Advance Auto Parts Launches New Branding Campaign - aftermarketNews

Advance Auto Parts Launches New Branding Campaign

Advance Auto Parts has launched a new branding campaign. The campaign, titled “Keep the Wheels Turning,” launched with new television and radio commercials on Feb. 3. Additional elements of the campaign will include outdoor, print and online media. The company said its new positioning was designed to speak to both DIY and commercial customers.

ROANOKE, VA – Advance Auto Parts has launched a new branding campaign. The campaign, titled “Keep the Wheels Turning,” launched with new television and radio commercials on Feb. 3. Additional elements of the campaign will include outdoor, print and online media.

“In recent months Advance has worked hard to define what matters most to our customers,” said Darren Jackson, president and chief executive officer. “‘Keep the Wheels Turning’ is about more than just advertising. It is a new brand vision that signals a revitalization of our promise to serve our customers by providing the brand names they want, the best selection of parts and the most knowledgeable Team Members in the industry to help them get the job done.”

The company said its new positioning was designed to speak to both DIY and commercial customers, conveying to DIY customers that Advance understands that their vehicles are more than just transportation to them and that Advance is the resource that can help them with all of their parts needs and questions. For commercial customers, the message is meant to convey that Advance is the partner that will help them build their business so that they can keep their customers’ wheels turning.

“Our branding position was developed using research and feedback from both our customers and Team Members,” said Elwyn Murray, executive vice president. “With this new branding, Advance is redefining how we see ourselves and how our customers see us. Our customers want to know where to go when they need help to keep the wheels turning. We’re telling them that Advance is the place to go for parts, experience and confidence.”

Advance has partnered with Dallas-based The Richards Group for brand and creative development.

To learn more about the new branding campaign, go to www.KeepTheWheelsTurning.com. A portion of the new television and radio commercials can be viewed on the website.

You May Also Like

Women at the Wheel: Judy Finn

Finn is the COMAN-National Accounts Sales Manager at DENSO.

WATW_Judy_Finn_DENSO

During the month of June, aftermarketNews will be presenting the esteemed 2024 Class of AMN’s Women at the Wheel. From trailblazers who have helped create departments and even entire companies, to those who ensure their office runs like a well-oiled machine, this year’s group of 26 is full of authentic leaders, each with a story to tell.

YANG Announces Leadership 2.0 Scholarship Recipient

Kendra Mitchell will represent YANG at the University of the Aftermarket’s 2024-2025 Leadership 2.0 Program.

YANG-Kendra-Mitchell
SEMA Issues Statement on SB 301 Being Vetoed

SEMA announced it is “deeply disappointed” that California’s Senate Bill 301, legislation aimed at incentivizing the conversion of gas and diesel-powered cars into ZEVs, was vetoed by California Governor Gavin Newsom.

NREL zero emissions vehicles
How PE Firms Execute Global M&A Opportunities

O’Dwyer discusses how private equity firms work with auto industry execs to pursue global M&A opportunities, among other topics.

How-PE-Firms-Execute-Global-MA-Opportunities
MPA Releases ‘Part Smart’ Training Videos

From common knowledge to vehicle specific, two new MPA ‘Part Smart’ videos cover a range of knowledge, the company said.

MPA-Releases-Part-Smart-Diagnostic-Training-Videos

Other Posts

Women at the Wheel: Ashley D’Avico-Joines

D’Avico-Joines is the owner of D’Avico’s Auto Repair in Wayne, PA.

WATW_Davico-Joines
Gravity Releases Universal EV Charging ‘Trees’

The ‘trees’ require no utility upgrades and are capable of providing 200 miles of range in either 13 minutes (200kW) or 5 minutes (500kW).

Gravity releases universal EV charging ‘trees’ for city streets
Snap-on TSS Onsite at SkillsUSA in Atlanta

The national leadership and skills conference will take place June 24-28, at the Georgia World Congress Center.

Snap-on-TSS-Onsite-at-SkillsUSA-in-Atlanta
Tint World Continues Expansion in Colorado

The company has added its fourth location in the state.

Tint-World-Continues-Expansion-in-Colorado