Prestolite Performance Announces Name Change To Accel Performance Group – UnderhoodService

Prestolite Performance Announces Name Change To Accel Performance Group

Prestolite Performance, a performance auto parts manufacturer of brands including Mr. Gasket, ACCEL, ACCEL Motorcycle, Hays, Lakewood, Mallory and Prestolite Proconnect, has changed its name to ACCEL Performance Group, effective immediately.

Prestolite Performance, a performance auto parts manufacturer of brands including Mr. Gasket, ACCEL, ACCEL Motorcycle, Hays, Lakewood, Mallory and Prestolite Proconnect, has changed its name to ACCEL Performance Group, effective immediately.

The name change, first announced at the company’s press conference during the 2013 SEMA Show this week in Las Vegas, is the next step in a major rebranding strategy and growth initiative launched by ACCEL Performance Group President Don Barry, since assuming his role in January 2012.  

As part of the name change, each of the brands manufactured by Prestolite Performance will continue to benefit from a host of marketing assets, however two brands – Mr. Gasket and ACCEL – will undergo significant branding identity and positioning overhauls making them flagships of the group with clearer, separate, target markets, from which the other brands will operate.

ACCEL will focus on providing the performance-minded enthusiast with the latest ignition and fuel system technologies to make their machines faster and more efficient. Mr. Gasket, while still focused on the performance market, will emphasize serving restorers and nostalgic hot rod builders, helping them experience their automotive passion with the brand’s broad catalog of appearance and performance parts.

“With both Mr. Gasket and ACCEL we want to continue to create performance parts that inspire and unite generations around the world; keeping this hobby viable for years to come,” said Barry. “This new branding strategy is our first step in continuing to do so.”

In addition to the name change to ACCEL Performance Group and segmenting each of the brands more clearly, Mr. Gasket and ACCEL also unveiled new logos and will soon launch an integrated marketing program.

For additional information on ACCEL Performance Group and its existing portfolio of brands and the complete line of products, visit www.accelnation.com.

You May Also Like

MEMA Issues Statement on Tax Relief for Working Families Act

This measure contains the restoration of one year deductibility of research and development expenses, a key legislative priority for the association.

MEMA, The Vehicle Suppliers Association issued a statement regarding the House overwhelmingly passed on January 31, the bipartisan, “Tax Relief for American Families and Workers Act.” This measure contains the restoration of one year deductibility of research and development expenses, a key legislative priority for MEMA, The Vehicle Suppliers Association, said.

Federated Introduces February Free Fuel Fridays

Federated will announce the four winners on its Federated Auto Parts and Federated Car Care Facebook pages, each of whom will receive a $50 gift card.

PRT Launches 22 New Products on Complete Strut Assemblies

The new items come to expand the PRT portfolio in North American Market and represents more than 12 Million vehicles in new coverage.

BendPak to Debut Eight-Armed Car Lift Concept at NADA

Octa-Flex improves technician productivity, convenience and ergonomics, according to BendPak.

PRT Heavy Duty Presenting Innovations at HDAW ‘24

PRT is exhibiting a full line of shocks and air springs for heavy-duty applications.

Other Posts

Mitchell 1 Names ‘Thank You Thursdays!’ Sweepstakes Winners

Six auto service professionals in the industry each won a $100 gift card.

The Pronto Network Congratulates 2023 ASE Master Techs

Ian Sharp and Colin Gallagher received a $1,000 cash prize and a swag box filled with prizes from sponsors.

Transtar Industries Launches Remanned Transmission Products

The company provides a sustainable solution for transmission products and simplified complex vehicle repair.

Take 5 Oil Change Celebrates 1,000th Location Grand Opening

The newest service center is operated by franchisee Purple Square Group and located in Fort Pierce, Florida.