Manufacturer Brand Or Value Brand: What Are Fleets Using?
February 05, 2014
Private brand parts, like these from Alliance, are more likely to be used in older trucks, according to the survey.
The more complex, expensive and harder to replace the component is, the more likely fleets are to purchase the manufacturer’s brand, according to a recent study by MacKay & Co. As part of its quarterly utilization study, MacKay & Co. asked fleets about 10 value line (private label) brands.
Brands studied included Alliance, Euclid, Fleetrite, PartSmart, Rig Tough, Road Choice, Road Force, SVL, TRP and Uptime Parts. Brands with the highest name recognition were Fleetrite (48%), Euclid (44%) and Alliance (34%).
The 556 fleets that responded to the survey represent 43,000 power units and 78,000 trailers. In instances where a fleet recognized the value line brand name, there was a high percentage of purchase -- in some cases as high as 74%.
For internal engine parts, 62% of the survey respondents said they only use OEM products. Percentages were high for parts for major transmission overhaul (53%), complete transmissions (52%), complete axles (49%), parts for major axle overhauls (48%). Steering gears and clutches came in with 47% each.
Percentages of those only using value line products were considerably lower. Thirteen percent of the survey respondents said they only use value line air dryer cartridges, and 11% said they only use value line starters and alternators.
When ask if the age of the vehicle had on impact on the decision to use value line parts, 69% of survey respondents said age mattered. Fleets are more likely to consider value line parts toward the end of a truck’s life cycle.
When fleets choose to purchase value line parts, they typically turn to the truck dealer.
The study findings were presented at the recent Heavy Duty Aftermarket Dialogue in Las Vegas.