Santa Paula, California – November 2016 – When BendPak designed its earliest car lift models, they were painted Burgundy to match the tastes of that era. Years later, in the late 1980s, the company redesigned its brand and color scheme with the brilliant “BendPak blue” that defines their look today. This bold blue has helped solidify BendPak’s reputation and brand and has become a staple in the automotive aftermarket. After nearly three decades, BendPak intends to reinvent its colors to keep their brand evolving and relevant.

BendPak is updating from their classic blue to what they anticipate will become the next color staple that the automotive industry will come to adopt: a gunmetal gray with white and yellow accents. The look will remain consistent across all of BendPak’s car lift models.

“Our bold blue made BendPak the most recognizable car lift brand in the industry, but everyone around the world has adopted the same look,” said Jeff Kritzer, BendPak Sr. Vice President of Sales and Marketing. The company recognizes bright blue-colored lifts can contrast with certain franchise, business or residential livery colors.

That’s not to say the design is meant to make BendPak more invisible in garages. The color scheme update is part of a marketing trend in BendPak to let the company name sell itself rather than force brand recognition through slogans and colors. “We surveyed both our dealer and customer base, and the overwhelming majority felt the new color scheme adds a touch of class,” Kritzer stated.

The company believes this change in direction offers a message of strength and is part of their commitment to keep expanding into new markets. BendPak President Don Henthorn said, “BendPak is going to look as modern as any new technology that’s out there. We’re growing as a company, and the BendPak name is what people really want to see on their equipment to know they’re buying the best.”

Want to know more about BendPak's change to Gunmetal Gray? First check out our BendPak Going Gunmetal Gray FAQ page or email hello@bendpak.com to get in touch with a BendPak representative today!