MCHENRY, IL -- Raybestos brand brakes’ product offering has been re-engineered, following months of extensive research with repair technicians. The result of this research can be seen in Raybestos’ new 1-2-3 brand strategy, according to Jeff Stauffer, vice president of global marketing for Affinia.

“We conducted both qualitative and quantitative research to understand precisely what techs want and need from a brake supplier,” said Stauffer. “As a result, we are launching our Raybestos brand 1-2-3 strategy -- a program that also addresses the proliferation of both parts and vendors, which has become a major problem for distributors.”

Stauffer went on to say the research indicated that techs require a single line of hydraulics, two grades of rotors and three grades of friction. “The studies told us that a single line of hydraulics made to OE specs is all that is needed. With rotors, most situations can be addressed with a basic professional grade of OE-equivalent products, but some applications, especially severe duty or premium vehicles, require an ultra premium product capable of outperforming OE,” said Stauffer.

Stauffer said the studies showed friction to be more complex. “Sometimes techs have to meet a specific price point for a value-conscious customer. In those cases, they need a standard grade product that will perform well, but that is modestly priced. For the vast majority of the jobs they do, they need an ‘OE or Better’ product that comes complete with all the hardware to do a job. Finally, in certain situations, they want an advanced product capable of out performing OE — and that’s what we’re giving them.”

The Raybestos brand 1-2-3 strategy was designed to fill all technicians’ needs with a single grade of hydraulics, two grades of rotors and three grades of friction — all in the Raybestos brand. The friction line is segmented into three grades that reflect the needs described by technicians, according to Raybestos. The core offering, Professional Grade friction, provides “OE or Better” quality and coverage and comes complete with all required hardware. This principle grade of OE-equivalent friction is augmented by two complementary offerings — Advanced Technology friction, which is designed for specific severe duty and performance applications and Service Grade friction, which is priced to help technicians meet the needs of their budget-conscious customers.

Raybestos brand rotors are offered in both Professional Grade and Advanced Technology lines. Professional Grade rotors give techs coverage for almost every vehicle in operation; including the latest models.

Advanced Technology rotors have a machine finish that exceeds what is offered by most OE suppliers and other aftermarket lines. While economy rotors can exceed a 120 RA rating, these rotors have an RA finish that averages between 40 and 60 — providing a surface far smoother than can be found almost anywhere else and one that cannot be achieved in shops on brake lathes. “This superior finish is designed for silent operation of most friction materials,” says Bruce Reau, vice president of category management for Affinia Under Vehicle Group.

In addition to their superior finish, Advance Technology rotors feature a corrosion-resistant coating, which is exclusive to the Raybestos line. Due to superior manufacturing, Raybestos brand Advanced Technology rotors are ready to install right out of the box and are backed by an industry-first No Turn Guarantee, according to the company.

Raybestos brand consolidated its two hydraulic lines into one Professional Grade line. The new line features innovative noise reduction technology and form, fit and function that match OE.

“Techs made it clear that they maintain a high degree of trust and respect for the Raybestos brand. But, too often, they felt they were required to turn to other brands to get the price or performance characteristics they needed for certain jobs,” says Reau. “We want to show Raybestos is the only brand capable of addressing all their needs.”

Reau added that the new Raybestos brand 1-2-3 strategy is receiving an extremely positive response from the market place. “When we present the strategy to any of our distributor channel partners, universally, the response is how much sense it makes,” says Reau. “We view this as validation we have the right strategy.”

For more information about Raybestos brand brakes, visit: http://www.raybestos.com.