Obtaining a bump in chassis sales involves doing some heavy lifting to effectively work the category, according to Jim McKay, president and CEO of McKay Auto Parts in Litchfield, Ill.
“We have over 70 NAPA Car Care Centers (as customers), and we push really hard” in reaching out to promote the company’s products while providing educational opportunities.
“We hold a lot of clinics,” McKay explains. “They’re put on by the manufacturers or certified trainers that we hire.”
He goes on to note that they stock “premium and popular-priced” lines, pointing out that “we carry a full supply of both.”
The weather – and what it does to a region’s roadways – appears to be an important determinant as well.
“Illinois has more freeze-thaw cycles than any other state,” says McKay. “In the spring our sales go way up because we have a lot of potholes.”
With such a brutal winter climate, Minnesota’s Automotive Parts Headquarters, Inc. is perfectly positioned to roll with a bounce in seasonal demand. “Springtime is better than the fall,” says retail merchandising director Mike Lichtenberg. “Our roads up here have a lot of potholes in the spring, and that certainly helps our sales. You have a lot of vehicle damage.”
Lower price points are a prime component of clinching the sale, says Terry Bryden, general manager of XL Parts, LP in Houston, Texas.
“We’ve seen a huge change from name brand to private label,” he reports, adding that Pronto’s exclusive offerings account for 75 percent of XL’s chassis sales.
“We’ve had very few warranty issues, and the price is significantly cheaper – 50 percent in some cases,” says Bryden.
The company is frequently called first when a chassis order is in the offing. “The hook we hang our hat on is that we’re one of the few direct-to-installer warehouses” in the region being served,” Bryden observes. Repairers appreciate that “we’re not taking food out of their mouths by selling to the do-it-yourselfer.”
At Brooks Auto Parts, Inc. in Douglas, Ga., “we struggle with chassis sales,” says Wayne Marsh, vice president of store operations. “I’ve been in the auto parts business for 40 years (he started at Brooks as a delivery driver), and our chassis sales have not be near what they were 20 years ago.”
Marsh expresses uncertainty as to whether the softened purchasing trend is steered by improvements in roadway pavement processes – Georgia doesn’t have the freeze-thaw cycles common in colder climates – or the auto industry’s production of higher quality and longer lasting components.
Obtaining a bump in chassis sales involves doing some heavy lifting to effectively work the category, according to Jim McKay, president and CEO of McKay Auto Parts in Litchfield, Ill.
“We have over 70 NAPA Car Care Centers (as customers), and we push really hard” in reaching out to promote the company’s products while providing educational opportunities.
“We hold a lot of clinics,” McKay explains. “They’re put on by the manufacturers or certified trainers that we hire.”
He goes on to note that they stock “premium and popular-priced” lines, pointing out that “we carry a full supply of both.”
The weather – and what it does to a region’s roadways – appears to be an important determinant as well.
“Illinois has more freeze-thaw cycles than any other state,” says McKay. “In the spring our sales go way up because we have a lot of potholes.”
With such a brutal winter climate, Minnesota’s Automotive Parts Headquarters, Inc. is perfectly positioned to roll with a bounce in seasonal demand. “Springtime is better than the fall,” says retail merchandising director Mike Lichtenberg. “Our roads up here have a lot of potholes in the spring, and that certainly helps our sales. You have a lot of vehicle damage.”
Lower price points are a prime component of clinching the sale, says Terry Bryden, general manager of XL Parts, LP in Houston, Texas.
“We’ve seen a huge change from name brand to private label,” he reports, adding that Pronto’s exclusive offerings account for 75 percent of XL’s chassis sales.
“We’ve had very few warranty issues, and the price is significantly cheaper – 50 percent in some cases,” says Bryden.
The company is frequently called first when a chassis order is in the offing. “The hook we hang our hat on is that we’re one of the few direct-to-installer warehouses” in the region being served,” Bryden observes. Repairers appreciate that “we’re not taking food out of their mouths by selling to the do-it-yourselfer.”
At Brooks Auto Parts, Inc. in Douglas, Ga., “we struggle with chassis sales,” says Wayne Marsh, vice president of store operations. “I’ve been in the auto parts business for 40 years (he started at Brooks as a delivery driver), and our chassis sales have not be near what they were 20 years ago.”
Marsh expresses uncertainty as to whether the softened purchasing trend is steered by improvements in roadway pavement processes – Georgia doesn’t have the freeze-thaw cycles common in colder climates – or the auto industry’s production of higher quality and longer lasting components.
