In addition to telling us more about the company’s new Oxygen Sensor program, which launched last week, and the company’s forward-thinking approach to new technologies, Jason Best shares with AMN readers his thoughts on brand reputation and the motivation that comes from industry recognition. 
Spectra Premium was recognized as a top vendor by several key program groups and retailers last year, including Aftermarket Auto Parts Alliance and Federated Auto Parts, as well as AutoZone. How important is recognition such as this in terms of brand reputation and staying at the top of your game?
Recognition is always a great motivator and reward for all involved, yet the key use for us is to recognize the entire Spectra Premium team that has worked so hard to cement itself in the aftermarket as a premium product and the dedication put forth to servicing these accounts. From a brand perspective, the recognition encompasses the add-on value services that we provide to our customer base and the end-user of our products. Depth of coverage, technology trends and habits, continuous improvements of products and so on are great examples of how these types of recognition push our team to better service the ever-changing needs of the aftermarket.
The company recently expanded its California distribution center. What benefits will Spectra, and its customers, experience as a result?
From a sheer space standpoint, it will allow us to increase our assortment mix and product depth substantially, while better serving the nearby demands of our customers on turnaround and order efficiency. The 42 percent space gain will also allow us to expand on efficiencies such as product validation on product coming from Asia, thus eliminating multiple touches in the redistribution of products.
2012 was a very active year for the company – with expansion of product lines, the introduction of new packaging and a new technical support line, just to name a few. What’s in store for 2013?
Our main focus from a product standpoint in 2013 will be the launch of our O2 Sensor line, which officially kicked off last week. This line continues our extended focus on products that relate to the overall fuel efficiency of the vehicles we serve in the aftermarket. Continuing the recent expansion of our fuel pump offering, that now includes electrical and mechanical pumps, along with strainers, which will also be top line focus for us, in terms of new products available for our customer base. With relation to cooling system products we will be introducing a service solution that will guide and allow the technician or end-user to immediately test the vehicle for coolant system contamination. Further to that, we will be introducing a new line of EGR coolers. Not withstanding these new launches, first to market product development on all existing lines remains the key priority.
Spectra Premium was recognized as a winner in the AAPEX New Product Showcase last year for its fuel module packaging. What makes this packaging so unique?
The packaging itself is designed to accomplish three things: space savings, robust internal protection and increased internal installation messages. The packaging itself reduces over 35 percent space versus the traditional fuel pump packaging, while ensuring a non-damaged part upon arrival at the end-user. QR code integration and newly developed technical content serve as the installation guide for proper use and longevity of the product itself. The design along with the Premium Choice Radiator packaging of last year is one unique way that Spectra builds customer loyalty through efficiency gains such as these space-saving solutions, while reducing unnecessary comebacks.
Spectra Premium is pretty cutting-edge in terms of embracing new technology. Just in the past year alone, the company introduced a paper-free cataloging initiative, QR codes, as you just mentioned, and a mobile-friendly electronic catalog. From your perspective, what new technologies are here to stay, and which do you feel are passing trends?
There is no doubt that the trends of accessing parts related information of the past are the past and tomorrow there will be new technologies that will surface, allowing end-users enhanced information at their fingertips. These technologies such as QR Codes are all aimed at speeding up the transaction and installation process while continuing to forward out the proper method of installation. While paper catalogs are still a way of life for many, the reality is, the day manufacturers produce those catalogs they become obsolete. Along with new developed products that are not included, because of the annual publication of a paper catalog, the sheer availability of digital assets such as installation videos, technical bulletins linked to part specific applications and the wealth of information they provide will drive the catalog as a way of the past. Anything that helps the counter person, the installer or the DIY customer speed up the transaction process, and guides them through the installation, ensuring that the after sales support will b there, is what is here to stay, in my mind. QR Codes do this, as the space is unlimited, in terms of content for that specific part.
Tell us about the company’s YouTube video series. It kicked off last year with a series on radiator installation. What subjects will you cover next?
Up next we are tackling the overall fuel system and its related components. We feel that being an OE fuel system provider, we can benefit the aftermarket by providing insight on ways to repair and replace certain components within that system that will provide a longer life cycle to the part itself. We will focus down to part-specific content on videos and further digital assets, yet the largest gains we see is the education of the dynamics of the changing fuel system and why parts fail.
Your marketing messages promote the company as “The Premium Choice,” and talk about the concept of “The Complete Fuel System Repair.” Tell us what these phrases mean to Spectra Premium.
The Premium Choice to Spectra Premium signifies that in the product arena we play in, the brand is designed, engineered and manufactured to be of the best of aftermarket quality at a fair competitive price. We all talk significantly about the impact of global sourcing, “The Premium Choice” is our assurance that our products are validated, tested and continually improved to protect the end-user. “The Complete Fuel System Repair” signifies our commitment to education surrounding the premature failure of key fuel system parts due to lack of maintenance, or in other cases, how preventive maintenance steps can increase the life of the parts you buy.
