PΛRTSMΛRT In the News
Navistar's new PΛRTSMΛRT® brand is "Right On The Money"
Editorial posted in October 2009 issues of Road Today and Ontario/Eastern/Western Trucking News
With the "economy blues" going around like the flu these days, Navistar has provided a remedy for the truck market. The company launched its proprietary value parts line PΛRTSMΛRT® in February 2009 through the International® and IC BusTM dealership network. PΛRTSMΛRT is an All-Makes solution, backed by a one-year parts replacement warranty and built to International aftermarket quality standards.
PΛRTSMΛRT offers a wide range of products including belts, hoses, brake components, lighting, rotating electrics, seals, maintenance, and much more. Based on customer demand, new products are regularly added to the lineup. PΛRTSMΛRT products are sourced through trusted suppliers and meet or exceed industry standard test results. The PΛRTSMΛRT program to date has a warranty rate of less than 1%.
For an Owner-Operator, whose truck is the vehicle to their future, maintaining it is a key component of keeping their business running. PΛRTSMΛRT products are competitively priced at approximately 20% less than OE prices, giving customers economic relief and reducing operating costs when they need it most. This product is easily the lowest cost road to uptime.
Dealerships across the US, Canada, and Mexico have welcomed the value line into their businesses. Traditionally offering premium products, International dealerships now have an opportunity to provide additional cost-effective solutions to their customers, without sacrificing quality. Many locations are celebrating the new product line and have made PΛRTSMΛRT a focus during customer events, such as dealership grand openings, anniversaries, and training seminars.
International dealerships have also been finding new areas of growth and opportunity through the PΛRTSMΛRT brand. Outside Sales Representatives are establishing new relationships with customers who would have otherwise been unable to afford traditional OE products offered at International dealerships. "These tough economic times can be humbling, even for a salesperson, when you are used to selling only premium parts", said one Outside Sales Representative we spoke to recently. "PΛRTSMΛRT gave us a chance to step out of the box and realize that there are great quality parts out there, for less. I've met customers who could hardly upkeep their fleets before PΛRTSMΛRT, and now their business can keep on moving."
Many International dealerships across the US have been finding success in reselling PΛRTSMΛRT products through the independent repair facilities network. This additional branch of business reaches a price-conscious customer base that has historically avoided OEM dealers. Kevin Coleman, Director of Parts Operations at McCandless Truck Center in Colorado says that the independent repair facilities network is his dealership's "biggest opportunity for new business." Coleman has been gaining traction in PΛRTSMΛRT sales by setting up consignment inventories. He adds, "Having price-point products that are backed by a one-year parts replacement warranty gives us the perfect opportunity to capitalize on the independent repair facilities segment." As most dealers have already placed an initial PΛRTSMΛRT order, independent repair facilities consignment is one way to increase brand awareness, sales and inventory turns on existing stock.
According to Greg Baze, Bus Marketing Segment Manager for Navistar, the product lines available and the IC dealer's ability to understand the bus customer has allowed the PΛRTSMΛRT brand to grow in the bus market, as well. Baze notes that at IC Bus dealerships, Outside Sales Representatives are taking the parts straight to their customers and carrying them into bus garages all over their AORs. This approach has been well received and even practiced at trade shows. An Illinois-based IC Bus dealer has laid out PΛRTSMΛRT products at trade shows giving technicians and directors a chance to touch and feel the quality of the parts. Top selling product lines for the bus market include brakes components, lighting, wiper blades, belts, hoses, seals, and rotating electrics. "Having been the customer myself for a long time, the PΛRTSMΛRT products are in line with what's important for a typical bus maintenance manager," says Baze.
Several International dealerships have even decided to create PΛRTSMΛRT-themed moving advertisements through truck wrap implementations. Malcolm Pierson of Westrux International in Montebello, California, was excited to share his newly wrapped truck to the Navistar PΛRTSMΛRT team, noting that his delivery truck would be cruising throughout the Inland Empire and LA metro area. "The truck wrap is an easy way for everyone on the California roads to get introduced to PΛRTSMΛRT and they'll know where to find it too!" said Pierson in an interview.
Customers can easily view PΛRTSMΛRT products at participating International and IC Bus dealerships on www.partsmartparts.com .The website features the entire product line and is updated regularly with new products. A downloadable parts catalog will soon be available with images, part numbers, industry part numbers, and descriptions. Users can even check out news feeds through the online social network site Twitter and see the PΛRTSMΛRT mascot "PΛRTSMΛRT Charlie" at the 2009 Mid America Truck Show on YouTube. Customers can also register on the site to receive free products, coupons, and updates.
Many of the PΛRTSMΛRT advertisements carry simple messages that acknowledge the "silliness" of paying too much for truck parts. The PΛRTSMΛRT brand targets both current customers and also calls upon those who shy away from OEM products. A prime target market is the owners of off-warranty trucks and third or fourth owners. Navistar has been reaching end customers through various media such as print, radio, television, and the Internet and continues to promote through the dealer network. Marketing support, such as point of sale materials and collateral, is provided to the dealer network by the Navistar Parts Marketing team. Promotions for PΛRTSMΛRT products are available through Navistar's marketing and sales program on the myEDGE Virtual Parts Counter at www.virtualpartscounter.com.
The Navistar PΛRTSMΛRT team is dedicated to growing the brand and accommodating customer needs. Requests for new products are always welcomed. The Navistar Product Teams work diligently with suppliers to ensure quality products that meet customer needs. Product questions and suggestions can be sent to partsmart@navistar.com.
The PΛRTSMΛRT brand is well-synchronized with the state of the economy and has proven to be an added value to the bottom line of businesses across numerous industries. PΛRTSMΛRT parts are competitively priced and are sourced through trusted suppliers that adhere to industry standard testing. Backed by a one-year parts replacement warranty, customers have nothing to lose with this All-Makes solution to the "economy blues".