The price of automotive components is less of an issue than ever before for garages buying from motor factors, according to a survey conducted by WAIglobal UK.
In a survey of AutoCare garages at the recent AutoCare show, held in Milton Keynes, garages said that “relationship”, “availability” and “customer / technical support” were their top three buying criteria, with “price” not only a distant fourth but hardly even mentioned.
Kevin Sharp, Sales and Marketing Director WAIglobal UK Ltd, said: “This is the third year in a row that “price” has not come in to the top three ‘buying criteria’ for AutoCare garages. While it should not be overlooked, it should actually serve as a warning to all in the supply chain, not to underestimate all the other more important requirements of its garage partner.”
Sharp added that the survey further confirmed the belief that the perceived cheap “prices” are being used as a tool to compensate for all the other shortcomings in the supply chain. “It is the belief of many in our trade that if all else fails a cheap price will suffice,” he said.
During many trade events and independent garage workouts, WAIglobal UK has identified that garages are feeling increasingly dis-engaged from their chosen supply partner. “It is important that both motor factors and suppliers recognise and understand what is needed to help drive a garage business forward. Being the cheapest is not fulfilling the garage’s requirements,” said Sharp.
The survey findings also underline WAIglobal UK’s mission over the past three years, which has been to place customer support, service and training packages at the top of its priority list, thus cementing long term relationships between supplier, motor factor and garage.
“WAIglobal UK, due to its truly global manufacturing facilities, can supply parts at market competitive prices, not to be confused with “cheapest”. But, it can also give the whole supply chain added value and margin potential by supporting the cradle to grave concept with customer support and training,” said Sharp.
