PDF, 13Mb - Dayco

ISSUE 1 - MAY 2011

Dayco. 

The original power in motion 

www.dayco.com

Editorial 

® 

Going against the trend 

David Martínez 

President EU/SAO/Asia 

Localize instead of delocalize. 

Invest instead of disinvest. 

Continual growth rather than 

reductions. Three imperatives, 

three objectives and three alternatives 

which Dayco has chosen without 

hesitation, because we believe that the 

identity of a company is defined above all, 

through the choices it makes and the 

strategies it follows – especially when a 

sector is experiencing tough times. 

And the last few years have seen Dayco 

going distinctly “against the trend” through 

our focus on expansion of productivity, 

sales and logistics combined with steady 

progress on the international stage, 

making Dayco today an ever more “global” 

company but at the same time, able to 

operate “locally” in each individual market. 

Undoubtedly, demanding directions to take 

but also highly rewarding ones. Indeed, 

through these choices, Dayco has 

managed to respond positively to the 

economic crisis that has hit the automotive 

industry so profoundly, by transforming 

difficulties into new stimulus and 

recognizing this situation as a call for 

change. 

A change that for us has involved major 

restructuring of our operations and 

strategies and the creation of a completely 

renewed organization of which I have the 

personal honor of being president. A more 

complex and international company, 

including three distinct geographical areas 

with their respective resources, 

opportunities and challenges, three 

perspectives and three general managers 

- (Ronald Teffeha for South America, Bruno 

Vallillo for Europe and Riccardo Bosco for 

Asia), but connected by a single basic 

identity. 

With our recent opening of facilities in 

China and India we have firmly begun our 

“venture” into the Asian market, an area 

which though clearly offers great potential, 

needs to be approached with respect and 

caution. We have also just launched our 

second factory in San Paolo, Brazil, which 

will enable us to fully respond to the 

specific requirements of South America 

and in Europe we are continuing to expand 

both our range of products and services. 

This is how we are responding to the 

delicate issue of globalization. A reality 

which we strongly believe does not mean 

a standardizing of the business 

relationship or the company offer, but on 

the contrary, a tailored and personalized 

approach to each market. However, we 

also believe that this type of approach is 

only possible through a consistent, 

regulated and interconnected 

organization. 

From this viewpoint, one of the most 

significant steps we have made has been 

to recognize the importance of the sharing 

of experience and methodology amongst 

the various internal departments and the 

understanding that this common 

knowledge is the essential factor which 

links the needs of the market with those of 

the company and provides improved 

efficiency. 

Therefore, the key objective of this phase 

has been global integration and 

specifically, the desire to create a unified 

network of principles and operative 

strategies which can be applied to the 

whole Dayco structure. Principles which 

can then be adapted to meet the needs of 

each particular area or sector. In fact, the 

concept of integration will continue to be 

crucial in our plans for the near future as 

we follow our goal of moving ever closer to 

the “voice of the market”…or more 

precisely to the voices of the diverse 

markets and diverse contexts in which 

Dayco operates, with the same passion 

day after day. 

MAY 2011 

1

® 

ISSUE 1 

Periodical 

Registered at the Ordinary Court of Pescara 

N. 488/2011 V.G. 

N. 07/2011 Print Reg. 

N. 72/2011 Cron. 

Editor 

Daniela Panosetti 

Editorial coordination 

Franca Pierobon 

Graphics 

Pomilio Blumm srl 

Via Venezia, 4 - 65121 Pescara 

Printing 

Ivrea Grafica, Ivrea - To 

Index 

4Understanding 

the market, exporting 

the know-how 

6 

Worldwide 

presence - closer 

to the customer 

10 

Range and quality for 

professional repair shops 

14 

Focus on China 

and Brazil 

7 

Growing in line with 

the environment 

How companies respond 

to a society aiming at a more 

sustainable development 

18 R&D aftermarket 

Some months ago, Dayco started collaborating 

with the Research & Development department 

on some special projects intended for the 

Aftermarket. 

