CURT, a manufacturer of USA-made towing products and truck accessories, unveiled “CURT Group” as its new corporate name. The new name is part of a developing brand strategy that will help distinguish our individual brand identities, while communicating our effectiveness as a unified family of brands.

Rock Lambert, CEO of CURT Group stated, “CURT has always stood for EXCELLENCE in our products and our associates. As we’ve grown and acquired new companies, that culture has been extended to our new teammates and always to our customers. No matter who our customer is or which product line they’re buying – trailer hitches, grille guards, running boards – they can expect the same industry-leading quality, service and user experience.”

CURT Group encompasses CURT, ARIES, LUVERNE Truck Equipment, and RETRAC. Each of these brands offers unique, innovative products and appeals to different consumer preferences, according to the company. Under the umbrella of CURT Group, they will maintain their separate identities and continue to specialize in their own unique product categories.

As a unified family of brands, CURT Group offers each customer the same level of service and support to drive their success. This includes an industry-leading order-fill rate, the largest warehouse footprint, innovative design and engineering leadership, the most comprehensive marketing support, dedicated inside and outside sales support, as well as top-quality customer service and technical expertise. The unity of CURT Group enables more American-based manufacturing capabilities, driving innovation and quality in our products.

Check out a video message from CURT Group's CEO below: