Accuride Rolls Out New Corporate Branding, Upgraded Websites

Oct. 22, 2012
Accuride Corporation (NYSE: ACW) has introduced new corporate branding and unveiled a suite of new websites for the company and its business units

Accuride Corporation (NYSE: ACW) has introduced new corporate branding and unveiled a suite of new websites for the company and its business units.

The brand launch features completely refreshed visual identity for Accuride Corporation and new brand positioning for its wheel and wheel-end components businesses in North America.

“Our new branding is all about our customers,” said Rick Dauch, Accuride President & 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 said this commitment to achieving more reliable performance has been a driving force behind Accuride’s unprecedented investment of more than $130 million during 2011-2012 to:

  • 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.

Accuride is launching a bold new look for the company’s identity that is both more reflective of the industry it serves and contemporary in appearance, starting with a new corporate logo. It features a reflective treatment of the company name, combined with a stylized letter ‘A’ enclosed within in a bold shield that is metallic in appearance.

Accuride is taking its Accuride Wheels and Gunite products to market jointly under the Accuride Wheel End Solutions brand being introduced today, which it positions as “Your Only Single Source for Industry-Leading Wheel End Solutions.” As part of the positioning, Accuride will continue to promote its wheel-end products under the Gunite brand name and identity.

“Our OEM, fleet and aftermarket customers have told us they value Accuride’s ability to offer them both our Accuride Wheels and Gunite products,” said Dauch. “Not only can we support customers’ total wheel and wheel end component needs, but we’re the sole North American supplier capable of doing so.”

Taking its new brand positioning to market are completely redesigned and updated corporate and business unit websites that feature improved navigation and updated content and graphics. The new websites also are easier to access than ever before, because their responsive design makes them scalable to a variety of smartphone and tablet computer applications. Accuride will continue to add content and functionality in the months ahead, incorporating the up-to-date online product and service information that its customers demand.

The revamped corporate website –– provides visitors comprehensive information about the company’s capabilities, locations, leadership, sales teams, and career opportunities. There are separate sections with detailed information for Accuride’s investors, suppliers, prospective associates and news media. The next phase of development will include an all-new Investor section, event calendar, videos, and more.
The corporate site also provides a single-point-of-access for the company’s revamped business unit websites, including Brillion Iron Works ( and Imperial Group ( The Accuride Wheels and Gunite businesses are combined in an all-new site, Not only does it feature Accuride Wheels and Gunite product information, it also shares the benefits to customers of jointly marketing Accuride’s range of steel and aluminum wheel and wheel-end components. Additional functionality planned for this site includes an updated product search and cross-reference, a customer portal, instructional videos, and more.