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NAPA Auto Parts: Unifying Subsidiaries for Global Growth

15 Mar 2024

Category: Articles, Company News

Alliance Automotive Group (AAG) are thrilled to announce an exciting rebranding initiative that will see its network of over 275 locations come together under the unified banner of NAPA Auto Parts. Over the next 12-18 months, it will be aligned with its key parts brand, NAPA, and its championship winning BTCC team, NAPA Racing UK, to create a stronger, more globally recognised brand identity.

This strategic move aims to bridge its subsidiaries under one cohesive brand, linking its network with the prestigious NAPA Auto Parts family, which boasts a staggering 6000+ locations across the US, Canada, and Australia. By becoming part of the largest network of motor factors in the world, it is poised to greatly enhance its market reach, recognition, and reputation on a global scale.

The rebranding to NAPA Auto Parts will position them for increased prominence in the industry, provide opportunities for expanding its customer base, and bolster its relationships with national accounts that may not have fully appreciated its national network until now. AAG are confident that this transformation will strengthen its market positioning, as well as its ability to deliver the exceptional quality and service that its customers have come to expect from them.

Lewis Selby, Managing Director of AAUK LV Subsidiaries commented:

We’re delighted to begin our NAPA Auto Parts journey here in the UK. To represent a network that has been offering best-in-class service and support for over 85 years is a testament to the work we’ve done with the NAPA brand so far, and 2024 represents the next significant milestone in that journey.

We always want to improve the customer experience, and this latest investment illustrates our commitment not only to the market but to building a brand that makes us easier to deal with, improving our value proposition.

NAPA is our largest selling brand in the UK which represents, quality, value and expertise and it’s these values which will ensure our position as the leading national automotive parts provider.”

Adam McNaney UK Group Marketing Manager added:

“We’ve wanted to do this for some time but recognised the NAPA brand needed to solidify it’s position in the UK market before we started our Auto Parts journey.

Having the iconic branding above the front door is the next phase in our evolution and will improve the way we deal with our customers today.

The last 5 years have been quite the journey in the UK. From launching our first product in 2019 to having over 30 product groups and a multi-championship winning race team in 2024 under NAPA Racing UK, NAPA Auto Parts represents the perfect platform to bring it all together to create a nationally recognised platform in both a B2B and B2C environment.”

To find your nearest NAPA Auto Parts branch visit

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