Executive Interview With Jayson Keever, Vice President Of Global Marketing, NUCAP

Executive Interview With Jayson Keever, Vice President Of Global Marketing, NUCAP

This AMN Executive Interview by Editor Amy Antenora features Jayson Keever, VP of global marketing for Toronto, Canada-based NUCAP Industries. In the interview, Keever brings us up to speed on exciting changes taking place at the company, including the launch of a bold new brake pad performance guarantee.

Please give us a brief history of NUCAP and its involvement with brake systems.

JK: NUCAP was founded in 1994, remains privately owned, and has more than eight operating locations in four countries designing and manufacturing disc brake backing plates, shims, hardware, electronic wear sensors and system solutions like NRS, piston cushions, DRT and Brake Align. We are a major supplier to the original equipment market, and the largest supplier of aftermarket brake components for passenger cars, commercial vehicles and industrial applications. Our mission is to support our customers/partners with innovative braking system products that improve the value, performance, durability and safety.

In May, NUCAP launched a pretty bold promotion – the 100 percent brake pad performance guarantee on any brand of brake pad equipped with NUCAP’s NRS technology. Tell us about the technological advancement (NRS) that is enabling you to offer such a guarantee.

JK: Brake pads have been treated as a commodity item where price has been the one and only selling point for way too long, and the product has suffered as everyone has been looking to take cost down. We know many technicians and end-users understand this ultimately cost them performance and more money in the long run. These customers want to purchase and use high-quality products, and we feel that products like NRS help ensure that they are receiving a top-quality product. We hope the 100 Percent Brake Performance Guarantee will help raise awareness for the brands that are providing the best products and solutions as well as bring awareness to products that do provide a safe, quiet, more durable braking product.

How are you getting the message out about this technology, and the guarantee, to your customers, and on to their customers?

JK: NUCAP is holding direct discussions with our manufacturing partners, both OE and aftermarket, on a consistent basis to show them how NRS can improve the quality of their product while not increasing their final production cost. We are also communicating the benefits of a more secure friction attachment directly to technicians and enthusiasts with a fully integrated marketing effort, including trade media, an active Web presence, public relations, direct mail, social media, plus, we are actively involved on 40 enthusiast magazine websites like Hot Rod, Car and Driver and Motor Trend, to name a few.

You May Also Like

UAF Honors Bob Egan with Educational Advocacy Award

This prestigious award recognizes an aftermarket leader for their dedication to the pursuit of excellence in education.

The University of the Aftermarket Foundation (UAF) has presented Bob Egan with the UAF Educational Advocacy Award.

This prestigious award recognizes an aftermarket leader for their dedication to the pursuit of excellence in education.

Egan served as chairman of the University of the Aftermarket Foundation since 2017 and recently transitioned to the role of chairman emeritus. During his tenure, UAF saw record growth in the funding of scholarships and educational programs that pave the way for students to pursue and excel in careers in the aftermarket.

NTN Brands Receive 2023 Automotive Communications Award

NTN received the award for its BCA and Bower “Summer Cruisin’” promotions. 

Premium Guard Launches Three Redesigned Websites

Each website features a clean, intuitive user interface and a better navigation experience, Premium Guard said.

Advance to Spin Off Worldpac as Company Reports Operating Loss

Advance also will divest its Canadian business and announced a $150 million cost-reduction program.

Counterman on Holiday

Counterman will send its regularly scheduled Thursday e-newsletter on Friday, Nov. 24.

Other Posts

Dana Receives MEMA Aftermarket Suppliers DEI Award

The association presented the DEI Award to Dana at AAPEX in Las Vegas.

Roger McCollum to Serve as UAF Chairman

McCollum replaces outgoing chairman Bob Egan, who has transitioned to the role of chairman emeritus for the foundation.

Philips Work Light Earns Best New Tool for Repairs Award

The Philips Xperion 6000 UV Pillar work light received the award from the Import Vehicle Community at AAPEX in Las Vegas.

Right to Repair Triumphs in Maine Referendum

At press time, more than 80% of Maine voters had answered “yes” to Ballot Question 4.