What’s in a Word? A single word means a different focus for renamed SoundOff Commercial Vehicle Solutions
WRITTEN BY ERIC WOOLSON W
hile it’s often said that a single word can change everything, the leadership at a Hudsonville, Mich.-based LED lighting and controls com- pany insists some things will never change
with the recent tweak of its name. “It’s a very small change of the name. Te logo looks
different, but everything behind it is still the same company, in terms of delivering on our promises and being the same company that our customers trust,” said Marni Epstein, vice president of marketing at SoundOff Commercial Vehicle Solutions—known for more than 25 years as SoundOff Com- mercial Vehicle Products.
SoundOff CVS, which is SO 9001 certified, introduced the first LED warning lights for North American school buses in 2002. Te company is the primary provider of OEM school bus LED lights. What is different is the company’s positioning within an industry that itself has dramatically evolved with lights. Te industry has moved from incandescent to LED, with lenses advancing from polycarbonate to silicone, then smart systems, which created endless lighting configurations. Even Epstein’s position at parent company SoundOff
Signal is new. Following stints at transportation giants Eaton Corp.
and Visteon Corp., Epstein came onboard in August 2017 with a charge from President and CEO Mark Litke—to “provide strong leadership to direct SoundOff’s continued efforts in product line management, market research, marketing communications and brand development for SoundOff Signal and its affiliates.” “When I came (to the company), we decided to enter a
few new markets and we recognized that we needed dif- ferentiation. We needed a whole new brand architecture,” she added. “We wanted to make some clear distinction for markets we are in. We wanted to think larger than products.
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www.ewss.org | 10939B Reed Hartman Hwy. • Cincinnati, OH 45242 Product:
Safeguard Superstar See Us At Booth #601 48 School Transportation News • JUNE 2018
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