Belron® US to Change Corporate Name to
February 24, 2010
Belron® US has changed its corporate name to Safelite®
Group as part of its brand- building strategy, according to a statement
issued today by the Columbus, Ohio-based company.
"Since we became Belron US in 2007, our people have demonstrated
a great deal of pride in our company and our association with Belron®,"
says company president and chief executive officer Tom Feeney. "As
a result, we have inadvertently introduced Belron US as a brand
into the market place."
According to Feeney, the company is investing heavily to build the
Safelite AutoGlass brand.
"We want consumers who have vehicle glass damage to think of
us first, just like coffee drinkers think Starbucks when they want
a latte or espresso," Feeney adds. "By promoting Belron
US in the marketplace we are hurting our Safelite brand-building
efforts. Everytime a customer sees Belron US it is one opportunity
we've lost to build the Safelite AutoGlass brand. This change to
Safelite Group better aligns our corporate name with what our customers
see and what we want them to recognize - Safelite AutoGlass."
The company's retail brands (Safelite AutoGlass, Elite Auto Glass®,
Auto Glass Specialists®, Cindy Rowe Auto Glass, Diamond-Triumph
Glass and Auto Glass Center®); third-party administrator
brands (Safelite® Solutions and Alliance Claims SolutionsTM);
wholesale brand (Service AutoGlass®); and manufacturing brand
(Safelite® Glass Corp.) remain the same.
"We are still owned by Belron. This change is part of our branding
strategy, not a change in ownership," Feeney adds. "This
is an exciting time for our company as we invest in advertising
and build the Safelite brand into one of the premier brands in the
[United States] regardless of the category."
HERE for full text of press release from Safelite.
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