8 minute read
Cover Story: NAPA Auto Parts continues to grow
NAPA AUTO PARTS CONTINUES TO GROW
NAPA Auto Parts overcame the challenges of the COVID-19 pandemic to deliver significant network expansion through 2020, launching 17 new branches in five states across Australia
NAPA Auto Parts says it brings together more than 90 years of aftermarket industry heritage, knowledge and experience from Australia’s leading Trade and Specialist automotive aftermarket distributors: Ashdown-Ingram, Covs, Global Auto Spares and R&E Auto Parts. In bringing the heritage businesses together as one cohesive operation, NAPA Auto Parts explains it is making more parts available to more aftermarket professionals in general mechanical workshop, specialist automotive electrical and thermal, industrial and mining environments. NAPA Auto Parts is not planning on slowing the rapid network expansion any time soon and this will certainly be the case in 2021, with numerous new NAPA Auto Parts branches to be added to the 31 branches operating around Australia. This will include the conversion of existing heritage branch businesses to NAPA Auto Parts, selected relocations and completely new builds. “The initial development of our NAPA Auto Parts branch network has been exciting, allowing us to add an incredibly wide range of new products to our existing product range. This comprehensive and market leading offer of both specialist and generalist product under one roof, augmented by exceptional product expertise, is what the Australian aftermarket industry has been looking for,” NAPA Auto Parts Executive General Manager, Julian Buckley, said. “This year we will continue to optimise our network, including opening new greenfield locations, to allow us to make our exceptionally compelling customer offer available to even more of the country’s leading Trade and Specialist aftermarket professionals. The width and depth of stock in each NAPA Auto Parts branch and our Team’s expertise are positioning us to continue to build and strengthen relationships with mechanics, auto electricians and thermal control specialists everywhere.” Alongside the 31 NAPA Auto Parts branches, a further 31 branches operate under the heritage business banners of Ashdown-Ingram, Covs, and R&E Auto Parts. While the heritage branches have a great in-branch range, NAPA Auto Parts says its branches offer upwards of twice the stock width as the heritage branches. These heritage branches will be progressively converted to NAPA Auto Parts in the coming years. In areas where there is no NAPA Auto Parts branch currently, the existing heritage branch network continues to assist customers. These branches can offer the same products as a NAPA Auto Parts branch, despite not holding the inventory width a NAPA Auto Parts branch carries. These parts can be ordered and are never far away thanks to a nationwide network of distribution centres. Julian says it is crucial that the network has a wide range available and stock on hand. “It’s pretty simple – our customers have jobs to complete and we want to make sure we’ve got what they need to complete that entire job, when they need it,” Julian said. “We want to make sure we are providing great value for our customers every day, to make their day easier. This means having the products they need and the ability to provide them with expert parts advice, when they need them.” Each heritage business is said to be renowned for its expertise in servicing the needs of specific customer channels, ranging from small family mechanical workshop garages to multinational businesses with multiple fleets and workshops operating in remote and hostile environments.
A wider range
NAPA Auto Parts says it is proud to partner with many of the world’s leading brands including Century, Delco Remy, Denso, Ecco, Gates, Hella, Monroe, Milwaukee Tool, Narva, NGK, Penrite, Philips, Prestolite, Red Dot, Redarc, Ryco and Sanden. These brands cover many requirements of the wider automotive aftermarket and are relied upon globally by workshops to get their customers and fleets back on the road safely. In addition to the leading brands, NAPA Auto Parts also has a collection of market leading own brands, including OEX, Great Whites, RDA Brakes, Drivetech 4x4 and NAPA. It says this extensive range has been tried and tested over the years, offers OE-equivalent quality, and is trusted by the country’s leading aftermarket trade specialists and often asked for by name. NAPA Auto Parts says there is good reason for this. It explains Thunder recently launched an innovative DC-DC Charger with unique features never before seen in the Australian market; while Great Whites was one of the first Australian brands to launch LED driving lights and the first to achieve an incredible one lux at one kilometre. Meanwhile, OEX has been trusted by electrical and thermal specialists for over 20 years, earning a reputation for quality, value and reliability, while also developing patented innovative products to simplify life in a workshop. OEX has now begun expanding to traditional mechanical parts including ignition leads and engine pulleys. The newest addition to the NAPA Auto Parts own brand stable takes its name from a company with
more than 90 years of international automotive heritage: NAPA. The new NAPA branded range includes oil, filters, wipers, timing kits and power steering pumps, with more products on the horizon. Backed by comprehensive warranties, NAPA Auto Parts says these logbook service consumables ensure greater value to workshops, every day.
