Commercial vehicle Tier One supplier Accuride Corporation has crafted a new image for itself, visually and in its market presence. The effort aims to refresh the group’s visual identity, and to reposition its commercial vehicle wheel and wheel-end components businesses in North America.

The most notable change may be the introduction of the Accuride Wheel End Solutions™ brand, through which the organization will market its Accuride Wheels and Gunite products together. This includes its forged steel and aluminum commercial vehicle wheels now marketed as Accuride Wheels, and wheel end components, marketed now as Gunite-brand brake drums, rotors, hubs and slack adjusters. The corporation emphasized it 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,” according to Accuride president and CEO Rick 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.”

The new identity may be timely for Accuride, which like several of its competitors is facing slower demand in the truck and off-road vehicles sectors. Accuride recently reduced output at its Brillion Iron Works subsidiary, and is consolidating the operations of its Gunite division.