ICONIC Australian brand Repco turns 100 this year with captivating TV ads set to make Austalians reminisce about how the brand became interwoven with their lifestyle as motorists and as enthusiasts through motorsport.

Replacement Parts Company (Repco) had humble beginnings in 1922 as a one-man business operated in a tin shed in Collingwood, Victoria, by Geoffrey Russell that originally traded as Automotive Grinding Company.

Mr Russell identified a growing need to make replacement parts for the growing number of cars on the roads. By the early 1920s, there were 100,000 cars on Australian roads – one for every 55 people.

Within a few years, the business became known as Repco and within four decades, became internationally renowned in 1966 as the company that helped propel fellow Australian (Sir) Jack Brabham to victory in Formula One racing.

In celebrating its golden anniversary, Repco said the company had been driven by passion and innovation for 100 years.

“From reconditioning engines in the 1920s and 1930s, helping produce pistons for the Avro Anson, the bearings for Ford V8 military trucks, as well as cylinder heads for Tiger Moth aircraft.

“In the 1960s Repco built a Formula 1 world championship-winning engine, its own high-speed concept car, production parts for the 48-215 Holden and helped power L34 Toranas at Mount Panorama. Clearly Repco has a lot of history.”

Repco executive general manager of marketing and customer experience, Scott Whiteley, said: “Our new look ad captures some of Repco’s coolest moments from our first 100 years, and we tip our hat to our automotive history and car enthusiasts’ passion.”

The company is also proud of its employees and some of its approaches to employment have changed public attitudes and improved training.

Australia’s first female company secretary, Maude Terdick, was employed by Repco. Repco also opened an apprenticeship training centre in Melbourne in 1961.

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Repco CEO Automotive, Wayne Bryant, said: “You see, our Repco crew are the DNA that drives our passion and will continue to do so for another 100 years.”

“All our people share a special bond with cars, and we keep that passion at the core of what we do. We are a brand for enthusiasts because we are enthusiasts too.”

Repco’s ‘Driven by Passion’ TV ads begin to bring to light some of its history. Repco said that they celebrate 100 years of iconic and amazing moments Repco can put its name to – moments that helped shape the Australian and New Zealand automotive landscapes.

“Just like Repco’s history, the ads are filled with some obvious and some cryptic clues that point to iconic and historic cars, pop culture and car references and significant moments in Repco’s history,” the company said.

“Like a treasure hunt for car enthusiasts. Throughout 2022, viewers will see the platform brought to life across all customer channels, promotions and more, including an immersive experience to test your enthusiast knowledge.”

By Neil Dowling