Sam Robinson, Group Brand & Marketing Manager for Europe at First Brands Group, speaks to PMF about his role within the company, including his position at Airtex.
Q. For those of our readers that aren’t aware of Airtex, what does the company offer motor factors?
Sam Robinson (SR): Airtex manufactures water pumps, fuel pumps and water pump distribution kits. We supply vehicle manufacturers, including mainstream brands, as well as speciality off road and agricultural manufacturers. In recent times, we have developed a number of unique and patented water pump solutions that have been validated and adapted by OE manufacturers.
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, which means this is the perfect time for factors to upsell to them and explain the benefits of higher quality products. Airtex delivers exactly this – a full product range of water pumps, water pump kits, and fuel pumps, with OE products inside the box that are backed up with our three year warranty.
Q. Please fill us in on your role at Airtex.
SR: I’m the Group Brand & Marketing Manager for Europe at First Brands Group, which is the parent company to Airtex and also Trico, where I’ve been for the last seven years. I’ve been involved in various aspects of the business, including product management, marketing and sales responsibilities, so it’s fair to say I have a well-rounded view of the whole business. I’ve been tasked with developing the brand strategy for First Brands Group as a whole, as well as the individual marketing for Trico and Airtex, and helping to launch other brands within our global group into Europe – so there’s lot’s to do!
Q. How will this role impact your position at Trico?
SR: I’ll still be doing all the same work I’ve done for Trico for the past seven years, this just means I’m a bit busier! We have done some internal restructuring and have fantastic teams in product management and customer services, so we know that between all of us, we can deliver the support that people expect.
Q. What can factors expect from Trico going forward?
SR: We have been extremely busy behind the scenes over the past year during the COVID-19 crisis, and are working on two great new product lines that will deliver industry-leading coverage and performance, whilst delivering reduced SKU coverage for factors and stockists. I can’t release further details just yet, but watch this space!
These new ranges will complement the great products that customers already enjoy. Our range features conventional, beam, hybrid and speciality blades in all lengths for both front and rear, under lines such as Trico Force, Exact Fit, Flex, NeoForm, and TX. This portfolio combines near 100% market coverage with easy fitment and is backed up with full promotional and point of sale support, as well as expert technical knowhow.
Q. What sets the First Brands Group apart from its competitors?
SR: We’re the OE and OES suppliers for a host of vehicle manufacturers, as well as leading aftermarket brands, meaning that our product is one to be trusted and relied upon, and technicians can fit these products like for like. We’re also developing new solutions, which shows that we’re technically advanced, but to further accommodate our customers, 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. We also have plans to develop a new website giving technicians even clearer, quicker and simpler access to technical support.
Q. With Airtex’s headquarters in Zaragoza, has Brexit caused the company any trouble?
SR: It’s fair to say that, like many, we suffered delays at the start of the year due to Brexit and also the COVID-19 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 maintain ongoing availability for workshops and factors.
Q. Are there any new, exciting products on the horizon?
SR: We are constantly working on new product introductions. The water pump kit segment is growing in popularity, and we have just launched three new kits, with a further nine in development, so factors will see these come to market as they become required.
We’re looking to engage with factors and workshops 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 workshops that put their faith in the Airtex brand, and to support distributors in their sales campaigns. We’ve got some exciting ideas up our sleeve!
