The Parts Alliance has rebranded to GSF Car Parts, bringing a single identity across its 170 locations for the first time.
The business originally traded localally under historic brands acquired through The Parts Alliance. However, now all sites will sit under the GSF brand, increasing awareness of the business and simplifying operations and procedures for workshops.
“This is a milestone moment for our business that marks the beginning of an exciting journey,” commented Mark Eburne, president and COO of GSF Car Parts. “Operating nationally as one brand for the first time enables us to streamline more of our processes and to implement improvements across the business more quickly and efficiently. This rebrand precedes an exciting period of investment in stock, staff, innovative technology and a larger UK footprint.
“GSF Car Parts already has an established national presence with both the independent motor trade and the general public, so we have an excellent springboard on which to launch this unified brand.
Following the rebrand, The Parts Alliance will revert back to its role as a trading group that continues to allow GSF Car Parts, Dingbro and Qualvecomm to service customers and utilise the strength of its three members.
As the automotive industry undergoes one of the biggest changes in its history, moving into a new age of connectivity, automation and electrification, both technicians and the buying public need to be aware of the credentials of a factor to which they align themselves. Therefore, rebranding all 170 locations to the GSF Car Parts name simplifies the search and purchase process, especially with more online traffic.
“We see a huge period of growth ahead for the automotive aftermarket,” added Eburne. “The ageing UK car parc and its long-term shift towards electric vehicles both provide exciting opportunities for the industry to expand, diversify and upskill. GSF Car Parts will be there to support customers across the UK, online and in person, to help them share in this success.”
