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BendPak Announces Rebranding Strategy

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Nov. 18, 2016—BendPak is rebranding by changing the bright blue color of its car lifts to gunmetal gray.

The switch from blue to gray is meant to portray the older, more sophisticated feel of the company. The color scheme update is part of a marketing trend in BendPak to let the company name take center stage rather than force brand recognition through slogans and colors.

“Our bold blue made BendPak the most recognizable car lift brand in the industry, but everyone around the world has adopted the same look,” said Jeff Kritzer, senior vice president of sales and marketing at BendPak. “We surveyed both our dealer and customer base, and the overwhelming majority felt the new color scheme adds a touch of class.”

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