Initiative goes global

TRW Aftermarket has announced that its ‘Why TRW’ initiative, developed initially as a simple brochure to assist UK distributors selling its products, has evolved into a truly global marketing tool; with links to the businesses growing portfolio of digital platforms and provision of a link for two way dialogue between itself and customers.

Developed in 2014 as a direct response to UK customer feedback, ‘Why TRW?’ provides the market with everything it needs to know about TRW’s industry and class segments, product portfolio and wider business. Furthermore, as a constantly evolving project, it allows for a steady flow of ideas and suggestions to the business from the market.

As well as comprehensive information about all of the well-known Corner Module products, ‘Why TRW?’ reminds the user of some less well known TRW products; such as ABS sensors, springs and fluids. It examines where and how the components are manufactured, how they work in conjunction within the system, testing procedures and application data.

In addition, it details TRW’s added value services and support initiatives; for example Tech Corner, TRW’s free online technical resource for garages and its membership of aftermarket specific customer loyalty campaign, automotive Diamonds.

TRW’s UK marketing manager, Kevin Price, explained: “As an Original Equipment (OE) supplier, we invest heavily in R&D and advocate that it pays to fit aftermarket parts manufactured by a company that has also developed the technologies behind them. Why TRW explains all of this; giving our customers the confidence to successfully sell the product.

“Research suggests that even basic, widespread technologies such as anti-lock braking (ABS) can be negatively affected with the use of low specification components such as: brake pads; shoes; ABS sensors and shock absorbers.”

By specialising in all the Corner Module components of Braking Steering & Suspension and by manufacturing more than 80 per cent of the components it supplies in house, TRW has a positioning and level of control that is unique in the aftermarket.

Kevin continued: “With the OE standard as our benchmark we have a responsibility to our aftermarket customers to supply premium products. I believe the success of the ‘Why TRW?’ initiative can be attributed to the fact that it examines in detail what lies beneath the brand.”

“Our marketing campaigns do a great job of raising brand awareness ‘Why TRW?’ looks at the work that goes on behind the scenes and beneath the surface to develop, manufacture and test the safety critical parts and systems we take to market” he concluded.