ELTA Automotive has launched its new Pro brand with a range of vision and engine-management products.
The Midlands-based component company, which owns the Lucas Electrical brand, is now offering its new products under the VisionPro and VXPro nameplates.
Managing director Ian Hallam, pictured, said: ‘In this, our 25th year, we are taking a strategic step to address what we believe is a great opportunity for independents within the sector.
‘As the market has evolved and the influence of the big buying groups has increased, independent factors and their workshop customers need to have access to a premium-quality brand they can call their own.
‘With VisionPro and VXPro, they have the answer to their vision – bulbs, mirrors, wipers, warning and safety lighting, vehicle electrics, engine management, ignition, fuel and vehicle management – requirements powerfully packaged and with the behind-the-scenes support they need to address the changing business landscape.
‘With the growing influence of electrics and electronics in current and future vehicle design, related products will become an increasingly important area for replacement components within the aftermarket. Elta has considerable experience in the field and has extremely refined testing and quality control procedures to ensure its products perform at the highest level, under the most arduous conditions, which is why we can confidently state they will compete at the premium end of the market.
‘We have chosen the “See Sense” strapline, not only because it reflects the driving vision and vehicle sense and control electronics attributes of the products within the Pro brand range, but also because it represents a great option for factors looking for the opportunity to distinguish themselves in a fiercely competitive marketplace.’
The new brand and products within it will be showcased at Automechanika, which is taking place at the NEC from June 5 to 7. Elta will have a stand at the event, where it will make technical presentations.
It is also sponsoring the large garage category at Automechanika’s Garage of the Year competition.
‘Although we will naturally be introducing the brand to our existing and potential customer networks, Automechanika presents us with an excellent opportunity to showcase it on a grand scale to a large aftermarket audience,’ said Hallam.
‘In addition, as a significant proportion of visitors are expected to be technicians, it also provides the means to raise awareness with our customers’ customers and give them an understanding of where in the market the brands will sit, before they start receiving them at the point of delivery, prior to installation of the replacement part.’
On CarDealerMagazine.co.uk: SPONSORED: A great time to share in SsangYong’s success