CANTON, Ohio -- With improving conditions in the automotive aftermarket, The Timken Co. announced this week it is rolling out a pair of initiatives intended to foster growth through an intense focus on customers' needs. The initiatives include a customer-dialogue program called "Timken Connect," and new category-management services being offered to authorized Timken distributors as part of a marketing and product offering.

"By launching Timken Connect, we're providing an avenue that makes it easy for our customers to have an ongoing dialogue with us about their business priorities. The launch includes a promotion designed to reinforce the strong connection we've traditionally enjoyed with customers and channel partners, so we can stay focused on the opportunities that support their growth," said Barry Harris, manager of global products and marketing for Timken's automotive aftermarket business.

Timken's new category-management service starts with a powerful marketing system using Department of Transportation vehicle-registration records. By matching that information with proprietary market and demand data for replacement parts based on year, make and model information of vehicles registered, Timken says it will be able to help customers capitalize on sales opportunities.

"Category management is a win-win situation. It provides valuable information to our customers and helps us to serve them effectively based on sound forecasting and inventory data," said Tom Tecklenburg, director of Timken's automotive aftermarket business. "This will help all of us serving the channel ensure we are ready and able to deliver the right products at the right time, in the right place. That is a tremendous differentiator in the marketplace."

Timken's category-management offering currently consists of two main components: the Product Lifecycle; and the Custom Market Demand Analysis. According to Timken, these tools provide granular information at a localized level for pertinent light-vehicle purchases in the customer's target market, via a searchable online database.

Timken said the launch of category management and the "Timken Connect" promotion this fall are two key initiatives the company established to reinforce its leadership position in the automotive aftermarket this year. Both are focused on strengthening the connection between Timken and its distributors for mutual growth.