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.