SEMA News—September 2019


By Fredy Ramirez

AAE Steering System Components is updating its logo.

CRP Automotive Launches New AAE Brand Identity

CRP Automotive developed and launched a new brand-identity campaign, including an updated logo, for its AAE Steering System Components brand. The new logo is part of a complete branding update for AAE products to further associate the brand as a part of the CRP Automotive family.

The AAE logo redesign features a stylized, lower-case AAE acronym above the phrase “Steering Specialists.” The lowercase AAE is in line with the CRP Automotive brand, while the inclusion of “Steering Specialists” ensures that customers clearly recognize the product group.

In addition to the redesigned logo, the new brand identity also features a full marketing toolkit that includes a wide variety of MarCom elements.

Dr. Otmar Scharrer (center), Mahle’s head of corporate research and advance engineering, accepted a European Association of Aftermarket Suppliers Innovation Award 2019 for the Mahle e-compressor.

Mahle e-Compressor Wins Environment Award

An electric air-conditioning compressor from Mahle was recognized by the European Association of Automotive Suppliers with an Innovation Award 2019. Mahle prevailed in a field of 63 competitors to win the prize in the environment category. Dr. Otmar Scharrer, head of corporate research and advanced engineering, accepted the accolade at an award ceremony in Brussels/Belgium.

Mahle’s e-compressor is the result of a cooperative project within the Mahle Group that has spanned disciplines, business areas and national borders. In addition to the e-compressors themselves, Mahle develops and produces the electric drives they require as well as the electronics and software.

Yokohama Tire announced that it has partnered with Crandon International Raceway, making Yokohama the official tire of the off-road facility.

Yokohama Tire Named Official Tire of Crandon International Raceway

Yokohama Tire announced that it has partnered with Crandon International Raceway, making Yokohama the official tire of the off-road facility. The agreement begins at the upcoming Crandon Forest County Potawatomi Community Brush Run races and includes the rebranding of the track’s red-and-white barn as well as other track signage and on-site hospitality.

Yokohama is also supporting several trucks in the expanding Pro 2 category of the upcoming 2019 Lucas Oil Midwest Short Course League season. Yokohama’s Geolandar M/T G003 tire will be on several Pro 2 entries, including 2011 Crandon Amsoil Cup winner Chad Hord.

Warren Mault
Warren Mault

Northwood University’s Automotive Aftermarket Advisory Board Establishes Warren Mault Scholarship

The Automotive Aftermarket Advisory Board of Northwood University has established a scholarship to honor the distinguished career of Warren Mault, senior advancement director of Northwood University.

A graduate of the university, Mault began his professional career in 1980 as an administrative assistant to the cofounder of Northwood, Arthur E. Turner. He subsequently held several positions at the university throughout his career, including assistant to the president; national alumni director; director of annual giving; and his current role of senior advancement director. Mault also serves as a member of the selection committee for the Northwood University Outstanding Alumni Achievement Award and the Northwood Athletic Hall of Fame.

The Warren Mault Honorary Scholarship will be awarded to a deserving student planning a career in the automotive aftermarket. Qualified candidates must be entering or attending a full-time, post-secondary program at an accredited two-year or four-year college or university, or an ASE/NATEF-certified automotive vocational school.

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