Gabriel, the shock absorber brand of the JSE-listed Control Instruments Group, has achieved the top position in the shock absorber category in research conducted by Target Group Index (TGI). 

TGI’s ICON Brand Survey is the largest of its kind in South African and covers many brands. More than 15 000 consumers were surveyed representing over 19,8-million adult South Africans. The data was weighted using the Statistics South Africa’s population estimates.

“International ICON brands include Coca Cola, BMW, Rools Royce and Guiness. Locally ICON brands include MTN, All Gold and Dulux. Gabriel has that level of recognition in the shock absorber environment,” Sean Staley, Control Instruments Automotive - Divisional Head – Ride Control.

Gabriel shock absorbers are manufactured in South Africa and cover shocks for passenger, LDV and 4x4 vehicles.

In 2007, Gabriel shocks and struts joined an elite club of iconic American brands in celebrating its 100th anniversary. Gabriel is now a South African brand. The shocks are locally designed and manufactured.

“Gabriel’s success in SA is based on its local design and manufacture tailored to meet SA’s harsh road conditions. Shock absorbers are one of a vehicle’s most safety-critical components and have a duel purpose of safety and comfort.”

This month Gabriel released a new branding strap line – Be Safe. Be Sure. It positions the brand with simple key words that create an emotive connection, whilst standing for quality and dependability.

“The Gabriel brand has always been about the entire customer value proposition. Be Safe. Be Sure encompasses this and will be used throughout our complete business model both internally and externally,” said Mr Staley. 

Gabriel is ISO certified and its quality management system supports product performance in the field.

About Gabriel:

Gabriel is a division of Control Instruments Automotive, a wholly owned subsidiary of the JSE listed Control Instruments Group.  Control Instruments Automotive holds the manufacturing and distribution rights to the Gabriel range of shocks, struts and cartridge products for Sub-Saharan Africa.

Gabriel is now in its 77th year in South Africa. The company manufactures shock absorbers for most vehicles.

Gabriel was originally imported into SA in 1935.  During that time, the company has introduced a number of world-first designs that were subsequently manufactured in plants worldwide.  It was also the first shock absorber company to advertise on TV. 

Contact: Gabriel: Sean Staley