DC AFAM evolves and becomes AFAM Group
The newly named AFAM Group used EICMA to unveil a project that it started working on in 2021 - a new corporate structure and brand identity.
"There can be no progress without change," said AFAM Group Product and Marketing Manager Davy Dousselaere. "In 2021, DC AFAM [a member of the Breda, NL based Powersports Distribution Group/PDG] started to spark a fire, a new adventure we needed to go on. There was a need to evolve, and we decided to start a new chapter. AFAM Group was born.
"Becoming a group was crucial to have one unified story that binds everything and everyone together, a group of people who all have their unique style, but always stay connected through their passion for motorcycles. Our group stands for a strong alliance and a perfect fit. AFAM Group is a house of strong brands. Therefore, we needed to rebrand every product to unlock the full potential of each of them and of the AFAM Group.
"We took our end users and their dealer as a guide at every step of the process. We must ensure that our parts and solutions perfectly match what our end user is looking for from his local dealer and in doing that, initiate better connections between us, our consumers and their dealers.
"I'm very excited to be in at the start of the AFAM Group," says Denis Brouwer, CEO of the Powersports Distribution Group. "This is so much more than a name change. We have paid attention to every individual product, but also to the way we work as a company. AFAM Group focuses on relating to our community on a more emotional level, rather than merely communicating from a product perspective.
"We will accelerate the development of own brands within AFAM Group. This will allow us to keep growing and serve customers in the best possible way in the future. With the transition from DC AFAM to AFAM Group we aspire to become a lifestyle brand with a strong sense of recognisability, creativity and credibility.
"Our aim is to reinforce and support our clients in their marketing efforts by being a strong house of brands, by being an aspirational brand that creates a pull-effect in sales. The stripes are an important part of the new AFAM Group logo. They symbolise the road we have travelled together and the roads we will travel in the future.
"We continue to focus on quality and performance. We are an aftermarket and OEM supplier to European motorcycle parts wholesalers and retail chains with transmission, battery and filter brands like AFAM, NITRO, ISON and SHIDO."
