FOND DU LAC, Wis. — Wells Manufacturing has introduced a new brand and corporate identification – Wells Vehicle Electronics – to represent the company’s comprehensive offering of advanced ignition, emissions, fuel system, engine management and other components for the automotive replacement parts and service industry.
The new brand is part of an extensive program designed to communicate Wells’ position as a market-leading, technology driven manufacturer that offers premium-quality repair solutions for virtually any passenger vehicle. The company also is introducing a new logo and trade dress, print and electronic catalogs, an all-new website and a variety of other resources to help customers grow their sales in the vehicle electronics category.
A subsidiary of United Components Inc. (UCI), Wells offers more than 37,000 part numbers covering a range of domestic and foreign nameplate applications. Each Wells product either matches or improves on the original equipment design to ensure superior performance and reliability, according to the company.
“Wells has quietly become one of the premier manufacturers in each of our product categories,” said Bill Nonnamaker, vice president of sales and marketing. “This leadership has come through our commitment to leading-edge technology, superior products and services, best-in-class coverage, availability and order fill. Technicians and do-it-yourselfers prefer our products; now they can access these products by requesting the Wells Vehicle Electronics brand.”
The rebranding program was developed based on extensive research among replacement parts distributors, auto parts store professionals and technicians across the U.S. and Canada. Respondents identified eight key characteristics that differentiate Wells from other vehicle electronics suppliers: exceptional product quality; market-leading coverage; consistently high availability and order fill; world-class engineering; innovative solutions and improvements to OE designs; service before, during and after the sale; and technical, customer and sales support.
“The research clearly shows we have built our business the right way, by investing in advanced technology, product engineering and customer-focused services and support,” Nonnamaker said. “Our rebranding initiative builds on these strengths by positioning Wells as more than an engine management supplier – we are a category leader in vehicle electronics.”
