A new study published by automotive industry website just-auto.com suggests that the manufacturers of shock absorbers are turning to the consumer for growth in an increasingly competitive aftermarket.
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The just-auto report ‘Global market review of shock absorbers – forecasts to 2012’ says that low profit margins are leading the major manufacturers of shock absorbers to educate the motorist about the dangers of using worn out shock absorbers.
Shock absorbers are central to ride control, which is governed by a vehicle’s suspension system, including its shock absorbers and struts. Shocks and struts help maintain vertical loads placed on a vehicle’s tyres to help keep the tyres in contact with the road. A vehicle’s ability to steer, brake and accelerate depends on the contact between the vehicle’s tyres and the road.
Firms such as Tenneco believe that too few drivers are aware of the dangers of worn out shock absorbers. Tests have shown that driving with 50% worn shocks can increase emergency braking by 2.6 metres. In addition, worn shock absorbers can increase a driver’s reaction time by up to 26%, cause uneven headlights – which can dazzle oncoming drivers – increase the risk of the vehicle aquaplaning by nearly 10% and can cause the vehicle to lose control when cornering or caught in a cross wind.
In the period between January 2004 and March 2005, Tenneco tested some 16,500 cars across Europe to measure the level of wear on suspension parts. The results showed that 47% of all vehicles tested in Germany, Italy and the Benelux with an average of 111,000 km on the clock, have seriously worn or damaged shock absorbers.
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By GlobalDataThe same lack of driver awareness of the dangers of worn-out shocks appears to exist in the US. Last summer, KYB America LLC launched a service centre initiative aimed at creating partnering relationships between KYB, its distributors and their service centre customers. KYB estimates that 86% of vehicles arriving at the scrap yard still have their original shocks and struts fitted.
The company believes that this illustrates the need for an initiative to capture the ‘millions of lost sales and lost opportunities.’ Mike Howarth, senior vice president of KYB America, said: “Worn, as opposed to failed shocks and struts, are renowned as being difficult for technicians to identify, therefore making it extremely difficult for service writers to justify the sale to the motorist.”
For its part, ArvinMeritor has launched an informational website designed to educate consumers on shock and strut care. The site, http://www.checkyourshocks.com/ includes the basics such as how shocks and struts work, and how shocks and braking impact each other. The site also lists warning signs that will alert drivers to replace their shocks or struts.
While shock absorber technology is becoming more and more important in the OE world, it has become increasingly perceived as a commodity in the aftermarket, according to just-auto’s research.
But some firms see a big aftermarket growth opportunity in regions across the world.
For more details on the report ‘Global market review of shock absorbers – forecasts to 2012’, please follow this link:
https://www.just-auto.com/store/product.aspx?ID=39941&lk=new
