Under the SHW Performance banner, SHW sells more than 290 brake disc types for the ‘high performance’ segment of the independent aftermarket. TecDoc is supporting the company in launching the brand and establishing an international sales structure within the industry.
“We have started talking to European distribution players. Easy onboarding, data quality, product availability and on-time delivery are the key expectations from their side,” said SHW Key Account Manager, Matthias Reckziegel.
On the UK specifically, Matthias revealed: “Of course, we recognise the UK as an important target market for our product range; therefore, our ambitions for the UK are to enter this market and become a well-known brand for premium high-performance brake discs.
“Currently, we are in discussions with established distribution players, in order to introduce our brand and product portfolio.”
And on TecDoc’s involvement, he said: “TecDoc will help them (distributors) sell, offering the ideal end-to-end system for accurate part identification to match the vehicle. With TecDoc, the onboarding of our product into distributors’ own systems is easier to manage because TecDoc enables smooth cooperation among parts manufacturers, traders and workshops. That’s why TecDoc is a vital factor for distributors; they are no longer able to handle and manage offline suppliers.”
Industry standard enables rapid market entry
Using a product range that is identical to the one for original equipment manufacturers, SHW delivers parts for the likes of the Porsche 911 GT3, BMW M models and Audi RS models, including the R8 with the wave disc which SHW developed.
Matthias concluded: “We believe that if you are not present in TecDoc, you are not present in the independent aftermarket. It is important for us to introduce our brand and product range, so that our customers can easily find everything in the best possible way.
“Thanks to TecAlliance’s onboarding training, we were able to submit the product data for our full range of brake discs into the TecDoc Catalogue very quickly. Linking to the standardised product descriptions and the conversion to the TecDoc standard went smoothly.
“As a result, our products can now be found by distributors and end customers in TecDoc Solutions! By building on TecDoc’s extensive industry knowledge and technical expertise, we can showcase our product portfolio to the entire aftermarket network (including part numbers, product and maintenance descriptions).”
