The newly named AFAM Group used EICMA to unveil a project that it started working on in 2021 - a new corporate structure and brand identity . " There can be no progress without change ," said AFAM Group Product and Marketing Manager Davy Dousselaere . " In 2021 , DC AFAM [ a member of the Breda , NL based Powersports Distribution Group / PDG ] started to spark a fire , a new adventure we needed to go on . There was a need to evolve , and we decided to start a new chapter . AFAM Group was born . " Becoming a group was crucial to have one unified story that binds everything and everyone together , a group of people who all have their unique style , but always stay connected through their passion for motorcycles . Our group stands for a strong alliance and a perfect fit . AFAM Group is a house of strong brands . Therefore , we needed to rebrand every product to unlock the full potential of

each of them and of the AFAM Group . " We took our end users and their dealer as a guide at every step of the process . We must ensure that our parts and solutions perfectly match what our end user is looking for from his local dealer and in doing that , initiate better connections between us , our consumers and their dealers . " I ' m very excited to be in at the start of the AFAM Group ," says Denis Brouwer , CEO of the Powersports Distribution Group . " This is so much more than a name change . We have paid attention to every individual product , but also to the way we work as a company . AFAM Group focuses on relating to our community on a more emotional level , rather than merely communicating from a product perspective . " We will accelerate the development of own brands within AFAM Group . This will allow us to keep growing and serve customers in the best possible

way in the future . With the transition from DC AFAM to AFAM Group we aspire to become a lifestyle brand with a strong sense of recognisability , creativity and credibility . " Our aim is to reinforce and support our clients in their marketing efforts by being a strong house of brands , by being an aspirational brand that creates a pull-effect in sales . The stripes are an important part of the

new AFAM Group logo . They symbolise the road we have travelled together and the roads we will travel in the future . " We continue to focus on quality and performance . We are an aftermarket and OEM supplier to European motorcycle parts wholesalers and retail chains with transmission , battery and filter brands like AFAM , NITRO , ISON and SHIDO ." www . afam-group . com www . powersportsdistribution group . com