Lippert Components becomes Lippert in significant rebrand

Leading producer of RV, marine, automotive, commercial vehicle and building products Lippert Components has announced a significant rebrand with a new name, logo and identity. The brand will now be known as simply Lippert, complete with a modern logo – its parent company will remain LCI Industries.

According to the company, the rebrand has been driven by in-depth research and third-party customer survey results, which indicated that a large portion of the public already identified with the brand as simply Lippert. As well as the new name, logo and colour scheme, the Lippert rebrand comes with a new brand promise: “Whenever, wherever, we make your experience better.”

Jason Lippert, CEO and president of Lippert, explained: “For the past decade, we have been on an intense journey to become more than just a single market component manufacturer. After the great recession, we turned our strategic focus toward leveraging our acquisition capabilities, our great people, manufacturing expertise, and geographies to become a more diverse manufacturing and engineering solutions company across multiple industries. We have succeeded in that effort, and early last year, we set out to redefine our brand strategy which better fits our business today. As we drive toward $3 billion in sales with a significant global presence, the time is right to fine tune our branding strategy.”

Working closely with Element Three, a marketing consultancy out of Indianapolis, Lippert was able to leverage survey results from dealers and end-users in both the RV and marine segments. These results reinforced how the company is perceived and also indicated brand strengths within each of the channels Lippert is currently serving.

“Our customers have almost always referred to us as ‘Lippert’, and with millions of components in the field that will be touched by the consumer, it was time to trim down the hundreds of brands we’ve developed and acquired over the years, and simplify it for the consumer,” Jason added.

“A simpler and cleaner branding strategy going forward for all of our component solutions and services will make it easier to communicate with the millions of consumers that are touching our products in the RV, marine, and towing spaces each and every day.”

The new brand will be implemented through packaging, website updates, marketing collateral, social media channels, signage and more, starting from this week. 

Lippert’s chief marketing officer Joe Thompson said: “We reach over 40,000 end-users a week through email campaigns, social media platforms, ads, and other marketing and sales assets. This rebrand is more than a new logo and colour scheme, it’s about creating an identity that can help us better relate to and serve our customers. Every decision we make as a company rests on whether or not we’re improving the lives of our team members, our customers, and our communities; now we have an identity and brand strategy that’s fully aligned with that mission.”


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