After hearing from its customers and gaining important market intelligence, Cloyes Gear and Products recently unveiled a new global branding strategy and logo, as well as a new website.

The new website is “designed to communicate the nearly 100-year history of the company, the quality of its automotive timing products and its commitment to supporting its customers and the automotive aftermarket,” the company noted.

“The global landscape in our product category is incredibly competitive,” said Brian Wheeler, vice president of business development and marketing for Cloyes. “Following months of competitive analyses and market research, we’re excited to launch a new global branding strategy and logo to support our brand growth worldwide. We’ve leveraged the history and value of the Cloyes brand to elevate our branding strategy and communicate the effectiveness and quality of our automotive product line.”

The updated Cloyes logo and brand materials are reflective of the company’s heritage, while still emblematic of the organization’s current technology and more modern aesthetic, Cloyes noted.

“The refreshed branding strategy ensures that customer interactions with the company’s messaging and materials will be as consistent and high-quality as the Cloyes family of products,” Fort Smith, Arkansas-based Cloyes said in a news release.

The new Cloyes website features a custom parts-lookup tool and online catalog, with an easy-to-use year-make-model part finder as well as VIN-lookup technology. Each search result links all applicable assets and content to each part number, such as installation tips, technical resources and videos. The custom-designed site “was developed with a modern, bold aesthetic and mobile-friendly design providing an intuitive user experience on desktop or any device on the go,” the company noted.

“Automotive professionals and consumers continue to rely on the internet more and more to research quality parts and find application-specific replacement parts,” said John Bohenick, chief executive officer for Cloyes. “With our new website, our main goal was to help users find parts more efficiently. With the technology we’ve designed, for both OE replacement and high performance timing products, we’ve achieved that goal.”