CHARLOTTE, N.C.—American Tire Distributors Holdings Inc. (ATD) has redesigned and contracted its logo to just the initials “ATD” and changed its corporate moniker to “Miles Ahead” to reflect the company's drive to improve its services with customers.
The new logo features a stylized script spelling out ATD, with the crossbar of the A swinging up to the left. It's red on a white background, with the American Tire Distributors spelled out in blue underneath.
The “Miles Ahead” message appears under the name in promotional and advertising materials.
The colors carry over from the old logo, which has been used since July 2002 when the company changed its name from Heafner Tire Group Inc., according to Ron Sinclair, ATD senior vice president, marketing.
ATD has been working on the new look and message since mid-2012, Mr. Sinclair said, with the changes reflecting feedback from surveys ATD conducted with customers.
“Customers really know us now as ATD,” he said—along the lines of how the public knows entities such as AOL, HP, GM or AAA by their initials as well as or better than by their full corporate names.
The survey showed that customers recognize ATD not only as a broadline tire supplier with frequent deliveries, but also as a business partner that helps them conduct their own business more effectively, Mr. Sinclair said.
“For instance,” he said, “we're able to help dealers make and deliver on promises to their customers. That's the gestation of the 'Miles Ahead' message.”
Mr. Sinclair also referenced the company's various marketing initiatives—such as Tire Pros, ServiceBay and its participation in a number of tire company dealer programs—as examples of its emphasis on partnering with its customers.
The new look and image debuted in an ad in the April 29 print edition of Tire Business.
The changeover will be rolling out throughout the rest of 2013, Mr. Sinclair said. Delivery vehicles, for instance, will be rebadged as leases on them are renewed.
The change primarily affects the company's business in the U.S., he added. In Canada, where ATD expanded in 2012 and this year, it's going to market with the acquired companies' names—TriCan and RTD. ATD did not provide any information as to the cost of making the transition.
Separately, ATD disclosed it has completed its $62.5 million acquisition of Regional Tire Distributors Inc. of Burlington, Ontario, and has revived the Regul brand.
The RTD deal expands ATD's presence in eastern Canada via RTD's five distribution centers in Ontario and four in the Atlantic Provinces.
ATD has gone offshore, to China specifically, for production of the Regul brand, which has been mothballed for the past several years after Michelin North America Inc. phased out most of its private brand contract manufacturing.