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TRW’s campaign corners the global market for originality


Meet Chris Kollar. He’s TRW Aftermarket’s product manager in North America and the star of the brand’s latest ‘True Originals’ short film. The film is about TRW’s ‘Corner Module’ – a term used to collectively describe its braking, steering and suspension parts and systems.

Chris was born and grew up in metro Detroit. Nicknamed the ‘Motor City’, metro Detroit is the heart and soul of America’s motor industry. It’s also World famous for Hockey and in Chris’s spare time he plays ice hockey for the ‘Spitfires’ out of Rochester, Michigan.

Both in his job and in his chosen position of right wing, Chris is a team player and has to work hard to master many skills. However, to be truly great he has to perfect putting them all together, in exactly the same way as TRW does when designing, developing and marketing its Corner Module offer.

A short video and other on and offline material tells Chris’s story. To find out more, click here; www.trwaftermarket.com/en/cornermodule

TRW introduced the Corner Module to the European aftermarket in 2011. Embodying its OE quality promise and the commercial benefits of working with one supplier, it describes how the systems and parts that make up TRW’s areas of expertise are designed to work in harmony for maximum safety and performance.

Over time, this concept has been successfully rolled out across the business globally and the phrase ‘Corner Module’ is now synonymous with the TRW brand.

TRW’s UK marketing manager, Kevin Price, explained: “The ‘True Originals’ campaign uses our own employees to bring the brand to life. As an employer, we attract some of the most interesting, intelligent and forward thinking people. By marrying our own True Originals with our position as a global, systems manufacturer and OE supplier, we show how TRW injects every bit of its OE knowledge, experience and technical innovation into its aftermarket parts.

“With the input of more than 4000 specialist automotive scientists, designers and engineers, building on more than 100 years’ experience, the parts are developed to work in harmony; both with each other, within the specific system and in tandem with the other Corner Module systems the business offers. This results in a perfect fit, every time, the safest drive and the highest performance.”

Aimed at all levels of the independent aftermarket (IAM), the True Originals campaign was introduced in 2014. The objective is to highlight all TRW branded product areas and to identify the brands unique market position.

In addition to TRW’s own customers, the motor factors, the stories talk to distributor’s customers, the garages, and to the end user; increasing brand awareness at all levels and facilitating the communication of key messages back through the chain.

“Using bespoke and focussed communications to speak to the whole supply chain, the overriding message is that TRW makes parts and systems that drivers can rely on all over the world,” Kevin added.

“To the distributors, we explain how they can boost their sales by stocking and selling the safest, OE quality parts from such a globally respected brand. To the garages, in addition to the messages of quality and engineering excellence, we convey depth and breadth of range and the ease and speed with which the parts can be acquired and fitted, and to the end user we communicate how the TRW name is the brand to trust and the last word in safety.”

For more information, please go to: www.trwaftermarket.com