Auto Service World
News   November 1, 2005   by Auto Service World

Dorman Announces New Brand Strategy


Dorman has announced a consolidation of its brand strategy under the Dorman name.
The company will incorporate the HELP!, OE Solutions, Auto Grade, Conduct Tite and First Stop lines as sub-brands under the Dorman identity.
The announcement was made at the AAPEX show in Las Vegas, Nev.
Since it was formed in 1918, Dorman Products has been known by a number of different names including Dorman, R & B, Motormite, and Motormite/Dorman.
The company announced today that it is leveraging the well-known Dorman name as the corporate brand across its expansive product categories.
Bill Hanvey, vice-president marketing for Dorman, says that the simplification of the branding should benefit customers at all levels of the aftermarket.
“Our tag line says ‘new since 1918’. That is going to be our long-term commitment. Our strategy was arrived at through the input of all our [people and customers].”
“We have good recognition on all or our subcategories individually,” but not necessarily connecting the brands as part of the same company. The new strategy is designed to get customers asking for the Dorman solutions.
The branding announcement was accompanied with the introduction of new product categories and extended coverage. In all, the company says it will introduce more than 2,000 new parts to the aftermarket in 2006.
The Dorman OE Solutions brand includes application specific new-to-the-aftermarket hard parts that create new profit opportunities.
The company has added new categories to the OE Solutions brand including air door actuators, control arms, door and hood latches, electric fan clutches, fan pulley brackets, fuel tanks, side view mirror assemblies, smog pump pulleys, transmission solenoid packs, and wiper transmission linkages.
The company also announced the addition of new gold anodized master cylinders to its First Stop brand of brake products.


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