A.T. Johnson Going Strong with NAPA Quality

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17 Nov 2021

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A.T. Johnson has provided the UK aftermarket with a trustworthy source of automotive parts for decades. Now, with NAPA products positioned front and centre, we had a conversation with A.T. Johnson partner Brian Melton on the value of a good brand.

A.T. Johnson and NAPA may have been brought together by an acquisition, but their mutual roots in quality and rich histories connect them on a deeper level. A family-run business founded in the late 1930s, A.T. Johnson developed from a consumer electronics outlet into a successful and time-tested seller of automotive parts and products.

Much like NAPA, A.T. Johnson has built a reputation synonymous with reliability and expertise, and that reputation has only been further enhanced with the addition of NAPA quality. We had a conversation with A.T. Johnson partner Brian Melton about why stocking the NAPA catalogue has given the King’s Lynn and Downham Market based motor factor more of a good thing.

A better brand of battery

“Our relationship with the NAPA brand began when GPC purchased the Alliance Automotive Group a few years ago,” said Brian. “NAPA batteries were the first product we received, and the combination of a five-year warranty and brand exclusivity quickly established it as a line with unique value. These weren’t your average vehicle battery offering – they were perfectly tailored to giving our customers the peace of mind they needed to purchase.”

Despite not previously being aware of NAPA or its presence in America, Brian and his team were able to take full advantage of its engineering excellence to sell an entirely new kind of automotive product.

“Before NAPA, we were stocking a lot of different brands with varying levels of success and performance. NAPA brought something new to the table: consistency in both brand and quality.”

Stock, support and sell

Since introducing its range to their shelves, the team at A.T. Johnson has seen significant returns, with NAPA becoming their best-selling brand. This runaway success has not only generated sales for A.T. Johnson and NAPA but has also encouraged the former to stock more product groups to expand their selection of NAPA merchandise.

“The NAPA team has supported us all the way with stock cleanses and reprofiles to make sure we always have the best, most extensive range on our shelves,” said Brian. “They’ve made an effort to give us the resources to offer value and quality that no other brand has been able to match, and the result is that we’ve been selling NAPA products with tremendous success across the board.”

TEAMWORK MAKES THE DREAM WORK

A.T. Johnson’s relationship with NAPA has never been limited to stocking and selling, however. Open two-way communication between NAPA representatives and the team at A.T. Johnson has given the motor factor a platform to share thoughts, ideas and opinions that have benefitted stakeholders at every level of the NAPA Network.

“With NAPA, there’s partnership all the way through,” Brian explained. “When we suggested that new to range products should be promoted with advice on whether the product should be stocked at a branch level, our Business Development Manager took our suggestion on board and implemented it very efficiently. That level of engagement with stockists makes the NAPA team just as trustworthy as their products.”

NAPA and A.T. Johnson have both been shaped by decades of experience in the automotive aftermarket. Now, with a bright future of cooperation on the cards, we look forward to seeing how their relationship will help shape the NAPA Network.

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