Trico® to launch two new ranges and new global aftermarket brand initiative at Automechanika 2010

Trico®, a world leader in replacement windscreen wiper blades for the automotive aftermarket will launch two complete new wiper programs at Automechanika, Frankfurt in September. Delivered in the company’s new contemporary packaging, these new products precisely answer customer needs in a highly contested European marketplace.

The name Trico has been synonymous with innovations in vehicle wiper systems and driver visibility since1917 when the company was the first to commercially produce the product. Arguably the world’s leading wiper blade manufacturer, Trico today supplies over 80 million units a year to the world’s automotive aftermarket.

Driven by a comprehensive market study and customer research, the company now has an even stronger product portfolio, aimed to provide customers and drivers with the most complete range of quality wipers. The new portfolio includes three levels of product technology: premium, standard and budget, covering three styles of blade: beam, conventional and rear blades. ”We are excited to introduce these two complete new ranges, as well as our new aftermarket branding initiative at Automechanika 2010” stated Lisa Innes, Trico Marketing Manager, EU.

The all-new ‘Trico Tech’ range of standard beam blades combines excellent wiping characteristics with high quality manufacture to provide a superb price/performance balance. Designed to fit most manufacturers’ recent model vehicles and suitable for replacing some conventional blades, Trico Tech provides superb coverage of the market from an optimised range of only 35 part numbers. The range comprises 10 parts with universal clip fitting and 25 parts with easy-fit multiple adaptors included in the packaging.

Wide coverage of the European car parc from such a short range is ideal for outlets where space is at a premium and requires minimal stock investment. The range is particularly suitable for mass retail outlets.

Today, four out of five new cars built in Europe come equipped with beam blades as the original fitment. With these blades, the contact pressure is evenly distributed by a pre-shaped rail rather than by the multiple claws of the conventional wiper bracket. As well as minimising linkage wear, beam blades conform to the shape of the windscreen much better, an important factor with the current trends towards deeper screens requiring longer wipers. This, together with the more evenly distributed pressure, results in a cleaner wipe.

The second new range to be launched at the show: the ‘Trico®’ range of standard conventional blades provides a high-quality direct replacement for the original equipment blades on many older vehicles. They come with the correct adaptor for the wiper arm already pre-assembled to the blade, ensuring easy installation, saving time for professional installers and allowing end users to change their own blades in a matter of minutes.

The range comprises 15 parts, all with universal hook fitting and, again, covers the majority of popular car and light commercial vehicles models across Europe.

Automechanika will also see the unveiling of an exciting new global identity for the Trico aftermarket brand – one that accurately reflects its undisputed position as the wiper specialist and a further result of the global market study. Designed to provide maximum shelf appeal for packaged products, the new logo and brand identity provides a modern, vibrant look and feel for Trico as it continues to evolve with the needs of the industry. The new black logo is redolent of fresh rubber, the primary component of the company’s products.

Announcing the new ranges, Trico’s Aftermarket Sales Director, Nigel Cole, commented: “We’ve invested considerable resources in profiling the marketplace for our products in Europe. With different levels of vehicle and customer sophistication across the region as ‘Europe’ expands, we were conscious that there were some gaps in our portfolio. These two ranges are the first part of our move to develop our range in line with the needs of our customers. Our aim is to provide a clearly differentiated range to cover the majority of the car and light commercial vehicle parc wherever you are trading. Now whether your customers need premium, standard or budget product, it’s all available from one manufacturer: Trico.”

Both ranges are fully supported with a range of marketing collateral, including online part selection through the Trico website, and point-of-sale merchandising.

Trico products are distributed throughout Europe by a network of over 200 distributors in 36 countries, and are available in a wide variety of end user outlets from independent garages and body repair shops to motor factors and retail parts and accessory stores.