ATF Market takes shape in Europe
Methodology The European market for automatic transmission fluid (ATF) is influenced by a combination of commercial and technical forces that are redefining the landscape. To understand the concentric forces surrounding specifications, innovation and brand choice, The Strategy Works has conducted an extensive research programme with service managers and distributors – Part one of this two part feature explores the top line commercial findings. A robust sample of 91 was surveyed across five countries reflecting the five most important markets for ATF within Europe (including Turkey). These are (in order): • Germany • UK • Turkey • France
• Poland
A split of 70:30 service managers (both in house and dealers) to distributors was achieved. 35% service 200 + ATF vehicles per year and 38% service between 100 and 200 vehicles per year.
ATF has a specific vehicle profile:
One buying attribute dominates over all the others - transmission reliability and durability. In clear second is extending oil drain intervals.
These top two attributes are endorsed by distributors who also award high scores for transmission reliability and durability (85%) and extending oil drain intervals (75%.)
Specifications Followed Specifications are strongly prevalent during the warranty period and beyond with 48% following the vehicle manufacturers’ recommendations, of which the two largest are Mercedes Benz (54% of this sub-group) and MAN (29%). Another 29% follow transmission manufacturers’ recommendations; 21% of the sample follow both sets of specifications.
For both groups the cost of ATF is only regarded as a mid-ranking attribute with scant evidence that cost of ATF plays a major role in purchasing decisions. However it ‘goes with the territory’ as far as extended drain intervals is concerned and service managers are (naturally) much more concerned about being able to operate the transmission for some considerable time, without maintaining it excessively or even replacing it – which would impose substantial costs of a different kind. With transmission reliability and durability so important to customers this is not surprising.
“Extended oil drain intervals is the attribute we value most as it comes with a reduction in prices and costs in maintenance which helps as we modernise”, explained Ahmet Kucuk, Coordinator for Repairs at Ozemniyet Turizm Ltd, Turkey.
A service manager at a prominent German bus operator agreed, “When a transmission breaks down, it is very expensive. We want to make sure that they last as long as possible.”
The different forces at work are summed up by service managers: “We normally adhere to specifications dictated by the manufacturer. We have a mixed fleet, albeit predominantly Mercedes-Benz (Setra model) and a small number of MAN Buses.” commented Ridvan Kanbak, Purchasing Manager, Ulusoy Turzim, Turkey.
A workshop technician at a French bus company put it succinctly: “Transmission reliability and durability is important, we need to have all our vehicles up and running every morning because we are providing public services. Public transportation can’t be unreliable”.
Transmission protection is important to Citura Reims in France, “...our goal is to have the transmission up and running as long as possible.” said Jean-Claude Hureaux, Maintenance Manager.
Ranked Buying Attributes
Michael Herson
“We always follow the specification of the Vehicle OEM because the warranty is with the OEM and not with the component manufacturer” stated a leading German truck operator. “We have to match the specification of ZF, the automatic transmission manufacturer” added a leading German bus company.
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LUBE MAGAZINE NO.132 APRIL 2016
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