By Jennifer Karpus, Tire Business staff
SOUTHFIELD, Mich. (July 1, 2014) — Federal-Mogul Holdings Corp. has renamed its Vehicle Components division “Federal-Mogul Motorparts” as the company's next step in its strategy to drive global growth.
“This has been part of our plan since mid-2012, when we segmented our business into two distinct, customer-focused divisions,” said Daniel Ninivaggi, CEO of Federal-Mogul Motorparts and co-CEO of Federal-Mogul Holdings Corp.
Its automotive aftermarket brands—such as Moog, Fel-Pro, Champion, Anco, Wagner and Ferodo—did not change, he said.
“As a division of Federal-Mogul Holdings Corp., Federal-Mogul Motorparts will serve as a platform for future growth within each of our aftermarket product categories as well as our original equipment and OE service businesses,” Mr. Ninivaggi added.
Federal-Mogul Motorparts manufactures vehicle braking, chassis, sealing and other service components. It benefits from the engine expertise of the Federal-Mogul Powertrain division.
The rebranding is aimed at continuing to “drive the global growth of our premium products and leading brands,” Mr. Ninivaggi said.
“Our new name creates a distinct identity for our business, both within and outside Federal-Mogul, and emphasizes our more than 100-year history of producing the highest quality products.”
He said a name change itself is not particularly meaningful, but the company is embracing its past while moving forward to emphasize in new ways the importance of its premium-quality products for end users around the world.
The new Federal-Mogul Motorparts name and logo will be rolled out globally effective immediately, leading to new marketing campaigns for its product brands.
The focus for Federal-Mogul Motorparts will be on its brands, “which are synonymous with quality, safety and performance,” he said.
“Our marketing campaigns will underscore on the critical characteristics that make Moog, Fel-Pro, Champion, Anco, Wagner, Ferodo and other leading Federal-Mogul branded products the best choice for the end user,” Mr. Ninivaggi said.
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