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Branding Aftermarket 2009

Regardless of the 6 o'clock news, at FLUX we're looking at our Aftermarket Practice in 2009 with cautious optimism.

Unquestionably many of the current economic indicators could spell a favorable outlook for the automotive aftermarket. But let's get realistic– many businesses will see complete collapse while our sector could only modest gains. This year, even flat sales would be considered respectible in this climate.

The macro-mix of issues has already been identified:

  • sharp declines in new car sales
  • dealership closures
  • aging fleets
  • lower gas prices

Collectively companies who have the ability to aggressively pursue new customers, without alienating their existing ones will be noticed. Many will retreat into silence fearing budgeting crisis, but the brave have a unique opportunity to shine very very brightly. As advertising wanes, chances to negotiate and reduced "clutter" could make it easier to capture mindshare.

So what's your branding budget look like in 2009?

How you respond could impact your sales for the next decade. Deals we are seeing are intimate, connecting distributors and suppliers into super tight partnerships. With mechanisms the have costly termination ramifications. The relationships that form now could be long lasting.

Finally, with OE reputations plunging maybe this is the time for a collective aftermarket brand assault. Logically, why would anyone replace a failed OE part with another one from the same company... and even prefer to do it?

Buy low and sell high is what I'm thinking. And were seeing an opportunity in the aftermarket to invest in brands at pennies on the dollar.

Comments




  • Right on!
    Lance_Boldt, 5 years ago | Flag
  • Good points. As a firm that parallels your customer/client base, we are seeing the mid-sized companies spending money while the larger corporations are staying on the sidelines. Small companies appear to be straddling the 2009 budget issue. I also agree that now could be the time for an aftermarket brand assault. AM mfgs. should now lay claim to the premium replacement product(s) category. Once you are established as the lead, it becomes difficult for other companies to knock you out. I look forward to more conversation withyou.
    Aftermarket_PR, 5 years ago | Flag

Uploaded By: Fluxbiz
5 years ago
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