Auto Service World
News   September 9, 2004   by Auto Service World

Cypress Group Announces New Name for Automotive Aftermarket Group Unit

Once it completes the transaction to buy the Dana aftermarket business from Dana Corp, The Cypress Group will rename it Affinia.
The announcement was made by Michael Finley, managing director of Cypress.
“The name Affinia reflects the collaborative approach the business maintains with its many constituents,” said Finley. “It describes the spirit of teamwork and service that guides the way the aftermarket team does business with its customers, and also speaks to the collaboration and teamwork that characterize the way the company’s people interact each day. Of course, when it comes to names, the brands we’re purchasing are what draw the most attention; but we feel that with Affinia, the aftermarket management group has made a great choice for the new corporate entity.”
Finley went on to explain that, although Affinia will serve only as an umbrella over all of the company’s brands, it was carefully chosen to represent the personality of the group’s ongoing commitment to its people, customers, business partners and vendors.
The new company signature features the word mark Affinia and a new company symbol. These will be used on all company signage, business stationery and cards, advertising, and other communications once the purchase from Dana is finalized.

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