DriverCare Introduces New Brand Image; CEI Points at New Frontier for Fleet Savings
– The CEI Group Inc., a provider of accident management, risk management, and driver safety services for vehicle fleets, has re-branded DriverCare, its Web-based risk management service. A key part of the re-branding was a new logo design for the service, which now features a symbolic human figure in place of the “I” in the DriverCare name, and uses a newly formulated shade of blue as its primary color, with yellow as an accent color. The yellow was selected because it’s a color long associated with safety, and that particular yellow has long been part of CEI’s corporate identity.According to CEO and Founder Wayne Smolda, CEI is shifting from a company primarily focused on managing collision repairs to one that also focuses on managing strategic objectives through driver behavior. “The new frontier in cost reduction for large vehicle fleets has shifted from accident management to accident prevention and risk management,” Smolda said. “This means focusing on altering driver behavior and finding systematic ways to make drivers drive more safely.”That shift was the inspiration for the tag line, ‘Where some see only cars & trucks, we see the people,’ that accompanies the new logo. The new branding is being rolled out through redesigned DriverCare Web sites, in print and online advertising, in the company’s tradeshow graphics, and in new collateral materials.Introduced by CEI in 2003, DriverCare eliminates manual safety administration and integrates risk events and corrective actions on a timely basis. It assigns a risk level to every fleet driver based on MVR violations, accident history, and records of fleet safety policy infractions. The system automatically issues e-mail alerts when a driver’s risk level rises and recommends and assigns training to correct specific problems, including computer-based courses and behind-the-wheel training.