Automotive aftermarket giant GUD Holdings Limited (GUD) is rebranding itself as Amotiv Limited (Amotiv).
The business says the rebranding represents a renewed focus on the automotive aftermarket industry.
Amotiv managing director and chief executive Graeme Whickman says the new brand signifies its commitment to the automotive sector and determination to lead in industry innovation.
“We aim to be at the forefront of the automotive aftermarket, providing top-tier products and services to our customers,” Whickman says
“From our early days more than 85 years ago of manufacturing chemicals and filters, we have expanded and diversified through strategic acquisitions and continuous innovation.
Amotiv is a pure-play automotive company with 1900 team members, 40 global locations, 16 manufacturing sites, three divisions, and more than 50 brands.
Its stable of automotive aftermarket brands includes Ryco, Narva, Projecta, Hayman Reese, Wesfil, DBA, Australian Clutch Services, Cruisemaster, Goss, Injectronics, ECB, Milford, Rola, Permaseal, and Infinitev, which serve a customer base across Australia and New Zealand.
Amotiv has introduced a new structure, aligning its businesses into three focused divisions:
- Lighting, Power and Electrical
- 4WD Accessories and Trailering
- Powertrain and Undercar
“Our new divisional structure enhances our ability to deliver specialised products and services, driving efficiency and innovation across all sectors,” Whickman says.
“This alignment supports our growth ambitions and helps us better meet the needs of our customers.”
