It’s a new moment of brand building
The toll payment market evolves with the free flow system, which does not require collection plazas located on highways. Cars with tags gain free passage with debits made automatically through cameras installed in metal structures, which recognize the car’s license plate.
There are already 12 gantries installed in São Paulo, Rio Grande do Sul and Minas Gerais. It is estimated that there are around 60 million light vehicles in Brazil, but only 12 million with the device. Veloe, one of the main players in the sector, expects a 26% increase in the use of its tag by the end of this year.
“If the person does not have a tag, they will have to go to the dealership’s website later to make payment. Nobody wants that job. The migration will be natural and the market potential is promising”, says Vanessa Rissi, superintendent of marketing, business intelligence and experience at Veloe, one of the companies in the Elopar Group, a holding company controlled by Banco do Brasil and Bradesco, which also includes cards of Alelo benefits, the loyalty company Livelo and the Elo debit and credit cards.
Accepted on toll roads and in more than 2,300 businesses across the country, Veloe went further. In 2022, it received Alelo Frota and began operating in the cargo transportation and logistics market, valued at R$436 billion in Brazil. “The incorporation was natural, but there was a need to integrate both fronts”, explains Vanessa.
With a project signed by consultancy Ana Couto, the rebranding introduced Veloe Go, in March 2023. “It was an evolution of the business, with technology, simplicity, fluidity and the consumer at the center”, recalls Vanessa.
Focus of expansion in 2024, Veloe Go helps the company to consolidate itself as a mobility hub. “It’s a new moment for brand building”, considers Vanessa. Veloe Go already has more than 30 thousand cards issued. The brand sponsors the Copa Truck and is a partner in the ‘Pé na Estrada’ program.
Read the full article in the May 13, 2024 edition
