Dana Becomes AFFINIA

Motor,  Oct 2004  by Nash, Tom

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The Cypress Group announced that the automotive aftermarket business it's purchasing from Dana Corp. will be named "AFFINIA."

"The name 'AFFINIA' reflects the collaborative approach the business maintains with its many constituents," said Michael Finley, managing director of Cypress. "It describes the spirit of teamwork and service that guides the way the aftermarket team does business with its customers, and also speaks to the collaboration and teamwork that characterize the way the company's people interact each day. Of course, when it comes to names, the brands we're purchasing are what draw the most attention; but we feel that with AFFINIA, the aftermarket management group has made a great choice for the new corporate entity."

The company will continue to sell its products under their well-known brands, including Raybestos, Wix, Spicer, Aimco, McQuay-Norris, Nakata, Beck/Arnley and others.

Finley explained that, although AFFINIA will serve only as an umbrella over all of the company's brands, the name was carefully chosen to represent the: personality of the group s ongoing commitment to its people, customers, business partners and vendors.

The new company signature features the word mark "AFFINIA" and a new company symbol. These will be used on all company signage, business stationery and cards, advertising and other communications once the purchase from Dana is finalized.

Copyright Hearst Business Publishing Oct 2004
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