International Dealer News IDN 139 October/November 2017 | Page 11

news ROOM
SBS unveils updated branding
New graphics are among the brand
initiatives SBS will unveil at EICMA as
the latest stage in an ongoing process
of updating brand definition.
The famous red SBS logo remains
unchanged but new, primarily yellow
packaging, “will present a global
brand platform as part of our increased
global focus – one of many new
initiatives,” says SBS Friction Chief
Sales Officer Christel Munk Pedersen.
The Danish motorcycle and scooter
brake pad manufacturer has seen
steady growth throughout the past
five years, with new markets outside
Europe developed, new product
groups under implementation, and a
foothold as a supplier to the OE
motorcycle business.
“This growth and development calls
for a redefinition of the SBS brand and
its visual appearance,” said Pedersen.
“Our SBS brand platform and visual
looks have not been changed for
around ten years. We realised that it
did no longer corresponded to the
company we are today and the
direction we want to go,” she
explained.
“We spent a lot of time analysing and
re-defining our values in relation to the
direction we have started to take in
developing our company, and how we
want to be perceived in the market.
Among other things, we expressed this
in a new visual profile and with new
basic pay-offs to underline our offer to
the industry, both in terms of our
professional business partners as well
as the riders who depend on the
legendary SBS quality.
With the new brand platform, SBS
Friction will introduce a lot of other
new initiatives. As a direct follow-up,
the packaging design will be changed,
new communication tools, including a
new website, will be launched, and for
certain regions a web shop will be part
of the new platform. Specifically for
EICMA, the change has resulted in a
new booth.
“We are developing the business
significantly,” Pedersen went on to
say. “This year we have introduced two
new brake pad compounds - a new
sinter compound for the newest high-
end sport bikes featuring modern
motorcycle technology, and a special
dual carbon compound for the classic
road racing enthusiasts.”
A special focus area is “green” brake
pads. “All over the world we see
initiatives to limit the use of different
materials, especially heavy metals. SBS
is in front with development projects
that meet these requirements.”
EXHIBITOR
Hall 22
S/08
Also new this year, SBS has introduced
new product groups – not least by
entering the notoriously competitive
brake disc market. “We are mainly a
brake pad manufacturer, but by adding
related product groups to our offer, we
ensure our customers have a full brake
package from one of the market’s
strongest brands.
“At EICMA we will show a full range
of brake discs for street and off-road
including a contour design disc
developed especially for SBS, as well as
accessory parts such as brake pins and
shims.”
www.sbs-friction.dk
SBS presents a new brand platform at EICMA, one with
a “more modern and dynamic look.” The company will
also be giving an expo debut to their entry into new
product groups, including brake discs and accessory
parts, such as brake pins
INTERNATIONAL DEALER NEWS - OCTOBER/NOVEMBER 2017
11