How UFI Filters overcame hesitation
At Automechanika Frankfurt, PMF sat down with UFI Sales Director and General Manager UK and Ireland – Aftermarket, Karl Ridings. The company is “still young” in the UK but has made gains thanks to its strategy.
A. How are you keeping pace with the competition in such a congested marketplace?
Q. First, it’s important to know how we started. We launched the business in March 2017 with just myself and one other person in the office, no customer base other than those I knew from my background in the industry. Next year marks our 10-year anniversary, which is still young for the UK market.
We’ve kept pace by targeting the top premium level, working closely with motor factors and offering products with strong OE content and patented technology. This gives motor factors something to sell against the heavily saturated mid-market and maintain a competitive edge.
Q. Karl, I believe you used to work in the motor factoring sector?
A. I started as a branch manager and later became a business development manager for Central Auto Supplies, which had 16 branches. That hands-on experience helps me guide my team today, stressing the importance of regular visits, stock cleanses, and face-to-face interactions with garages.
Q. Despite your knowledge and experience, was there hesitation from motor factors when UFI entered the market?
A. Certainly… Early on, we relied on unique products that no one else had, which opened doors. Over time, we developed a strong relationship with the customers increasing the range of UFI on their shelves and earned trust by doing things the right way – supporting factors with marketing, training and high-quality products.
We offer a range of materials – from leaflets to technical brochures – covering all product details. While we don’t rely on paper catalogues anymore, high-quality printed materials still make an impact when explaining products to mechanics.
Q. How has data and accuracy in selecting parts for garages evolved?
A. It’s crucial, so we ensure our catalogue data and listings are precise. Garages must be confident they’re fitting the correct part and building that trust in the UK market required specific adjustments compared to the European setup.
Q. Which products are most popular with garages?
A. General service items – air, oil and cabin filters – are the core. In fact, here at Automechanika Frankfurt, we have launched a new range oil filters for automatic transmissions.
Fuel filters are also important due to increasing technology and cost implications, while cabin filters are also tied to clean air and sustainability, which we take very seriously.
Q. How do you incorporate sustainability into your business?
A. We’ve minimised plastic use in packaging, switching to paper tape that’s stronger and more sustainable. Globally, our company publishes full sustainability reports, but even locally, we focus on small, impactful changes. One example being the change from using PVC plastic tape on our boxes to reinforced paper tape.
Q. Has filter technology evolved in recent years?
A. Yes! While some think “a filter is a filter,” we’ve introduced innovations like the UFI Multitube engine air filters for models like the Fiat 500 and Porsche. These help keep moisture out of engines and protect fuel injection systems. EVs are another area; many have multiple cabin filters including also innovative HEPA filters, such as Teslas, which require six filters per service!
Q. What do you think the aftermarket’s view of electrification is?
A. There is apprehension, especially among “everyday” garages, which may not yet be confident servicing EVs. Specialist EV garages will likely handle this segment, but education is key.
Q. Finally, what challenges are motor factors facing today?
A. Technology and the need for ongoing education are major challenges. Trade shows and training events are increasingly important post-COVID, as they allow factors to engage garages directly and build trust.
