aBr November 2014 | Page 48

ferobrake update Ferobrake Rolls On The Ferobrake name has been established in South Africa for forty-five years. The brand is used by a network of independently owned commercial vehicle brake bonders, whose common thread is the provision of world class Ferodo CV brake linings to the Southern African transport market. T oday there are twenty nine Ferobrakes across the length and breadth of South Africa extending to Gaborone, providing an impressive regional footprint. “Four years ago, the Ferobrake brand had stagnated somewhat, despite an underlying commitment to the name by both the Ferobrakes and Federal Mogul (owners of the Ferodo brand). These outlets provide specialised brake and clutch products and services for heavy and light commercial vehicles, as well as passenger cars. first priority was to improve service levels and product availability, whilst containing costs. We believe that this has now reached a stage which allows us to turn to the next phase, which is the marketing of the Ferobrake brand. This will focus on rejuvenating the Ferobrake name. We are thrilled to have signed new trading agreements with the bulk (29 so far) of our independently owned customers, who see the benefits and potential of continuing their long association with the name. Their products and services include Ferodo CV brake linings, brake pads, and brake discs, together with brake disc and brake drum machining facilities, as well as top quality clutch brands for both automotive and agricultural applications. We are now able to launch our fresh new Ferobrake website, detailing the variety of quality services and brands offered by the network. Many Ferobrakes can also provide workshop repair & fitment facilities, propshaft repairs and balancing, air brake parts and repairs, and radiator sales and repairs. This will be supported by print advertising and exciting brand promotions. Over and above their long and proud association with the Ferodo brand, what sets Ferobrakes apart is their commitment to service excellence, which is in the DNA of every Ferobrake. The network is entering an exciting new phase in its long history as Barrie Taylor, managing director of Maxifren (Pty) Limited explains. Our aim is to awaken the sleeping giant, and restore the image of the largest dealer network of its kind in South Africa to its former glory. Maxifren’s holding company saw an opportunity to re-vitalise both the Ferobrake and Ferodo CV lining brands, and acquired ownership of the Ferobrake name, together with exclusive distribution rights for Ferodo CV brake linings in South Africa and certain neighbouring territories. Responsibility for exercising these distribution rights was given to Maxifren, and our | words in action 46 The website Dealer Locator clearly reflects the outlets which have committed to the Ferobrake and Ferodo brands, and also highlights areas of opportunity for further expansion. While we intend to grow the network, this will not be done at the expense of service excellence. Less can be more, and our goal is to be the best at what we do.” november 2014