Alan Barlow’s career with OSRAM SYLVANIA (OSI) has spanned 25 years, across several business units with both domestic and international experience. In 2010, he was appointed senior vice president and general manager for the Specialty Products business unit in North America based out of Hillsboro, N.H. He began his career with OSI in 1985 and assumed a wide variety of positions in the GTE Electrical Products Group, Precision Materials & Components until being named director of human resources for the OSI Automotive Lighting division in Hillsboro. In 2001, Barlow was named vice president of sales and marketing for Global Automotive Lighting’s NAFTA region. His role was expanded in 2007 to include responsibility for global sales and marketing within the division and he maintained offices in Munich, Germany and Hillsboro, NH. A graduate of North Carolina State University with degrees in business and economics, Barlow also is a graduate of the Harvard Business School of Executive Education and the Babson School of Executive Development. 
In today’s Executive Interview, he talks to aftermarketNews about the new Headlight Restoration Kit and other new products the company has developed this year. In addition, he sheds light on the trends that influence the creation of new products and the methods the company uses to reach out to consumers today.
SYLVANIA recently unveiled a new Headlight Restoration Kit that promises to bring damaged headlight lenses back to “like new” quality. How is this done and what are the benefits to consumers in opting to repair rather than replacing headlights?
The Headlight Restoration Kit from SYLVANIA restores clarity and removes the hazy yellow appearance on headlight lenses, which can result in up to 70 percent glare reduction. It also provides a unique UV Block Clear Coat, protecting the headlights from UV rays, the No. 1 reason headlight lenses become cloudy. This is done in three easy steps: preparing the area, sanding and polishing and then clarifying and sealing. Restoring headlight lenses is a quick and easy fix to improve driving visibility and avoiding a potentially dangerous driving situation. The cost to restore them is about $25 for the kit, whereas replacing them can cost about $300, a significant benefit to consumers.
Do consumers need to have some technical experience to use this product or can any motorist use it?
No experience is necessary. The kit does not require any tools or any special expertise. Everything is provided, from the surface activator, clarifying compound and unique UV block clear coat to the tape, sandpaper and gloves. All the consumer needs is water. The three easy steps make it simple for everyone. Plus, we provide an online video to help coach consumers who may be a little apprehensive through the process.
The Headlight Restoration Kit was just one of 30 new products introduced by SYLVANIA this year. Why is the development of new products and innovation important for SYLVANIA?
SYLVANIA is the leader in automotive lighting – so, it’s expected that we would be on the forefront of new products and technologies. In the past two years, we’ve introduced 88 new products and three new product lines. We invest in R&D and innovation in order to fulfill consumer’s demands for high-performance and high-quality products, which provide stability to our organization, creates jobs and provides growth to our retail partners. Consumers tell us they trust our brand and depend on us, and we take seriously the obligation to them and to our employees to continue to build on our track record of industry-leading innovation. With the introduction of our headlight restoration kit, we are building upon our legacy as automotive lighting experts.
What are the primary goals of SYLVANIA when looking to introduce/create new products for the consumer marketplace? And, what is the key message you are trying to communicate to consumers?
Our primary goal is to offer our customers what they demand … a better and safer driving experience. Headlights are a small fix, but can make a dramatic difference in safety and visibility on the road. When we introduce new products, we are always working to increase visibility and safety for our customers. The key message for consumers is that even though headlights are not something most people think about – they are critically important to the safety of you and other drivers. A simple fix and a simple upgrade to better lighting, or the restoration of a degraded headlight lens, can make a world of difference. Don’t just think about your headlights when they burn out – they are dimming whether you notice it or not. Change them in pairs before they burn out, and consider upgrading to a better-performing bulb, to ensure that you have the best visibility possible. SYLVANIA only offers legal, DOT-compliant automotive lighting, with choices for every consumer’s budget and on-road needs or desires. This messaging can play an important role for retailers as they educate consumers while selling.
How do you determine what the market needs are when it comes to new lighting technologies for drivers and auto enthusiasts?
We listen. We listen to consumers; we listen to our retailers, to our employees and to the industry. Then we challenge our engineers and manufacturing teams. Whether it’s through focus groups, market research, surveys and even speaking to them one-on-one, we are always listening and implementing changes that benefit the aftermarket channel. Listening is the key driver for us in creating products that will do well in the marketplace. Not every motorist would consider themselves an auto enthusiast, but they are all drivers – and everyone can contribute in some way toward creating a better driving experience.
What are some of your favorite new ways to reach out to your customer base and how do you incorporate new technology and social media into the mix?
As with our automotive lighting technology, we are innovative with our outreach efforts as well. We engage in digital conversations online with many different consumers and bloggers. Our online engagement allows us to share our automotive lighting expertise with auto enthusiasts, auto bloggers, DIY/how-to bloggers, travel bloggers, mom bloggers and more. There are some great testimonials on our products including our SilverStar ULTRA headlights. We also have an established presence with Facebook, Twitter and YouTube, which currently features our new “how-to” videos in Spanish and English. Our new digital videos make it easy for consumers to follow along and use our products and are a great resource for retailers to assist in the selling process. Another great tool we have created is a new iPhone app that helps drivers find the correct replacement bulbs for their vehicle. The app is free, portable and accessible and is also a great tool for those working in the aftermarket retail or repair industry.
In more traditional outreach efforts, we support consumers’ interests through sponsorship of the SYLVANIA 300 NASCAR Sprint Cup race, we invite them to try our products through TV commercials and web advertising, and we provide useful information, insights and tips through public relations.
