Dent Wizard International rebranded one of its divisions this week in an effort to sharpen its image with dealerships, finance companies and fleet operators.

The provider of automotive reconditioning services and vehicle protection products introduced Evolution, Vehicle Protection by Dent Wizard, a branding of its F&I business unit. The company highlighted Evolution will become the over-arching umbrella for the its F&I vehicle protection division, which includes multiple ancillary products and services:

— AlwaysNu for road hazard tire and wheel with optional appearance coverages

— Ding Shield, service plans that cover dent repair and other vehicle protection services

— Nu Key, a vehicle key replacement benefit with roadside assistance

— Smart Shield, featuring Armor All products to protect the exterior paint and interior cabin surfaces on new and used vehicles.

Company leaderships insisted the new brand name will distinguish Dent Wizard’s vehicle protection products from the company's other core services, which include:

— Frontline Fast reconditioning services for pre-owned inventory

— ReadyLine Express reconditioning services for rental fleets

— KhS Global automotive hail response solutions

“As a multi-service provider, we have infinite possibilities," Dent Wizard chief executive officer Mike Black said. “With our product portfolio growing in size and scope, we felt it was time to brand the division as our commitment to innovation and excellence in customer service, which our partners have come to expect.

“Today, we deliver multiple products and services to more than 7,000 unique customers in North America. Many of our relationships stretch out 20-plus years,” Black continued.

We credit this longevity to our ability to quickly and expertly service our customers, adjudicate claims, manage risk and customize solutions to help our customers achieve their goals,” he added.

As part of the new branding, Lindsey Bird will transition from senior vice president to division president of Evolution Vehicle Protection.

“We understand the challenges and complexities that our partners face when it comes to both the selling and servicing of ancillary vehicle protection plans,” Bird said. “There is no one-size-fits-all. Every business we work closely with is unique and has their own set of opportunities and challenges.

“Our mission at Evolution Vehicle Protection is to lead the automotive protection markets by providing our customers with extraordinary products and services that are driven to increase F&I revenues and customer retention,” Bird went on to say.