFU was founded, the team has always looked to challenge the status quo and ask ‘Why not?’
“The automotive sector is in a significant state of flux, particularly when considering the transition to cleaner fuels. The CAFU brand and the technologies we have developed continue to place us at the centre of this transition,” he adds.
In a few short years, CAFU has created a highly recognisable brand with significant levels of awareness, satisfaction and trust. “From our research, we know that after trying our services, the majority of our customers no longer use petrol stations, as CAFU can fuel and service their vehicles while they get on with other aspects of their lives, whether they are at home, out with family or friends, or at work.”
As it introduces new services and expands to other markets, he believes the brand will continue to be the guiding force.
DISTINCTIVE COLOUR
The company made a deliberate choice to transform its trucks from a dark grey colour to the now vibrant CAFU Blue. “While the grey colour represented authority and reliability, qualities we value, we recognised that it did not fully embody our identity as a disruptive, dynamic tech business, which is at the core of who we are.
“Bringing the blue to the fore was a bold step and applying that to our vehicles instantly recognisable even from a distance.”
“Our brand team ensures that the guidelines are followed meticulously, in everything from our website to our marketing materials all the way to our uniforms. This careful approach helps us establish a strong visual presence that is instantly recognisable across Dubai, and the UAE.”
Earlier this year, it introduced a loyalty programme, CAFU Rewards, as a token of appreciation for valued customers. This programme allows customers to earn reward points for every service they purchase through the app, offering them a hassle-free way to save money as well as time.
Its upcoming summer campaign is called ‘How do you CAFU?’ and reminds people that its fuelling services can be used at work, the gym or other outdoor parking areas.
CAFU is also expanding globally, and earlier this year launched a mobile EV charging solution in Canada. “We are making EV ownership more accessible and convenient for consumers and businesses, and solving significant issues related to the adoption of EV’s – range anxiety and infrastructure availability.”
In the UAE it is enhancing its app, introducing new features and new services for customers. “We have some exciting features and updates due for release in the coming months which will further streamline the user experience and offer even greater convenience.”
