Gates rebrands EMD as E-Start

Published:  10 December, 2020

Gates has rebranded its hybrid parts brand as E-Start, and will also be using the occasion to launch Micro-V Belts and Micro-V Belt Kits into the market.

E-Start was previously known as EMD, which was named after the Gates Electro-Mechanical Drive and provided replacement parts for hybrids fitted with belt-driven starter generators (BSGs).

Commenting on the rebranding, a spokesman for Gates said: “It’s a move that will help to associate Gates’ belts and belt kits more strongly with the service and repair of hybrid vehicles.

“The E-Start brand will also help distributors and installers to better identify the right OE quality belts, tensioners and kits for the correct hybrid applications.”

Gates will introduce 29 belts in the new E-Start range as E-Start Micro-V Belts replace Micro-V Stop/Start Belts catalogued with Gates EMD part numbers.

Gates will also introduce 12 E-Start Micro-V Kits, which include the specific E-Start belt for each application, plus the E-Start tensioners. New packaging and sleeves is also being introduced.

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