The product offering for Raybestos brand brakes has been completely re-engineered based on many months of extensive research with repair technicians.
“We conducted both qualitative and quantitative research to understand precisely what techs want and need from a brake supplier,” said Jeff Stauffer, vice president of global marketing for Affinia. “As a result, we are launching our Raybestos brand 1-2-3 strategy — a program that also addresses the proliferation of both parts and vendors, which has become a major problem for distributors.”
Stauffer went on to say the research clearly revealed that techs require a single line of hydraulics, two grades of rotors and three grades of friction. “The studies told us that a single line of hydraulics made to OE specs is all that is needed. With rotors, most situations can be addressed with a basic professional grade of OE-equivalent products, but some applications, especially severe duty or premium vehicles, require an ultra premium product capable of outperforming OE,” said Stauffer.
Stauffer indicated the studies showed friction to be more complex. “Sometimes techs have to meet a specific price point for a value-conscious customer. In those cases, they need a standard grade product that will perform well, but that is modestly priced. For the vast majority of the jobs they do, they need an ‘OE or Better’ product that comes complete with all the hardware to do a job. Finally, in certain situations, they want an advanced product capable of out performing OE — and that’s what we’re giving them.”
With the launch of the new Raybestos brand 1-2-3 strategy, all technicians’ needs can be filled now with a single grade of hydraulics, two grades of rotors and three grades of friction — all in the Raybestos brand. The friction line is segmented into three grades that reflect the needs described by technicians. The core offering, Professional Grade friction, provides “OE or Better” quality and coverage and comes complete with all required hardware. This principle grade of OE-equivalent friction is augmented by two complementary offerings — Advanced Technology friction, which is designed for specific severe duty and performance applications and Service Grade friction, which is priced to help technicians meet the needs of their budget-conscious customers.
Raybestos brand rotors are offered in both Professional Grade and Advanced Technology lines. Professional Grade rotors give techs the broadest coverage for almost every vehicle in operation; including the latest models. Right out of the box, they provide performance that matches that of the original vehicle parts.
Advanced Technology rotors have a machine finish that exceeds what is offered by most OE suppliers and other Aftermarket lines. While economy rotors can exceed a 120 RA rating, these rotors have an RA finish that averages between 40 and 60 — providing a surface far smoother than can be found almost anywhere else and one that cannot be achieved in shops on brake lathes. “This superior finish is designed for silent operation of most friction materials,” said Bruce Reau, vice president of category management for Affinia Under Vehicle Group.
In addition to their superior finish, Advance Technology rotors feature a corrosion-resistant coating, which is exclusive to the Raybestos line. Due to superior manufacturing, Raybestos brand Advanced Technology rotors are ready to install right out of the box and are backed by an industry-first No Turn Guarantee.
Raybestos brand consolidated its two hydraulic lines into one Professional Grade line. The new line features innovative noise reduction technology and form, fit and function that match OE.
“Techs made it clear that they maintain a high degree of trust and respect for the Raybestos brand. But, too often, they felt they were required to turn to other brands to get the price or performance characteristics they needed for certain jobs,” said Reau. “We want to show Raybestos is the only brand capable of addressing all their needs.”
Reau concluded by saying the reception the new Raybestos brand 1-2-3 strategy is receiving an extremely positive response from the market place. “When we present the strategy to any of our distributor channel partners, universally, the response is how much sense it makes,” said Reau. “We view this as validation we have the right strategy.”
Raybestos brand brakes are produced by the Affinia Under Vehicle Group, the leading manufacturer of braking systems and components for the automotive industry. The line includes everything from brake drums to rotors, pads, shoes and hydraulic parts. Affinia Under Vehicle Group is at the forefront of research and development in brake technology and operates manufacturing and distribution facilities throughout North America. Raybestos brand brakes are the official brakes of NASCAR, and the NASCAR relationship also includes the Raybestos Rookie of the Year Award, which is presented to the top rookie in each of the NASCAR NEXTEL Cup, Busch and Craftsman Truck racing series.
For more information about Raybestos brand brakes, visit www.raybestos.com.
