First Line hails Automechanika Frankfurt as a success

First Line Ltd., a global supplier of premium aftermarket parts to over 85 countries, has reported a successful show at Automechanika Frankfurt 2024, with the globally recognised company predominantly showcasing its Borg & Beck brand, with over 120 years of heritage and high vehicle parc coverage across its extensive product range.

The family-owned business, with over 40 years of expertise, welcomed three generations of the Joyner family to its stand. Founder Pete Joyner, Managing Director Dan Joyner, and Charlie and Tilly Joyner represented the company, highlighting its strong family heritage.

Visitors were drawn to First Line’s extensive product range, with over 50,000 references across its three brands. A standout feature was the interactive AI-powered screen, which allowed attendees to virtually handle parts and explore technical details and vehicle parc coverage, adding a fresh and engaging dimension to the experience.

Kelvin Olds, Product Director at First Line Ltd., said: “This year’s event was particularly meaningful for us as we had three generations of the family present to meet with customers old and new. The response to our interactive display shows just how much interest there is in our innovative approach and top-quality products – all of which can cater to pretty much any requirement a customer has.”