Gabriel, the shock absorber brand of Control Instruments-Automotive, has launched its new strap line, selecting words that reflect the ethos of the brand as well as the people who buy, sell and support it.
Be Safe. Be Sure was designed with the aim of positioning the brand with simple key words that create an emotive connection, whilst also standing for quality and dependability.
In 2007, Gabriel shocks absorbers joined an elite club of iconic brands in celebrating their 100th anniversary. Gabriel is now a true South African brand, with its shocks locally designed and manufactured to meet South Africa’s harsh road conditions.
“The Gabriel brand has always been about the entire value proposition to its customers. Be Safe. Be Sure encompasses this value proposition and will be used throughout our complete business model both internally and externally,” said Sean Staley, Control Instruments Automotive – Divisional Head – Ride Control.
About Gabriel:
Gabriel is a division of Control Instruments Automotive, a wholly owned subsidiary of the JSE listed Control Instruments Group. Control Instruments Automotive holds the manufacturing and distribution rights to the Gabriel range of shocks, struts and cartridge products for Sub-Saharan Africa.
Gabriel is now in its 77th year in South Africa. The company manufactures shock absorbers for most vehicles.
Gabriel was originally imported into SA in 1935. During that time, the company has introduced a number of world-first designs that were subsequently manufactured in plants worldwide. It was also the first shock absorber company to advertise on TV.
Shock Absorbers and Road Safety