Goerlich’s Inc. has announced it will change its corporate name to AP Exhaust Products Incorporated.
Following the purchase of the AP North American Aftermarket Division in 1998 by private ownership the company was renamed to Goerlich’s Inc., as part of the sale arrangement.
“Today we have the opportunity to again use the AP name that for so many years played an important role in the aftermarket,” said the firms president and CEO, Vange Proimos. “By changing the corporate name it opens the door to a multitude of marketing strategies. Having AP back into our brand portfolio is important as AP is synonymous with exhaust. We do expect to use the AP brand very soon,” says Proimos.
“This change will be exciting for our company and distributor partners as the AP brand will further strengthen our position and recognition in the marketplace.”
According to Gary Nix, director of marketing and product management, the current distributors and wholesalers handling Goerlich’s, Merit, TruckEx and Xlerator Exhaust Products will benefit as the individual product lines become part of the AP Exhaust Products family.
“By combining all of our brand and product activities under the single AP Exhaust Products Inc. umbrella, the individual brands sold by our distributors today, will gain significant strength in the market place through the efficiencies of coordinated marketing, sales and product development efforts,” explained Mr. Nix.