Popular value brand PowerEdge comes to European market

10 September 2021 | Article

PowerEdge, an automotive brand created to fulfil demand for value products in the aftermarket, will launch across Europe this autumn, DENSO has announced.

The brand is already available in the USA, where it has become popular for its appeal to customers with older vehicles, looking for a more economical choice for parts replacement. Now, its benefits are set to come to Europe, starting with its range of wiper blades and air conditioning compressors.

Quality and economy translate to business benefits

Though marketed by DENSO, PowerEdge is not part of the conventional DENSO range: it is a separate brand created specifically to deliver competitively priced products, allowing aftermarket businesses to expand their offerings and attract more customers. Developed according to DENSO’s exacting quality standards, PowerEdge products meet competitive aftermarket requirements within the mid-price, high quality segment. Furthermore, all products within the PowerEdge range are available with the full DENSO service offering, encompassing ordering, delivery, logistics and customer service.

“The European launch of PowerEdge adds an exciting new dimension to the renowned premium parts and service we offer under the DENSO brand,” said Alexey Bartashevich, Senior Manager, Aftermarket Products, DENSO. “It unlocks a set of products with new features that will support distributors and workshops by ‘filling the gaps’ in their existing ranges.

By stocking PowerEdge parts, businesses can appeal to customers with a different set of needs and can also offer greater choice to their existing customers, especially as their vehicles age. With motorists holding on to their vehicles longer and the average age in the European car parc increasing, the addition of a value-focused aftermarket brand, backed by the reliability and service associated with DENSO, represents significant sales potential. In addition, since customers can order various quantities of PowerEdge products through a single order point in DENSO Europe, efficiency is maximised.”

What is included in the PowerEdge launch?

PowerEdge’s European launch will span two product categories: wiper blades and compressors.

Addressing growing demand for budget wipers in Europe’s emerging economies, PowerEdge wiper blades are built to meet common aftermarket standards and specifications as well as being price competitive. Flat and conventional wiper blades will be available, with 12 part numbers in each type.

The flat wiper blade range will cover lengths from 350-700mm, covering up to 90% of the European car parc. Its slim design makes use of premium rubber and a unique single-adaptor connection, maximising applications and ease of fitment.

Meanwhile, PowerEdge conventional blades are optimised for durability and long-lasting performance. Like the flat blades, they come packaged in a paperboard carton for reduced environmental impact.

Completing the range at launch are PowerEdge compressors, which are designed as a qualitative alternative for vehicles in the second half of their lifespan.

Leaning on DENSO’s extensive experience with air-conditioning system development and a worldwide network of affiliates, PowerEdge compressors offer the optimal mix between durability, performance, and price. PowerEdge compressors are produced using quality components and materials, are always pre-filled with the right oil and tested to strict performance standards.

While DENSO is already present in the European aftermarket with a leading range of genuine compressors for the premium segment, PowerEdge will create additional value by focusing on offering products targeted towards additional applications and aging vehicles. Starting with a range of over 90 compressors for passenger cars and heavy-duty applications, PowerEdge aims for further range expansion with plans to add new and interesting applications and reach a complete alternative offer within the next few years.

“Though PowerEdge already exists in America, we aren’t simply porting over products from that market; instead, this is an entirely new offering specific to Europe,” Alexey Bartashevich added. “While in the USA the range concentrates on starters, alternators and diesel after-treatment products for heavier vehicles, the European range crafts its own focus around the needs and opportunities of aftermarket businesses on this side of the Atlantic.

“Our mission is to give our aftermarket partners all the tools they need for success. Adding an entirely new brand and bringing new price points and customers into their commercial remit, is a significant step towards achieving that.”

For more information regarding PowerEdge products, please visit www.poweredgeproducts.eu

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