Girling, one of the world’s most iconic names in braking has been given an image makeover to refresh and update its brand and remind customers of its heritage, pedigree and impressive range.
“The Girling brand is an institution. The name has had serious stopping power since innovator Captain AHG Girling pioneered the race-proven disc brake in 1925,” explained Kevin Price, UK Marketing Manager, Girling.
“The Girling name has been at the forefront of many automotive and racing firsts: in 1952 Girling’s aviation-inspired disc brakes were first fitted to a BRM Type 15 Grand Prix racer and from 1959 onwards, Girling outfitted 12 of the winning Formula 1 World Drivers Championship cars.”
Featuring a bold and refined brand logo, eye catching new press advertisements, and marketing support material utilising both new and dynamic images combined with historic photography, the campaign to promote Girling’s new look will unfold over the coming months.
“The makeover marries past achievements with new technology and modern developments,” Kevin continued. “A new and emotive strap line: ‘The power to stop is everything’ appears alongside photographic evidence of Girling’s racing achievements reminding customers that the brand is still the epitome of quality, safety and braking performance.”
With impressive European car parc coverage of more than 95 percent, all Girling brake parts are manufactured to original equipment standards in world-class facilities. Rigorously tested in the laboratory and on the road, all Girling parts are fully compliant with ECE R90 brake safety requirements.
