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Accuride launches new corporate branding

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Accuride launches new corporate branding

Accuride Corp., a supplier of components to the North American commercial vehicle industry, has introduced new corporate branding and unveiled a suite of new websites for the company and its business units.

The brand launch features a refreshed visual identity for Accuride Corp. and new brand positioning for its wheel and wheel-end components businesses in North America.

The branding communicates Accuride’s commitment to delivering dependable performance for customers and reinforces Accuride’s proud heritage as a supplier of industry-leading commercial vehicle products for over a century, notes the company.

This brand promise and look and feel of the refreshed identity are reflected in each of Accuride’s upgraded corporate and business unit websites that are now live.

“Our OEM, fleet and aftermarket customers have told us they value Accuride’s ability to offer them both our Accuride Wheels and Gunite products,” says Rick Dauch, Accuride CEO and president. “Our new branding is all about our customers. It carries our message that everyone at Accuride has committed to deliver quality products on time, where and when customers need them.”

Dauch said this commitment to achieving more reliable performance has been a driving force behind Accuride’s unprecedented investment of more than $130 million during 2011-2012 to upgrade its manufacturing operations and install new production capacity at its wheel and wheel-end plants.

In addition, the company has enhanced the capabilities of its R&D and test facilities, and has augmented its engineering, quality and technical talent. Accuride says it will convert to a common ERP system by 2014.

The revamped corporate website –– provides visitors comprehensive information about the company’s capabilities, locations, leadership, sales teams, and career opportunities.

The corporate site also provides a single-point-of-access for the company’s revamped business unit websites, including Brillion Iron Works ( and Imperial Group (

The Accuride Wheels and Gunite businesses are combined in an all-new site, Not only does it feature Accuride Wheels and Gunite product information, it also shares the benefits to customers of jointly marketing.

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