Humpert with Changed Brands at Eurobike
Component manufacturer Humpert is about to make some drastic changes in its marketing policy. The company is changing the brand names it is using. Eurobike visitors looking for the Humpert booth should
WICKEDE, Germany – Component manufacturer Humpert is about to make some drastic changes in its marketing policy. The company is changing the brand names it is using.
Eurobike visitors looking for the Humpert booth should keep an eye out for the big H now used in a new company logo, as well as for Ergotec, the new aftermarket brand the company is launching in Friedrichshafen.
“Because of a stronger focus on the aftermarket and a broader usage of point-of-sale materials we have to change our marketing philosophy, which was based on product lines. We are now concentrating more on branding,” explains Willi Humpert, CEO of Wilhelm Humpert GmbH&Co. KG.
“At last month’s Bike Expo in Munich we already showed what we did with the brand name X-tas-Y for our MTB line-up. At Eurobike we will of course repeat that. However, the main message of Humpert’s Eurobike booth will be the launch of our new Ergotec brand for the aftermarket.”
Ergotec is replacing the X-Act brand name, used for years for its City & Trekking bike components. This brand name will not disappear overnight however. Humpert is taking its time (about two years) to replace the X-Act name with Ergotec. A small change is also being made in the branding of the MTB P&A line-up Humpert currently markets under the X-tas-Y brand name, with the introduction of a new logo.
More significant, the fact that not the Humpert name, but a new H-logo will be introduced also. That new H-logo will be used on the packaging of all OEM, as well as aftermarket products made by the Wickede, Germany based company.
Humpert is changing its marketing philosophy towards branding and aftermarket business because P&A sales nowadays bring in the biggest part of the yearly revenue in Wickede.