Autoelectro assesses balance between quality, affordability and sustainability

As the year draws to a close, Autoelectro, a leading remanufacturer of starter motors and alternators, pauses to assess current and popular trends in the automotive aftermarket ahead of 2025. Harnek Bhogal takes the lead:

Our pillars of quality, range, sustainability, availability and technical support remain as strong and robust as ever. Throughout the year, we’ve been in constant contact with our customers, with the aim of not only reiterating our support and updating them of our offering, but to strengthen our understanding of what motor factors and workshops really want from a supplier, like Autoelectro.

Balancing affordability and quality is not a new issue; it remains an important one and, anecdotally, that balancing act is more sensitive than ever. It is clear that economic pressures are a tough reality.

Price-sensitivity has been exacerbated by recent surges in inflation, while the cost-of-living is still very much alive. The economist in me has noticed that this shift mirrors what was observed in 2008 when the financial crisis wreaked havoc. Customers changed their habits; they began to either “buy down” for budget-friendly products or “buy up” for premium quality. This trend saw discount supermarkets, such as Lidl and Aldi, thrive alongside premium brands like Waitrose and M&S. 

According to The Grocer, when the financial crash struck, Aldi and Lidl had been in the UK for more than a decade, but their combined market share was less than 4%. Six years later, when inflation stabilised, Aldi’s sales were increasing 32% year-on-year, while Lidl’s were soaring 20%, and their “combined pull” accounted for almost £1 of every £10 spent in British supermarkets.

We’re being told by motor factors that the market is experiencing a similar scenario, with particular onus on lower-cost, low-value and low-quality products. With these appealing to certain garage customers even more than previously. 

It is no secret that copy products manufactured in the Far East can fulfil the desire for low-cost products – and they definitely have a place in a competitive market. That said, these particular products are often made to a basic level with minimal customer support from a technical standpoint.

At Autoelectro, we aim to strike a balance; we want to produce products that are a premium quality but don’t cost the world – quite literally! Our recent ISO9001 reaccreditation emphasises our commitment to quality processes, thus, providing motor factors and their customers with the confidence needed when selling or fitting. Our products always align with stringent OE standards, with the technical support to match.

While selling a cheaper product might have benefits in the short-term, those benefits could turn into long-term ramifications. Should a budget product let the motorist down, attention turns to the motor factor that sold it and mechanic that fitted it – bringing unwanted warranty and returns forms to fill out, not to mention an irritated customer that thought they were striking a bargain.

The issue here is that starter motors and alternators are now incredibly technical, complex components – they need to be supported by a knowledgeable, experienced and professional team. At Autoelectro, our technical support extends beyond the point of sale; given we test, inspect and remanufacture old cores, we believe that grassroots manufacturing pedigree gives motor factors an added layer of confidence when they recommend our products.

This level of service – and I can’t emphasise this enough – for complex components is vital for repeat business. Many motor factors have realised this and have seen the immense value that comes with being offered an OE-quality alternative to their customers, alongside a budget offering. They know that, in the current competitive landscape, being able to have an offering that covers almost every enquiry they may get is vital in maintaining support from their garage customers. 

Ensuring comprehensive range and reliable availability

Availability is another important piece of the puzzle, especially in light of the recent and well-documented supply chain challenges that have impacted many sectors – not just the automotive industry. For suppliers that rely on low-cost, mass-produced items that require a container to be shipped, over long distances, there is a fragility in their route to market. They are more susceptible to price increases and disruptions, which can result in stock shortages and, consequently, delays for the customer.

Reassuringly, Autoelectro, as a volume remanufacturer, employs a totally different model, one that hands us complete control over our supply chain. We remanufacture in-house in Bradford, West Yorkshire, using the latest OE-specification test equipment. Having numerous positive partnerships with core suppliers all around the world, giving us the best availability and enabling us to turn around enquiries quickly – without needing to rely on circumstances beyond our control. Whether it’s building a starter motor or alternator to order, or remanufacturing and returning a customer’s own unit to OE specification, we can cater to demand – quickly.

For motor factors, this means that every time, we can handle and accept every enquiry that is sent to us.

Don’t forget the circular economy

Naturally, the circular economy is a topic that all of us at Autoelectro are aware of – for me, though, it is a passion. As we head toward a new year and the warnings surrounding the climate crisis and the need to put the brakes on it grow louder and more vociferous, it is clear that environmental responsibility is weighing heavier on all of our shoulders. At Autoelectro, I think we are leading the way; remanufacturing is at the heart of our operation – giving a product another chance of life – which aligns with principles of the circular economy. So as a remanufacturer, we significantly reduce waste and cut the need for raw materials, decreasing our carbon footprint and making sure we are playing our part in pledging a greener future.

Moving forward with confidence

So, while the year is nearing its conclusion, the hard work is far from over. In 2025, we will be back championing the pillars of our business – quality, range, sustainability, availability and technical support – providing the support that motor factors and workshops need to confidently sell and fit starter motors and alternators.