Feature
How Did Eddie Stobart Become So Famous?
Discover how haulage superstar Edward Stobart develop his brand into one of the biggest in Britain, revolutionising the freight industry and its relationship with the public...
Words by: Auto Trader
Published on 11 November 2020 | 0 min read
From humble beginnings, the Eddie Stobart brand has grown into a household name across the UK. Its fleet of iconic trucks have become one of the most beloved and easily recognisable sights on our motorways, and fans young and old take great pleasure in spotting these renowned vehicles.
Putting on a friendly face
In 1976, the Eddie Stobart company took its first tentative steps into the haulage world, with just eight trucks and 12 employees. By 2000, however, this number had expanded remarkably, increasing to around 1,000 trucks and 2,000 employees, thanks to Edward Stobart’s entrepreneurial spirit and business-savvy mindset.
Stobart recognised that, for many members of the public, trucks were not a vehicle that inspired the imagination. As such, he strove to revamp the Eddie Stobart image, giving it a warmer, more accessible makeover. Their distinctive red and green colouration made the trucks easier to spot, whilst the tradition of giving the vehicles a woman’s name lent each truck a personality of its own, transforming the rather impersonal experience of seeing trucks into one which feels exciting and more humanised. Furthermore, Stobart introduced a smart collar and tie uniform, and instructed that if a member of the public were to signal drivers, they should wave and honk their horns in response, allowing a friendlier, more active relationship with the public to flourish.
Stobart recognised that, for many members of the public, trucks were not a vehicle that inspired the imagination. As such, he strove to revamp the Eddie Stobart image, giving it a warmer, more accessible makeover. Their distinctive red and green colouration made the trucks easier to spot, whilst the tradition of giving the vehicles a woman’s name lent each truck a personality of its own, transforming the rather impersonal experience of seeing trucks into one which feels exciting and more humanised. Furthermore, Stobart introduced a smart collar and tie uniform, and instructed that if a member of the public were to signal drivers, they should wave and honk their horns in response, allowing a friendlier, more active relationship with the public to flourish.
What’s in a name?
For many fans of the Eddie Stobart brand, it was the decision to give the trucks female names that was Stobart’s real stroke of genius. Not only did this give the trucks the personal edge for which they are so famous, but it also enabled the development of a strong fanbase of enthusiasts who could spot the trucks, identifying them with these names.
The first Eddie Stobart truck to bear the name of a woman was named after iconic English model, Twiggy. After Twiggy came trucks named after singers such as ‘Suzi’ and ‘Dolly’, derived from Suzi Quatro and Dolly Parton. Today, Eddie Stobart’s expansive fleet size means that there is a vast variety of exciting names, some of which even stem from other languages, such as the Finnish ‘Tuula Karina’, demonstrating the global adoration for the brand. Additionally, members of the official Stobart fan club now have the opportunity to name new lorries themselves. This further consolidates the active relationship between the brand and its fans, allowing them to feel more directly involved with the company itself.
The first Eddie Stobart truck to bear the name of a woman was named after iconic English model, Twiggy. After Twiggy came trucks named after singers such as ‘Suzi’ and ‘Dolly’, derived from Suzi Quatro and Dolly Parton. Today, Eddie Stobart’s expansive fleet size means that there is a vast variety of exciting names, some of which even stem from other languages, such as the Finnish ‘Tuula Karina’, demonstrating the global adoration for the brand. Additionally, members of the official Stobart fan club now have the opportunity to name new lorries themselves. This further consolidates the active relationship between the brand and its fans, allowing them to feel more directly involved with the company itself.
Capitalising upon a cult following
Astutely identifying its growing fanbase, the Eddie Stobart company seized the opportunity to extend its brand beyond the confines of the trucks themselves.
As well as its official fan club, which impressively holds over 25,000 members, the firm offers an extensive range of official merchandise, allowing its fans to fly the Stobart flag with pride. This merchandise spans from the weird to the wonderful, boasting products such as travel mugs, miniature models of their vehicles, and even boxer shorts. In particular, Stobart recognised the brand’s potential to develop a fanbase amongst children. Much of their merchandise specifically targets this audience, with products such as colouring books and teddy bears enhancing the firm’s ability to capture the hearts of Britain’s youth. They even developed their own animated children’s show, ‘Steady Eddie’, which now also has its own line of merchandise. Stobart’s foray into the world of television did not just stop there, however. The company also received its very own docuseries on Channel 5, entitled ‘Eddie Stobart: Trucks and Trailers’. The show ran for a remarkable seven seasons, and marketing manager of the Stobart fan club, Glenn Patterson, believes that it played a large part in developing Stobart’s legions of enthusiastic fans.
As well as its official fan club, which impressively holds over 25,000 members, the firm offers an extensive range of official merchandise, allowing its fans to fly the Stobart flag with pride. This merchandise spans from the weird to the wonderful, boasting products such as travel mugs, miniature models of their vehicles, and even boxer shorts. In particular, Stobart recognised the brand’s potential to develop a fanbase amongst children. Much of their merchandise specifically targets this audience, with products such as colouring books and teddy bears enhancing the firm’s ability to capture the hearts of Britain’s youth. They even developed their own animated children’s show, ‘Steady Eddie’, which now also has its own line of merchandise. Stobart’s foray into the world of television did not just stop there, however. The company also received its very own docuseries on Channel 5, entitled ‘Eddie Stobart: Trucks and Trailers’. The show ran for a remarkable seven seasons, and marketing manager of the Stobart fan club, Glenn Patterson, believes that it played a large part in developing Stobart’s legions of enthusiastic fans.
A nationwide phenomenon
What is quite astounding is the reaction of delight one so often receives when they mention the name Eddie Stobart.
It is as though almost every family across Britain has their own Stobart tradition, whether that be a more serious investment in the trucks, documenting the sightings with photographs and fleet numbers, or simply shouting ‘Stobart!’ whenever one is spotted, transforming long and tedious car journeys into an exciting opportunity for some fun. This universal response of joy and intrigue is testament to the firm’s success in fashioning itself as a brand for the people – an image which continues to draw in great swathes of fans to this day.
It is as though almost every family across Britain has their own Stobart tradition, whether that be a more serious investment in the trucks, documenting the sightings with photographs and fleet numbers, or simply shouting ‘Stobart!’ whenever one is spotted, transforming long and tedious car journeys into an exciting opportunity for some fun. This universal response of joy and intrigue is testament to the firm’s success in fashioning itself as a brand for the people – an image which continues to draw in great swathes of fans to this day.