DAYTONA BEACH, Fla. – International Speedway Corp. (ISC) today announced that Atlanta, Ga.-based Brakes USA Inc. has become the first partner of Daytona Elite, a new automotive aftermarket brand and licensing platform named after the world famous Daytona International Speedway. Brakes USA has signed a long-term agreement to manufacture and distribute a premium line of brakes under the Daytona Elite brand name.

“We are very careful with whom we associate the Daytona brand name and Brakes USA was well-positioned to develop a unique and differentiated line of quality products under the Daytona Elite brand,” said ISC Vice President and Chief Marketing Officer Daryl Wolfe. “Daytona boasts nearly unmatched brand equity in motorsports and is globally recognized for speed, performance, history and prestige. Although the brake category is very competitive, it is also one of the largest and brand-conscious categories in the aftermarket. It’s exciting to position the Daytona Elite brand in that category with our first partner.”
 
Since 1998, Brakes USA has grown with an average annual growth rate of 35 percent, while selling more than 30 million sets of brakes into the U.S. marketplace. The Daytona Elite line of brake pads will utilize newly patented Ceramic Matrix Technology and debut in summer of 2010.
 
“Along with a superior premium line of products, we wanted to associate with a superior brand,” said Brakes USA Executive Vice President, Rodney Goldston. “Our research found the Daytona brand had universal recognition and positive performance driven attributes among professional automotive technicians. We are excited to not only leverage the Daytona Elite brand, but the ability to leverage ISC’s 13 facilities and media assets across the country to reach NASCAR fans.”