IMAGE: newbecklogo
SMYRNA, TN – Beck/Arnley has announced the re-launch of its brand, redesigned to reflect the company’s mission of providing professional technicians with the crucial parts needed to repair foreign nameplate vehicles. Beck/Arnley’s “You Just Know When Something is Genuine” identity campaign consists of a re-designed website, www.beckarnley.com; a new company tagline — GENUINE Foreign Nameplate Parts – as well as an updated logo and an advertising campaign emphasizing the “You Just Know When Something is Genuine” theme.
“We are committed to being the premium supplier of high-quality foreign nameplate parts within the automotive aftermarket and committed to the long-term success of our distributors and their customers, the service dealer,” said Vince McMahon, Beck/Arnley’s vice president and general manager. “Our new identity campaign reflects our dedication to those commitments.”
“We listened to what customers really wanted out of our brand in terms of product capabilities, technical service support and marketing information, and created a new identity that draws all of these elements together under a common theme – GENUINE Foreign Nameplate Parts,” said McMahon.
According to the company, the GENUINE concept means providing quality parts that fit properly, developing product enhancements to make the installation job easier and having one of the most well-respected brands in the industry with service dealers who work on foreign nameplate vehicles. The company said it feels that these advantages, combined with its more than 90 years of global application sourcing experience, a multi-million dollar original equipment/supplier parts library and an extensive application and product database developed over the past 35 years, describe the meaning of its new tagline: ‘GENUINE foreign nameplate parts.’ The tagline is incorporated in the revised logo, which utilizes a cleaner more readable font for the Beck/Arnley name.
The new theme is exemplified by the Beck/Arnley website, which features a product section with information on Beck/Arnley’s six product modules, including Engine Parts & Filtration, Clutch & Driveline, Brake & Chassis, Cooling Systems, Engine Management and Electrical. The website also spotlights individual products. In addition, the product section details how Beck/Arnley’s products go “Beyond Form, Fit and Function.”
The marketing section of the website allows customers to stay up-to-date with what’s going on at Beck/Arnley. It contains the new “You Just Know When Something is Genuine” advertising campaign materials, as well as the latest brochures, flyers and press releases.
