Gates says its new brand moniker, Century Series, was chosen to commemorate over 100 years of product evolution.
The company says will use the Century Series name on a wide array of automotive belts, including its Micro-V belts.
“Our history of innovation will launch us into the next century of powering progress,” a Gates release states. “Using the most advanced technology available, along with a tireless dedication to matching the latest OEM sizes, construction and materials, Gates Century Series Micro-V belts are the latest in product development. We’ve taken the best serpentine belts in the industry to the next level to assure optimum fit, form and function.”