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Ferodo® Team Takes ‘You’re in Control’ Message, Materials to Thousands of European Workshops
When Federal-Mogul’s Ferodo® brakes team unveiled its new, “You’re in Control” brand position last year, it was immediately clear that the long-term focus is on providing workshop professionals with all of the tools needed to complete more high-quality brake repairs every day.
Nearly half a year later, this innovative program is touching thousands
of workshops across Europe, and the message is clearly resonating with
business owners, technicians and consumers.
“Our extensive research showed that workshop professionals wanted to feel more in control of their brake business through increased technical and brand support, and that’s exactly what we’ve set out to accomplish,” said Hayley Elwen, brand manager, braking, Europe, Middle East and Africa.
The Ferodo team has followed up on this commitment through comprehensive promotional support, extensive product and application information and an intense focus on technical assistance through the all-new www.myferodo.com website. The team is now conducting a pan-European tour of workshops to help customers access and leverage these new services and enhance their ability to communicate the value of premium brake components to millions of consumers. The road show encompasses thousands of visits to workshops and distributors across Europe. Workshops new to the Ferodo brand are introduced to the range and informed of nearby Ferodo suppliers. Technical information and support are provided, along with information on Federal-Mogul’s training programs.
“This isn’t a one-time promotion or relatively short-term marketing program – it represents an entirely new approach to the brake repair business,” Elwen said. “We’re encouraging workshops to expect more from their brake suppliers and to partner with our OE-focused product line to increase their sales and market share in this very competitive category.”
