industry news
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. These outlets provide specialised
brake and clutch products and services for
heavy and light commercial vehicles, as
well as passenger cars.
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.
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.
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 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.
We are now able to launch
our fresh new Ferobrake
website, detailing the variety
of quality services and brands
offered by the network.
This will be supported by
print advertising and exciting
brand promotions.
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.
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 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.
The network is
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.”
entering an exciting
new phase in its
long history
as Barrie Taylor,
managing director of
Maxifren (Pty) Limited
explains.
“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).
Responsibility for exercising these
distribution rights was given to Maxifren,
and our 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.
| words in action
58
october 2014