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Belron US to change corporate name to Safelite Group

Post Time:Nov 12,2013Classify:Industry NewsView:51

Belron US, Columbus, Ohio,has changed its corporate name to Safelite Group as part of it’s brand building strategy, announced Tom Feeney, president and CEO, according to a Feb. 24 release.“Since we became Belron US in 2007, our people have demonstrated a great deal of pride in our company and our association with Belron,” Feeney said in the release. “As a result, we have inadvertently introduced Belron US as a brand into the market place.”The company is investing heavily to build the Safelite AutoGlass brand, Feeney said. “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 said in the release. “By promoting Belron US in the marketplace we are hurting our Safelite brand building efforts. Every time 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 Solutions; wholesale brand, Service AutoGlass; and manufacturing brand, Safelite Glass Corp., remain the same, Feeney said.“We are still owned by Belron. This change is part of our branding strategy, not a change in ownership,” Feeney said in the release. “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 U.S. regardless of the category.”

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Source: http://www.glassmagazine.com/news-item/auto/belron-us-change-corporate-name-safelite-groupAuthor:

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