Headquartered in Suwanee, Ga., Omix-ADA is the world’s largest independent manufacturer and wholesaler of Jeep, truck and off-road parts, accessories and floor liners, according to Director of Marketing Henk Van Dongen.
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During the past 20 years the company has designed, tested and manufactured more than 20,000 restoration and replacement parts and accessories. Omix-ADA’s Rugged Ridge and Alloy USA lines are distributed throughout the United States and in more than 90 countries worldwide.
Van Dongen recently answered a series of questions posed by Aftermarket Business World:
Q: What are the qualifications and requirements for a shop to carry/install your products?
A: Because we are a niche supplier specifically for Jeep, most Jeep/off road shops will carry our line either buying direct or from a distributor. There are no specific requirements to carry our line. Adherence to our MAP (minimum advertised pricing) policy is the only requirement.
Q: What are the qualifications and requirements for a retailer to carry your products?
A: Similar to our policy with shops; the difference is that for buying direct you have to be able to do an initial buy-in
Q: What are the qualifications and requirements for a distributor to carry your products?
A: Distributors will have to make sure they service Jeep and off-road shops; otherwise there is no need to carry our line. Other than that, there is no specific qualification.
Q: Do your end-user customers fit particular demographics?
A: The biggest demographic groups are 18-25 and 50-60 year olds; this is somewhat typical for the Jeep market. The young persons are interested in the outdoors/adventure lifestyle. The 50-60-year-old consumer usually had a Jeep when they were younger and now that the kids are out of the house they like to “re-live” those younger years.
Q: Are your Jeep products customers are mainly into off-roading, or do you have people who purchase your products but prefer to stay on-road?