Pailton Engineering unveils brand new image at IAA Show

Forward-looking company Pailton Engineering is re-branding itself as PEL to reflect a fresh focus on its future as an innovative engineering company serving the bus and coach market, among others.

The Coventry-based manufacturer will unveil its new logo – in discreet shades of blue – and its new strapline, ‘better through design’ – at the influential IAA show in Hanover, Germany, this month.

The company, which has a proud heritage of manufacturing excellence, is moving beyond its former image as a trusted supplier of bespoke steering systems for specialist vehicles on small production runs.

Instead it is highlighting its design capability, emphasising its ability to produce creative and cost-effective engineeering solutions for a range of vehicles on larger production runs, with a focus on coach and bus.

Ian Palmer, Sales & Marketing Director, Pailton Engineering commented: “Award winning Pailton Engineering is a company with a global reputation for engineering excellence and it is important that going forward we have a brand image which reflects this.

“Our new brand is therefore an exciting development in the company’s history and one which very much marks a new era for the business. It represents a fresh and modern approach and provides a brand image which we are confident will work well in all international markets.

“It is one which takes us into the 21st century whilst at the same time retaining the heritage on which the business was founded.”

PEL has been manufacturing in the heart of the Midlands at Coventry, UK, for more than 40 years and already has more than 90% of the market for supplying steering systems to bus and coach manufacturers in the UK.

It bucked the trend by expanding despite the recession and its reputation has attracted an enviable list of blue-chip customers including Alexander Dennis, Leyland DAF, Oshkosh, JCB, Scania, Dennis Eagle, and Force Protection.

Exporting to more than 30 countries worldwide, PEL is renowned for its engineering design and can now offer a truly one-stop shop through from initial design concept to product validation, project-managing production along the way.

Facilities available include Finite Element Analysis, Strain Guage Testing, Rapid Prototyping, Computer Aided Design and physical testing including a product validation service for Additive Layer 3D metal printed items.

To further boost efficiency and productivity to the high levels achieved by automotive OEMs, the company has recently expanded its management team, bringing in a new management level with extensive experience of modern manufacturing methods including 5S and lean manufacturing.

Parts manufactured include steering columns, shafts and universal joints; panhard rods and suspension links; bevel or mitre boxes; drag link assemblies; steering and suspension ball joints and drop arms.

The company has a proven track record o finding ingenious soluions to complex engineering challenges and prides itself on being customer-centric and flexible enough to manufacture to tight production schedules.

Developing the pool of engineering talent is also important to PEL, which has run a highly-successful apprenticeship scheme for more than 15 years to ensure that the lifeblood of the company – its highly-skilled staff – is constantly reinvigorated. Currently the company has eight apprentices.

Ongoing training is also encouraged, from the shopfloor to management, and the company is supporting a former apprentice who is studying for a degree at Coventry University.

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