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Akebono Launches Three New Product Lines

Akebono Corp. North America (ACNA) unveiled several new product lines during the 2004 AAPEX show held earlier this month in Las Vegas. All three new lines feature Akebono Ceramic Technology.

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LAS VEGAS — Akebono Corp. North America (ACNA) unveiled several new product lines during the 2004 AAPEX show held earlier this month in Las Vegas. All three new lines feature Akebono Ceramic Technology.

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At the show, Akebono introduced a new line of a street performance line of disc brake pads for sport compact and street tuner applications.

Targeted to Sports Car Club of America racers, street performance enthusiasts and tuners, Akebono Street Performance disc brake pads are designed control noise vibration and harshness (NVH) and disc thickness variation (DTV) while providing aggressive stopping and reduced brake dusting.

“The sport compact and tuner market offered us a unique challenge,” said Randy Mordue, director of aftermarket sales and marketing. “We had to develop a product that controlled brake dust and provided aggressive braking while being easy on expensive drilled and slotted rotors. That’s really three products.”

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Akebono Street Performance disc brake pads are 100 percent shimmed, chamfered and slotted to further enhance NVH control. They will be powder-coated with high-impact color paint for corrosion resistance and enthusiast appeal.

Akebono plans to provide marketing support through four-color packaging, brochures and decals. Target distribution for the new Akebono Street Performance is specialty performance warehouses, specialty wheel and tire distributors, Web-based and catalog-driven performance distributors and traditional aftermarket distributors.

The company also introduced a severe duty line of disc brake pads for fleets and commercial applications, specifically designed to survive and excel in the extreme operating environment found in fleet applications. According to Akebono, these advanced severe duty brake pads lower fleet operating costs per mile and improve vehicle safety and control.

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Akebono Severe Duty disc brake pads are coated with OE-type black powder-coat paint for corrosion resistance and will be skin-packed for a high-end, professional appeal.

Marketing support will be provided through four-color packaging, brochures and a catalog. Target distribution for the new Akebono Severe Duty line includes, fleet-focused warehouses, wheel and tire distributors and traditional aftermarket distributors.

The third line that Akebono introduced at the show is its new EURO line of disc brake pads for European sedan and sport utility vehicle (SUV) owners. The new EURO line will deliver improved stopping power combined with unprecedented NVH control, extended pad and rotor life and noticeable reduction of brake dust on today’s open wheel designs, according to the company.

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Based on formulations developed in Akebono’s OE European facility, Akebono EURO disc brake pads will deliver improved stopping power and include OE-type electronic wear sensors, where applicable. The resulting design eliminates pedal pulsation, delivers definitive NVH control and extends the pad and rotor life – significantly lowering cumulative brake service cost.

Additionally, Akebono EURO disc brake pads also feature an OE-type black powdered paint coating for corrosion resistance and will be skin-packed for a high-end, professional appearance. Marketing support will be provided through four-color packaging, brochures and catalogs.

Target distribution for the new Akebono EURO line includes import specialist warehouse distributors, specialty wheel and tire distributors, Web-based and catalog-driven distributors and traditional aftermarket distributors.

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All three product lines are expected to be available in the first quarter of 2005. Akebono Street Performance will initially offer over 50 part numbers. Akebono Severe Duty will initially offer approximately 70 part numbers. The Akebono EURO line will initially offer approximately 80 part numbers.

For more information about Akebono, visit: www.akebonobrakes.com.

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