At the start of last year MANN- FILTER, a long-term voice of dissention against the steady influx of poor quality filtration products that have made their way into the UK, decided to take matters into its own hands.
Not quite a ‘Falling Down’ moment, the company strategically concluded that the best way to prove its theory that a number of products – marketed and sold as ‘OE’ or ‘Matching Quality’ to UK workshops – were not being true to their word, was to follow the old adage that ‘seeing is believing’.
The resulting action would see the creation and launch of a tangible demonstration aid that would allow MANN- FILTER field staff and supporting distributors to help garages see with their own eyes why some more spurious brands may represent a sheep in wolves’ clothing.
Quality classifications
The MANN-FILTER argument has long centred on the mis-marketing of the aforementioned quality terms, and why transparency in parts quality classification is an ethical path that suppliers need to tread.
It says that all elements of the supply chain – from distributor to car driver – should be given the opportunity to make an informed choice, and this is being jeopardised by low quality product claiming to be something it is not, but ultimately winning the war on price.
It should be stated that the MANN-FILTER agenda is not against a good quality aftermarket product that is marketed and sold in line with its capabilities. There is a place for components that represent good quality and value as a fit-for-purpose replacement, but not those who may have looked to capitalise on the fact that a significant number of loopholes still exist in the automotive parts quality classification system.
The differentiation case consists of a collection of spin-on oil filters: one is the genuine OE quality MANN-FILTER, and the others are products where the manufacturers or marketers claim to match OE quality.
“We purchased products from at least five different aftermarket filter brands, all available in the UK aftermarket and claiming “matching quality”. We opened them up, we analysed them and clearly everybody that’s seen the evidence so far has been in agreement that the internal components and quality of assembly does not match the original part,” said Ken Read, MANN-FILTER Product & Marketing Manager – Aftermarket, ahead of our distributor/garage work-out day in Hemel Hempstead with Southern Region Sales Manager, David Curtis.
Although MANN-FILTER specialises in the manufacture of a number of filter types, the focus of the differentiation case is very much on the most popular filter type: the spin-on oil filter. Encased in a metal canister, it is far easier for some producers to manufacture parts that don’t match the quality of the original, as the key components inside them are hidden. If you can’t see them, you can’t compare them.
Our mission for the day then, was to sit back and observe reactions to the presentation – would the audience by able to spot the difference?
With five garages to visit during the day, David leads the activities with the gusto of someone who really believes in the message he’s preaching. This comes across well in his interaction with the workshops we encounter, which is very factual and steers safely clear of any sales-pitch pitfalls.
Product differentiation
As well as offering an explanation of how an oil filter works, Dave provides the workshop with some useful tips and advice about different filter types and fitment/removal techniques before introducing the MANN-FILTER product differentiation case.
The case is set up to allow the presenter to assess the various oil filter components presented, as well as giving the audience a first-hand look at the widely varied manufacturing techniques of each product.
No doubt, the differentiation case will have proved a useful ally since its launch, as it is an extremely effective way of making the company’s point. It certainly had the desired impact on the workshops we visited on our day out, with the response from all of those that we were able to visit being one of surprise and, in some circumstances, shock.
Each categorically agreed that there were significant differences between the quality of some of the parts on show, in comparison to others, and witnessed that manufacturing techniques and quality had likely been compromised in order to achieve cost savings.
“There’s a lot of manufacturing for the price,” stated Alan Welch & Bob Piper of AVCO Motors. “We regularly use MANN- FILTER product, and we’ve found the point of sale support material a really useful customer aid.” James Delisle of Delisle Ltd added: “My reputation is the most important thing to me, so quality always has to be one of our priorities. This has definitely opened my eyes to the differences in the manufacture of certain parts.”
Preaching to the converted?
What we did notice however, is that even if a garage is overwhelmed by the evidence in front of them, this is no guarantee of an immediate conversion for MANN-FILTER. Much in the same way that someone vows to go on a diet before tucking into a nice big fry-up, independents tend to stick with what they know, and it is clear that the recession has led to a keener focus on price when tempting the consumer through their doors. Cut-price servicing, mainly from other independents, is forcing many garage owners to offer a competitive rate.
With this comes a tendency to ‘try and keep the cost down’, on the assumption that this is what the consumer wants and expects in these price-conscious times. In some circumstances that is true, and the use of appropriate decent quality products to service that particular customer’s needs represents good practice.
But, by the law of averages at least, there will surely have been one or two occasions where the customer hasn’t been informed of their choices and the decision has been made for them by the technician – whether they like it or not.
This attitude may have to change, though, as car owners continue to explore the options available to them in terms of vehicle servicing outlets, with a focus on quality and longevity of repairs. If that’s the case then garages need to stay informed about variations in product quality, so they can accurately detail the options available to their customers – after this point the choice is handed over to the car owner.
The road might still be a long one, but MANN-FILTER will no doubt continue to fight the good fight. We’d highly recommend that you take your MANN-FILTER distributor up on the offer of a 20-minute visit. Equally, you can request a personal demonstration at a future MECHANEX show in 2014. You may see things very differently in the future if you do.
MANN-FILTER IS A MEMBER OF THE ORIGINAL EQUIPMENT SUPPLIERS AFTERMARKET ASSOCIATION – LOG ON TO WWW.OE-SUPPLIERS.ORG
