‘Double success’ for Parts Alliance in Birmingham

The Parts Alliance is re-establishing the Bendix brakes brand in the UK aftermarket

Automechanika Birmingham 2018 (5-7 June, Birmingham NEC) proved a “double success story” for The Parts Alliance, who showcased Bendix braking at the event and sponsored the ‘Garage of the Year’ awards too.

Exhibiting the growing Bendix range at Automechanika Birmingham continued a successful drive to re-establish the braking brand in the UK aftermarket after The Parts Alliance secured a long-term exclusive Western European distribution agreement in October 2017.

The Parts Alliance has since invested heavily in the Bendix braking brand with a two tier strategy to both grow the range and develop the independent garage customer base.

The Bendix braking stand was busy with independent garage owners and technicians across all three days.

“We really wanted to give garages an opportunity to connect with the Bendix brand and find out about our plans to keep developing the programme,” said John Wright, product marketing director at The Parts Alliance. “We were also able to demonstrate the new super-fast Bendix diagnostic and service unit.”

The organisation believes trade shows and events are vital ways to engage customers with the Bendix braking proposition, so they can fully appreciate the value this premium brand can bring to their business.

The Parts Alliance was also proud to sponsor the ‘Best Small Garage’ award at the prestigious Garage of the Year dinner on Tuesday 5 June.

Over 150 guests enjoyed a three-course meal as 32 finalists across six categories were narrowed down to six winners on the night.

In the end, it was Hillclimb Garage who were named ‘Best Small Garage’ before going on to win the overall award, made live in the Garage Quarter at the show on 6th June.

John Wright, who handed over the category award to directors Nicola and Gary Wakeling, said: “‘Garage of the Year’ was a great success.

“We were delighted to be supporting the smaller garages as it’s these businesses that are the absolute lifeblood of the aftermarket, offering great service to motorists right around the UK.”

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