General Motors has introduced new branding and announced a new marketing campaign for ACDelco, which it says are part of an ongoing initiative to strengthen the image of its internal parts company.
The new branding initiative will see the new lowercase, gradient GM logo appear on ACDelco parts and packaging. GM says the decision to incorporate its revised brand mark into its existing ACDelco aftersales branding will better align ACDelco with GM’s new’s corporate image and color palette.
Additionally, GM has announced a new advertising campaign for ACDelco, which is dubbed “Certainty Starts Here.” Apart from the new slogan, the automaker has not released any other details on the new marketing campaign at this time.
John Roth, GM global vice president for Customer Care and Aftersales, said the new ACDelco logos and new marketing campaign “will bring a more modern and vibrant look to our parts brands while still paying homage to the brands’ legacy.”
“By aligning our brands with the new brand identity for GM, we are strengthening our authentic GM original equipment parts and service value proposition for years to come as we move toward a future of electric vehicles and mobility,” Roth explained. “The team considered how to balance the history and trust with GM’s vision for the future.”
The new logos will begin to arrive on ACDelco packaging in the United States throughout 2021 and will begin to appear in the company’s marketing materials later this spring. The new design will eventually roll out in more than 35 countries where ACDelco currently operates, although this will happen over the course of the next several years.
“To reinforce (Customer Care and Aftersales) position globally, (the) packaging includes features such as internationally relevant color coding and graphics, translations into eight different languages with clear designations that products are authentic GM original equipment parts and are designed, engineered, tested and backed by GM,” the automaker said in a statement.
GM rolled out revised ACDelco packaging in December of last year, however this was before the automaker introduced its new gradient logo and new corporate color palette. That packaging introduced a color-coded strategy to make it easier for workers to identify certain parts types and also featured enhanced security measures to help ensure the authenticity of the parts. This recently announced packaging will take a similar approach, only with the newer GM logo and branding.