TRW unit opts for a new image, NATION

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TRW Aftermarket Asia Pacific yesterday launched an updated image and packaging scheme along with its latest replacement brake pads for pickup trucks - Heavy Duty Plus.

Four years ago US-based TRW, a maker of vehicle suspensions and steering

Paul Teo, vice president of TRW Aftermarket Asia Pacific, said the old package was done in a basic colour with a small logo of TRW in red and Lucas in green placed in one corner. The new package has a blend of green and red with a logo of the two names running together around the package.

TRW has introduced the revised package design with the brand TRW Lucas to many countries since the middle of the year, and expects the rollout to be completed in two years.

TRW has earmarked US$200,000 (Bt8 million) to Thailand for building awareness of the new package through various media, including poster and banners. It is the biggest marketing budget for the company in Asia as Thailand is its most important market in the region.