Gabriel shock absorbers, a division of Control Instruments Automotive, has launched a marketing programme to increase fitment centre sales through educating staff and customers about the dangers of worn shock absorbers.
The programme is linked to a national safety and education campaign for consumers and the retail trade to identify worn shock absorbers.
“Research conducted by Gabriel shows that the landscape of consumer to fitment center interaction is rapidly changing. It is this transformation that has sparked the need to implement a dedicated marketing programme supporting fitment centres, one of our most important sales channels,” said Sean Staley, executive manager – marketing, Control Instruments Automotive.
The Safe Zone 2.6 project is a safety programme aimed at educating people about vehicle and passenger safety and responsible driving. The name Safe Zone 2.6 is based on road tests performed on an average passenger vehicle travelling at 80km per hour with good shock absorbers, as compared to a vehicle with worn shocks. Good shocks will stop a vehicle, on average, 2,6 meters sooner than a similar vehicle with worn shocks, said Staley.
“The Safe Zone 2.6 programme objectives at retail level are to create a simple unified two-way value proposition for each retail outlet and educate the consumer and retail outlets on the importance of checking their shocks,” he said.
Gabriel is a division of Control Instruments Automotive, a wholly owned subsidiary of the JSE listed Control Instruments Group. Control Instruments Automotive holds the manufacturing and distribution rights to the Gabriel range of shocks, struts and cartridge products for Sub-Saharan Africa.
Gabriel is now in its 76th year in South Africa. The company manufactures shock absorbers for most vehicles.
Gabriel was originally imported into SA in 1935. During that time, the company has introduced a number of world-first designs that were subsequently manufactured in plants worldwide. It was also the first shock absorber company to advertise on TV.