Affinia Simplifies Product Offerings to Support Customers, Partners

INDUSTRY NEWSAffinia Simplifies Product Offerings to Support Customers, Partners LAS VEGAS - The Affinia Under Vehicle Group has announced a new look to its Raybestos brand brake product line, organizing the line into three well-defined product categories: Advanced Technology, Professional Grade and Service Grade. "Everything we do is in response to our customers and their needs," says Bob Kaulig, who spoke during an Affinia press conference at the Automotive Aftermarket Products Expo (AAPEX). "Our customers and general partners told us that our product offering was really just too complicated. We listened and simplified our offering. We call this transition 'Simple as 1, 2, 3.' These consolidated lines will provide our channel partners and our customers with increased application coverage, a competitive pricing structure and a simplified selection process." The packaging for the new lines - black for Advanced Technology, blue for Professional Grade and red for Service Grade - is designed to provide customers with a simple reference. These changes are good examples of Affinia's 2010 strategy, "Faster, Smarter, Better." "Our vision for the future is captured in the phrase 'AFFINIA 2010,'" says President and CEO Terry McCormack. "Every day, our company is becoming faster, smarter and better as we develop strategies that will enhance our uniquely competitive position on a worldwide basis."Product updates Affinia is retiring the Raymold brand in hydraulics and simplifying to one premium brand: PG Plus. New to the Professional Grade hardware line are complete axle kits with disc brake pads, adds Kaulig. The Raybestos brand rotor line has made a transition from All Safe and Raymold brands to the new simplified branding hierarchy of Advanced Technology and Professional Grade. The three new Raybestos friction lines brakes consolidate 10 different product offerings to the company's three new levels of friction: Streamlined from five product lines to one, the Advanced Technology brake pads are designed for hardworking fleet, luxury and performance vehicles. Professional Grade brake pads are a full coverage friction line, and the Service Grade pads are designed to cover 95 percent of the market. Bruce Johnston, brand manager, WIX Filters, announced that WIX will design and supply all the filters for Toyota vehicles racing in the NASCAR series. He unveiled several new products at AAPEX, including the WIX Filters AquaChek Filter Gauge Kit. AquaChek is a fully engineered spin-on filter designed to eliminate moisture and rust in air-powered hand tools and equipment. "The one bit of feedback we received from customers was that it was challenging for [service dealers] to know when to change the filter," explains Johnston. "The new AquaChek Filter Gauge Kit takes the guesswork out of gauging the filter and ensures users maximize each filter without risking harm to their equipment by using a filter that's passed its ability to perform. The technology took about a year to develop, and the gauge is located right on the filter." In addition, WIX's cabin air filters will include BioShield 75, a patented technology designed to provide an invisible layer of protection against odor-causing bacteria, fungi and algae. "The addition of this technology adds another layer of defense against the harmful particles found in the air of congested highways and streets, which creates an enhanced product line for our customers, and for our customer's customer," Johnston says.