Brand Tone

Authoritative and Expert, Professional and Technical, Reassuring and Trustworthy, Innovative, Customer-Focused

Brand Values

• •Safety
• •OE Quality
• •Innovation
• •Reliability and Durability
• •Engineering Excellence
• •Comprehensive Solutions (Corner Module)
• •Customer Focus/Partnership (Energy, Excellence, Empathy)

Best Practices

• •Prioritize Safety and Reliability: Every piece of copy should, where relevant, link back to the core benefits of safety and reliability that TRW parts provide. Use phrases like 'engineered for safety,' 'trusted reliability,' 'OE-standard safety.'
• •Leverage OE Heritage: Consistently mention the 'OE quality' or 'True Original' aspect to build trust and underscore the quality promise. Explain that parts are made to the same standards as those supplied to vehicle manufacturers.
• •Maintain Technical Accuracy but Ensure Clarity: While the target audience (including professionals) appreciates technical details, ensure the language is clear, confident, and avoids overly complex jargon where simpler terms suffice. Focus on performance benefits.
• •Be Authoritative and Confident: The tone should reflect TRW's position as a global leader and expert in automotive safety systems. Use strong verbs and declarative statements.
• •Emphasize Solutions and Support: Especially when addressing workshops, highlight how TRW parts are designed for ease of installation and are backed by technical support and comprehensive product ranges (like the Corner Module). This shows empathy and understanding of their needs.

Social Perception

TRW Aftermarket is perceived as a legacy brand that stands for safety and quality in automotive parts, especially those critical to vehicle handling and braking. There's an expectation of OE-level performance.

Copy Examples

• •Headline: Your Safety. Our Engineering. TRW True Originals. Body: When it's about safety, there are no compromises. TRW Aftermarket parts are born from a century of OE innovation, delivering the braking, steering, and suspension performance your vehicle was designed for. Install with confidence. Call to Action: Find Your TRW True Original Part Today.
• •Headline: Master Every Corner. The TRW Corner Module Advantage. Body: Don't just replace a part; restore your vehicle's designed dynamics. TRW's Corner Module components – braking, steering, and suspension – are engineered to work in perfect harmony, ensuring optimal control, comfort, and, above all, safety. Call to Action: Explore the TRW Corner Module.
• •Headline: OE Quality. Aftermarket Certainty. That’s TRW. Body: For workshops that demand precision and vehicle owners who prioritize peace of mind. TRW Aftermarket delivers parts crafted to the highest OE specifications, rigorously tested for reliability that lasts. Because what was original, remains true. Call to Action: Why Settle for Less? Choose TRW.
• •Headline: Engineered for Life's Demands. And Every Stop In Between. Body: From daily commutes to unexpected maneuvers, trust TRW braking systems. Our deep OE heritage means every pad, disc, and caliper is designed for consistent, dependable stopping power, mile after mile. Call to Action: Upgrade to TRW Braking.
• •Headline: The Technician's Choice for True Performance. Body: Fit it right, the first time. TRW Aftermarket parts, from steering linkages to shock absorbers, are designed for seamless installation and backed by comprehensive technical support. Empowering you to deliver safety and satisfaction to your customers. Call to Action: Access TRW Technical Resources.