What’s the cornerstone of a successful garage or motor factor? WAI believes both are looking to suppliers for marketing support to keep their business agile, particularly in the “changing face of the aftermarket, as well as delivery of high-end parts”.
WAI is a specialist in rotating electrics, with product lines across ignition coils, alternators, engine management and sensors, plus wiper motors and window regulators. The company has recently expanded its product range with new electric vehicle (EV) charging cables.
WAI has moved to support motor factors and their customers with regular communication of new-to-range references, viewed as crucial move to support factor businesses, as the UK vehicle parc continues to expand at pace.
WAI Managing Director, Richard Welland, said: “Our range of engine management references feature meticulous innovation to deliver highquality parts for applications across the vehicle aftermarket, from passenger cars to heavy-duty commercial vehicles and industrial vehicles.
“As well as this, WAI supports factors and garages with regular communication, training and workout meetings, so our customers get the most out of the relationship with us.”
WAI has “reinvented itself”
Over the last two years, WAI has expanded into alternative areas of the aftermarket. From being a specialist in rotating electrics, the company has branched into EV charging cables, which has brought new opportunities for factor customers.
Richard continued: “With our support, our factor customers are now able to market themselves as EV specialists. With the launch of our successful EV charging cable range, we’re developing new marketing materials and floor display units that really bolster garage and factors’ credentials.
“This changing tide in the UK vehicle parc means that businesses need to be lean to the challenges posed by more used EVs appearing in the aftermarket, and our eye-catching units, promotional material we generate, and of course our high-end EV parts, are ways factors can do this.”
Consistency is key
Regular contact is a key value of WAI’s customer service and staying on top of and finding a solution to any issues encountered by factors is a high priority for the team. Workouts and specific training calls are one of the methods that WAI uses.
Richard added: “We tell our factor customers that our door is always open for them, whether they want more information on any products or if they need to tell us of any issues. We want to equip our customers with not just a part for a vehicle but the knowledge of the application to help them in their day-today role.
“Our enduring relationships with our motor factor customers are testament to the quality we’ve delivered for years.”
