P.E FIRM FORMS UMBRELLA CO. FOR BRANDS

A number of automotive companies owned by private equity firm Kinderhook are to be brought together under one umbrella brand.

BlueDriver, asTech, adasThink, FleetGenix, Mobile Tech RX and RED (EU) will be marketed as being part of a new group to be called ‘Repairify’. The new brand will have a public debut at the SEMA show in November.

While the brands are disparate in origin, all of them are related to automotive data technology, and each will have the slogan ‘Driven by Repairify’ on their marketing material.

“By growing our organisation through the acquisitions of like-minded industry innovators, we have established a powerhouse of brands that are all playing critical roles in transforming the way today’s increasingly complex vehicles are repaired, serviced, and maintained,” said Cris Hollingsworth, President of Repairify.