How has Value Car Parts expanded so quickly

After Value Car Parts was launched in 2021, it has since expanded into a four-branch motor factor – but Ishtiaq Malik isn’t done just yet with more store openings planned. PMF sat down with the managing director inside the Perivale branch to find out how the team go about their business.

Ish dabbled in several industries before moving into automotive – specifically, with Euro Car Parts where he learned the “fundamentals” of a motor factor business. Refining his talent and learning new skills along the way, Ish, along with colleague and now his business partner – Dipesh Shah – decided the time was right to move on and start their own factor.

Ish told PMF: “In 2019, we acquired an established motor factor business that had been operating for 40 years. Then two years later, we launched Value Car Parts as a distribution-focused operation from Staples Corner.

“We initially covered Northwest London within a five-to-seven mile radius. We didn’t have big expansion plans at first – we simply focused on gaining customers and building a reputation.

“We started small – about 15 staff including warehouse and sales – but in our first year, we achieved a turnover of £3 million. From the beginning, our focus was very clear: service above everything.”

On Ish’s relationship with Dipesh, he said: “With his help and guidance, we have managed to achieve where we are today. When it comes to future strategic business decisions, we both play equal roles. We trust and respect each other’s judgment as the two pillars of our business.”

Workshops ‘sell labour, not parts’

For Value Car Parts, its priority is personal service – fast, flexible and responsive. Ish believes workshops sell labour, not parts, and if they don’t receive parts quickly, they lose income.

Ish continued: “Our key differentiator was speed and service level – our SLA target was 40 minutes delivery turnaround. Service was our manifesto.”

Staples Corner became a hub for growth – it was demand-driven – and Value Car Parts’ customer base expanded into Southwest London – the likes of Chelsea, Uxbridge and Heathrow – so it needed “better geographical coverage” to maintain its “high service standards”.

Value Car Parts now has branches, alongside Staples Corner, in Perivale, Harlesden and Finchley. In each branch, Ish has an identical office – same layout, furniture, whiteboard – to ensure he feels at home in each store, which he visits at least once-a-week.

Ish is meticulous in his planning; each month is divided into four phases – sales focus, management, performance review and credit control – a routine that has suited him and the business. He holds regular meetings with drivers, sales teams and managers.

Ish said, philosophically: “Culture must be reinforced constantly. If you live what you believe, your team will follow.”

That team is 125-strong; Ish takes the responsibility of 125 families seriously. When recruiting staff, he judges the person not their CV – and while the majority of his sales team are former colleagues of his, Ish believes that if staff are treated well, incentivised properly and are given flexibility, they will perform.

Attracting Young people – Up-skilling

While Ish has heavily relied on his contacts and experience when employing staff, Value Car Parts is “actively involved” with local councils and apprenticeship programmes: “We attend job fairs and work with colleges,” Ish said. “We’ve had apprentices join us in warehouse roles, move into admin, then into sales. One young team member who joined as an apprentice is now a confident salesperson with full product knowledge.

“We encourage people to treat this as a career, not just a job. This industry is essential and recession resistant. Once you’re in and you’re skilled, you’re a long-term hire.”

Those skills are bolstered by training; Value Car Parts runs regular supplier-led training sessions – Bosch and MAHLE are two examples – while the factor also supports workshop customers with technical sessions.

Ish said: “Our team needs strong product knowledge. They don’t need to be master technicians, but they must understand enough to guide and support customers.”

 Influence of AI 

Availability is an important part of any motor factor business – which was “very challenging during and after COVID, particularly with European supply chains and Brexit-related delays” – and while it is “much healthier” now, Ish revealed Value Car Parts has invested heavily in stock and technology to manage inventory efficiently. Each branch carries approximately £800,000 in stock.

Value Car Parts has also implemented AI-based stock classification systems. These automatically adjust minimum and maximum stock levels based on sales history and demand patterns: “That’s improved efficiency enormously,” Ish conceded.

These systems complement two AI-driven systems: automatically generated goods receiving matches invoices automatically to reduce manual errors and save time, while self-learning stock level adjustments continuously refine purchasing systems.

While Value Car Parts is investing in AI, Ish insists AI does not – and will not – replace people: “It improves accuracy and efficiency, but customer interaction must remain human.”

For that reason, Value Car Parts does not use automated sales voices. PMF has been told of factors experimenting with this aspect of AI, but Ish has decided not to pursue it: “Our industry is built on trust and relationships. AI can support back-end operations, but I believe our customers want to talk to real people. When customers call us, they want to speak to someone who understands their urgency and problem.

Wining and keeping customers

That intimate interaction is why word of mouth is “incredibly powerful” for Value Car Parts – most of its growth has been organic and without a fully developed website. Last year, despite increased competition, Value Car Parts achieved over 30% revenue growth across its network.

Ish is confident word of mouth, personal relationships and proactive account management are the three main reasons for Value Car Parts winning and keeping customers.

Ish revealed: “We don’t do cold calling anymore. Our BDMs focus on relationship-building and supporting existing customers. We also use WhatsApp extensively; every sales advisor has a company phone, so customers can send photos, query parts, ask for VIN numbers – everything! That direct connection makes a big difference.”

Here to stay

Acquisitions, consolidations and expansions: these are all occurring in the motor factor network, so what’s Ish’s stance? Would he and his business partner consider selling?

Bullishly, Ish replied: “Right now, no. We’re young, ambitious and focused on growth – there’s no exit strategy at this stage. More importantly, I love what I do. If I sold, what would I do next? The passion is still there. Our focus is growth, sustainability and building something long-term.”

Upon leaving Value Car Parts’ Perivale branch, seeing motorcycles and vans return from deliveries and restocking at a rapid pace, it appears Ish’s vision is, in fact, already a reality.