Traction Direct Rebrand
From April 1st 2024, Traction Charger will be known as Traction Direct, a trading style of Traction Charger Company Limited.
This rebrand comes as the company amalgamates its electronics design and manufacturing arm Sutech, into the parent company. As a result, Sutech will further be known as Traction Solutions.
Traction Direct will continue to produce market-leading charging, support and diagnostic equipment for the automotive market, available to purchase directly from the Traction Direct website, through white-label servicing or produced for automotive manufacturers as an OEM supplier.
The Traction Direct range includes chargers, support units, showroom conditioners and bank adaptors. The move allows further relevant products to be added as market gaps are identified. Products includes the new lithium-iron technology chargers and support units, as well as the core range of battery chargers with Traction’s patented desulphation technology.
Traction’s products are not restricted to the Automotive industry, some of the specialist applications that Traction Direct has developed include loading bay chargers for articulated lorry trailers, emergency services standby chargers, mobile telecoms, agriculture and fixed location standby applications. Bespoke products can be developed through the Traction Solutions division of the business.
Traction Solutions are experts in software and hardware design and specialise in the production of small to medium-volume electronic assemblies. Services include through-hole and SMT PCB build & assembly, harnesses & cables, box building, testing and quality assurance. Specialist diagnostics is a core competency of Traction Solutions, as demonstrated through work carried out in the automotive industry, but also showcased in many other projects spanning other industries such as aviation, marine, and agriculture.
The company merger brings with it a new logo for Traction Direct, as well as a new website for Traction Solutions. It also has brought about a revision of the internal team structure and newly implemented operations processes.
Chris Walker, Managing Director of Traction Direct says,
“As we steadily increase our aftermarket and direct-to-distributor sales, we felt the name Traction Direct better demonstrates our services. Our product scope is much wider than the ‘charging’ name implies, and this move allows us to fully embrace our ambitions to continue developing a wider range of automotive products, not limited to just charging.
Incorporating the expertise of Traction Solutions into the parent brand allows our Traction Direct customers to understand the opportunities available to them via bespoke product services, where we can design and manufacture bespoke charging or diagnostic solutions for 'one-off' production or volume applications.
It also allows us to streamline operations for a more efficient, effective approach, and invest in the single business, to ensure we continue producing the highest quality product and service for our customers. We look forward to a unified approach going forward and enhancing our service offerings for all our customers.”
For comments and further info please email marketing@tractionchargers.com
