Building on a history of more than 40 years of manufacturing and distributing automotive aftermarket products to the auto care professional, Dura International announced its name change to DuraGo. The company will continue a proud legacy as the professionals’ preferred choice for quality, safety and service across a diverse line of DuraGo-branded product categories, including premium brake rotors and drums, electrophoretic coated brake rotors, brake friction and premium wheel hub assemblies.
In an evolving industry, DuraGo says it embraces a forward-thinking approach while anticipating the needs of its customers. leading the charge to embrace technology in data delivery and product development. The name change to DuraGo is a reflection of the company’s energetic spirit and increasing focus on manufacturing quality products for the auto care professional, according to the company.
“Our customers and the opportunities brought by a changing industry demanded we evolve from a predominantly private label supplier to a leading recognized brand,” said John Kelley, president of DuraGo. “We wanted a concise and memorable brand name that would be instantly recognized as ‘us.’ Over the last 10 years, we’ve invested heavily in the planning and building of infrastructure to support a customer-focused brand. Our new name, DuraGo, is the ultimate expression of this transformation.”
According to the company, providing customers with quality, safety, service and profitability remain its top priorities. The company says its factories maintain at the highest standards of quality and are TS16949 certified to meet all requirements of fit, form and function.
Customers will begin seeing DuraGo-branded products in the first quarter of 2017.
