Borg & Beck expands product range as rotating electrics join the line-up

Borg & Beck enters rotating electrics market The Borg & Beck brand has now entered the rotating electrics market

First Line’s Borg & Beck brand is expanding to encompass a comprehensive range of high quality rotating electrics. The brand is already an established player in the clutch sector and is increasing its interest in the braking market. The new programme contains more than 1,000 starter and alternator references.

All the units in the range have been performance tested and supplied with a certificate of conformity with the unit in its box, along with any fitting tips and instructions where appropriate for those references that are known to be less straightforward to install. As a result, all Borg & Beck rotating machines come with a two-year warranty.

As a further indication of the attention to detail that has been put into the range, all units are shrink wrapped and packaged in heavy-duty boxes, with the alternators’ FWP (free wheeling pulley) afforded still further protection. In addition, the range also includes 82 separate alternator FWP pulleys.

Each unit has a plastic security tag to prevent any erroneous installation. The tag also contains the number for the technical support team which is on hand to assist with any application or technical queries.

Commenting on the news, product director Malcolm White said: “The Borg & Beck brand has such a well-respected reputation in the industry that it lends itself particularly well to strategic brand extension. In this context, the new rotating electrics range is an important development for us as we have put considerable investment into it to ensure that it provides a quality alternative to the existing brands in the market.

“We believe therefore that it gives factors and their workshop customers, many of whom are already using Borg & Beck clutches and brake components, a very attractive proposition under the umbrella of a highly trusted brand.”

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