Ariel's messaging behind its compressors and replacement parts revolves around the company's claims that "Ariel compressors are proven to run longer and require less maintenance when they are maintained using genuine Ariel parts."
The benefits of genuine Ariel replacement parts include continuous innovation in design, engineering, & manufacturing, availability anywhere in the world, and facilitating upgrades that are interchangeable with the existing compressor equipment.
In summary, Ariel's primary positioning language/differentiating statements revolve around the company using its years of experience to offer genuine parts to customers that are guaranteed to work with their Ariel compressors. The company also values customer support and customer experience as was evident above.
An exhaustive look at LMS, Inc. revealed that the company is not a true competitor of Cook Compression.