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Hartzell Engine Technologies Introduces New Branding











Hartzell Engine Technologies Introduces New Branding For Its Aircraft Alternator, Starter, Cabin Heater, Turbocharger and Fuel Pump Product Lines

Plane-Power alternators, Sky-Tec starters, Janitrol Aero cabin heaters, AeroForce turbochargers and Fuelcraft fuel pumps all get updated identities and websites.

Mike Disbrow, president of Hartzell Engine Technologies (HET), has announced at EAA AirVenture Oshkosh 2017 the re-branding of its five product lines.

“As we’ve acquired various companies, our team has worked very hard to integrate them under the Hartzell umbrella,” Disbrow said. “It has taken a lot of effort but I think we’ve accomplished that goal. Our efforts to have end-users associate these products with Hartzell hasn’t met with the same degree of success. It’s a testament to the strength of the brand that when you say Hartzell, everyone automatically thinks of propellers.”

“Since we’ve also acquired very strong brands that are well known for some of the products we make, rather than attempting to re-brand them under the Hartzell banner we’re going to leverage their product identities,” he said. “We will continue to use Sky-Tec for all of our starter products, Plane-Power for all our alternator products and Janitrol Aero for all of our cabin heater products.”

“Since the turbocharger and fuel pump lines had no natural branding, we have elected to develop new names and logos for each of them as well,” Disbrow said. “We anticipate that the re-branding efforts will only work to strengthen their name recognition with aircraft owners and maintainers.”

Disbrow outlined the new branding and identity strategy for the five product types as follows:

To support these branding efforts, Disbrow said that the Hartzell Engine Technologies corporate website has been revised to reflect the new direction and that each brand will have its own website to reflect the new naming and positioning.

“The updated HET website (Hartzell.aero) as well as new Sky-Tec (SkyTec.aero) and Janitrol Aero (Janitrol.Aero) sites are live,” he said. New web sites for AeroForce, Fuelcraft and Plane-Power are in development and should be launched in the coming months.”


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