Commercial vehicle Tier One supplier Accuride Corporation is rebranding itself and bringing its wheels and wheel-end components to customers under a new commercial label. It also launched a suite of redesigned websites to support its brand revisions. The effort aims to refresh the group’s visual identity, and to reposition its commercial vehicle wheel and wheel-end components businesses in North America.

A more notable change may be the introduction of the Accuride Wheel End Solutions™ brand, through which the organization will market its Accuride Wheels and Gunite products together. This includes its steel and aluminum commercial vehicle wheels and wheel end components, such as its Gunite-brand brake drums, rotors, hubs and slack adjusters. The corporation emphasized it will continue to promote its wheel-end products under the Gunite brand name and identity.

“Our OEM, fleet, and aftermarket customers have told us they value Accuride’s ability to offer them both our Accuride Wheels and Gunite products,” according to Accuride president and CEO Rick Dauch. “Not only can we support customers’ total wheel and wheel end component needs, but we’re the sole North American supplier capable of doing so.”

The new identity may be timely for Accuride, which like several suppliers to the commercial vehicle market is facing slower demand from truck and off-road vehicle manufacturers. Accuride recently reduced output at its Brillion Iron Works subsidiary, and is consolidating the operations of its Gunite wheel-end components division.