FOND DU LAC, Wis. — Automotive replacement parts distributors, jobbers and retailers attending the 2011 Automotive Aftermarket Products Expo (AAPEX) will be introduced to an extensively updated brand identity and import coverage from Airtex Vehicle Electronics, the company announced.
Airtex, a full-line manufacturer of ignition, fuel system, emissions, and starting/charging components as well as sensors, relays, switches and other products, can be found in the UCI International Inc. exhibit (No. 2826) on the main floor of the Sands Expo Center.
The Airtex Engine Management brand recently was repositioned as Airtex Vehicle Electronics to reflect its expansion into new product categories and investment in “better-than-OE solutions” for today’s vehicles.
Airtex Vehicle Electronics said it also has increased its investment in coverage of import nameplate applications – now offering thousands of OE-quality or better solutions covering a majority of late-model foreign vehicles.
“Very few aftermarket brands have matched our growth over the past several years,” said Bill Nonnamaker, the company’s vice president of sales and marketing. “Our success has been based on six key competitive advantages: world-class technologies, all-makes/all-models coverage, extremely high product quality, market leading technical support, superior order fill, and conscientious and professional service.”
The company said this new brand identity will touch every area of the Airtex business, from packaging and advertising to the company’s website, which is undergoing a complete makeover. What will not change, Nonnamaker said, is the brand’s commitment to delivering innovative, better-than-OE repair solutions that solve known performance and durability issues on millions of vehicles.
“We are an engineering-focused organization with a unique ability to provide components that outperform OE and other aftermarket alternatives,” he said. “This has been central to our very rapid growth, and its benefits are now being felt across the full North American car parc.”
The Airtex Vehicle Electronics product line now includes more than 38,000 part numbers covering virtually all vehicle makes and models operated in North America, according to the company.