NAPA Know How
Having the right parts available to professional workshops is important, but so is having the knowledge to select the parts for the right application, across a broad spectrum of customers. This is just one facet of NAPA Know How, a philosophy that runs deep within NAPA Auto Parts. “NAPA Know How is fundamental to the business, and a true point of difference in the industry. This knowledge is evident with parts application information and data available from within their leading online systems, printed catalogues and of course, expert teams available to answer customer questions and recommend the correct parts needed to complete the job at hand,” Julian said. The Team has access to comprehensive training programs to help new and existing members build deep understanding of the ranges to help best support customers. This includes dedicated material on air con, braking, clutch, driveline, electrical, engine cooling, servicing, steering and suspension and workshop tools and equipment. NAPA Know How is also demonstrated in a range of regular catalogues including the monthly ‘Trade Deals’, quarterly ‘Heavy Duty’ and digital vehicle application guides. Whilst the latter showcases vehicle specific data, ‘Trade Deals’ and ‘Heavy Duty’ regularly showcase useful tips and information about leading brands and ranges. This may be as simple as a pairing guide for Red Dot evaporators and condensers or an application guide for CRC products, or answers to common industry problems such as why you can only use specific LED headlights and globes on Australian roads.
Covering the market
NAPA Auto Parts is positioned to continue to build on its 90-year local heritage of providing outstanding service to support the needs of general mechanical, automotive electrical and thermal, industrial fleet, manufacturing and mining specialists. When grouped with unmatched access to all of the parts these customers need, NAPA Auto Parts says it offers a winning combination for each location. Not only does each NAPA Auto Parts branch have dedicated ranges to support each of these customer types, but also has dedicated team members in each region to manage their particular needs. For example, with Industrial customers spanning everything from caravan and trailer builders to truck and equipment fleets, each customer’s needs are different and need to be fully understood in order to fully support their business. Industrial Sales Manager, Wes Skewis, knows his team is equipped with the knowledge and capability to keep up with demand. “With customers needing a wide range of products to suit a myriad of vehicles, workshops and equipment, the sales teams have extensive NAPA Know How to draw upon to make sure the right solution is provided”, Wes said.
The NAPA Auto Parts Strategy in Action
In February 2021, NAPA Auto Parts Molendinar opened its doors on the Gold Coast. This site involved building on the platform of the existing Ashdown-Ingram Molendinar branch, and combining in the operations of the nearby Global Auto Spares Labrador and Southport branches. This is the essence of the NAPA Auto Parts strategy – combining under one roof the product range, customer relationships, knowledge and skills of team members from both specialist and general mechanical. This conversion meant the integration of Global Auto Spares and the end of an era on the Gold Coast. SEQ Regional Manager, Dennis McKay, felt nostalgic closing the doors at the two Global branches for the last time but was also excited for the future. “Global had a loyal following on the Gold Coast, known for great value and excellent service,” Dennis said. “We’ll definitely keep the service levels up and the wider range and expertise in NAPA Auto Parts enable us to continue to add value here on the Gold Coast, like we do successfully elsewhere in South East Queensland and across the country. We keep the spirit of heritage businesses alive but make significant improvements from a solid base to better serve our customers.” Soon, this will be the case for WA’s Covs, Victoria’s R&E Auto Parts and Ashdown-Ingram as the NAPA Auto Parts network is rolled out around the country. In addition to the ongoing rollout in Australia, NAPA Auto Parts is also growing its presence in New Zealand, with 10 locations operating from Auckland to Invercargill.
