AEES Launches New Brand Identity, Marks New Vision as a Stand-Alone Global Supplier


    FARMINGTON HILLS, Mich., Sept. 10 /CNW/ -- AEES -- a world leader in the
design, development and production of high-quality electrical and electronic
distribution systems for commercial and personal vehicles -- today launched
its new brand identity, which celebrates the company's rich heritage while
supporting its new strategic direction as a focused, stand-alone business.


    The launch was announced by Frank Sovis, who was recently named president
and chief executive officer for AEES. The company, formerly part of Alcoa's
Electrical and Electronic Solutions business, was acquired by Platinum Equity
on June 13, 2009.

    "AEES, our new brand identity, is the culmination of insight we sought
from our customers, employees and suppliers in order to better reflect their
perspectives in our brand positioning," said Sovis. "During the process, we
learned that we should build upon our company's strong image, culture and
heritage, rather than replace it. As a result, our new identity has a strong
connection to our past, but is represented in a bold, new way to suggest our
approach to the future."

    The new AEES logo features "AEES" in bold block letters, representing the
company's solid foundation. The letters tilt forward to express momentum and
carry a deep red tone to reflect strength, energy, passion and confidence. The
supporting "swoosh" provides momentum and represents the road the company has
traveled. It begins with a connection to the past and moves through the
letters AEES to emerge as a straight road to the future. The incorporated
tagline, "enabling power," underscores the company's name and strategic

    To ensure that the new identity aligned with the company's culture and
direction, the process to create the new brand involved in-depth research and
interviews with customers, employees, suppliers and other stakeholders around
the world, according to Sovis.

    With today's launch, the AEES name is being adopted widely across the
company's operations, with the exception of a few locations where legal
clearances have not yet been secured.

    About AEES
    With global sales of $1.2 billion in 2008, AEES is headquartered in
Farmington Hills, Mich. and operates 32 locations in 12 countries with
approximately 17,000 employees. Founded in 1955, AEES has grown to become a
world leader in the design, development and production of high-quality
electrical and electronic distribution systems for commercial and light
vehicles manufactured around the globe. Among its worldwide portfolio of
brands are such respected names as AFL, DixieWire (wire), EPC (connectors) and
GTS (terminals). Visit the company's Website at

    About Platinum Equity
    Platinum Equity ( is a global M&A&O  firm
specializing in the merger, acquisition and operation of companies that
provide services and solutions to customers in a broad range of business
markets, including information technology, telecommunications, logistics,
metals services, manufacturing and distribution. Since its founding in 1995 by
Tom Gores, Platinum Equity has completed nearly 100 acquisitions with more
than $27.5 billion in aggregate annual revenue at the time of acquisition.

    Editor's Note:  M&A&O  is a registered trademark of Platinum Equity LLC.

    The AEES logo is available at


For further information:

For further information: Global, Rico Mutone, AEES, +1-248-489-4987,; North America, Adriana Ferrari, Bianchi PR,
+1-248-269-1122,; Europe, Thomas Apfelbacher, AFL
Europe GmbH, +49 7022 940 443, Web Site:

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