Fleet Management News & Business Info | Commercial Carrier Journal
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product reviews, OEM & supplier news, and equipment management trends by Jack Roberts Isuzu created its FleetValue brand in 2009 and launched the first four FleetValue branded service parts. The FleetValue brand since has grown steadily. Customer service: Giving them what they want pays dividends and ensures loyalty. Overriding mission: The goal of Isuzu's FleetValue brand is to provide low-cost parts that improve uptime. Isuzu solves a parts problem FleetValue offers quality at low cost Rigorous testing: Parts must adhere to the same standards as their OEM counterparts. I f you want to sell a truck, somebody likely will buy it. The trick is getting that rigorous testing standards and criteria somebody to come back and buy another truck from you once the first one is as their OEM counterparts – or, in some worn out or their business expands. cases, improve on the quality – while The key to pulling off that trick is service. Shrewd manufacturers know that offering a price-competitive low cost to good service – giving customers what they want – is an approach that usually pays divithe customer. These high OEM standards dends and ensures loyalty. that continually must be achieved put That's what Isuzu Commercial Trucks North America did when a 2008 study found a tremendous amount of pressure on its dealers were losing market share to aftermarket parts suppliers. It's common knowlall candidate FleetValue branded parts, edge that dealers make serious profits on their parts business. But the economic downalong with a new level of high standards turn and a flood of cheap parts – both in price and quality – had placed a squeeze on that both dealerships and customers now customers. Today, fleets still have to save money whenever and wherever they can, and expect as exceeding the capabilities of aftermarket parts are a strong temptation. aftermarket alternatives. While there are many heavy-duty fleet managers who would drink shop floor cleaner The concept has worked well, Skinner before buying a cut-rate part, many of Isuzu's light- and medium-duty customers don't have says, and Isuzu is adding more FleetValdedicated service bays, fleet managers or technicians. Many find themselves suffering downue parts to its portfolio, with a goal of time due to the failure of second-rate parts such as filters, brake pads, rotors and belts. offering customers more than 200 parts It was with these customers and its dealers in mind that Isuzu tried an innovative apby yearend. Moreover, Skinner says, proach to solving this parts problem. Instead of trying to make the "quality" argument to Isuzu now feels that the FleetValue conthese already reluctant customers to convince them of the need to pay more for genuine cept is proven and will be an important Isuzu parts, it would create and offer a high-quality parts line at a competitive element of the company's price lower than that of genuine OEM parts. The thinking – according to customer support efforts in Shaun Skinner, executive vice president and general manager – was that dealers North America. Giving the would be more able to retain customers tempted to go the aftermarket part customers lower-priced parts route while offering them better vehicle reliability and uptime. and more vehicle uptime is a In April 2009, Isuzu created its winning combination to any FleetValue brand and launched the manufacturer, dealer or fleet first four FleetValue branded parts. owner. The brand since has grown steadily. Skinner says FleetValue service JACK ROBERTS is Executive Editor of Commercial Carrier Journal. E-mail jroberts@ccjmagazine.com or call (205) 248-1358. parts must adhere to the same Many customers suffered downtime due to the failure of second-rate parts. 30 commercial carrier journal CCJ0813_EquipDept.indd 30 | august 2013 7/24/13 2:39 PM