LAS VEGAS — The evolution continues at Gabriel, and is seen everywhere now through the company’s new marketing plan.
Since being acquired last year, there have been many in-house changes that customers can see like delivery and 500 new part numbers.
But now the changes are more out in the open with the new marketing plans. Lisa Bahash, president of Ride Control, LLC, says there are aspects of the program that bring the past and present together. She says “The Original” is used as a bit of nostalgia, while “Ride the Independent Spirit” brings new, current trends both within Gabriel and customers.
“People really connect with how we’re communicating,” Bahash says.
The final piece, “There’s something for everyone,” including part numbers of the components on each vehicle displayed, ties it together.
“We have great coverage. No matter who you are or what you do with your vehicle, we’ve got you covered,” Bahash says.
Gabriel is pushing technical benefits of the components, including chrome rods that keep seals tight. The chrome rods also contain the oil from leaking, protect from wear and keep debris out.
“We use that on all our products,” Bahash says. “It’s not an option for us.”
