LOS ANGELES – Centric Parts announced it has trademarked the phrase "Brake Late, Finish First."
The phrase has been used in several print advertisements for StopTech, the ultra-performance division of Centric Parts, and sums up the on-the-track benefits of the division’s products, according to Centric President Dan Lelchuk.
"Centric Parts is committed to product innovation and quality across all divisions," said Lelchuk. "The trademarked phrase ‘Brake Late, Finish First’ particularly captures the essence of what StopTech offers in performance driving situations…valuable time."
"In four words, the phrase highlights what a product designed for slowing down does to help those who are all about going fast," added Centric Parts CEO Dino Crescentini, who also races for GMG Racing in the SCCA World Challenge series as part of Team StopTech.
In 2009, StopTech went from offering one line of big brake kits to offering three, with the addition of the StopTech Trophy and StopTech Trophy Sport big brake kits designed for more aggressive driving during track days. The expanded focus warranted a fresh tagline for the ads, which lead to the coining of the "brake late, finish first" phrase, the company said.
