Updated identity establishes Innovation, Engineering and Performance as the principles guiding TRICO’s next chapter

MEMPHIS, Tenn., Oct. 19, 2026 /PRNewswire/ — Premium Guard Inc. (PGI), a leading global manufacturer and supplier of automotive products and solutions, today unveiled a refreshed identity for TRICO®. The updated identity preserves the recognition and equity of one of the industry’s most established names while expressing PGI’s broader vision for TRICO as a wiper and driver visibility technology platform.

For generations, TRICO has advanced driver visibility through innovation in wiping systems, winter technology, attachment systems, vehicle-specific fitment, beam blades, and advanced wiping materials. Throughout that evolution, the purpose has remained consistent: helping drivers maintain clear, dependable visibility across changing vehicles, weather conditions, and driving environments.

“We view it as a tremendous privilege to become stewards of a platform with such a deep engineering heritage,” said Anan Bishara, Founder and CEO of PGI. “Our responsibility is not simply to preserve what TRICO has built, but to invest in it, expand it and use that foundation to create the next generation of driver visibility technology.”

Three Lines. Three Principles.

At the center of the refreshed TRICO identity are its three distinctive lines, now representing three principles that connect the brand’s heritage to its future. The three-line graphic provides a natural visual expression of the TRICO name while giving new meaning to the principles that will guide the brand forward: Innovation, Engineering, and Performance.

Innovation reflects TRICO’s long history of advancing the category through new approaches to wiping systems, winter performance, attachment technology, beam construction, and vehicle-specific replacement solutions. The introduction of TRICO Exact Fit® in 1995 is a strong example of that thinking — recognizing early that a replacement wiper should be engineered around the specific vehicle application, connecting fitment directly with performance. PGI intends to carry that mindset forward through significant investment in R&D, rubber technology, materials science, application engineering, wiping dynamics and future driver-visibility technologies.

Engineering represents the accumulated knowledge behind attachment architecture, blade geometry, pressure distribution, windshield curvature, wiping dynamics, rubber compounds, and application-specific fitment. As vehicle designs and windshield geometries continue to evolve, PGI will build upon that foundation and reinforce it with PGI’s leadership in product development, category management, data analytics, global sourcing and supply-chain resilience, using generations of technical knowledge to solve the next set of challenges in driver visibility.

Performance is where innovation and engineering ultimately reach the driver. For PGI, it means durability, secure fitment, consistent windshield contact, smooth and quiet operation, installation simplicity, and a clean, dependable wipe throughout the life of the product. Rubber and wiping-element technology will be a major focus of PGI’s R&D investment, with continued work in compound formulation, edge geometry, friction, flexibility and environmental resistance to help preserve wipe quality and performance over time.

More Than a Brand

PGI’s vision for TRICO extends beyond the TRICO-branded product line. TRICO will serve as a broader wiper and driver visibility technology platform, supporting continued innovation under the TRICO name while also helping PGI customers build and strengthen their proprietary brands and execute differentiated product strategies.

“TRICO gives PGI a powerful technology foundation,” Bishara said. “We will use it to grow the TRICO brand and to support our customers with technology and product solutions aligned with how they want to compete. That reflects PGI’s customer-first culture and our commitment to excellence and innovation.”

The refreshed identity will appear across TRICO packaging, merchandising, digital platforms and future product introductions.

About Premium Guard Inc. (PGI)

Premium Guard Inc. is a leading developer and supplier of premium automotive filtration solutions serving retail, traditional, quick lube, and e-commerce channels across North America. Beyond its Premium Guard® branded product line, PGI powers many of the industry’s most successful private-label programs, delivering turnkey solutions in engineering, product design, packaging, marketing, logistics, and data management. Through relentless innovation, global sourcing excellence, and a customer-first mindset, PGI continues to raise the standard for quality, agility, and value in the automotive aftermarket.

Media Contact: press@premiumguard.com

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SOURCE Premium Guard Inc.