New packaging for Raybestos Brakes – a member of the Affinia family of brands and the Official Brakes of NASCAR – will be released later this fall. The new Raybestos Professional Grade packaging was redesigned to unleash the power of clear communication. Compelling facts and attention-grabbing visuals provide the product validation technicians need to confidently sell a premium brake job.
The Research Behind the Change
The Market Science Division of Affinia Group Inc. recently asked technicians, “What friction material provides the best performance in key benefit areas, including; low vibration, low noise, low dust, most effective braking and being most environmentally friendly?” Ceramic formulations dominated the installers’ responses and were seen to be the superior material for each attribute.
When consumers were asked a similar question, ceramic formulations, once again, were seen as providing the best overall benefit in terms of brake dust, performance, noise, vibration and environmental friendliness.
Technicians were also asked, “On what basis do you choose a friction material?” Being OE-matched or Ceramic were respectively the #1 and #2 answers.
“Upon review of the brake pad packaging in the marketplace, there’s a ‘sea of sameness’ in the look and feel of most,” said Jeff Stauffer, Sr. VP, Global Marketing, Affinia Brake & Chassis. “In addition, many formats are hard to read and lack real product benefit deliverables in language that both technicians and consumers can understand.”
A Strategy to Make Selling Easier
After reviewing extensive qualitative and quantitative research, the manufacturers of Raybestos brand brakes developed a new strategy for their Professional Grade packaging. In order to differentiate it from other competitive brands, the new packaging clearly highlights the unique performance claims of the products.
“We updated the look to feel more relevant and appeal to both technicians and DIYers in a more personal and friendly way,” said Georgianne Dickey, Raybestos Brand Marketing Manager, Affinia Global Brake & Chassis. With the high-resolution images against the traditional “blue” background associated with Professional Grade products, the messaging clearly and concisely explains what is most important in the decision making process for friction products.
Two Clearly Defined Choices
The new packaging addresses the two key reasons professional installers give for friction material selection by providing two clearly defined choices:
1. Professional Grade Ceramic uses ceramic friction material that matches or improves on the OE ceramic formulation to provide maximum stopping power and safety™. These pads achieve strong and silent braking with low dusting, improved pedal feel and enhanced responsiveness.
2. Professional Grade OE-Matched uses semi-metallic and NAO friction material that matches OE and is engineered to restore factory performance. Premium shims dampen noise, while OE-or-better slots and chamfers provide a smooth, quiet ride.
A Strong Focus on Safety
It’s no mistake that this announcement comes during Brake Safety Awareness Week. In addition to the regular safety inspections recommended by the Motorist Assurance Program (MAP), the importance of using replacement brake components that match OE safety criteria is strongly suggested. Each new Raybestos Brakes PG package communicates Safety First Engineering. This three-part promise confirms every part is 1.) Rigorously Researched, (2.) Extensively Tested and (3.) Fleet Proven.
Brake systems are constantly researched to ensure OE fit, form and function. All designs and materials are tested at the factory and then again on dynamometers at the R&D lab in Winchester, KY. The parts are then put to the test in the real world on racetracks, police cruisers and vehicle fleets to guarantee premium performance and maximized safety.
For more information on the new Raybestos Professional Grade packaging, or for questions on any Raybestos brand brake or chassis product, visit www.raybestos.com or call (800) 323-0354.
