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Buying a new car is great. Everything works and you get a warranty for the first 50,000 miles or so. Ah, but what then? Once the warranty has run out, you can face problems with expensive automaker parts. This is where the aftermarket car parts industry comes in.
The aftermarket car parts industry refers to any parts used on a car that are not from the original manufacturer. The problem, of course, is such parts are very expensive. Much like generic versions of prescription pills, there are plenty of alternatives to manufacturer created parts. In fact, the industry is so big that it has over $257 billion dollars in sales each year.
So, what kind of scope are we talking about here when we say parts? Well, technically it can mean anything. When you get a vanity license plate frame, you are technically getting an aftermarket car part. More commonly, most people think of buying and using something like Fram oil filters when doing their own oil changes to using random replacement bulbs for interior lights.
The obvious question that arises with these parts is whether they are of high quality or not. The answer really depends on the old cliché of you get what you pay for. Some parts are not so great and some are much better than anything that came originally on your car. The dollar value of the part usually is indicative, but not always. Still, a classic example would be brake pads. All cars need new brake pads at some points. If you buy the cheapest option, you’re going to get squeaks and rough stops. If you spend the money on a top quality brake system like Brembo, you are going to have much better braking than you did when the car was first purchased. Again, you get what you pay for.
The aftermarket car parts industry is a great thing for car owners. Instead of being a slave to a car company, you can upgrade and downgrade your car as you like.
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In the news: Mercedes-Benz--- the German brand of automobiles, trucks, buses, coaches and auto parts such as the Mercedes brake dust shields -- is starting a comprehensive integrated marketing campaign to promote the new Mercedes-Benz C-Class which will be made available in the market on March 31, 2007. The whole marketing campaign will use the slogan "C-for Yourself" which will be communicated through several channels to support the sales launch of the highest volume model series of Mercedes-Benz.
The main objective of the campaign is not only to promote but more of convince customers around the world of the various advantages that can be derived out from the versatile product concept behind the new Mercedes-Benz C-Class sedan which includes outstanding comfort, agility and safety and its two-distinct front-end designs.
Dr. Olaf Gottgens, Vice President Brand Communications Mercedes-Benz Passenger Cars, said, “Our objective for this campaign is to motivate customers to experience for themselves the superior driving culture offered by the new Mercedes-Benz C-Class. All communication measures for the C-Class are therefore geared toward direct contact with our customers and potential buyers. Along with our tried advertising methods, we will also be focusing strongly on various forms of direct communication for the C-Class, to be implemented at exclusive driving events. These measures will be accompanied by a C-Class Mobile marketing Special, a presentation within Second Life and Interactive films on the internet --- innovative platforms that will enable us to reach existing and potential customers of our brand in a targeted manner.”
The BBDO France is the one that is tasked to develop the integrated campaign for the new Mercedes-Benz C-Class. BBDO makes sure that they have considered all aspect of the would-be market of the Mercedes C-Class which includes domestic and international markets. The new lead agency Jung von Matt is leading the campaign for Mercedes-Benz in Germany using the slogan “C-for Yourself”.
The Mercedes-Benz C-Class campaign will rev up on April 2, 2007 with the launching of its advertisements on magazines and newspapers with high circulations. And just like most of the other communication tools, the print ads will invite customers to test drive a white Mercedes-Benz C-Class Avantgarde model that is equipped with the AMG sports package. Likewise, a 30 to 40 second television commercial will be broadcasted on all public and commercial stations throughout Germany and will feature the current Formula 1 world champion race car driver Fernando Alonso who will describe the remarkable handling qualities of the new C-Class. The ending of the commercial was made rather symbolic when Alonso driver of the Vodafone McLaren Mercedes Formula 1 team hands over the keys to a new C-Class to the audience inviting them to test drive the vehicle and to see for themselves what the sedan has to offer. The gesture of handing over the keys is repeated in the rest of the campaign ads as a motivating element.
For the German market, the primary Mercedes-Benz C-class campaign will be backed up by extensive retail marketing measures, outdoor ads, radio commercials and stadium advertising during the soccer matches of the German national team.
