The company says the name change represents a underscored commitment to the automotive aftermarket industry

GUD, a leading name in the Australian automotive aftermarket industry, has announced a significant step forward as it rebrands to Amotiv.
“This pivotal change signifies the company’s dedication to the automotive sector, highlighting its commitment to innovation and quality. The rebranding to Amotiv represents a renewed focus on the automotive aftermarket industry,” read a statement released by Amotiv.
Amotiv Chief Executive Officer and Managing Director, Graeme Whickham, said the name – pronounced ‘Amo-tiv’ – reflects the company’s drive for automotive excellence and innovation
“Our new name, Amotiv, signifies our unwavering commitment to the automotive sector and our determination to lead in industry innovation,” Graeme said in the statement.
“We aim to be at the forefront of the automotive aftermarket, providing top-tier products and services to our customers. From our early days over 85 years ago of manufacturing chemicals and filters, we have expanded and diversified through strategic acquisitions and continuous innovation.”
Amotiv Limited (formerly GUD Holdings Limited) boasts more than 1,900 team members, 40 global locations, 16 manufacturing sites, and three divisions, offering in excess of 50 market-leading brands.
Its stable of global automotive aftermarket includes Ryco, Narva, Projecta, Hayman Reese, Wesfil, DBA, Australian Clutch Services, Cruisemaster, Goss, Injectronics, ECB, Milford, Rola, Permaseal, Infinitev, and more.
To better serve its customers, Amotiv has introduced a new divisional structure, aligning its businesses into three focused divisions: Lighting, Power and Electrical; 4WD Accessories and Trailering; and Powertrain and Undercar.
“Our new divisional structure enhances our ability to deliver specialised products and services, driving efficiency and innovation across all sectors. This alignment supports our growth ambitions and helps us better meet the needs of our customers,” Graeme said.
“This rebranding is not just a change of name; it is an evolution towards embracing our true identity and aspirations. Amotiv perfectly aligns with our vision and the legacy we are building.
“Amotiv extends its thanks to its dedicated team, partners, and stakeholders for their ongoing support. Together, Amotiv is driving towards a future filled with innovation, growth, and automotive excellence.”

Australian Automotive Aftermarket Magazine caught up with Graeme to expand on the rebranding.

AAAM: Why now for the name change?
GW: This is an exciting time for Amotiv, as we are at an important inflection point in our journey. Having started over 86 years ago in automotive and in recent decades operated as a diversified industry portfolio, we have now proudly and strategically returned back to an automotive pure-play group. We’ve always been dedicated to supporting our businesses and renowned brands in the automotive sector. The change represents our ongoing commitment to being an automotive focused company, ready to support and drive innovation in this industry.

AAAM: Does this move reflect a changing Australian marketplace – ie, moving from focusing as much on OEMs to concentrating mainly on aftermarket?
GW: This move actually underscores our commitment to both the OEM and aftermarket segments. We’ve seen significant growth and opportunities in the aftermarket, and we remain dedicated to our OEM partners as well. Our focus is on supporting and investing in both areas to ensure we can meet the needs of all our customers and continue to drive innovation across the automotive industry.

AAAM: What does the name change mean for existing customers (trade and retail) of GUD brands?
GW: For the trade and retail segments, the name change to Amotiv will not affect the brands they interact with daily. GUD, now Amotiv, has always operated behind the scenes, supporting our portfolio of brands. Our primary role remains to provide the resources, support, and innovation that enable our brands to deliver the best products and services to their customers every day. The quality and service you have come to expect from our brands will continue uninterrupted.

AAAM: Is Amotiv planning continued growth in the immediate and mid-term future or is now a time for consolidation?
GW: Innovation and customer focus will drive our growth aspirations as we adapt to new trends and demands in the automotive aftermarket. Our recently announced divisional structure is designed to help us better support our brands and find efficiencies that will benefit our customers.

AAAM: How is Amotiv placed as the carparc transitions towards low and no emissions vehicles?
GW: Amotiv is well positioned to support the transition towards low and no emissions vehicles. In fact, more than 70 percent of current group revenue is derived from ‘Non-ICE’ (Non-Internal Combustion Engine) vehicle products and solutions. Furthermore, we are investing in research and development to ensure our products meet the evolving needs of this market. Our goal is to provide innovative solutions that help our customers navigate the shift to more sustainable automotive technologies, ensuring we remain at the forefront of the industry during this transformative period.

AAAM: Are you planning to promote the name change with a marketing campaign or will it be more something that happens more subtly in the background?
GW: While we will inform our stakeholders and customers about the name change, our primary focus will remain on supporting our businesses and ensuring they have what they need to succeed. In support of the respected brands in our portfolio, we believe the best way to promote the name change is by continuing to provide excellent service and innovative products. We’re excited about the future and the role we play in helping the automotive industry thrive.

For more information, visit www.amotiv.com