Prestolite Performance, a performance auto parts manufacturer of brands including Mr. Gasket, ACCEL, ACCEL Motorcycle, Hays, Lakewood, Mallory and Prestolite Proconnect, has changed its name to ACCEL Performance Group, effective immediately.

The name change, first announced at the company’s press conference during the 2013 SEMA Show this week in Las Vegas, is the next step in a major rebranding strategy and growth initiative launched by ACCEL Performance Group President Don Barry, since assuming his role in January 2012.  

As part of the name change, each of the brands manufactured by Prestolite Performance will continue to benefit from a host of marketing assets, however two brands – Mr. Gasket and ACCEL – will undergo significant branding identity and positioning overhauls making them flagships of the group with clearer, separate, target markets, from which the other brands will operate.

ACCEL will focus on providing the performance-minded enthusiast with the latest ignition and fuel system technologies to make their machines faster and more efficient. Mr. Gasket, while still focused on the performance market, will emphasize serving restorers and nostalgic hot rod builders, helping them experience their automotive passion with the brand’s broad catalog of appearance and performance parts.

“With both Mr. Gasket and ACCEL we want to continue to create performance parts that inspire and unite generations around the world; keeping this hobby viable for years to come,” said Barry. “This new branding strategy is our first step in continuing to do so.”

In addition to the name change to ACCEL Performance Group and segmenting each of the brands more clearly, Mr. Gasket and ACCEL also unveiled new logos and will soon launch an integrated marketing program.

For additional information on ACCEL Performance Group and its existing portfolio of brands and the complete line of products, visit www.accelnation.com.