Alliance Automotive Group is consolidating its five German subsidiaries under the AAG brand. This strategic move aims to unify the company’s image across its 90 locations in Germany and strengthen its competitive position. The transition is expected to be completed by the end of 2025.
Since 2015, AAG has expanded its presence in Germany through the acquisition of five regional companies (Coler, Busch, Hennig, Knoll, and Voigt). Until now, the established names were retained to maintain regional recognition and customer loyalty. However, after extensive decision-making, everything will now be unified under the AAG brand, combining tradition with modernity.
Fabian Roberg, Managing Director of AAG Germany, emphasizes, “The AAG brand aims to merge tradition and innovation, strengthen our competitiveness, and increase brand awareness.” A new logo and a harmonized design for the sales locations symbolize the transformation, which will be gradually implemented by the end of 2025.
Alongside the logistical challenges, the focus is also on helping the approximately 2,000 employees adapt to the new brand identity. In September, the U.S. management of Genuine Parts Company, AAG’s parent company, will officially launch the new brand.