PMM speaks to Airtex’s Marketing Manager Sam Robinson about the company’s plans for 2022.
One of the world’s largest automotive pump manufacturers, Airtex, has revealed its new brand identity and with it, its new strapline – ‘The Power In Pumps’.
As part of a larger brand awareness campaign in the UK and European aftermarket, Airtex is overhauling its image, with a new strapline, product packaging and marketing materials, which will make the brand instantly recognisable to motor factors, workshops and technicians.
The iconic red Airtex logo has been maintained but is now supported by bold, industrial imagery, darker colours and the introduction of linear flow lines as part of company graphics that adapt and change across different media, represent flowing water and fuel. An original equipment manufacturer, the Airtex range encompasses fuel pumps, water pumps and water pump kits, which include an OE belt, manufactured in Italy by a recognised OE supplier.
Group Brand & Marketing Manager (Europe), Sam Robinson, said: “We’re thrilled to reveal our new look to the industry. Airtex has been a leader in water and fuel pump manufacturing and development for more than 85 years. It’s crucial that our branding identifies us as exactly who we are – modern and forward thinking, but with a long history and decades of combined experience in our research and engineering teams to draw on.
“We believe this brand refresh does exactly that, giving us an eye-catching identity for Airtex that more and more technicians are already beginning to recognise and trust.”
We decided to catch up with Sam to find out a bit more about Airtex and the new image.
Where does Airtex stand now in the market?
I can almost guarantee that every technician in the industry has fitted an Airtex water pump at some point in their career. We supply OE products to many suppliers, but we remain relatively unknown in our own right. We’ve got the pedigree, we’ve got the products and the proper OE quality. Now, we want to step out of the shadows and stand on our own two feet. Firstly, we want to grow and do that off the back of our own reputation. Secondly, we no longer want to be at the mercy of other manufacturers.
How are water pumps changing?
What we’re seeing now are intelligent systems getting used. Historically, you would turn the engine on and this would start the water pump. You’re now seeing electronic switchable pumps, which can help reduce emissions. Because the pump doesn’t come on straight away, the engine can come up to temperature quicker. More and more vehicles are being fitted with these switchable pumps now.
The other big development is that increasingly water pumps are being sold as part of a kit with a timing belt. We sell them on their own or along with a kit. This is the way the market is going, as it is better to take a holistic approach. Whilst technicians are in there, they might as well replace all the parts that might fail – preventative maintenance.
Tell us about the rebrand
It’s a refresh of the brand. We’ve kept the logo but added the new strapline. We’re incorporating more, hands on imagery too. We need to reinforce the message that we’re a company with a lot of practical, technical knowledge behind the products. This will include a new website with technical zones and training. We want to be a source of information for technicians fitting water pumps. This is also why we’ve joined OESAA, as that’s a great platform for sharing knowledge and best practice.
