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CRP Automotive Launches New AAE Brand Identity

  • Updated branding identifies AAE as part of CRP Automotive family of brands

Cranbury, NJ… CRP Automotive (, a leading source of OE-quality replacement and service parts, has developed and launched a new brand identity campaign, including an updated logo, for its AAE Steering System Components brand. The new logo is part of a complete branding update for AAE products to further associate the brand as a part of the CRP Automotive family.

The AAE logo redesign features the stylized, lower-case AAE acronym above the phrase ‘Steering Specialists’. The lowercase AAE is in line with the CRP Automotive brand, while the inclusion of ‘Steering Specialists’ ensures customers clearly recognize the product group. The new identity campaign is reflective of the brand voice that captures the engineered in America, proven in America and remade in America messaging. Core to the theme is the commitment to the highest quality as part of the CRP Automotive family of brands. In addition to the redesigned logo, the new brand identity also includes a full marketing toolkit that includes a wide variety of MarCom elements.

The new logo and campaign announcement was made by Monika LaPrete, CRP Industries Marketing Communications Director, who noted, “The redesign of the AAE identity was brought about to help further solidify the brand as a part of CRP Automotive. The decision to use the acronym ‘AAE’, as opposed to Atlantic Automotive Engineering, fits better with our corporate identity and showcases similar elements to the REIN brand, hence tying the brand to CRP Automotive and reinforcing its commitment to product development and innovation.”

About AAE

CRP offers in its AAE brand a wide range of OE-quality steering system components for import and domestic vehicles. The AAE programs include EPS and HPS new and remanufactured parts, as well as EHPS remanufactured parts. Every AAE part undergoes rigorous testing and quality control, leading to one of the lowest warranty rates in the industry. All AAE remanufacturing is done in the USA, ensuring that only high-quality, 100% tested components wear the AAE tag.

About CRP Automotive

CRP Automotive is a leader in the manufacture, marketing, and supply of OE quality import automotive parts. CRP provides some of the industry’s leading brand names, including AAE Steering System Components, Rein® Automotive Parts and Accessories, Continental Automotive Belts and Kits, Pentosin Technical Fluids, and AJUSA Engine Parts. All products are backed by the CRP promise of quality and superior service. Founded in 1954, CRP Automotive has established a solid reputation for exceeding its customers’ expectations. CRP maintains key manufacturing and distribution centers in North America.

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CRP Automotive has developed a new brand identity for its AAE Steering System Components brand.


Monika LaPrete

Marketing Communications Director

CRP Automotive

35 Commerce Drive

Cranbury, NJ 08512

Phone: (609) 578.4100

Fax: (609) 578.4050


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