ST. LOUIS — Reconditioning services and vehicle protection products provider Dent Wizard International recently introduced “Evolution, Vehicle Protection by Dent Wizard,” a branding of its F&I business unit.

Evolution will become the overarching umbrella for the company’s F&I vehicle protection division, which includes multiple ancillary products and services, including AlwaysNu for tire-and-wheel, Ding Shield coverage for dent repair and other vehicle protection services, Nu Key key replacement with roadside assistance, and Smart Shield exterior and interior protection. Executives said the new brand name will distinguish Dent Wizard’s vehicle protection products from the company’s other core services.

“As a multi-service provider, we have infinite possibilities. 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,” said Mike Black, CEO of Dent Wizard. “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. 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.”

As part of the new branding, Lindsey Bird will transition from senior vice president to division president of Evolution Vehicle Protection, effective April 1.

“We understand the challenges and complexities that our partners face when it comes to both the selling and servicing of ancillary vehicle protection plans,” said Bird. “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.”