Goerlich’s Inc. has announced plans to change its corporate name to AP Exhaust Products Inc.
AP Exhaust Products manufactures and markets exhaust system products under the Goerlich’s, Merit, TruckEx and Xlerator Exhaust Systems brands. The name change is part of the sale arrangement that took place in 1998 when AP North American Aftermarket Division was purchased by private ownership.
“Today we have the opportunity to again use the AP name that for so many years played an important role in the aftermarket,” said President and CEO Vange Proimos. “By changing the corporate name, it opens the door to a multitude of marketing strategies. Having AP back into our brand portfolio is important, as AP is synonymous with exhaust.
Proimos added that the company expects to being using the AP brand soon. “This change will be exciting for our company and distributor partners as the AP brand will further strengthen our position and recognition in the marketplace,” he said.
According to Gary Nix, director of marketing and product management, the current distributors and wholesalers handling Goerlich’s, Merit, TruckEx and Xlerator Exhaust Products will benefit as the individual product lines become part of the AP Exhaust Products family.
“By combining all of our brand and product activities under the single AP Exhaust Products Inc. umbrella, the individual brands sold by our distributors today will gain significant strength in the marketplace through the efficiencies of coordinated marketing, sales and product development efforts,” said Nix.
AP Exhaust Products has also added two aftermarket leaders to its advisory board. Anthony (Tony) Delgozzo and Dave Caracci will begin serving immediately as AP Exhaust Advisory Board members.
DelGozzo’s aftermarket experience includes 23 years with the original AP Parts Co., where he held the position of vice president of sales. For the last 10 years, he was director of group sales at Arvin Meritor. A past chairman of the Automotive Aftermarket Industry Association (AAIA) board of directors, Caracci has been employed as president of sales and distribution for ROL Manufacturing and recently retired as vice president of sales from the Robert Bosch aftermarket division.
“In today’s constantly changing and dynamic exhaust market, the flexibility of the AP programs enables distributors and wholesalers to grow their share of the exhaust market. I am looking forward to helping the AP team accelerate that growth,” said Delgozzo.
Commenting on his board appointment, Caracci added, “Dynamics in the aftermarket, fueled by demand, changes have historically lead to significant market share growth opportunities for adaptable firms. It should be very exciting to assist the AP Exhaust team in helping aftermarket distributors and wholesalers take advantage of the changing exhaust market.”
For additional information, visit www.goerlichs.com.