Core Message Canvas — Fleet / Commercial Branding

Version: 1.0 — 2026-04-23

Avatar alignment: Avatar 4 (Fleet/Commercial Buyer) exclusively

Offer tier: Core to Profit Maximizer (per-unit and contract tiers)

Strategic note: This is a growth-target message, not a current-volume message. Fleet is ~1.4% of current pipeline. The April 2026 fleet campaign is the activation project. This doc defines the messaging we'll deploy on that campaign.

The Big Idea

"Your work vehicles are a 24/7 rolling billboard — let AutoCore make sure they're telling the right story. Dealership-grade fleet graphics and wraps, installed by Ottawa's only SunTek-certified shop, backed by contracts your fleet manager will actually sign."

Problem Statement

Your company owns 3, 10, 50+ vehicles. Every one of them is driving past thousands of impressions per week.

If they're unbranded, you're losing tens of thousands of advertising impressions per month that you're already paying for in gas, insurance, and lease payments. That's marketing spend sitting on the table.

If they're branded inconsistently — different logos, faded wraps, mismatched colours, peeling vinyl on 20% of the fleet — that's worse than unbranded. It makes the company look sloppy, and sloppy fleets communicate sloppy service.

If you've tried a cheap wrap shop before, you already know: they quote fast, install too fast, and 18 months later half your fleet is peeling. You're re-wrapping, re-paying, re-scheduling, and the fleet manager has to explain it to finance.

The real problem isn't "my fleet doesn't look branded." It's: "I need a partner who can deliver consistent, durable, on-brand, on-schedule work across 10-50 vehicles and still be there 3 years from now when I need refreshes."

Qualifiers

This IS for:

• Contractor / trades companies (trucks, vans)
• Real estate firms with field-agent vehicles
• Dealerships needing pre-sale PPF on inventory (Mark Motors model)
• Corporate fleets (rentals, service companies, sales vehicles)
• Municipal or government fleets (tender-eligible work)
• Sign-shop partners looking for an install subcontractor

This is NOT for:

• 1-vehicle consumer buyers (→ Avatar 1, 2, or 3)
• Pure lettering / decal jobs (< $500 — not worth the coordination overhead)
• Companies needing exact PMS-colour matching at a level only repaint achieves

Unique Mechanism (WHY AutoCore specifically)

1. Proven dealership partnership model

• Mark Motors (Porsche) — 5-car contract, Summer 2025
• Trust validation from a premium dealer translates to other commercial buyers

2. Dedicated production space

• New shop at 1891 Merivale Rd includes a dedicated production room for fleet-volume work
• 3-bay layout allows parallel processing — not queueing

3. Material breadth for branding requirements

• 3M, Avery, HEXIS, KPMF, INOZOTEK stocked
• Brand colors matchable across most major PMS palettes
• In-house graphic design for logo placement, mockups, multi-unit design consistency

4. SunTek certification for dealership inventory PPF

• Dealer-grade PPF install on new car inventory before customer handoff
• Protects the dealer's margin, enables resale with PPF-installed premium pricing
• Manufacturer-backed warranty transferable to end customer

5. The 10+2 warranty stack (PPF work)

• Dealerships and fleet managers care about warranty depth — it's auditable
• Insurance-friendly documentation

6. Real contract + invoicing workflow

• Written proposals, scope-of-work, per-unit pricing, net-30 or deposit-plus-balance
• Can accommodate PO workflows
• Not just "Stripe links via SMS" (which kills B2B deals before they start)

7. Long-term relationship orientation

• Not a one-off transaction — structured for quarterly refresh, new-unit addition, multi-year partnership
• Dedicated point of contact (Kevin now; dedicated fleet specialist as volume grows)

Statement of Value

Primary

• Transform your fleet into a consistent, durable, on-brand marketing asset that generates impressions every mile driven
• Work with a partner who can deliver at scale without sacrificing craftsmanship
• Warranty + documentation + professional invoicing — everything your finance and ops teams need
• Dealership-grade quality for companies that value reputation

Secondary

• Tax-optimized business expense (capital or operational, advisors appreciate our clean invoicing)
• Volume pricing that improves with scale — 10-vehicle fleet gets better per-unit rate than 3
• Case study / portfolio contribution — we'll feature your fleet (with permission)
• Rapid turnaround options for urgent needs (dealer pre-sale PPF on a just-arrived unit)

The Fleet Offer Frame

Entry: Per-Unit Quote — no minimum

• Single vehicle branded wrap or PPF for small operators
• Per-unit pricing: $1,500-$4,500 depending on vehicle + coverage
• Standard 30% deposit, balance on completion

Core: Fleet Package — 5-10 vehicles

• Consistent design across units
• Volume pricing: ~10-15% off per-unit
• Scheduled rollout (2-4 vehicles/week depending on complexity)
• Per-project timeline + scope-of-work

