LOUISVILLE, Ky. — Under a sleeker, more modern logo, Web Wheel Products has introduced a new performance-based branding program.

Each of Webb’s products will now fall under the category of either Silver, Gold or Platinum, based on a number of factors such as durability and performance. This offers customers the chance to purchase a product that will meet their specific demands while saving money in some cases by buying the lower-grade products.

"The one size fits all approach was not something we wanted to sign up to," says Bill Walther, vice-president of business development with Webb Wheel Products. "These are designed to the exact performance standards that our customers needeach brand is a little different in scope and performance."

The Gold product line will continue to be priced at today’s market levels, says Walther. Some of the factors affecting the classification of Webb’s products will include price, warranty, assembly options and delivery time. Most of Webb’s current product line would fall under the Gold category, but the company will be increasing its offerings to include both Silver and Platinum products.

Webb Silver parts are designed for the customer who needs "dependable quality and standard features," the company says. Products will include high-quality cast and ductile drums and hubs that meet OEM performance standards. The Silver offerings will carry a limited manufacturer warranty.

Webb Gold offers improved performance with more options. Extensive assembly options are available in this lineup and a standard OEM warranty is included.

The high-end Webb Platinum lineup is for the customer who "demands the best," according to the company. This lineup features the highest-quality manufacturing, lightweight and specialty products and the highest performance standards. These products also come with an extended warranty.

Webb Wheel Products is also launching a new e-commerce Web site that will include more information about the classifications, as well as a complete product catalog. It’s now online at www.webbwheel.com.

The new logo is similar to the traditional company logo, however it is somewhat more modern, says Walther.

"The new logo connects us to the past but shows that we are moving forward," he says.