“Creating smart solutions for vehicles based on shared passions for an active lifestyle.”

One of the Thule Group’s biggest assets is awareness of Thule as a product brand. Thule today is among other things one of the 20 most recognised outdoor brands in North America and holds leading positions in all other markets we are active in.

Thule provides solutions for active families, outdoor enthusiasts and professionals, not “just” products. The Thule brand is as a promise guaranteeing good design, good functionality and high safety. The existing brand structure is therefore put to the test as new business areas in adjacent product categories are incorporated. An internal brand committee has introduced tightened regulations and tools for nurturing and developing the brands.

As consequence of our growth strategy Thule has also acquired several other product brands which are integrated continuously into our brand hierarchy. Thule applies a systematic approach with a measurable evaluation of brand potential, brand fit and brand equity when defining the role of the new incoming brands. All acquired brands have in common that they are in line with the overall Group’s brand statement. Depending on market requirements Thule decides what brand to use in what geography or market segment. A recent example for this approach is the successful rebranding of seven owned horse trailer brands in the Swedish market during 2006 into Thule as one single premium brand.