CENTRIC PARTS TRADEMARKS "BRAKE LATE, FINISH FIRST"
 
LOS ANGELES (April 2010) – Centric Parts, a leading manufacturer and supplier of aftermarket brake components and systems for import and domestic cars and trucks in all driving situations, has trademarked the phrase "Brake Late, Finish First." 
 
The phrase has been used in several print advertisements for StopTech, the ultra performance division of Centric Parts, and sums up the on-the-track benefits of the division's products.
 
"Centric Parts is committed to product innovation and quality across all divisions," points out Dan Lelchuk, President of Centric Parts. "The trademarked phrase 'Brake Late, Finish First' particularly captures the essence of what StopTech offers in performance driving situations...valuable time."
 
"In four words, the phrase highlights what a product designed for slowing down does to help those who are all about going fast," adds Centric Parts CEO Dino Crescentini, who also races for GMG Racing in the SCCA World Challenge series as part of Team StopTech. 
 
In 2009, StopTech went from offering one line of Big Brake Kits to offering three, with the addition of the StopTech Trophy and StopTech Trophy Sport Big Brake Kits designed for more aggressive driving during track days. The expanded focus warranted a fresh tagline for the ads which lead to the coining of the "brake late, finish first" phrase.
 
Centric Parts (www.centricparts.com) continually innovates significant improvements to brake technology for the street and track, having earned five patents along the way, providing superior performance, quality and value. Centric Parts offerings include PosiQuiet premium Metallic, Ceramic and Extended Wear formulas, an OE product line, plus C-TEK standard grade materials. StopTech (www.stoptech.com), Centric’s ultra performance division, is a leading innovator of world class brake components and systems for production-based racing cars and high performance vehicles on the street and track. Power Slot (www.powerslot.com), Centric’s performance division, focuses on entry level brake upgrade solutions and pioneered direct fit performance rotors for trucks, SUVs and severe duty vehicles.
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