Via Verde has changed. It is beginning a new journey and it will be the brand of Brisa for all aspects of our business, current and future, related to the service we provide to our customers. At the same time, Brisa will expand its role as the Group's institutional brand, communicating its values, legacy and vision.
This change is a natural consequence of Brisa's new strategic positioning and value chain, with a focus on the client. It is an evolution of our business model, aligned with the current trends of our activity sector, pointed towards the expectations of our customers - all the Portuguese - and focused on building the future of our company.
Via Verde will be Brisa's single commercial brand Brisa, which we have brought closer to the people, adapted to the evolution from the era of infrastructures into the era of mobility and also more inspiring. To achive this, we modernized the brand.
The process of change is deep and goes straight to the substance of Brisa's business and should not be confused with a simple cosmetic and positioning change.
A large team, transversal to all areas and business units, worked on developing new offerings for our customers. The first result of this work is the new Customer Service Platform, the Digital Ecosystem and the Loyalty program. This work will continue, focusing on the development of new mobility services, to be launched in the near future.
Brisa has a firm path, based on a long-term vision, the keywords being operating efficiency and the customer. This vision, sustained by a robust and dynamic financial structure, is the reason we look with confidence and motivation towards the opportunities that might arise in the context of a new cycle of growth and recovery of the economy. Supported by our values of Ethics, People, Innovation and Excellence, we will continue to work in the present to build the Mobility of the future.
Vasco de Mello,