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Mintex brand gets first makeover in half a century

One of the longest established OE and aftermarket braking brands has undergone an image makeover for the first time in 50 years.

Mintex, which manufactured brake shoes for the original Model-T Ford at the Cleckheaton, West Yorkshire, factory that remains its UK headquarters, says it needs a new corporate look and presentation to help it compete in a world market that has shifted from pedigree and brand to service and price.

“This is the most profound change Mintex has undergone in half a century,” says UK marketing manager David Baines. “But the new logo is utterly in keeping with today's fast-moving market and is incorporated in striking packaging which is being rolled out across the entire aftermarket range.”

Baines adds the rebranding exercise signals a far-reaching sales and marketing support campaign with its distributors, focused on building market profile. Full details are yet to be announced. The TMD Friction subsidiary produces more than 1000 pad and shoe references.

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