Autolite
Elevating Performance-Driven Quality Brands
Naming, Brand Identity, Package Design, Collateral
Autolite introduced advanced spark plug technology for the new Ford Mustang, along with a performance Iridium line positioned against premium competitors like Bosch and NGK—at a more accessible price point. The challenge was to establish credibility in a performance-driven category while overcoming value-based perceptions.
LW developed a focused brand and packaging strategy to elevate Autolite’s position within a highly competitive performance segment.
The brand was shaped to convey quality and credibility, with targeted positioning around the Ford Mustang community to build relevance and trust among performance-driven consumers.
The introduction of the “XP Performance” naming and visual system elevated perceived performance, while packaging reinforced brand heritage and leveraged NASCAR endorsement to strengthen authority and differentiation at shelf.
