Motaquip products have been a staple on shelves of motor factors since 1981. Those behind the brand are confident its diverse product portfolio is synonymous with OE matching quality and trusted by technicians – both at home and further afield. We assess Motaquip as an overall package.
Motaquip is one of the three brands under the Comline Group umbrella, which, of course, also includes Comline and Allied Nippon. Motaquip became the third cog in 2014 and has just celebrated its 10-year anniversary with the group. The parent company, as written about comprehensively in October’s edition of Professional Motor Factor, has invested significantly in its infrastructure, strengthening its service offering, and harbouring ambitions of growth – evidence of which can be found in its new global headquarters in Bedford. While only 17 miles from its previous home in Luton, the difference between the two sites is on another planet.
This move coincided with the implementation of AutoStore™, an innovative, smart storage and retrieval system that holds Motaquip’s bestselling parts in no fewer than 60,000 plastic totes, stacked up to 16 deep. Forty robots travel along a grid system to retrieve the totes and deliver them to ports for warehouse operators to pack and dispatch customer orders.
By getting rid of traditional racks and aisles, the system has reduced space requirements by up to 70% and cut pick times from several minutes to mere seconds. Already, after just a few months, this has improved efficiency, reduced staff strain and increased order picking accuracy.
Given Motaquip has a significant presence both domestically and internationally, this investment is making a tangible difference, according to Comline Group General Manager – Marketing and Communications, Leigh Davies. He insisted that while Motaquip is “deeply rooted” in the UK and is the “heart of its operation”, export opportunities continue to knock on the brand’s door, with AutoStore™ adding to the appeal of the Motaquip brand for potential distributors.
He said: “At Motaquip, we are dedicated to our home market, the UK, where we continue to support motor factors and workshops with an extensive range of high-quality products. Our ethos of delivering OE-matching quality is exemplified across our comprehensive range, including braking systems, steering and suspension, filtration and the MOTACELL battery range. This commitment to quality is why the Motaquip brand has earned the trust of the industry for over 40 years.
“AutoStore™ provides rapid, efficient product picking and the flexibility to run our operations around the clock as required. It’s early days for this investment, but we are already realising the ability to meet customer demands with greater speed and efficiency, and I firmly believe that our customers will really start to feel the benefits in 2025 and beyond.
“While the UK remains at the heart of our operation, Motaquip continues to gain traction worldwide. Today, Motaquip products are distributed in markets, like Ireland, Germany, Slovenia, Romania, Spain and even Barbados. This growing export presence reflects the global demand for high-quality, reliable aftermarket parts, the strength of the Motaquip offering, and the brand name.”
Motaquip’s modern approach
While Motaquip is a name steeped in history, it is one that is living in the here and now, while also having one eye on the future too. It is no secret that digitalisation has made an indelible mark on the industry and is only ramping up with the growing, rapid influence of AI. This means brands have no choice, not just to keep up, but endeavour to get ahead of the curve.
That is an approach that encompasses Motaquip’s entire strategy, according to Leigh: “We have made significant strides in enhancing our online presence and accessibility. Our new website and TecDocpowered eCatalogue offer customers easy access to our full range of products, complete with pricing, stock availability and direct ordering capabilities. This selfregistration platform allows both motor factors and garages to work smarter and more efficiently.
“Our push into social media, particularly Facebook, has generated significant results. With over 10 million impressions in recent months across the UK and Europe, we are getting Motaquip in front of a wide, yet relevant audience, and aim to build a thriving online aftermarket community. By engaging directly with industry professionals and involving our customers, we can forge relationships, grow the brand, and further develop the Motaquip business.
Product ethos: Quality at the core
Motaquip’s product philosophy has remained resolute since 1981: deliver OEmatching quality, reliability and ease of fitment. It is clear this ethos drives every aspect of its product development.
Leigh echoed: “This ensures that our ranges align with the evolving needs of the market. Our data-driven approach means we prioritise the parts that matter most, balancing breadth and depth in categories, and ensuring we have the references that the market demands.
“A lot goes into developing and maintaining a range which carries nearly 100 product types and over 17,000 references. Making sure every product that carries the Motaquip ‘M’ delivers in terms of quality and performance is our absolute priority; for example, our brake pads are certified under ECE R90 regulations, and we could stop there. Instead we put Motaquip pads through a series of additional checks to guarantee our quality standards are met.”
The importance of offering a complete package
Competition is fierce in the aftermarket; therefore, choice is likely to come down to more than just product quality. Price, availability, range, and customer service – just to name a few – are other facets to consider. Motaquip strives to deliver a complete package for its customers and aims to add value to its proposition in a number of key areas. It’s marketing and brand support is a particular area of note, all of which is fronted by a dedicated customer marketing portal.
Leigh said: “The Motaquip marketing portal is designed to be a hub for customers and provide access to a range of support materials. It is designed to help motor factors effectively promote the Motaquip brand to their customers. Literature, merchandise, clothing and marketing assets are at the factor’s fingertips, and there’s certainly no shortage of options. Right now, for example, we are carrying our Heritage Collection clothing line, designed to celebrate Motaquip’s illustrious history in the sector.”
A bright future ahead?
Motaquip is buoyant; it is confident in its prediction of continued growth worldwide. While Leigh would not be drawn on 2025 plans just yet, he did promise that all the ingredients that have helped generate success for Motaquip over 40 years will remain – perhaps with some new ones thrown into the mix too. Let’s watch this space.
