Mike Schlup, Managing Director of Kalimex, speaks to PMF in light of the company’s 30th anniversary.
Q. Mike, please talk our readers through how you feel about Kalimex’s 30th anniversary.
Mike Schlup (MS): I am extremely proud that Kalimex has reached this milestone anniversary. What initially started out as a small import business founded by my father, Jurg, has now become a global supplier developing world class technology such as K-Seal, which is now an iconic global brand, and represents quality brands such as Quiksteel and JLM Lubricants.
Q. What has been the key to the company’s longevity?
MS: There are three key elements to our success. The first is the development or identification of trade quality products that can solve a particular problem, and that are able to do so to the highest standards on a consistent basis. They can always be relied upon. Second is to market these products in creative, relevant and attention-grabbing ways to the end user with the purpose of driving business to our distributors, namely the professional motor factor. Finally, underpinning this is our commitment to delivering excellent customer service. We want to ‘wow’ customers when they contact us or we contact them. It’s fantastic for the whole team when we are on the receiving end of positive feedback from motor factors and their customers. We never take it for granted.
Q. How important have motor factors been in helping to progress Kalimex?
MS: Massively important! Motor factors have been crucial in driving the success of Kalimex in the UK. In the beginning, they helped us develop the professional trade market which still forms the bedrock of our business. As motor factors began to develop their own retail operations, this also helped Kalimex to reach the motoring consumer directly, and in doing so, enabled us to continue growing our sales.
Despite the significant changes in the UK aftermarket in recent years, motor factors remain our prime route to market.
Q. Are there any motor factors in particular that you have a strong relationship with?
MS: As Kalimex is based in the South East, some of our earliest customers were motor factors based in this area. Some, such as Cliffords in Brighton, were great supporters of ours, but they have unfortunately now closed their doors. Others, like Car Parts & Accessories, now a part of the Parts Alliance, and Wilco Motor Spares, have grown significantly over the years, and they remain great fans of our innovative brands.
Q. How exactly does Kalimex engage with its automotive customers?
MS: This is something that has changed significantly over the years. We have also started out with a network of sales agents calling on independent motor factors throughout the UK. This was an effective way for a small business starting out to make personal contact and communicate our primary message that we’re all about delivering quality repair solutions. We have also invested heavily in advertising and PR in printed trade media. This has helped us to reinforce our brand and deliver technical messages across the UK aftermarket.
Although digital marketing is now part of our marketing programme, we have found that the printed publications aimed at the trade remain effective and are an important part of our marketing strategy.
Q. How do you foresee the company taking advantage of the technological developments in the aftermarket?
MS: In terms of automotive technology, all the talk is centred on electric vehicles, especially the Government’s bold targets to end the sale of ICE vehicles by 2035.
However, as with all government targets, I am unsure whether this will actually be achieved. On the one hand, this would appear to limit the reach of some of our products in the longer term, such as K-Seal and the JLM range of additives. However, where there’s change, there’s opportunity, and we’re already looking into how Kalimex can deliver the next generation of innovative repair solutions for the electric vehicle aftermarket.
In terms of digital technology, Kalimex has embraced the digital world, with our internal administration systems helping to drive efficiency within the business and also in terms of being able to reach consumers, not just in the UK, but worldwide. We are now achieving unprecedented levels of visitors to our websites from around the globe, because motorists everywhere are always searching for cost-effective and reliable ways to keep their vehicles on the road.
Q. What does the future have in store for Kalimex? Are there another 30 years on the horizon?
MS: Kalimex definitely has another 30 years on the clock! I might be retired by then, but the ethos of the business, ‘innovative repair solutions designed to keep you moving’, will always strike a chord with motoring and DIY consumers.
This is particularly important when times are tough, as they are right now. I firmly believe that Kalimex will continue to deliver quality repair solutions for both trade and retail automotive customers, and our longstanding motor factor partners will be key in helping us to achieve this.
