From Car Rental to Fleet: The Strategic Remodeling of Letiway.

The Challenge → Correcting the Identity Tax

After an initial successful launch as a B2B vehicle provider, Letiway faced a significant growth barrier: market misalignment.

While their core operations focused on long-term corporate fleet leasing, their market signal was attracting weekend car-rental consumers.

This Identity Tax meant the business was wasting resources filtering the wrong leads. Letiway returned to Clarté not just for a rebrand, but to resolve the fundamental tension between what they did and how the market perceived them.

The Approach → Remodeling for Long-Term Value.

We bypassed the request for a "visual refresh" and moved straight into a business remodel.

We probed the operational DNA to align their internal capabilities with the needs of their true target: the B2B enterprise.

Our strategy shifted the focus from Car Rental which was transactional to Fleet Leasing & Management. We tightened the value proposition to speak directly to corporate decision-makers, ensuring every digital and operational touchpoint signaled authority, stability, and long-term partnership.

Results → Right Audience. Higher Margins.

The remodel successfully eliminated the noise of the B2C market. By aligning the brand with the actual business model, Letiway saw an immediate increase in high-quality B2B inquiries.

The venture is now positioned as a specialist in the automotive space—no longer an alternative to Avis, but a strategic partner for South African businesses.

Scope

Strategic Probing & Audit: We conducted a deep-dive to identify where the messaging-to-market gap was occurring. Business Remodelling: Redesigned the service architecture to move from short-term rentals to high-value fleet leasing. Messaging Pivot: Crafted a sophisticated narrative that disqualified the B2C weekend driver and prioritised the B2B procurement officer. Digital Ecosystem Overhaul: Re-engineered the UI/UX and content architecture to reflect and reinforce their core business and value proposition. Operational Alignment: Ensured the internal team’s sales and service flow matched the new, long-term fleet management promise.

Omedia Support

Omedia Support

From Car Rental to Fleet: The Strategic Remodeling of Letiway.

The Challenge → Correcting the Identity Tax

The Approach → Remodeling for Long-Term Value.

Results → Right Audience. Higher Margins.

Scope

KIA Retail - Fleet Handover Moments

Mobile-First Design

UX/UI Design

Seamless online bookings

CI Design

+10k

+1.4k

+51%

+135

Credits

Client

Agency

Project Lead

Voice Over Artist