Accuride begins new branding initiative, upgrades websites

Accuride begins new branding initiative, upgrades websites

Accuride Corp., a supplier of commercial vehicle components, has launched a new corporate branding and unveiled a suite of new websites for the company and its business units.

According to the company, the brand launch features refreshed visual identity for Accuride and new brand positioning for its wheel and wheel-end components businesses in North America. Accuride is focusing its branding on the company’s commitment to delivering “dependable performance for customers,” it said.

“Our new branding is all about our customers,” said Rick Dauch, Accuride president & CEO.  “It carries our message that everyone at Accuride has committed to deliver quality products on time, where and when customers need them.  This means an experience with Accuride they can count on, from people they can trust. That’s the new Accuride.”

As part of the branding, Accuride has launched a new corporate logo featuring a reflective treatment of the company name, combined with a stylized letter ‘A’ enclosed within in a bold shield that is metallic in appearance.

The company also launched Accuride Wheel End Solutions, a joint marketing of Accuride Wheels and Gunite products. Accuride will continue to promote its wheel-end products under the Gunite brand name and identity.

“Our OEM, fleet and aftermarket customers have told us they value Accuride’s ability to offer them both our Accuride Wheels and Gunite products,” said Dauch.  “Not only can we support customers’ total wheel and wheel end component needs, but we’re the sole North American supplier capable of doing so.”

Online, the new websites reflect the new branding and include redesigned and updated content and graphics. Improved navigation and scalability for smartphone and tablet use are also part of the changes, Accuride said. The revamped corporate website – – provides visitors information about the company’s capabilities, locations, leadership, sales teams, and career opportunities.  There are separate sections with detailed information for Accuride’s investors, suppliers, prospective associates and news media.  The next phase of development will include an all-new Investor section, event calendar, videos, and more. 

The corporate site also provides a single-point-of-access for the company’s revamped business unit websites, including Brillion Iron Works ( and Imperial Group (  The Accuride Wheels and Gunite businesses are combined in the new site.

TAGS: News
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