CANTON, Ohio -- In anticipation of AAPEX being held this week in Las Vegas, The Timken Co. has announced a series of initiatives in continued support of its channel partners and broader automotive aftermarket growth plans.

Leading off the list of marketing programs the company is launching is a new category management service. Timken said this offering utilizes vehicle registration data and multiple custom original equipment manufacturing tools to help customers better understand future demand based on light-vehicle year, make and model.

An example of the market knowledge provided by the category management data will be Timken's release of 33 new part numbers to further extend its aftermarket product line. According to Timken, these new parts are being introduced due to the anticipated demand and opportunity as calculated by the new service.

"We are looking forward to launching category management at AAPEX. We really believe that our customers and ultimately their customers will benefit from the data we are able to provide," said Tom Tecklenburg, director of Timken's automotive aftermarket business. "Combined with our ‘Connect’ promotion, we are empowering our key stakeholders and helping them shape both their business and ours."

The company's "Connect with Timken" initiative is a promotion designed to engage various aftermarket audiences Timken supports. It will provide these stakeholders with opportunities to address important industry issues and express their views and concerns, according to the company. Timken says it will use the comments and feedback collected to further focus its aftermarket business around what matters most to its customers.