Driving Hella Ahead

March 12, 2013
Driving Hella Ahead
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In recent years Hella Ireland has been transformed from a specialist automotive parts supplier with a main focus on lighting and electrical items, into a dynamic aftermarket distributor with a rapidly growing OE product portfolio. The company is now aiming to move this transformation to the next level with the introduction of not only new products, but new market concepts and support services geared to the needs of the independent sector. Central to this activity will be Johannes Schade the recently appointed Managing Director for Hella IAM activities. Johannes brings with him a wealth of industry experience, as well as some imaginative and fresh thinking that could just be the key to independent garages and motor factors realising their true future aftermarket potential.


After an early career which saw him working in the tape industry and completing a Masters in Germany and Mexico, Johannes worked as assistant to the Hella Aftermarket CEO for two years. He then moved on to develop the Nordic Forum, the Hella’s aftermarket wholesale organisation operating in the Scandinavian countries as well as Russia, Poland and China. Johannes says, “My experience with the Nordic Forum has given me a great insight into how the aftermarket is developing in different countries and will allow me to bring the most successful elements of our activities to the Irish market.”

Johannes sees the continued expansion of the Hella Ireland product portfolio as a key element in the company’s long term strategy. He comments, “Our goal is to provide a complete product offer, with respected OE brands in each product sector.” He adds, “At present we offer some 15,000 stock items and many thousands more as catalogue items and we aim to double this to some 30,000 stock items by the end of next year.”  Johannes says this will entail additions in the spare parts area while the company will maintain its focus in sectors such as lighting and electronics. This expansion will also entail the extension of Hella’s distribution and warehouse facilities, with work already underway at the Santry HQ.

The drive to offer this expanded range is brought on by a strong belief by Johannes and the Hella team that this is a time of great opportunity for independent garages and motor factors. Johannes says, “Business potential in the Irish independent aftermarket is excellent at present and I see the future prospects as very bright. The key to realising this potential will be garages offering a first class service and we see our role in the provision of training, education, information and support services as vital.

Hella Ireland is already engaged in aftermarket training for its customers, both in its own facilities and in a link with the MKW Training Centre, as well as offering comprehensive technical information and support. Drawing on his experience with the Nordic Forum Johannes is now implementing plans to take this support to the next level with the introduction of a full service garage concept. He says, “We want to offer garages a full programme of marketing and support services in conjunction with our motor factor customers. This will include elements such as marketing and branding, dedicated garage software, access to technical and diagnostic information, a technical help-line and education and on-going training.” Johannes has seen this concept succeed in many other countries and believes progressive Irish garages will benefit greatly from the idea. He says, “Working with Hella and its customers, a garage can be part of a concept with an international profile which offers the potential to expand in areas such as fleet business. Our research also indicates that motorist across Scandinavia perceive our Nordic Forum concept garages in a similar way to dealers in terms of quality.”

A key element in the new concept, which will be launched later this year, is a computer system developed by Tolerance, Hella’s Danish based software specialist. This is currently under test with garages in Ireland. It is a completely integrated system covering aspects such as workshop loading, technical and diagnostic data, automatic parts ordering and accounts. The system also incorporates a registration look-up facility for speedy access to vehicle data. Johannes says feedback from the test garages has been extremely positive and that the package will be formally launched in the coming months.

Johannes also points out that key to the delivery of the new concept will be the role of partner motor factors. He comments, “Independent motor factors provide a great level of local knowledge and personal service which is vital in the Irish market. We want to work in partnership with factors utilising their abilities to deliver the best possible parts and support package to garages.”

With the future offering great possibilities for the Irish independent aftermarket sector Johannes is confident that Hella will have a vital role to play and intends to put the company at the very heart of developments. His own experience and fresh, creative approach will no doubt be an important ingredient in this.
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