Bendix realigns product offerings to increase value, profit for channel partners

A growing trend toward market price sensitivity and the ongoing shift from premium to economy (brands) by channel partners has influenced a decision made by Bendix® to lower the price on its premium line of drums and rotors while expanding its economy segment of product offerings. Bendix also has announced that it will eliminate its economy line of hydraulics and reduce its premium drum and rotor coverage to better fulfill customer requests and meet the demands in a price-driven category.

"On the hydraulic side, our intent is to provide a single line of high quality hydraulic products and at the same time establish a new pricing structure that will enable our customers to compete more effectively," says Tom Tecklenburg, Bendix brand leader. "This action will allow customers to reduce the number of SKUs they have to stock as well as decrease their inventory investment."

Bendix® Hydraulic products include master cylinders; clutch, slave and wheel cylinders; hoses, cables and steel lines; and hardware. All products are designed to meet OE fit, form and function as well as ASTM and SAE standards.

The Bendix marketing team recently reported that more than 80 percent of their customers said premium rotor sales were declining while 100 percent indicated that the economy segment was growing. Therefore, the brand has expanded its Bendix® Global drum and rotor coverage to include approximately 1,600 SKUs and reduced the number of parts available in the premium line to 484 SKUs, which represents 90 percent of unit sales.

"This adjustment should allow our channel partners to compete more effectively." Tecklenburg adds.

For more information on Bendix and its product offerings, call (800) 231-3726 or visit the company's Web site.