East Coast International Trucks Unveils a New Logo and Brand Identity

Same Trusted Name. Same Unmatched Service. A Bold New Look for the Future.

Moncton, NB — September 22, 2025 – East Coast International Trucks, a member of the Steele Auto Group, and a trusted name across Atlantic Canada, is proud to announce the launch of a new logo — a fresh, modern look that reflects our growth, innovation, and continued commitment to delivering exceptional service under our evolving OEM brand partnership – International Motors, LLC* ("International").

This logo change marks the beginning of a visual transition that aligns us more closely with International, enhancing brand consistency while keeping everything our customers know and value about us unchanged.

“ECI is still the same dedicated team our customers rely on,” said Kim Day, President & COO of Steele Auto Group. “This new logo symbolizes a step forward — one that embraces the future while honoring the strong relationships and reputation ECI has built across Atlantic Canada.”

Customers can rest assured that while the logo and visual identity are changing, our team and commitment to top-tier service remain the same. The new branding will begin appearing on our signage, communications, uniforms, and vehicles over the coming months.

“We look forward to continuing to serve our communities with the same excellence and reliability — now with a bold new look that better represents where we are headed.” Says Kim Day.

Everything we do is driven by you.