Mid America Motorworks
acquired Woodland Park, CO-based Rocky Mountain Motorworks late last month. Rocky Mountain was Effingham, IL-based Mid America’s largest competitor in the Volkswagen aftermarket accessories marketplace, according to Mid America president/”chief cheerleader” Mike Yager.
The $40 million-plus Mid America Motorworks also changed its name from Mid America Direct. All of the company’s catalogs, which include Mid America Design (selling Corvette accessories), Tweeks (Porsche accessories), and The Real Source (accessories for VW Beetles) will now carry the Mid America Motorworks title.
The company employed the services of Columbus, OH-based Integrate for its new branding strategy. “We did a market survey and found that customers couldn’t figure out who we were,” Yager says. Each catalog cover has been redesigned, as have the corresponding Websites. All told, Yager puts the cost of the branding initiative at $750,000.
The new name is one of the many changes the company is making as part of its 30th anniversary. Other changes include a new slogan–“Pursue Your Passion Here”–a new logo, and plans to build an autocross track and a drag strip, says Yager.