Profit Max: Enterprise Contract — 10+ vehicles or recurring

• Custom contract with volume tiers
• Quarterly refresh option
• Dedicated point-of-contact
• Net-30 payment terms available for established partners
• Priority scheduling during busy seasons
• Per-unit discounts up to 25% at 20+ vehicle scale

Dealership PPF Partnership

• Separate offering — pre-sale PPF on inventory
• Per-unit wholesale pricing tiered by volume
• Fast-turn (24-72h) on priority units

Objection Library

"We've had wrap work done before and it peeled"

Response: "That's the industry's biggest trust problem — and why fleet managers are wary. The difference is materials + install environment. Cheap shops use imported film and wrap in open garages with dust and temperature swings. We use 3M/Avery premium films in a dust-controlled production room with trained technicians. We'll give you a tour. You can touch 2-year-old wraps of ours that still look new."

"Your quote is higher than the shop we used before"

Response: "Usually is. And the question is: are you pricing the install or the 5-year outcome? Cheap wraps peel in 18-36 months. You're re-wrapping the whole fleet, double-paying, losing vehicle availability while they're being redone. Premium install lasts 5-7 years minimum. Per-year cost is often lower, and you avoid the downtime hit."

"How fast can you do 10 vehicles?"

Response: "Depends on scope. Full wraps we do in 3-4 days per unit with dedicated bay. For a 10-vehicle fleet, we can plan a 5-6 week rollout at 2 units/week — or compressed to 4-5 weeks if we prioritize. We'll schedule around your availability. What's your target completion?"

"Do you offer a fleet discount?"

Response: "Yes — tiered. 5-10 units typically 10-15% off per-unit. 10-20 units, 15-20%. 20+, we'll structure a contract. The real savings aren't just per-unit though — they're in scheduling efficiency and consistency. Single-unit jobs get priced higher because we're repeatedly setting up and tearing down material orders. Fleet work lets us streamline."

"Can you match our exact brand colors?"

Response: "We work from your brand guide. We can match most corporate colors to within 2-3% of the PMS spec using 3M or Avery stock. For exact PMS-perfect matches (important in regulated industries like airlines or some consumer brands), paint can be more accurate — but PPF/wrap gets you 95%+ of the way at a fraction of the cost, with the reversibility advantage."

"We need invoicing with net-30 and a PO"

Response: "Absolutely. We accommodate PO workflows, can provide written scope of work, and offer net-30 for established partners. For first-time engagements we typically structure deposit-plus-balance. Let me have the paperwork sent over by end of week."

Proof Points

1. Mark Motors Porsche dealership — 5-vehicle contract, Summer 2025 — validated dealership partnership model
2. Thrift Barn — commercial vehicle wrap / trailer swap project (Feb 2026)
3. SunTek certified for dealership-grade PPF (the only in Ottawa)
4. 7+ years, 1,200+ customers base establishes track record
5. Material partners (3M / Avery / HEXIS / KPMF / INOZOTEK) — all premium, all warrantied

Note: Given fleet is a growth target, most proof will be built over the next 6-12 months. The April 2026 fleet campaign should explicitly aim to generate 3-5 anchor case studies across different industries (real estate fleet, contractor truck fleet, municipal work) to populate future fleet marketing.

Where This Message Deploys

• Dedicated Fleet LP (TO BE BUILT): autocorecustoms.ca/fleet-branding
• Google Ads — keywords: "fleet graphics Ottawa," "commercial wrap Ottawa," "dealership PPF Ottawa," "vehicle branding Ottawa"
• Meta Ads — targeted at business-owner demographics in Ottawa region
• LinkedIn — considered a future channel for direct B2B outreach
• Cold outreach — direct email/phone to identified commercial targets (real estate brokerages, contractor companies, dealerships)
• Case study pages — one per major fleet win (Mark Motors gets the first dedicated page)
• Sales process — dedicated fleet playbook (currently doesn't exist — build during framework v2)

Voice alignment

Fleet requires an Alex-voice tilt more than Kevin-voice. B2B buyers don't want emoji SMS. They want:

• Direct, specific, numbers-forward
• Craft-confident but professional
• Clear scope, clear timeline, clear pricing
• Real case studies, not hype

Example tone — fleet LP hero:

"Ottawa fleets ordered to wrap. We wrap them right."

"5 Porsches at Mark Motors. Commercial trucks. Real estate SUVs. 3M, Avery, SunTek. 10+2 warranty. 3-day per-unit turnaround. Net-30 terms for established accounts."

Numbers and names. Craft and proof. No fluff.

Refresh cadence

This message will evolve fastest of all four. Monthly adjustments expected as the 2026 fleet campaign generates real inquiries and real wins. Update Proof Points aggressively as fleet case studies accumulate.