SAF-Holland said it is expanding its Midland aftermarket parts brand in response to the increased need for reliable and durable aftermarket parts for commercial vehicles.
The expansion includes the introduction of new product lines incorporating recent technological advancements and industry trends, the company said in a press release. Midland brand heavy-duty parts will add an extensive range of parts including fifth wheel rebuild kits, landing gear accessories, and various trailer suspension parts.
The company said the brand expansion will enable Midland to further strengthen its all-makes market position and to cater to a wider customer base.
Prior to the acquisition of Haldex, SAF-Holland served this segment with its Gold Line Quality Parts brand, which will be phased out through the remainder of 2023. In 2016, Haldex re-launched its Midland brand in North America as a value brand for aftermarket products.
“Expanding the Midland brand into the SAF-Holland traditional parts segments fills a gap in our product offering, but also, provides a higher level of customer service by being a one-stop shop for OE quality parts in the aftermarket,” said William Walls, director product management – aftermarket.