Quality perception, brand usage, brand offering, and familiarity were all examined in MacKay & Company’s recently released 2021 Aftermarket Parts Brand Study.
The study gleaned insights into 39 aftermarket brands and 51 tier 1 Brands from 640 fleets operating 78,000 medium- and heavy-duty trucks and 73,000 trailers. Additionally, the study summarized 172 survey responses from distribution channels in the U.S. and Canada.
The top three rated aftermarket brands were identified by both fleets and the distribution channels — these three brands account for the highest percentages of all brands being sold through distribution channels and the highest percentages of fleets utilizing the brands. The top three aftermarket brands demonstrate both high offering and high use.
“However, after the top three brands we begin to see some divergence between brands in terms of those with high offerings but low use. Nearly all truck OEM aftermarket brands perform well in terms of overall use among our fleet respondents,” says Travis Kokenes, research manager.
Additionally, MacKay & Company says the report includes details on:
- “Top of mind” brand selection for 37 individual components – from engines to lighting to wheels
- Use of OE brand vs. other brand by component group
- Source of brand information
- Likelihood of fleets switching brands
- Distribution channels’ key factors in determining brands to offer
- All-makes/value line/private label perception
Contact John Blodgett at [email protected] or Travis Kokenes at [email protected] for more information on how to obtain the report.
