UAP begins re-branding to NAPA name

ATLANTA (May 1, 2002) — UAP Inc. has started to convert its 600-plus stores in Canada to the NAPA name, hoping the brand’s reputation and a new focus on retail sales result in more business.

UAP, based in Montreal, was purchased in 1998 by Genuine Parts (GPC), which already had a 20% stake in the company.

“The combined strength of GPC, UAP, and all the elements of NAPA are a formidable force,” said GPC chairman and CEO Larry Prince. “Today I believe we have them working together to the greatest advantage of us all.”

UAP’s vice-president of marketing, Simon Weller, said the re-branding operation is a lot more than changing signs on the buildings. “The NAPA stores and the NAPA brand will provide added value to our customers, with new products and programs, new systems, and new information technology,” he explained.

According to NAPA president Steve Hanschuh, customers will reap benefits of the NAPA “superbrand.”

He acknowledged the difficulty of moving to a whole new identity, however.

“I know the decision to move to the NAPA brand has not been an easy one for the folks at UAP, and I know it has not been easy for those of you here today who have worked hard to create a brand that you’re every bit as proud of as we are of NAPA,” he said. “UAP and, later, UAP/NAPA have become an institution in Canada. You are right to be very proud of the heritage of the brand that you and those who preceded you have created.”