New Claim for the Wheel Brand’s Semicentennial
The first aluminum wheels came onto the accessories market in 1969. A few years later, ATS already had its own Formula 1 team. The German brand has stayed true to its roots. Today ATS is the exclusive wheel rim supplier to DTM and a partner of further racing series. Motor sports professionals and car enthusiasts appreciate the high-quality alloy wheels above all for their performance. To celebrate ATS’s 50th birthday, its dedication to performance is the focus of a large campaign with the claim “Nothing beATS performance”.
One thing counts in motorsport above all else: performance. Due to the extremely high requirements regarding stability, rigidity and weight, only the highest-quality wheels are deployed here. Motorsport wheels made by ATS meet the high standards of professional drivers. This also benefits car enthusiasts who value design and a fun driving experience – that very same motorsport expertise finds its way into all ATS products.Today, the company’s wide portfolio ranges from motorsport and forged wheels to flow forming and cast wheels. “Over the past 50 years, ATS has proven that sophisticated design and the highest quality and safety standards can all be merged together. Thanks to our know-how and precise processes, our products enable the performance that motorsport professionals, consumers and our retail partners expect,” says Dr. Karsten Obenaus, Senior Vice President of Superior Industries Europe AG.
New Claim and New Campaign
The dedication to performance is also expressed in the new claim “Nothing beATS performance”. It will soon be a centerpiece of the company’s communications. “Performance shapes the brand identity of ATS. This is manifested in our consistent engagement in motorsport, in our ambitious portfolio, and also in a creative campaign in line with the positioning of the brand,” says Gerald Steinmann, Director Marketing/E-Commerce Aftermarket at Superior Industries Europe AG. In a wide-reaching campaign celebrating its special birthday, the brand is proving that the claim “Nothing beATS performance” applies to other areas of life as well. Short videos illustrate how optimal performance is crucial in situations beyond the road. The spots can be seen starting in fall of 2019 in online advertising as well as on ATS’s website and social media channels.
The ATS expertise developed over 50 years can chiefly be traced back to wheel development for motorsport. The brand has always had deep ties to the sport, as evidenced throughout the company’s long history by its outfitting numerous racing series and competing with its own Formula 1 team between 1977 and 1984. ATS is currently the exclusive and official wheel rim supplier to DTM, ADAC Formula 4, the Audi Sport Seyffarth R8 LMS Cup, and the W Series – the new single-seater racing championship especially for female drivers. This jubilee year has also seen ATS welcome the racing stable WS Racing and its “Girls Only” team into its growing family of partners. ATS consistently takes motorsport applications and develops them further to meet the demands of daily use in road traffic. Fun driving, aerodynamics, lightweight technologies, and sophisticated design are paramount here.
The Origins of ATS
In the late 1960s, Günther Schmid founded the company Auto Technisches Spezialzubehör in Bad Dürkheim, ATS for short. The business was a pioneer in the production of aluminum wheels for the accessories market. 1970 saw the first wheels produced using the advanced low-pressure casting method, which is now a standard industry-wide application. In 1977, Schmid, a long-time motorsport fan, started the ATS Racing Team – the only German Formula 1 team at the time.