AAG rebrands its network to NAPA Auto Parts
Alliance Automotive Group (AAG) has announced that its network of over 275 branches will come together under the banner NAPA Auto Parts.
Over the next 12-18 months, it will be aligned with its key parts brand, NAPA, and its championship winning BTCC team, NAPA Racing UK, to create what is claims will be a “stronger, more globally recognised brand identity”.
AAG believes the move will bridge its subsidiaries under one brand, linking its network with the NAPA Auto Parts family, which boasts more than 6000 locations across the US, Canada, and Australia. AAG is reportedly confident it is poised to enhance its market reach, recognition, and reputation on a global scale.
AAUK LV Subsidiaries Managing Director, Lewis Selby, said: “We’re delighted to begin our NAPA Auto Parts journey here in the UK. To represent a network that has been offering best-in-class service and support for over 85 years is a testament to the work we’ve done with the NAPA brand so far, and 2024 represents the next significant milestone in that journey.
We always want to improve the customer experience, and this latest investment illustrates our commitment not only to the market but to building a brand that makes us easier to deal with, improving our value proposition.
NAPA is our largest selling brand in the UK which represents, quality, value and expertise and it’s these values which will ensure our position as the leading national automotive parts provider.”
UK Group Marketing Manager, Adam McNaney, added: “We’ve wanted to do this for some time, but recognised the NAPA brand needed to solidify its position in the UK market before we started our Auto Parts journey.
“Having the iconic branding above the front door is the next phase in our evolution and will improve the way we deal with our customers today.
“The last five years have been quite the journey in the UK. From launching our first product in 2019 to having over 30 product groups and a multi-championship winning race team in 2024 under NAPA Racing UK, NAPA Auto Parts represents the perfect platform to bring it all together to create a nationally recognised platform in both a B2B and B2C environment.”
