Bridgend Motor Factors Drives Growth With NAPA
12 Apr 2021
The business was an early adopter of NAPA car parts since becoming available in the UK. BMF’s managing director David Smith talks about his advocacy of the brand’s qualities.
BMF has been trading since 1962 and prides itself on having the most experienced team of parts advisers in their region. Being the most prominent and longest established independent motor factor in South Wales, partnering with quality aftermarket brands is a core part of their service. BMF has so far opted to invest in every NAPA range launched to date – a true testament to the trust it puts in the products.
Early adopters of NAPA and its heritage
David says BMF was “… excited about the group introducing NAPA as an exclusive label for members and subsidiaries”. And he was no stranger to NAPA himself. “I’d been aware of the brand from seeing it in the States and from watching NASCAR and Indy. I think the first product we had was batteries when they first became available. Since then, we have been early adopters of the other ranges at or shortly after their launch.”
The quality of the products has been instrumental in helping to grow BMF, with David saying: “The NAPA branded products are great quality at a great price – this combination offers excellent value to our customers in a package that’s exclusively available from us. What more could you want from a brand to help grow your business?” As a result, BMF now sees substantial sales volumes of NAPA products going out to customers who buy with the confidence of no-quibble support.
Proactively marketing the new brand
BMF is also strongly focused on maintaining a proactive approach to new NAPA products as they come on stream. “This is going to be the long-term brand for the group; we’re here to support it,” says David. “It’s only going to happen if we make it happen. Everybody likes something new, and if we’re not excited about it, it’s impossible to expect the customers to get any enthusiasm.”
Based on feedback so far, BMFs approach is clearly working: “Customer reaction has been excellent. We have positioned it as a high-quality product with a great warranty. We’ve done some promotion, but mostly it’s been a case of having the right stock profile, having it available on the shelf at the right price and backing it up with great service.”
Bridgend Motor Factors has recently seen its fleet kitted out with NAPA bonnet and door branding, strengthening its already solid ties with the company. Ramping up brand and product awareness as BMF continues to grow its business and drive profitability is one of the next steps in NAPA’s ongoing partnership and support offer.