Breaking Traditions on the Dutch Automotive Market
When looking closely at the Dutch Automotive market, it is no surprise that all the major players are present. Companies such as Shell, Castrol, Gulf and so on have been supplying motor oils and other automotive products for many years already. But besides these major brands, local Dutch brands have a significant market share also. Companies such as Kroon Oil, Eurol and MPM which either have their own Blending Facility or toll-blend at an independent Blender, are recognisable brands in the Automotive Sector.
Each brand, major or local, has its unique way of presenting its brand and image. However most well established brands all choose to work via wholesalers when supplying their products and services to the Automotive Market. Big Dutch automotive wholesale companies such as AD Nederland, Brezan, Van Heck, Group Auto Nederland, etc, supply a wide range of automotive products from spare parts to lubricant oils and are key suppliers to garages and end users in this market.
The lubricant oil supplier has a tight relationship with the wholesaler, and the wholesaler expects a wide range of services such as technical, marketing and sales support. Most wholesalers have a mix of ‘A-level brands’ such as Shell, Mobil or Castrol together with a local or non-major lubricant brand in their assortment. This way they can fulfil the needs of most end users perfectly. Most wholesalers already have a long term relationship with a lubricant oil supplier, and do not intend to shift brands that easily. Entering the Dutch Automotive Market for a new player requires a well thought strategy therefore.
North Sea Lubricants is such a new player on the Dutch Automotive market, and has started providing its products since March this year. Before entering the market, different options were
evaluated, but when an opportunity of co-operating with the BOVAGLedenwinkel came by, a unique strategy was formed. BOVAG is a trade association of more than 11,000 entrepreneurs which are active in the Automotive / Mobility sector. Established back in 1930, BOVAG lobbies, provides education, news and is a well known quality mark on the Dutch market. Through their BOVAGLedenwinkel (‘member store’), they arrange great purchase advantages for their members. By doing business with more than 75% of the BOVAG members, the BOVAGLedenwinkel is the leading organisation when it comes to purchase advantages for companies active in the Automotive Industry.
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LUBE MAGAZINE No.111 OCTOBER 2012
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