Driving brand

When an international giant bought out Kmart Tyre and Auto, Diadem was engaged to brand 260 sites across Australia as mycar – all while trading continued.

Diadem was engaged to oversee the new mycar brand’s implementation across all sites previously branded as Kmart Tyre and Auto. Diadem maintained tight quality controls in design, documentation, procurement and risk assessment during trading stores.



A trusted
brand reborn

mycar is an Australian auto-centre chain often found attached to Kmart retail stores. It provides vehicle repair and improvement works from expert mechanics and technicians at over 260 locations nation-wide.

The German manufacturing giant Continental AG purchased the chain in 2018 and undertook a complete rebrand from Kmart Tyre and Auto to Mycar. In many ways, it was simply a change of brand; the promise to deliver customer service at the highest level remained strong.

To apply the new brand at every location – from reception desks to store frontage – Diadem was engaged due to its previous brand and national-scale rollouts.

A safe pair
of hands

Diadem had worked with Kmart Tyre and Auto when it underwent its previous nation-wide update. This covered around 5,000 physical assets; all delivered on time and on-brand with a 20% saving of the budget.

As a result of that project’s success, Diadem was trusted as the project manager to oversee the rebrand to mycar. There were many challenges to navigate, including aligning with the brand’s digital rollout, maintaining regular store trading, and site safety, particularly around those outlets neighbouring Coles Express petrol stations.

Diadem completed the program within an eight-month timeline – substantially sooner than the initially allocated 14 months.

brand integrity

More than a simple rebadge, through this new brand Continental AG take a positive step as its first undertaking in Australia, and as an opportunity to enhance its internal culture. With new ownership, the opportunity was here to build on the previous brand’s goodwill in the Australian market.

Diadem supported this objective through prompt implementation, preserving the character of each location, keeping pace with the brand’s digital changeover, and ultimately driving greater customer loyalty through improved spaces.

With the rebrand journey now complete, mycar has begun working towards its vision of opening eight to ten new stores across Australia annually.

“Diadem was entrusted to rebrand our 250+ site network from KTAS to MyCar. Critical to our success was the speed to market for the launch of the new mycar brand combined with a shortened programme in line with the terms of the sale.

Together with Diadem we concurrently developed the signage system, conducted prototyping, navigated the council statutory requirements and engaged with the front-line staff.

Overall the project was a success, with nil impact to our daily operations, with the project implemented on time, under budget and instilling a great level of trust within our team with the new owners.”

  • George Mandilis, General Manager – Property, mycar


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