SAF-HOLLAND announced that it is expanding its Midland aftermarket brand to meet the growing demands for aftermarket heavy-duty truck parts.
This strategic move comes in response to the increased need for reliable and durable aftermarket parts. The brand expansion will enable Midland to further strengthen its “all-makes” market position and to cater to a wider customer base, according to the company.
“Expanding the Midland brand into the SAF Holland traditional parts segments fills a gap in our product offering, but also provides a higher level of customer service to our customers by being a one-stop shop for OE-quality parts in the aftermarket,” said William Walls, director product management – aftermarket.
The expansion includes the introduction of new product lines, incorporating recent technological advancements and industry trends. Midland-brand heavy-duty parts will add an extensive range of parts including fifth-wheel rebuild kits, landing-gear accessories and various trailer suspension parts.
Prior to the acquisition of Haldex, SAF-Holland served the segment with its Gold Line Quality Parts brand, which will be phased out through the remainder of 2023.
“With the brand expansion, the company aims to continue delivering exceptional products and services that meet the evolving needs of the heavy-duty truck industry,” SAF-Holland said in a news release.
