After the completion of a strategic branding initiative, Betts Co., formerly Betts Spring Co., announced its new name.

Acknowledging its historic roots of being founded in 1868 by William Michael Betts, Betts Co. has adopted a new overall corporate tagline: "Improving the Way Things Move Since 1868."

"We have come far in our 145 year history, evolving into a diversified manufacturing and distribution concern with four operating units in 11 locations," said Mike Betts, president and CEO, Betts Company. "Our branding initiative consolidates our business into three distinctly branded operating divisions."

During HDAW '13 in Las Vegas, the company announced BettsHD as the company's consolidated operating division for spray suppression and fender products. BettsHD combines the legacy brands of Betts VCM division and Life-Time Fenders into a source for safety-related products focused on heavy duty tractor/trailer applications. BettsHD operates under the new tagline: "Parts for the Long Haul."

The company's two additional operating divisions are Betts Truck Parts and Service and Betts Spring Manufacturing.

Betts Truck Parts and Service was formed during the '70s as outgrowth of Betts Company’s leaf spring manufacturing business and will now operate with the tagline, "Earning Your Trust, Mile After Mile." This division of Betts Co. has grown from suspension parts to now include parts and service for nearly every part under the frame rail of a medium- or heavy-duty truck.

Betts Spring Manufacturing retains its legacy name and the company's tagline of "Building Well and Serving Better." This division designs and manufactures custom wire, coil and leaf springs for a variety of industries and product applications.

Throughout the next year, Betts Co. plans to develop marketing collateral for all its divisions tailored to the company's new look and feel along with the introduction of new websites.