DIA Brand provides marketing for Singapore’s first locally made bus

Asia Pacific marketing consultancy, DIA Brands, has been instrumental to the launch of Singapore’s first locally designed and built bus. Partnering with Singaporean bus maker, SC Auto, they have unveiled the SC Neustar, an integral bus concept that represents SC Auto’s adoption of new innovations.

Of course, this includes the latest bus manufacturing tech and processes. This move that SC Auto undertakes ushers in a new generation of auto-manufacturing for Singapore; in a way, it’s another Singapore first.

“SC Neustar is Singapore’s first first fully-designed, made-in-Singapore bus. Using European-sourced components, it features an integration of our proprietary chassis technology. This includes our signature bus body design; of course, all these come together to provide a complete transport solution,” said Irin Chen, Marketing Manager of SC Auto.

According to Irin, SC Neustar is always looking to meet the highest levels of performance standards. Moreover, to ensure this is consistent, the concept has undergone one of the world’s most challenging test tracks; this is where its durability and performance have been tested to the limits.

Truly New Brand

“Beyond our products, our goal is to deliver top-of-the-line service support through the lens of regional bus operators. By working with DIA, we have been able to adopt a new brand positioning, name, and identity; thus, this gives us the confidence to be at the wheel of next-gen of game changers,” Irin added.

For Pooja Dixit, Strategy Director of DIA, the process is laser-focused on introducing a compelling brand narrative. “It’s a move that must have the support of a compelling name, strong visuals, and memorable verbal language; further to that, they must reflect the high level of innovation and international service,” he shared.

Since this is Singapore’s first in concept and execution, it is critical for SC Auto to establish a strong identity from the get-go. That, according to Pooja, is important as it directly reflects SC Auto’s commitment to excellence at all levels.

Text by: Victor Yap