2011 Program Group Product Study: Oxygen Sensors

Jan. 1, 2020
Oxygen sensors have apparently become a routine replacement item among do-it-yourselfers armed with scanning tools.

Oxygen sensors have apparently become a routine replacement item among do-it-yourselfers armed with scanning tools.

At the National Pronto Association, “we’ve watched with astonishment as this category has an explosive growth rate,” says Mike Mohler, vice president and director of product management.

He calls it “the 21st century version of the spark plug” because “most of them are a simple screw-in replacement like a spark plug.”

Formerly tabulated under engine management products, with a relatively recent stand-alone status “you have a driving public that’s more empowered than ever,” Mohler says.

People can buy a reasonably priced scanner, pop open the hood and get to work. “They can Goggle the code on the Internet,” he explains, “and then go to the local Pronto parts store, buy the product, screw it in and be back on the road.”

Mohler maintains that ‘the industry has done a darn good job of marketing the category, so the consumer knows what an oxygen sensor is and what it does – either John Q. Public or the shop” benefits from this knowledge.

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“The shop, by far, is the most discerning customer” when it comes to choosing from among the good-better-best offerings. Pronto members are most often moving the better-best designations.

“You can buy an oxygen sensor from many manufacturers,” says Mohler. “Quality control is key,” he emphasizes. “You have a product that isn’t on the space shuttle, but it’s interacting with a lot of expensive components; we’re very selective in who we buy from.”

In addition to ensuring that the product functions properly, Pronto makes certain that the membership is supplied with a full stock of the devices suitable for most every vehicle. “You have a shop that calls for an oxygen sensor, and we have it,” Mohler points out.

Echoing Mohler, Automotive Distribution Network member Deno Valenti at Lowe Automotive reports that among his customers “price is important, but quality and OEM form, fit and function seem to be more important.”

Valenti says they are “starting to become more of a normal maintenance and tune-up item.” An increased purchasing boost of nearly 10 percent is driven in part by “sales blitzes usually funded and coordinated by the various manufacturers.”

Oxygen sensors have apparently become a routine replacement item among do-it-yourselfers armed with scanning tools.

At the National Pronto Association, “we’ve watched with astonishment as this category has an explosive growth rate,” says Mike Mohler, vice president and director of product management.

He calls it “the 21st century version of the spark plug” because “most of them are a simple screw-in replacement like a spark plug.”

Formerly tabulated under engine management products, with a relatively recent stand-alone status “you have a driving public that’s more empowered than ever,” Mohler says.

People can buy a reasonably priced scanner, pop open the hood and get to work. “They can Goggle the code on the Internet,” he explains, “and then go to the local Pronto parts store, buy the product, screw it in and be back on the road.”

Mohler maintains that ‘the industry has done a darn good job of marketing the category, so the consumer knows what an oxygen sensor is and what it does – either John Q. Public or the shop” benefits from this knowledge.

PAGE 2

“The shop, by far, is the most discerning customer” when it comes to choosing from among the good-better-best offerings. Pronto members are most often moving the better-best designations.

“You can buy an oxygen sensor from many manufacturers,” says Mohler. “Quality control is key,” he emphasizes. “You have a product that isn’t on the space shuttle, but it’s interacting with a lot of expensive components; we’re very selective in who we buy from.”

In addition to ensuring that the product functions properly, Pronto makes certain that the membership is supplied with a full stock of the devices suitable for most every vehicle. “You have a shop that calls for an oxygen sensor, and we have it,” Mohler points out.

Echoing Mohler, Automotive Distribution Network member Deno Valenti at Lowe Automotive reports that among his customers “price is important, but quality and OEM form, fit and function seem to be more important.”

Valenti says they are “starting to become more of a normal maintenance and tune-up item.” An increased purchasing boost of nearly 10 percent is driven in part by “sales blitzes usually funded and coordinated by the various manufacturers.”

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