Once described as “The Big, Bad Wolf” in the industry, today HD America (HDA) is anything but. This marketing group was the first of a number of groups formed over the last 25 years, and although at first some saw it as intimidating, that image has been shed and replaced with one of respect, obvious by the 25th anniversary the group is celebrating this year.
Known as HD America, HDA or HDA Parts Network, the group has grown since its beginning. It was started in 1982 by 12 distributors, and has grown to more than 150 members with more than 500 locations in the U.S. and Canada. Pat Biermann, president, described HDA as “a marketing co-operative owned by our members. We offer parts programs and services for all of our members.”
The group’s headquarters is located in St. Louis and is staffed by about 20 employees. “Here, we do all the billing, fleet processing, pay the vendors and buy and establish purchasing programs,” he said.
“We also conduct marketing, which includes store design and layout, advertising, name brand recognition, web development and signage, among other things,” Biermann added.
Additionally, this staff of 20 manages the National Warranty and unit down programs. “We call on our members to make sure all the programs work and we assist with fleet calls. There also are people in the field who call on the fleets,” he explained.
Biermann said the members want to be the best and most efficient mechanism for the fleet users to deal with when they need parts or services around the country.
When asked why the association is so necessary in the industry, he responded, “In order to compete with the big name plates, independent aftermarket distributors have to be a part of a network that offers the same thing and even more.”
