Elkhart-based Lippert Components Inc. (NYSE: LCII) has a new name, logo and brand identity. The company says its core businesses will operate as “Lippert,” while the parent company will remain LCI Industries.
The company says the rebranding initiative is driven by extensive research as well as customer survey results.
“For the past decade, we have been on an intense journey to become more than just a single market component manufacturer,” said Jason Lippert, president of Lippert. “Our customers have almost always referred to us as “Lippert”, and with millions of components in the field that will be touched by the consumer, it was time to trim down the hundreds of brands we’ve developed and acquired over the years, and simplify it for the consumer.”
The company says Lippert will represent its RV and commercial products, which include Taylor Made, CURT, and Lewmar, as well as all of Lippert’s other sub-brands.
“A simpler and cleaner branding strategy going forward for all of our component solutions and services will make it easier to communicate with the millions of consumers that are touching our products in the RV, marine, and towing spaces each and every day,” said Lippert.
Lippert is also introducing updated branding, which includes an updated logo, color scheme, and design, as well as messaging that incorporates the brand promise, “Whenever, wherever, we make your experience better.”
The company says the new look aims to inspire consumers and “reinvigorate Lippert team members.”