U.S.-made parts finding toehold, again

News Jason Cannon July 4, 2013

madeinUSA recent Truck Parts & Service survey showed more than 60 percent of truck parts buyers only buy U.S.-made parts.

Among the respondents, 22 percent were more concerned with price and 11 percent gave manufacturing origin no consideration.

Nationwide, a recent article in TIME Magazine focused on how “Made in the USA” is making a comeback, leading many homegrown companies to market that aspect of their business.

“In the past we haven’t focused our marketing efforts on our strength of being Made in the USA, but I think it’s time we do,” Minimizer Company CEO and Chief Visionary Craig Kruckeberg says. “Recently we’ve seen an influx of low quality competition enter the market. Most of it is manufactured offshore and is made from polypropylene; cheap plastic that won’t withstand the rigors of our industry.”

That means Made in the USA is important, perhaps more important than in the past, Kruckeberg added. There is a clear trend towards buying Made in the USA as a result of a heightened awareness of the importance of manufacturing origin, which creates a clear opportunity for differentiation as it relates directly to buyers’ decisions.

“Generally speaking, U.S manufacturers have a myriad of ways to differentiate their value when compared to import sources – manufacturing technologies, skilled workforce, speed to market innovation, JIT manufacturing and delivery, customer support and much more,” said Bill Betts, president of BettsHD. “For price sensitive markets or customers, we promote a ‘total cost’ vs. ‘unit cost’ analysis.”

Betts says a deep dive into what he called “real costs” of imported products could negate any potential savings.

“When costs of quality, inventory, financing and potential lost sales from extended cycle times on import product are truly considered, it is usually very clear the rewards of domestic sourcing far exceed perceived incremental unit cost,” he says. “We are a ‘Made in the USA’ manufacturer and proud of it. We welcome the opportunity to compete and win far more often than we lose.”

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