How innovations from ELTA Automotive support factors
ELTA Automotive Marketing Manager, Tim Brotherton, is back to answer a few more questions about how the company is evolving with the times, for the benefit of motor factors and workshops alike. Missed part one? Catch up here.
Q. How is ELTA adapting its product offerings or business strategies to meet the changing needs of motor factors and workshops in a post-pandemic and technological-evolving market?
A. “As mentioned earlier, our core specialisms – such as bulbs and engine management components – continue to see strong demand, and we remain committed to evolving these ranges to meet the needs of motor factors well into the future. However, we’re also keeping a firm eye on the changing landscape of the automotive aftermarket. To help us navigate these emerging opportunities efficiently, we’ve made significant investments in our data capabilities.
“At ELTA Automotive, we are fortunate to have some of the most talented data specialists in the industry. By combining this in-house expertise with strategic partnerships, such as those with Elcome and Factor Sales, we’ve been able to identify market demand with greater accuracy and deliver tailored solutions faster than ever before. A prime example of this is our successful expansion into heater blower motors and resistors, which has rapidly gained traction and is a direct result of our data-driven approach.
“By leveraging data and market insights, we’re ensuring that ELTA remains agile and responsive to the evolving needs of motor factors and workshops in this post-pandemic, technology-driven market.”
Q. In what ways does ELTA support motor factors, not just through product supply, but also in terms of training, technical and business support?
A. “At ELTA we have always augmented our product with services that go above and beyond our competition. Seeing the importance of these services and the role they play in ELTA’s USP, we took the decision in 2018 to brand them:
“TechASSIST: As we expanded into more technical products, support became an essential part of our offering. Initially provided for the factor only, our TechASSIST service is now open to garages and fitters too via or dedicated telephone and WhatsApp service on 01675 437429.
“BrandASSIST: From some of the bestselling brands in the aftermarket for our buying group customers, to promotional leaflets for individual factors, BrandASSIST invites customers to treat our marketing department as their own.
“StockASSIST: Knowing what to stock and when is a huge challenge when managing a large inventory. From small stock packs to the implementation and management of large consignment stock, our StockASSIST team are on-hand to help our customer.”
Q. What’s next for ELTA? Are there any exciting plans or innovations on the horizon that motor factors should keep an eye on?
A. “There are plenty of exciting developments on the horizon for ELTA. From a marketing and data perspective, we’ve just launched our most advanced upgrade bulb range to date under both the VisionPRO and Lucas brands. This includes our first-ever LED headlamp bulbs, which we’re incredibly proud to introduce to the market. We’re also in the final stages of developing a brand-new website and eCat, set to launch imminently, which will offer our customers a more streamlined and user-friendly experience.
“On the product side, we’re thrilled to announce that ZF, the owner of the Lucas brand, has entrusted us to produce and deliver the new Lucas spark plug range for the UK and Europe. This is a huge honour and a testament to the success we’ve had with the Lucas Vision product ranges.
“It’s a truly exciting time to be part of the ELTA team, and we’re looking forward to continuing to innovate and provide even greater value to our customers in the coming months!”
