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| Past Issues |
May 2009 |
ANOTHER LEADING player in aftermarket/spares supply is Federal-Mogul, which has announced that it will be streamlining and re-branding its current product range into primary product categories under the banner of ‘Expert Brands’. “This innovative new brand strategy is being undertaken in an effort to simplify stocking requirements for engine re-builders, technicians and distributors. Federal-Mogul's re-branding initiative will incorporate an extensive anti-counterfeit programme, which is being implemented to protect both the integrity of each engine brand, as well as the end-user of the product from inferior counterfeit goods,” explains Martin Hendricks, Vice President, Europe, Middle East, Africa, Global Aftermarket. The brand realignment will not result in any changes to actual products, adds Hendricks. “Federal-Mogul's rebranding will eliminate duplication of products under multiple brands which will simplify stocking requirements, increase availability, increase new parts introduction, and assist service providers and re-builders in faster easier identification of the best original equipment technology component for each repair.” With its reputation for supplying world-renowned truck aftermarket products, “Federal-Mogul is able to offer the most respected OE-based brand in each primary engine product category. This new approach will reinforce the strength of each of our Expert Brands by forging stronger relationships with the professionals who install our products,” concludes Hendricks. |
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