WAI say the new identity is designed to complement and reflect the OE-quality product available from the company and align towards the premium end of the market.
This follows a 12-month period of extensive research and development with a leading London-based branding agency. The results are a brand that is distinctively packaged and a support programme that will allow distributors to benefit fully from the supply and fit of an expanding product range.
From September, the new brand structure will be implemented throughout the world for WAI’s customers. The WAI brand will head-up the portfolio of auto electrical products, replacing the WPS brand. Supporting brands Sovereign, RawPower, Tranpso Electronics, WBD Bearings and own brands will remain in operation.
The company’s range of automotive rotating electrics will be the first to rollout the new corporate imagery, with ignition coils and leads, window regulators and wiper motors to follow shortly.
Richard Welland, managing director – EMEA IAM VP Global Marketing, explains: “WAI is a company with global manufacturing capabilities, expertise and premium quality products. The company has steadily been gaining market share and now the time is right to demonstrate that the WAI brand and identity is as strong as the product inside the box.
“Branding and image is vitally important in the automotive aftermarket. WAI is a premium product, backed up with premium packaging and a global branding identity, the likes of which has not been seen in our industry for many years.”
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