AUTOMOTIVE AFTERMARKET

Marketing product in the U.S. automotive aftermarket can be confusing for many companies.

In the mid-70s, PLI founder Peter Laitmon wrote the marketing plan for Polyglycoat, the first (and most widely distributed) automotive paint sealant. Calling for product distribution by new car dealers, the plan proved to be the first formalized automotive aftermarket program for product to be sold in this manner.

As a result, participating new car dealers enjoyed an additional revenue stream; over the years the initiative has yielded billions of dollars for U.S. car dealerships. The paint sealant product category was eventually adopted on an OEM (Original Equipment Manufacturer) basis by most car makers, which then launched programs for their own dealers to capitalize on the growing appeal of paint sealant, rust-proofing and other protectants as aftermarket purchases. Peter Laitmon is among those credited with formalizing the automotive aftermarket.

Meguiar's, the Irvine, California-based manufacturer of top-quality products for automotive surface care, was a long-term PLI client throughout its growth stages. Under the personal direction of Peter Laitmon, PLI helped the firm to develop relationships with many manufacturers, including Mercedes-Benz, BMW, Chrysler, Ford, General Motors, and several other European vehicle manufacturers.

Laitmon's experience in dealing with major auto makers spawned other initiatives for Meguiar's. He took the Meguiar's furniture care product line to Henredon, where a co- branded line of product was developed and sold through the stores that distributed Henredon furniture, as well as marketed via the Henredon website. He followed this successful venture by initiating the same thing for Ethan Allen under a private label. This created added revenue while driving branding to new levels at point-of-sale.

Laitmon's success with Meguiar's resulted in his being recruited as an independent Marketing Director for Jiffy Lube; prior to its acquisition by Pennzoil.

If you'd like to learn how PLI can be a powerful supplement to the business development of your company, feel free to call or email for a consultation.