Home' Australian Automotive Aftermarket Magazine : Australian Auto Aftermarket E-zine December Contents SEMA/AAPEX
A leader in driving lights, Light Force
Director, Ray Dennis, said the company has
been exhibiting at SEMA for over a decade.
He believes the show is about creating brand
"This show is not about engaging the
consumer; it's about getting to a distributor,"
"It's about brand awareness. This is only
a small part of the overall marketing effort
that is needed to get to the end consumer."
Mr Dennis believes the US market is very
different to the Australian market when it
comes to marketing driving lights.
"It's an ever-evolving mind field. We
started in the racing fraternity as a centre of
influence and tried to use the trickle down
approach to get to the mass audience. That
has been a foray that has had its little
successes, but has not had the success of
reaching the masses.
"We have also transitioned to doing our
own distribution here, which has been
frustrated through the efforts of individuals
to follow a process to get to an end result.
"We've recently regrouped for a third time
to tackle a market that in itself is morphing
from what was once incandescent lights to
LED and that shows the power of marketing,
because in Australia we have a performance
range for long sight visibility, which is popular
because of kangaroos and long country roads,
whereas in the US the expectation of the
need is more flood, short-range illumination
and that perception has only changed in the
last three years, so us being an Australian
company focusing on an Australian market,
we have probably been a bit slow to take on
a market shift.
"That market shift in this country has
been towards LEDs, even though in Australia
that hasn't become a big market force.
"We need to both change our products for
the American market and change the way
that we market our existing product in the US
as I believe that there is still a market for our
existing products in North America."
The four wheel drive market in the US is huge
and expanding all of the time.
Lisa Wood, Marketing Manager (USA) of ARB
said this year's SEMA Show was a great success and
indicated that the US automotive aftermarket
economy has come out of its downturn.
"We have seen a lot of international people and
lots of domestic growth at home too which is a good
sign that the market is picking up," she said.
ARB took the opportunity to show off its new
array of products, especially its Jeep JK Wrangler
"We have lots of interesting products to show
people so there has been plenty to talk about and
lots of traffic," Ms Wood said.
"We have a brand new LED light that is 8200 raw
lumens and pulls 90 Watts, it is waterproof and
submersible up to three metres, it has 32 LED lights and it comes with a spotter driving beam
and has a virtually indestructible lens, so that is very exciting for us. We have a JK stubby bar,
which is excellent for rock crawling. We have an Old Man Emu suspension kit for the JK
Wrangler. We also have our twin compressor both portable and onboard."
Ms Wood said ARB could not be happier with its US progress.
"We are continually showing double-digit growth. We are always bringing in new product
lines. We are now doing some specialist products for North American vehicles. We now have
1200 dealers across the country," she said.
DCI Performance Products
Heat shield specialist DCI Performance
Product was focusing on new products as
Director, Damian Johnson, explained: "This
year we have launched a new product in the
new product showcase, which is a catalytic
converter shield. It fits over the aftermarket
high flow catalytic converters. It's essentially
an extension to our thermo acoustic range;
it's rated up to 1200 degrees so it's well
within the spec of what a catalytic converter
would run at."
He also said the show is a must for any
Australian product hoping to find a niche in the US marketplace.
"This show allows us to get the brand exposure to the market place. The feedback we
are having is that people are rapt that they are able to buy OE product rather than just
buying generic stuff at a speed shop," Mr Johnson said.
"We have had some good leads from some of the major suppliers and speed shops that
are well known in this market place and we will be following them up with some meetings
in the next few days.
"Our business in the States is growing and the doom and gloom that was around a few
years ago appears to be subsiding; people are spending and our products have been well
received. The show is definitely much bigger than it has been in years gone by."
72 AUTOMOTIVE AFTERMARKET MAGAZINE DECEMBER 2012
Links Archive Australian Automotive Aftermarket E-zine - Annual Performance Guide Navigation Previous Page Next Page