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Quality over price becoming the norm


Autoelectro has worked tirelessly over 30 years to steer its customers in the right direction and getting to the heart of any issues raised. The company, the UK’s largest independent manufacturer and supplier of starter motors and alternators, is delighted that its noble work in the field has spurred technicians on in choosing a quality product over a cheap, copied part.

Nick Hood, UK Sales Manager, has spotted a healthy pattern in garage trends and, according to him, has emerged because installers are finally becoming “fed-up of fitting cheap product”.

He said: “Garages appear to have endured a poor experience with cheap units and are suffering from the adage ‘buy cheap, buy twice’, which, given how difficult it can be to change an alternator or starter motor on modern vehicles, often results in buying cheap product and losing their labour when a second unit is needed.

“From speaking to technicians up-and-down the country, garages are starting to get fed up of fitting cheap copy products – this is where Autoelectro can step in.”

The Bradford-based business boasts more than three decades’ experience of building strong partnerships with its network of distributors and their customers, ensuring they have a premium product to either stock or fit – but why lean in favour of Autoelectro’s remanufactured units?

Nick explained: “The term ‘copy unit’ would be ok were they being copied to original equipment (OE) standards. A lot of new units are built on price, and whenever price is pursued, quality is usually compromised.

“At Autoelectro we remanufacture the unit; we don’t rebuild or recondition, we remanufacture with highly-equipped facilities and the latest test benches, and we do this to exacting matching OE standards in 99% of cases. The only time we don’t match OE standards is when the OE unit has a design defect that causes failure and, in this instance, we remanufacture the problem out of the product by exceeding the OE standard.

“We use solely new components that meet or exceed those used in the original unit – there is no compromise – as our focus is on quality and reliability, rather than price, and, after all, it is our name on the box, a name that has taken over 30 years to build.”

While quality and reliability is pivotal to Autoelectro’s success and the foundation it pitches to attract new customers, the brand’s additional customer support complements its offering perfectly.

Continuous efforts are being made to arm garages with the latest, up-to-date technical information in the automotive aftermarket: Several hundred bulletins are available to access, free-of-charge, from its industry-leading website to ensure they stay ahead of their competition and confront technical challenges head on.

Additionally, Nick and the team are boosting Autoelectro’s online offering by racking up the miles out on the road and presenting on-site technical training workouts and warranty back-ups.

Combine its customer service with excellent stock availability and a next-day delivery service, and Autoelectro is a strong partner for any garage. Nick has urged those customers to maximise what’s on offer from Autoelectro as technology evolves.

“It is possible that some installers are unfamiliar with newer technologies, such as the use of ECU-controlled alternators and smart charging or stop-start.