ATC (formerly ATC Drivetrain) announced a refresh of its brand identity reflecting its evolving and expanding portfolio of products, services and technological capabilities. The brand refresh includes an official name change to ATC and an updated logo.

Founded in 1938 as Fred Jones Manufacturing, the company has operated as ATC Drivetrain since 2008. Over the years, ATC has been focused on supporting its customers’ evolving product roadmaps, which have increasingly included hybrid and electric vehicle platforms.

ATC is headquartered in Farmington Hills, Michigan, and has 18 facilities around the world in the United States, Germany, United Kingdom and China. The company’s brand refresh will formally unify its global operations under the ATC brand, the company said.  

“The team at ATC has been working diligently to expand our global footprint and evolve our capability set and product offerings in support of our customers’ current and future needs. The customer is at the center of all we do, and our focus is to ensure we can serve their needs globally regardless of the technology platform powering the vehicle – ICE, HEV or BEV,” said Greg Heald CEO of ATC. 

“ATC has made significant progress towards this goal, and the brand refresh is an opportunity to unite the entire company with a single ATC identity and better reflect the company we are today.”