Delphi recently launched its Make Some Noise campaign in partnership with Shaikly Motor Company. PMM went along to the energetic launch event to find out more.
At an event at Delphi’s Warwick-based academy, Delphi announced that the launch of its new campaign entitled Make Some Noise. The launch, which felt more like an event for the latest Apple Watch than what we in the spit and sawdust side of the automotive industry are used to, brought together Delphi heavyweights, TV techs and the man at the centre of it all – Mick Shaikly of Essex-based Shaikly Motor Company.
To understand the campaign, it’s important to go back to the very start – after all, we were there (technically). Last December at the annual IAAF Conference, a new Garage Den initiative was launched. The premise was simple and entertaining: A panel of garage “dragons” would be pitched ideas from suppliers and provide their honest feedback. If a garage liked a supplier’s idea, the two could come together to make it happen. You’ve seen Dragons’ Den, you know how it works. From the audience’s point of view it was a fun way to end the day and spark some conversation.
Five suppliers pitched ideas, including Delphi, whose country director Aliya Lam pitched the Make Some Noise campaign. Mick Shaikly, part of the dragons’ lair, was impressed. I spoke to Aliya and Mick at the launch event to find out more about what we can expect from the campaign…
“For me, this campaign is about highlighting the importance of OE quality brands being sold, about the right part being put on a customer’s car,” Mick tells me. Aliya jumps in, adding: “There is a problem in the market where people are not aware what they’re purchasing. There are over 60 braking brands, so how does the customer know what they’re choosing. Customers mostly trust their garage and let them choose, but what are garages basing their decisions on? Price, often. Unfortunately. Buying cheap can cost more in the long run as you will need to change the part more often, paying more on parts and labour.”
So, with parts quality under the spotlight, I ask the pair about an issue close to PMM’s heart – customer supplied parts. Mick replies immediately: “We don’t fit them. There are legal issues around them and there’s a lot of fake product out there. We pick the parts we fit. You also need to trust your supplier. I’ve educated myself and the team on the science behind why high quality parts are essential and I explain that to my customers.”
Aliya gave me a rough idea about what the campaign will entail: “The campaign is about getting out there and talking to garages. We have two tech vans going around the country doing just that. You can only do so much via social media, face to face communication is essential. Events like this today, just being in the same room, are essential.”
