June 2021

E veryone loves a comeback, which is why the re-launch of Airtex into the UK aftermarket by First Brands Group prompted us to speak to Marketing Manager Sam Robinson about what we can expect from the company going forward Why has this moment been chosen for the return of Airtex? Airtex as a product has never really gone away. However in recent years we have focused on our OEM/OES and private brand business where we have seen record growth. Airtex supplies a whole range of OE manufacturers, including mainstream brands such as Ford, Volkswagen Audi Group, Land Rover, GM and PSA, as well as speciality off-road and agricultural manufacturers, including Caterpillar and Perkins. In recent times, we have developed a number of unique and patented water pump solutions that have been validated and adapted by OE manufacturers, proving that Airtex truly is a world-leading manufacturer and developer of water and fuel pump solutions. Now, more than ever, our research tells us that technicians and consumers are increasingly savvy when considering aftermarket options and are looking into the longevity and specification of parts to ensure they’re getting a reliable product. Airtex delivers exactly this – a full product range of water pumps, distribution kits, and fuel pumps, with OE product inside the box and backed up with our three-year warranty. We felt now was the right time to reinvigorate our market presence and give technicians the confidence to choose Airtex for their water and fuel pump replacements. What can garages expect from the brand in 2021 and beyond? The good news is that they can expect no change to what’s inside the box – that’s because it always has been, and always will be, our OE specification product. We are constantly working on new product introductions, in particular for the distribution kit segment, which is growing in popularity with three new kits just launched and a further nine in development, so garages will see these come to market as they become required. We’re looking to engage with garages as much as possible, including offering the best in technical service and support for any questions or queries they might have. Further to this, we will be running incentive and giveaway promotions to reward loyal garages that put their faith in the Airtex brand, and to support distributors in their sales out campaigns. From branded workwear through to some unusual gifts and experiences, and even the chance to spend a weekend visiting our Spanish factory and head office whilst enjoying some sunshine, we’ve got some exciting ideas up our sleeve. Will the brand offer technical support and training as well as parts? If so, how will this be delivered? As we hopefully continue to exit COVID-19 restrictions, we plan to deliver technical training at various events and exhibitions in conjunction with our UK distribution partners. However we also recognise that people sometimes need information here and now and that’s why we’re working hard to develop our YouTube channel with common fitment queries and replacement tips, as well as our technical hotline and plans to develop a new website giving technicians even clearer, quicker and simpler access to technical support. Were there any special challenges that presented themselves when the decision was made to relaunch in the UK? It’s fair to say that, like many, we suffered delays at the start of the year due to Brexit and the Coronavirus pandemic affecting shipments in and out of the UK. However, this has now settled down and we’ve worked with our distributors to ensure robust safety stocks to ensure ongoing availability for garages. What does the brand uniquely offer the aftermarket? Airtex isn’t just “A.N.Other” automotive brand or re-packer – we are a dedicated manufacturer, and our European factory 14 AFTERMARKET JUNE 2021 BUSINESS www.aftermarketonline.net A BREATH OF FRESH AIRTEX Airtex is being re-launched in the UK, and Aftermarket went out to find out more...