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"Price issues will lead to self-destruction," says Knight.
IAAF president Graham Knight feels the automotive aftermarket is on a path to self-destruction if it continues to focus purely on price ahead of value and customer service.
Speaking in the IAAF's newsletter to all garages, motor factors and supplier members, Mr. Knight said the fixation on low prices meant that the trade is facing one of its most "severest challenges" to date.
"Value means getting what you pay for" he said. "If service, quality, reliability and warranty back-up are better than your competitors, then all these elements should still command a good price. The challenge in the aftermarket at present is that we all seem to be disregarding value and service and focusing purely on price and this is the road to ruin."
"Most people hearing this will point to their competitor down the road, but there's always been competitors selling cheaper products and this won't change, we are all contributors to this issue."
Mr. Knight offered a number of useful tactics to combat price challenges. "Each business has to look at its 'point of difference' and never tire of shouting about it. Motor factors, in particular, must also insist on a much closer working relationship with suppliers to better explain and demonstrate their proposition to customers.
The IAAF newsletter communicated to members the numerous IAAF activities and services available, all of which are designed to protect and promote the independent automotive aftermarket and the businesses that occupy it.
A copy of the IAAF newsletter can be downloaded here.
If you're in the independent automotive aftermarket then you should be an IAAF member!The IAAF continues its work representing the opinion of those operating in the UK independent automotive aftermarket to those who need to be informed – whether that's government departments, MPs and MEPs, civil servants, statutory bodies like H&SE, DVLA, Environment Agency etc., the media – both trade and general, companies and individuals in the motor industry and the general public – in particular motorists, for whom the IAAF’s activities have significant benefit.
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