ATP, a supplier of automotive products to the traditional aftermarket for nearly 60 years, has introduced a new, contemporary logo for its flagship brand, now known as ATP Automotive.

“We have made many positive changes at ATP recently and our new brand identity is the latest transformation,” said Roy Lipner, president and CEO of ATP Inc. “The ATP Automotive logo was thoughtfully developed to reflect our focus on the industry, our ability to adapt to a changing marketplace and, most importantly, our ongoing commitment to be a valued supplier to our customers.”

In addition to the new brand identity, ATP Automotive will introduce updated packaging and several new products in the coming year as part of its pledge to achieve continuous improvement and complete customer satisfaction. Historically known as a transmission products supplier, the ATP Automotive product line currently includes automatic transmission filter kits, repair kits, exhaust manifold kits, harmonic balancers, timing covers, cables, flywheel and ring gears, interior vent filters and chemicals.

“This is an exciting time at ATP,” said Gary Rogak, chairman of the board of ATP Inc. “Our company has a long history of providing high-quality automotive products. Although the ATP Automotive look is new, we will remain dedicated to partnering with our customers to build lasting and profitable relationships.”