Some rebrands are about reinvention. This one isn’t. With Pro Service Solutions officially shortening its name to ProServe, the change is about refining the brand, not starting over. It’s a simpler name that reflects exactly what the business has always done.

With roots dating back to 1976, ProServe draws on nearly five decades of experience supplying the trade with preventative maintenance products that perform. Spanning Pro Auto, Pro Industrial, Pro Workshop and Pro Consumables, the range continues to evolve, with upgraded formulations delivering improved real-world results and more products now carrying OEM Recommended status — a reflection of the quality and performance behind the brand.

The new name launched at the 2026 Tyrepower Tasmania Super 440, where ProServe and DuoTrading partnered with TotalEnergies Erebus Motorsport, supporting Cooper Murray in car #99. It was a fitting setting for the next chapter of the brand — a high-performance environment where quality, reliability and performance matter most.

While the name has changed, the foundations remain the same: the same people, the same commitment to the automotive and industrial industries, and the same focus on delivering trusted solutions to the trade. What’s new is a stronger product range, improved formulations, and plenty more still to come.

The name is simpler. The performance is stronger.