Delphi Technologies Aftermarket debuts new branding and upgraded packaging in North America at AAPEX 2018
Delphi launches improved new packaging, featuring stronger boxes, greater protection, more informative labels and efficient stacking, as the cornerstone of its brand conversion program.
TROY, MI – Oct. 26, 2018 – Visitors to the Delphi Technologies booth at AAPEX 2018 (booth #5027), will be introduced to Delphi’s newly designed aftermarket packaging. Featuring the new Delphi Technologies logo in a wallpaper print, along with a retail box based on the current design, the upgraded packaging is part of an extensive rebranding initiative that will see the company transition from its red oval logo to a single, common identity for both OE and aftermarket businesses. An improved layout and higher quality materials provide more robust packaging to better protect its contents and the environment.
The Delphi Technologies branded box is the result of extensive research with the company’s global customer base. During this time, the company conducted independent research with customers across Europe, Asia Pacific, and North and South America, to review a number of different box and label options.
“We’re delighted with the outcome,” said Neil Fryer, vice president, Global Marketing, Product and Strategy, Delphi Technologies Aftermarket. “The new packaging is clean, fresh and modern, and it reflects both our new brand identity and product quality. There’s also a strong nod to our current packaging, with retail boxes for our key product programs featuring a product image and other familiar design elements for greater recognition. This is key as we transition the equity from the old brand to the new.”
Creating a design that will display prominently on its customers’ shelves was just one of many factors the company considered in order to arrive at a significantly enhanced packaging solution. “We know that quality is important, so we have invested in a new design with higher quality materials for greater protection during transport and storage,” adds Fryer. “We also know that every square inch on our customer’s shelves counts, so we’ve improved the size and orientation of our boxes, too. This will help optimize shelf space and reduce waste, making for a more customer and environmentally friendly solution.”
As part of Delphi’s commitment to simplify the repair process for its customers, the new packaging also features an improved label that clearly conveys the information needed to quickly identify the part. This includes line drawings and the location of the part for some products. Critically, all labels on both the existing and new packaging will include the red oval, alongside the Delphi Technologies logo, for a seamless transition.
The packaging launch is one pillar of a fully integrated brand conversion program, which includes a new brand campaign, digital activity, marketing collateral, signage and packaging inserts that will reach thousands of installers in selected countries. This program is geared toward ensuring the new brand is both understood and valued throughout the aftermarket distribution chain.
By mid-2019, between 80 to 90 percent of outbound deliveries will be in the new branded packaging across multiple products. During the interim, customers will continue to receive Delphi products in both old- and new-look styles.
The Quell Group
Manager, Aftermarket Brand & Communications – North America
About Delphi Technologies
Delphi Technologies is a technology company focused on providing electric vehicle and internal combustion engine propulsion solutions, in addition to solving emissions and fuel economy challenges for the world's leading automotive OEMs. Delphi also provides leading aftermarket service solutions for the replacement market. With headquarters in London, U.K., Delphi Technologies operates technical centers, manufacturing sites and customer support services in 24 countries.