HAPPY BIRTHDAY DRiV
One year ago – on February 14, 2019 – a new name joined the elite ranks of the world’s leading aftermarket and original equipment suppliers: DRiV™. The announcement of the DRiV name and unveiling of the new corporate logo and identity marked a key milestone in Tenneco’s journey to create two separate industry-leading businesses.
CEO Brian Kesseler, along with members of the senior leadership team, made the announcement during an event that was webcast for all soon to be DRiV team members, and a video of the announcement event was made available to employees on the company intranet.
“DRiV will be a unique new business, a more than $6 billion start-up, built from the combined strengths of Tenneco, Federal-Mogul and Öhlins – laser-focused on innovation, performance, brand development and customer service,” said Brian. “Our global scale, our stable of well-respected and enduring aftermarket brands and our longtime partnerships with the world’s leading original equipment manufacturers give us a significant competitive advantage.”
In the months that followed, the new DRiV identity began to be introduced to our global team members with the rollout of DRiV’s purpose and values, and the introduction of workplace signs and posters, hats and other branded merchandise. We also began introducing the DRiV name and logo in the global aftermarket, as we began to attend major industry shows as DRiV, incorporating the new logo and identity in our exhibit and displays. (See examples at right)
The rollout of the identity includes plans to install the new DRiV signage in all the former Tenneco and Federal-Mogul Motorparts facilities that are now part of DRiV. This process will happen over time, but there are several examples of new facilities that have been launched incorporating the new identity right from the start. In the fall of 2019, all-new DRiV offices in Shanghai were opened, as well as a new aftermarket distribution center in Mexico City.
The DRiV Experience technology display trailer was reconfigured and rebranded with the new name and logo, with the first event taking place April 11, 2019, in Little Rock, Arkansas, at Parts Warehouse Inc., one of our aftermarket customers. Since then, the rebranded mobile display appeared at customer and employee events in Illinois, Utah, Ohio, Michigan, Arizona, Maryland, Las Vegas and Florida.
“The DRiV name and logo is distinctive, standing out from the competition in both the original equipment and aftermarket spaces,” said Scott Usitalo. “It personifies the idea that there’s a driving force behind anything in motion.
“Our mission is to be a driving force that moves people – offering them enhanced ride experiences through differentiated brands, products and technologies. DRiV is an active name that inspires energy and movement, and signals what we intend to provide to our customers – superior driving advancements.”