Accuride launches new corporate branding plan

Updated Oct 23, 2012

AccurideAccuride Corporation has introduced new corporate branding and unveiled a suite of new websites for the company and its business units.

Accuride says the brand launch features a completely refreshed visual identity for Accuride Corporation 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 heritage as a supplier of commercial vehicle products for more than a century, the company says.

“Our new branding is all about our customers,” says Rick Dauch, Accuride president and CEO. “It carries our message that everyone at Accuride has committed to deliver quality products on time, where and when customers need them. This means an experience with Accuride they can count on, from people they can trust. That’s the new Accuride.”

Dauch adds that this commitment to achieving more reliable performance has been a driving force behind the company’s investment of more than $130 million during 2011-2012 to the following projects:

  • Upgrade its manufacturing operations,
  • Install new production capacity at its wheel and wheel-end plants,
  • Enhance the capabilities of its R&D and test facilities,
  • Augment its engineering, quality and technical talent, and
  • Convert to a common ERP system by 2014.

In addition, Accuride also says it has made adjustments to its company logo (above right) and its online presence. The new websites are said to be easier to access than before, and their responsive design makes them scalable to a variety of smartphone and tablet computer applications. Accuride says it will continue to add content and functionality in the months ahead, incorporating the up-to-date online product and service information.

Accuride’s new corporate website is, and its Wheels and Gunite business can be found at

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