DALLAS, TEXAS —
Every other week, aftermarketNews.com offers an interview with a high-profile individual in the automotive aftermarket. We give executives free rein to express their views on anything from the state of their corporations to recent legislative news to future trends in their niche markets. Here you see what matters to the newsmakers themselves.
Our latest edition of “Executive Interview” features Randy Mordue, director, Aftermarket Division, Akebono Corp. Mordue joined Akebono North America in 1999. He has more than 20 years of sales, national account and new business development experience within the automotive aftermarket industry.
Prior to joining Akebono, he was aftermarket national sales manager and OES sales manager for Valeo Wiper Systems North America during 1998 and 1999. Mordue also held a variety of roles at Tenneco Automotive from 1981 to 1998, including North American aftermarket project manager, customer service; director of sales operations; and several sales and marketing management positions with Tenneco’s Monroe Auto Equipment Division.
Mordue recently took the time to talk with aftermarketNews.com and bring us up to speed on the latest developments at Akebono.
What’s new at Akebono since we talked last year?
Plenty, we expanded our flagship ProACT Ultra-Premium product catalog to include more than 250 ceramic brake-pad and over 450 loaded-caliper part numbers, covering late model domestic, Japanese and European vehicles. Notable additions include the all-new 2005 Chrysler 300C and Dodge Magnum, 2004 Chevrolet Malibu, Chrysler Pacifica, Ford F-150, Lexus RX330, Mazda 6, Nissan Altima and Maxima, Pontiac Grand Prix, and the 2005 Chevrolet Equinox.
I understand that Akebono will be rolling out a full line of friction products in 2005. Can you tell us more about this?
Yes, 2005 promises to be an exciting year for Akebono in terms of offering our installer customers what they need to not only increase their bay utilization, but to run a more profitable business.
In 2005 we will be introducing a Euro line, which will provide European car owners an upgrade option that will reduce brake noise and minimize dust while maintaining the same OE pedal feel when braking; a Performance line that will offer greater stopping power to sport compact / tuner drivers; and a Severe Duty line specifically engineered to fit hard working vehicles where brakes are pushed to their limits.
These new programs will redefine excellence and value in each respective market niche. Additionally, each line is designed and engineered to virtually eliminate brake noise, vibration, harshness (NVH) and dusting complaints resulting in a significant reduction in comebacks and/or warranty work and deliver longer pad life. These characteristics have made Akebono the first choice of installers and technicians across North America for improved profitability.
Is Akebono going to market with any other new products soon?
Akebono is always exploring options for adding products through new product introductions, line extensions, partnering or acquisition. Our close working relationships with all of the OEMs gives us unique access to tomorrow’s braking technologies.
Akebono pioneered the development and introduction of ceramic brake pads more than 25 years ago for a select number of Japanese vehicles. Today, ceramic brake pads have become widely accepted and are now demanded as original equipment for domestic and import cars and light trucks in North America, making Akebono the definitive choice of OEMs worldwide. This level of recognition was gained through consistent delivery of smooth, quiet braking, controlled NVH and the virtual elimination of dust concerns.
As automobiles have become more technologically advanced, OEMs and drivers have become more demanding and insistent on quality braking performance over longer service intervals. Akebono will continue to respond by developing comprehensive programs in the pad product category that are intuitive to the ever-changing needs of our aftermarket customers.
Will Akebono be exhibiting at AAPEX this year? Any big plans?
Yes, Akebono is both pleased and honored to be exhibiting at the AAPEX Show in 2004. As I stated earlier, Akebono will be introducing our Euro, Performance and Severe Duty lines. In conjunction with these introductions, we have designed completely new packaging graphics for the Akebono family of products, including our ProACT Ultra-Premium brand. New four-color packaging, including improved product photography and product nomenclature, will have an overall superior quality look.
The overall effect will be that an installer or consumer will be able to tell that all of the products are manufactured by one company – Akebono.
In November 2003, Akebono announced it would undertake a comprehensive three-pronged aftermarket strategy in 2004 to secure new market share in the fast growing ceramic friction segment. We know that this year Akebono expanded its aftermarket friction lineup. What else will take place as part of this expansion strategy?
I don’t want to get too caught up in talk of expansion. While we are constantly improving our product offering to our customers, I believe the most exciting thing that Akebono will be focusing on in 2005 is helping our customers to achieve their profitably goals. If we can do that and give them increased product choices, then we believe we are creating a win-win situation that benefits both Akebono and our customers.
The underlying premise of all Akebono products is to provide the best the industry has to offer. All levels of auto service professionals, shop owners, service advisors, parts managers and technicians continue to discover the benefits of installing Akebono disc pads and loaded calipers, making Akebono the industry leader in ceramic brake engineering technology and value.
As an industry leader, one of our goals is to reduce warranty comebacks for our customers. Akebono continues to demonstrate definitive leadership in reducing customer comebacks. Reducing comebacks frees up service bays for increased brake and other repair work. Higher bay service vehicle turnover means greater profit potential for an installer.
Solid technical training is always an issue in the aftermarket. With all these new product lines being launched, what kind of training solutions does Akebono offer?
Akebono’s commitment to product engineering is unmatched in the brake friction and caliper segment, both in terms of numbers and the expertise of our associates. As a result of this, and our customer profitability commitment, we are planning on offering comprehensive product and sales training programs to our warehouse distributor and installer customers by mid-year 2005. The exact parameters of this program are still being designed, but the final program will be both unique and exciting in keeping with the rest of the Akebono product offering.
Where does Akebono stand in regard to the Right to Repair Act?
Akebono supports any program that allows the installer to conduct business on an even playing field. Withholding information to gain a competitive advantage constricts the free enterprise system that makes our industry and our country great.
In a recent statement, MEMA stressed that it supports the right of all consumers to use all available channels to have their vehicles repaired at the repair location of their choice. The statement added that MEMA also believes that the independent repair industry and the replacement parts suppliers need to have access to the necessary information to diagnose, service and provide replacement parts for the repair of all motor vehicles.
The ideal solution to assure the right to repair is through a spirit of cooperation between all parties. MEMA is spearheading this effort and Akebono will continue to support MEMA and the AAIA’s, efforts to make repair information accessible to the aftermarket.
Protecting the ability of the automotive aftermarket to compete is paramount to the long term success of our industry.
For more information on Akebono and its products visit: www.akebonobrakes.com.
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