Red White & Blue Print! 04/07/2008

ADL has added over 500 part numbers for American vehicles to its Blue Print product range. The new range of “Matching Quality” parts, which will be officially launched on 4th July 2008, focuses on UK specification American vehicles and covers all major manufacturers including Chrysler, Dodge and Jeep, plus selected popular imports such as the Ford Mustang.

ADL’s Managing Director, Daren Ambrose, explains the thinking behind the new range by saying:

“Although there is a very active market for left-hand drive American import parts, the availability for UK specification American vehicles is much more limited. Often, even for routine service items, the choice has been main dealer or nothing. We’re looking to change that with a full range, with over 95% parc coverage on filters and braking alone. Coupled with same day availability through our extensive network of distributors, this gives independents an opportunity to win some of the servicing business on American cars away from the main dealer.”

Although the market for American parts is a relatively small niche – ADL’s research shows there to be around 200,000 officially imported American cars on the UK’s roads today – Ambrose gives a number of reasons he is expecting the new range to succeed:

“Firstly, this is a growing market. The American content of the UK vehicle parc grew by nearly 15% between 2006 and 2007 and if that continues it’s going to quickly become a significant sector for aftermarket businesses.

Secondly, we’ve found that the parts back-up from main dealers can be much slower than that offered by independents – when they have a range of parts available.

Finally, we have a proven track record of identifying niche sectors like this early on, and establishing a strong position for ourselves while others try to catch up. After all, the Japanese parts market was considered a niche when we started 20 years ago and it now makes up one fifth of the total market. We’ve done the same with parts for both Japanese “grey” imports and Korean cars, so we are confident we can replicate that success and establish ourselves as the UK aftermarket’s leading ‘one stop shop’ for parts for American vehicles.”

As with all parts in the Blue Print range, ADL’s range of American parts has been certified as “Matching Quality” and will be covered by a Two Year unlimited mileage warranty against manufacturing defects.

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