Magneti Marelli made its initial launch into the U.S. market in 2011, and already the Italian manufacturer is expanding its lineup of parts offered through Mopar, further targeting today’s independent service repair shop through Chrysler Group dealerships.
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Recently, the company began shipping starters and alternators, wheel bearings and hub assemblies, power window motors and regulators and filters. This brings the total Magneti Marelli product lines available through Mopar and Chrysler Group Parts Departments to 30.
“Everything is going even better than our expectations. The excitement of Chrysler dealers for the opportunity we’ve given them is very, very high,” says Dino Maggioni, CEO Global Aftermarket Magneti Marelli. “They see that the first product lines that we launched into the market that are now on the shelves are going very well. They asked for more products.”
Company executives report that they are moving to provide independent facilities, through Chrysler dealerships with a new purchase option for high-quality maintenance and repair parts. The parts are available on WHI and Epicor.
The higher quality is a key benefit for today’s shops. Annette Wolford, director of sales and business development, Aftermarket N.A. for Magneti Marelli, uses the company’s brake pad kits as an example.
The kits come with additional hardware needed for installation. She explains that when a customer comes in with a brake noise complaint, just replacing the pads won’t always solve the problem. They soon can be back with the same problem, because the hardware was not replaced.
By using a higher quality part with all of the necessary hardware included, the shop actually is saving money, she notes.
“In the end, when you look at it, first they are losing a customer. They have a complaint,” Wolford says. “Second of all, they are losing money, because they have to do everything over again for free. Magneti Marelli around the world stands for quality, and we won’t compromise that under any circumstances.”
Magneti Marelli targets about 85 percent of the U.S. market with its now 30 and growing product line. With the new lines and an all-makes program, the company states that the Chrysler Group Parts Departments are now growing their wholesale side of the business.
Maggioni says the company started its integration into the U.S. aftermarket with a first priority to its Chrysler partners’ service lanes. It now has the opportunity to increase Chrysler’s wholesale business.
“We will continue to work in a strong partnership with Chrysler as we increase the channel and the way we go to the market,” he says. “In terms of meeting the customer, the parts managers, the service managers, we have initiatives to recognize the best achievers in the Chrysler network.”
Magneti Marelli is reaching technicians through its sponsorships of the NHRA, the SRT Viper American Le Mans Series race car and the World Soccer Masters Tour in Miami, as well as its various social media pages on Facebook, Twitter and YouTube.
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