Advance Auto Parts debuts new brake line

Jan. 1, 2020
Advance Auto Parts debuted Wearever Platinum™, an exclusive line of premium ceramic brake pads earlier this month.

Advance Auto Parts, a leading automotive aftermarket retailer and provider to commercial garages of parts, accessories, batteries and maintenance items, debuted Wearever Platinum™, an exclusive line of premium ceramic brake pads earlier this month. Watch more here!

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The pads deliver a quieter stop and better stopping power than other leading brands, according to independent third-party tests, Advance shares.

“We know that noise and stopping power are the key causes for customer comebacks,” says Charles Tyson, Advance Senior Vice President of Merchandising and Marketing. “Wearever Platinum is specifically engineered to address those issues. As with all our products, Wearever Platinum brake pads underwent strenuous testing, in this case, from the largest independent friction-testing lab in the world, and performed extremely well.”

Wearever Platinum features SoundLock Plus technology — exclusive to Advance — that uses a four-layer shim, designed specifically for silent braking. “The rubberized shims seal noise in the pad,” Tyson says. “Not only does it provide superior stopping performance, but it gives your rotor better longevity.” For more details, watch here.

Not only does the ceramic brake pad cut noise, but also dust. “It is clean enough for very expensive wheels and tough enough for SUVs and trucks,” Tyson says of the Platinum pads, which feature a new formula, CleanestWheelTechnology™. The product also includes sensors, so it is the complete solution.

“Advance’s Wearever Platinum brakes provide everything a professional is looking for in one simple solution — silent braking, superior stopping and clean wheels,” says Greg Steadman, former crew chief of Petty Enterprises, general manager of Petty Garages, and personal technician to racing star Richard Petty.

The product marks a new focus by Advance to expand into the commercial market. A heavily retail business, Advance holds only 3 percent of the commercial market share in the United States. The Wearever release marks a continued effort by Advance — one that started with brand alignments with MOOG, TQ, Intermotor, Tenneco, KYB, Akebono and Bosch, among others — to expand their commercial reach.

Their goal is to have OE quality in the box to make it easy for installers, Tyson says. After talking to customers, Advance saw an opportunity in the friction market. But it does come with some challenges.

“A lot of people are trending down and focusing more on lower priced products. But these products won’t be able to meet customer needs in terms of performance,” he says. So in releasing the Wearever Platinum line, the goal is also to train installers and countermen about how to sell these products to customers by explaining part options and quality.

“In the end, Advance customers will be better educated and will know more about what they are buying,” says Tyson, who also explains that they are going for total transparency when trying to sell the line. Learn more about Advance’s efforts to educate the installers here.

Positioned slightly under a “gold” level product, the brake pad line fills a niche for customers who are after a high quality product with a slightly lower price tag.

In addition to Wearever Platinum, Advance Auto Parts Professional’s brake program includes Wearever Gold and Silver, Wagner ThermoQuiet pads and the rotors, calipers, shoes, drums and hardware necessary to complete the full brake job.

Wearever Platinum is available exclusively at Advance Auto Parts. Visit www.advancepro2pro.com to learn more about Advance Auto Parts Professionals.

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