Gabriel, the premier shock absorber brand of Control Instruments-Automotive, has launched a new interactive website inline with its new “Be Safe, Be Sure” strapline.
The website which is easy to navigate, was designed around selecting words that reflect the ethos of the Gabriel brand as well as the people who buy, sell and support the product. The eight signs of worn shocks are prominent on the page to reinforce the dangers associated with driving with worn shocks.
The strapline – Be Safe. Be Sure – was designed with the aim of positioning the brand with simple key words that create an emotive connection with customers, whilst emphasising the brand’s quality and dependability.
“In 2007, Gabriel shocks absorbers joined an elite club of iconic brands in celebrating its 100th anniversary. Gabriel is now a true South African brand. Its shocks locally designed and manufactured to meet South Africa’s harsh road conditions,” said Sean Staley, Control Instruments Automotive – Divisional Head – Ride Control.
“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,” he said.
The Gabriel brand has been in SA for 78 years. Gabriel recently achieved top position in the shock absorber category of research conducted by Target Group Index (TGI). TGI’s ICON Brand Survey is the largest of its kind in South Africa. More than 15 000 consumers were surveyed, representing over 19,8-million adult South Africans.
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 78th 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.
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