To celebrate its 25th anniversary, Elta Automotive, distributor of electrical components to both the UK and European aftermarkets, has announced the creation of its own in-house brands, VISIONPRO and VXPRO.
Those who have heard the name before may know that Elta Automotive has traditionally been the silent, but successful, distributor of well-recognised brands, such as Lucas Electrical and Xevo. However, after 25 years, the company is looking for a new string for its bow and has taken the bold step in creating an image for itself.
VISIONPRO and VXPRO will have a grand unveiling at this year’s Automechanika Birmingham, but before examining the details, it’s worth looking back at where Elta has come from and the road that has led to this new venture.
A silent partner
Chairman Martin Bates formed Elta Automotive Ltd, originally named Elta Lighting, in 1993. It occupied a small 3,400sqft warehouse on the same estate as the current premises in Coleshill and consisted of just five people, one of which was Ian Hallam, who began by working ‘on the shop floor’, but has now risen to become the company’s Managing Director.
Success came early when, in 1994, Elta became the bulb supplier to the iconic Lucas brand’s global aftermarket network. Elta remained the chosen bulb supplier throughout the merger of Lucas Industries plc and the Varity Corporation, which formed Lucas Varity in 1996.
Around the same time, Elta was also winning new supply agreements with Hyundai, Unipart and Hella. This growth necessitated the move to a larger 10,000sqft site in 1997.
In 1999, Lucas Varity was sold to TRW and again, Elta remained the chosen supplier of bulbs for the Lucas brand.
By the turn of the millennium, the business needed to move again, this time into its current location.
2004 became a particularly notable year as TRW agreed to an exclusive UK and Eire licence arrangement with the company, for the Lucas Electrical brand. Initially, Elta sub-licensed engine management components, but the programme was brought in-house in 2009.
This agreement proved to be an excellent decision, as growth required further expansion of the company’s facility, to its current 49,000sqft capacity in 2012.
Due to the fact that much of the company’s growth had subsequently come with products beyond its original lighting specialism, Elta Lighting became Elta Automotive in 2013, which more suitably reflected the diversity of the products within its portfolio.
In 2016, another of the company’s attributes came to the fore as it further expanded its repertoire with the addition of the XEVO brand of engine management components.
Although originally intended to be a wholly-owned brand for the UK and Europe, before its official launch, Elta secured an exclusive UK distribution agreement with the PDP buying group, which was shortly followed by a similar arrangement with a large distributor in the Netherlands.
Further developments in the own brand side of the business has culminated in the product supply for another major buying group in the UK and a prominent European brand.
Enter VISIONPRO and VXPRO
Launched in direct response to the changing face of the aftermarket, the new VISIONPRO and VXPRO ranges are specifically designed to provide the solution for the needs of the independent.
“We are taking a strategic step to address what we believe is a great opportunity for independents within the sector,” said Elta’s Managing Director, Ian Hallam. “As the market evolved and the influence of the big buying groups increased, independent factors and their workshop customers need to have access to a premium quality brand they can call their own.
“With VISIONPRO and VXPRO they have the answer to their vision – bulbs, mirrors, wipers, warning & safety lighting – and vehicle electrics – engine management, ignition, fuel and vehicle management – requirements, with the behind-the-scenes support they need to address the changing business landscape.
“With the growing influence of electrics and electronics in current and future vehicle design, related products will become an increasingly important area for replacement components within the aftermarket. Elta has considerable experience in the field and has extremely refined testing and quality control procedures to ensure its products perform at the highest level.
“We have chosen the ‘See Sense’ strapline, not only because it reflects the driving vision/vehicle sense and control electronics attributes of the products within the PRO brand range, but because it represents a great option for factors looking for the opportunity to distinguish themselves in a fiercely competitive marketplace.”Box Content
