Premium Guard Inc. (PGI), a global supply network of automotive replacement parts, has announced that its newly created division, PWR Motion Control Systems, will officially launch PWR STEER, a new power steering program this week at AAPEX 2018.

PWR STEER will feature an all-makes offering in new hydraulic power steering (HPS) pumps, rack and pinion, gear boxes and electronic power steering (EPS) components. PGI will showcase the PWR STEER program in AAPEX booth No. 644.

The announcement was made by Anan Bishara, CEO and president of PGI, who noted, “PWR STEER is built upon the PGI legacy of providing exceptional customer service and support, the highest-quality products and our first-to-market strategy. The PWR STEER program will enable our customers the opportunity to expand their market position, significantly lower product-associated warranties and enhance profitability in this extremely challenging category.”

PGI says PWR STEER offers the automotive aftermarket a unique, single source for a new installation-ready power steering program. In addition to exceptional, all-makes application coverage, PWR STEER components are 100-percent engineered in the U.S., quality built by global TIER manufacturing partners, and free of core exchange hassles.

PWR STEER will launch a new interactive website, pwrsteer.com, featuring an advance application lookup catalog.

Chris Holder Named Director Of PWR Steer

Industry veteran Chris Holder has joined PGI as director of PWR Steer. While announcing Holder’s appointment, Bishara commented, “I am excited to welcome Chris Holder on board as director of PWR Steer. Chris brings his many years of comprehensive product knowledge from long-term associations with Visteon Aftermarket and BBB Industries. In sales management, product development and customer service, Chris is a proven leader in our industry with a highly respected track record of success and credibility. We are so pleased to have him in the lead position of our PWR STEER program.”

Burgeoning steering market brings challenges and opportunities

“At every level of distribution, the power steering category presents some challenging opportunities for improvement,” Holder said. “Vehicle complexity, consistent product quality, core management and more demanding repair procedures are all part of the real-world challenges that we face. As a provider of the repair component, our single-most important responsibility is to offer the very highest-quality repair part. Through our well-established global tier manufacturing partnerships, PWR STEER products are engineered and built for category-leading performance with reliability. ISO/TS/OHSA build processes ensure that PWR STEER manufacturing standards are strictly and continuously adhered to.

“We are particularly proud of our ‘installation ready’ pulley and integrated reservoir designed pumps. As a former shop owner, I was only asking for trouble whenever my techs had to pull used components off the old part and install them on the replacement part. My experience tells me that today’s professional repair technician will greatly appreciate the PWR approach,” continued Holder.

“PWR STEER has established one of the most talented group of people in our industry. I am honored to be part of a team that is focused only on Power Steering. We look forward to our customers and prospects visiting with us in booth 644 during AAPEX,” he added.