Giant Glass and Safelite AutoGlass Announce Co-Branding Strategy in the Boston Market

Nearly three years ago, on December 31, 2012, Safelite Group, the largest provider of vehicle glass repair and replacement services in the U.S., acquired Giant Glass, a well-respected auto glass business in Boston, which included 54 employees, 30 mobile vans, and five locations in the Boston area: Lawrence, North Andover, Peabody, Weymouth, and Worcester.  Recognizing the strength of the Giant Glass brand, those five stores continued to operate under their existing name rather than transition to the Safelite AutoGlass brand.In addition, Safelite’s Falmouth store was rebranded as a Giant store. 

“We have leveraged the local brand position held by Giant Glass for almost three years,” said Safelite Group President & CEO Tom Feeney. “While all the people became Safelite associates operating with Safelite systems and tools, Giant and Safelite operations remained separate. It has now become clear that bringing all our resources in the market together is best way to serve our customers in the future.” 

As a result, beginning soon, field operations in the Boston area will be combined into a single market and Safelite and Giant will co-brand with “Together to Serve You Better” as the tagline. All locations in the Boston market will have co-branded signage, fleet vehicles, and uniformed technicians. 

Customers can continue to reach the company by calling 1-800-54-GIANT or 1-800-800-4747 or visiting Safelite.com. When operations are integrated, internet traffic to Giant’s website will be sent to a co-branded landing page, then redirected to Safelite’s website where they can obtain estimates and schedule service. Local insurance agents will still be able to use the popular Giant Express website. 

The local community will continue to engage with the company through its sponsorship of the Boston Red Sox and “Create the Day” support of local charities. 

“This is a milestone that marks a new day and new vision for us,” Feeney said. “This is not about maintaining the status quo. It is about becoming the best operation under a combined name so it’s easier for our customers to recognize us. Our customers can expect the same great service and quality work from us. We will remain one team of associates with the same goal – to deliver a customer experience so great … it’s memorable.” 

About Safelite AutoGlass^® | Giant Glass^®

Together Safelite AutoGlass^® | Giant Glass^® is the nation’s largest provider of vehicle glass repair and replacement services with more than 6,500 MobileGlassShops™ and company stores in all 50 states. Last year, nearly 5 million customers chose Safelite | Giant for its 24/7 national contact centers, advanced online scheduling, superior repair and replacement systems, and the industry’s only nationwide lifetime guarantee. Founded in 1947, the Columbus, Ohio-based company employs more than 12,000 people across the United States, including 400 in the Boston area. For more information, visit Safelite.com, or follow us on Facebook and Twitter.