Federal-Mogul Motorparts which is a key player in vehicle powertrain, maintenance and safety products, is carefully chalking out robust strategies to grow its turnover rapidly in the Indian independent aftermarket. The Indian arm of the Southfield-headquartered firm plans to focus on three product categories in the aftermarket vertical – Goetze-branded engine components, Ferodo-branded friction parts and Champion-branded service parts. As per the published balance sheet of the company, the Motorparts Division contributes to 40 per cent of the global turnover of $7.4 billion it has clocked in 2015.
Mr. Sanjeev Singh, Director, Aftermarket, Federal-Mogul India, told MOTORINDIA: “We have been working on a strategy of adding new products into our portfolio and aggressively expanding the range to have maximum coverage for the existing product categories. This strategy of horizontal and vertical expansion of the product categories has helped us gain volumes and marketshare in the three product categories where we operate. The current trend suggests that the buying patterns of the automotive retail customers is changing steadily and they are getting conscious of the brands available in the market, while making their purchase decision. We are therefore aligning our branding strategies to ensure that our brands reflect the right positioning of our products in the market. We are also ramping up our distribution network as we have added 76 additional distribution partners this year. We are confident of doubling our turnover in the aftermarket division by 2020.”
In line with its strategy Federal-Mogul Motorparts recently unveiled new additions in its Champion brand portfolio of service parts at a glittering ceremony attended by the Champion brand ambassador for the APAC region Mr. Kerry Hope.
He also launched the new Iridium range of Champion Spark Plugs and Flat type Champion Wipers in the presence of the Champion team of distributors, retailers and employees at the event.
Mr. Hope was in India to participate in the Federal-Mogul Motorparts-co-sponsored WBO professional boxing bout between him and the Indian boxing superstar Vijender Singh for the WBO Asia Pacific title. The current portfolio of the Champion brand in India includes Spark Plugs, Wiper Blades, Radiator Coolant and Ignition Coils.
Talking about the future course of action, Mr. Singh asserted: “Our strategy is to get closer to our customers synergized with a robust product portfolio will give us an unmatched competitive advantage in the independent aftermarket domain. We will be targeting 100 cities accounting for 85% of the aftermarket. We are also developing internal application engineering capabilities for the aftermarket products. That is a big shift in our industry (for aftermarket) to follow a built-to-print strategy rather than the one on design-to-deliver.”
Asked about presence in the CV segment, Mr. Singh maintained: “We continue to maintain our leadership position in the HCV engine segment with our Goetze-branded piston, rings and liner offerings. This product range will soon be augmented by the launch of Goetze HCV Engine Valves in August 2016. Additionally in the Braking segment our Ferodo CV Lining range has been further augmented by the recent addition of the LCV Lining range.”
Commenting on the future product lines which the company is eyeing, Mr. Singh revealed: “We are focusing on two product introductions, i.e., Chassis and Lighting. These two are part of the Global Federal Mogul product portfolio but not in India. We will, in all likelihood, look at introducing these two product categories in the Indian aftermarket by 2017-18.”