Cequent Performance Products

Cequent Performance Products, based out of Plymouth, Michigan, is the industry's largest manufacturer of aftermarket / OE towing and trailer accessory products. Key brands include: Bargman, Bulldog, Draw-Tite, Fulton, Hidden Hitch, Pro Series, Reese, ROLA, Tekonsha, Tow Ready, and Wesbar.

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Multi-Site B2C Engine

Cequent Performance Products was looking to manage a single website while keeping the separate identities of their 11 brands. They needed a framework that would create an individual look for each brand, while limiting the maintenance to a single site.

Cequent came to 42 milligrams to help them create a custom website that would have the ability to recognize the current brand being requested and dynamically build that brand's website content.

Cequent Performance Products
April 2015
42 milligrams
42 milligrams
Project Link


A single website engine was created with content and scalability in mind. Depending on the URL visited, the engine configures and populates the site based on the brand requested. A number of components were created specifically for this engine, allowing certain functionalities to only be used on brands where applicable. In addition, each component is completely dynamic, catering itself not only to the brand, but where applicable the category, product type, or vehicle. Additional tools can be created and added to selected sites with the click of a button, and a completely new brand website can be added within hours.

Each Cequent brand has its own configuration, allowing the team at Cequent Performance Products to turn features on and off for each brand as required. Both the site configuration and content is maintained using their existing Data Management System, the Dealer Extranet Portal. With the help of this system, their team is able to manage all content for each brand within a single system. All content is added and updated in real time, allowing for site updates without delay.

Dynamic Brand Elements Include:

  • Brand Logos / Skin Color
  • Brand Dealers (Brick / Mortar, and eCommerce)
  • Categories, Sub Categories, and Products
  • Category, Sub Category, and Product Content
  • Featured and Trending Products
  • Fit Guide Type Availability and Presence
  • Banners and Promotions

Real Time Content Updates Include:

  • Product Offerings
  • Product Details
  • Product Photos
  • Dealer Locations
  • Fit Guide Vehicle Applications
  • Banners and Promotions
  • Site Support


  • Multi-Theme Engine
  • Data Management System
  • Product Search
  • Product Details
  • Product Registration
  • Vehicle Filtering
  • Dealer Locators
  • Navigation Directions
  • Fit Guides

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