Prestolite Performance, a performance auto parts manufacturer of brands including Mr. Gasket, ACCEL, ACCEL Motorcycle, Hays, Lakewood, Mallory and Prestolite Proconnect, changed its name to ACCEL Performance Group effective Nov. 5.
The name change is the next step in a major rebranding strategy and growth initiative launched by ACCEL Performance Group President Don Barry since assuming his role in January 2012.
As part of the name change, each of the brands manufactured by Prestolite Performance will continue to benefit from a host of marketing assets, however two – Mr. Gasket and ACCEL – will undergo significant branding identity and positioning overhauls making them flagships of the group with clearer, separate, target markets, from which the other brands will operate.
ACCEL will focus on providing the performance-minded enthusiast with the latest ignition and fuel system technologies to make their machines faster and more efficient. Mr. Gasket, while still focused on the performance market, will emphasize serving restorers and nostalgic hot rod builders, helping them experience their automotive passion with Mr. Gasket’s broad catalog of appearance and performance parts.
“With both Mr. Gasket and ACCEL we want to continue to create performance parts that inspire and unite generations around the world; keeping this hobby viable for years to come,” said Barry. “This new branding strategy is our first step in continuing to do so.”
In addition to the name change to ACCEL Performance Group and segmenting each of the brands more clearly, Mr. Gasket and ACCEL also unveiled new logos and will soon launch an integrated marketing program. For additional information on ACCEL Performance Group and its existing portfolio of brands and the complete line of products, visit www.accelnation.com.
ACCEL Performance Group is a leading designer, manufacturer and distributor of auto racing, performance and appearance products; marketing its products under well-recognized and respected brands including:
- Mr. Gasket - A legendary name in performance auto parts, Mr. Gasket provides a variety of racing products including engine components, Ultra-Seal gaskets, fasteners, fuel accessories, chrome-plated accessories, chemicals and more.
- ACCEL - A line of high performance ignition systems and components including digital fuel injection systems, fuel injectors, coils, distributors, caps, rotors, ignition wires and spark plugs.
- ACCEL Motorcycle – The premium brand of electrical components for use on American V-Twin Motorcycles including stators, regulators, coils and more.
- Hays - Known for performance clutches and flywheels, Hays offers a wide range of high-performance clutches for street and track racing.
- Lakewood – Safety and suspension products including SFI approved bellhousings and various racing products.
- Mallory - A premium brand targeting enthusiasts and hard-core racers, the line includes distributors, ignition boxes, coils and fuel pumps.
- Prestolite ProConnect - Premium ignition wire sets, coil-on-plug and battery cables for the replacement market.
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