31 A valuable 

feedback 

A bridge between the company 

and the end customer. 

2 POWER WORLD

D A Y C O M A G A Z I N E 

World 

May 

2011 

19 Focus 28 

The web, 

a gate 

to the world 

24 

The mechanic’s 

advice 

30 

Technical 

Information: an 

additional resource 

Editorial 

Marketing 

Communication and Promotion 

Product 

Zoom 

Research & Development 

Garage 

Abstract of new products 

Auto catalogue 2012 

1 

4 

6 

10 

14 

18 

22 

32 

MAY 2011 

3

Marketing 

Understanding the 

market, exporting 

the know-how 

interview to Bruno Vallillo 

Global view and local markets. 

At a time when all past models are being put into 

question, Dayco chooses the road to expansion 

Bruno Vallillo 

Vice President 

General Manager Europe 

Acrisis 

is 

an 

opportunity to 

reconsider and 

modify all past 

e c o n o m i c 

models – 

s a y s 

Bruno 

Vallillo, Vice President – General Manager 

Europe. «Provided of course, that we 

understand and interpret it rightly. This 

means, first and foremost, the capacity to 

understand the needs of the market». 

And the market – in particular the 

Aftermarket sector – is showing an ever 

increasing quality and variety in terms of 

products and services. «Quality and range 

have always been the pillars of our model 

- explains Vallillo - and we intend to 

continue in this direction, offering the 

utmost in terms of information, 

applications and support. The aim is to 

give all our customers, from the spare part 

dealer to the mechanic, the ability to 

respond simply and efficiently to all 

possible repair scenarios». 

BETWEEN PRESENT AND FUTURE 

The figures from the last two years 

indicate that this objective has already 

been reached to a great extent. In 

Europe the results have been excellent, 

both in terms of turnover, market 

response and development of customer 

loyalty. 

«Experience has taught us not only the 

importance of understanding the 

market - which products to develop 

and when and how to put them on 

the market – but also to give the 

customer the maximum confidence in 

their use as well as in our support». 

Quality therefore, refers not only to the 

quality of the product but also to the 

service provided. And if we guarantee 

this, we manage to make the customer 

feel part of the company – a difficult 

challenge but of the greatest importance. 

In Dayco’s vision, objectives which are 

reached are not simply points of arrival, 

but rather stepping stones for the next 

stage. In fact, all our future projects 

involve new investments not only 

consolidation - in terms of production and 

distribution, but also in terms of 

communication and marketing. «We are 

continuing to open regional warehouses 

in our areas of interest – explains Vallillo 

– with the aim of reducing the reaction 

time to the market and responding to local 

demand as rapidly and efficiently as 

possible – and this demand can vary 

greatly according to the different contexts 

in which we operate». 

This particularly refers to the emerging 

markets, where the rising number of 

customers requires a parallel and 

constant improvement of local 

communication strategies, to achieve an 

ever increasing “personalisation”. «We 

must not forget – emphasizes the Vice 

President – that our sector embraces 

many languages, many messages and a 

great number of structures. It is therefore 

4 POWER WORLD

necessary to know how to use different 

approaches, in the belief that personalisation 

means moving closer to the 

customer: it is up to us to understand their 

needs and not up to them to comply with 

our standard». 

STANDARDIZING 

AND PERSONALISING 

But how can these two apparently 

opposing principles, i.e. standardisation 

and personalisation, be combined In 

reality the globalisation of some aspects 

does not exclude the diversification of 

others. Dayco has always focused on this 

approach: “Standardisation of internal 

processes (production, logistics and 

information technology) on which the 

international brand identity is based, and 

personalisation of products and services, 

i.e. those aspects which the final user 

receives. Therefore, sums up Vallillo, 

«globalisation of the brand identity 

through the internal exchange of 

experience and models, but not the standardization 

of the relationship with the 

market. We must use the same “internal 

language” all over the world, whilst 

recognizing the need for different 

“external languages” in each country in 

order to adapt to the diverse contexts, car 

parcs, customs and practices». 

A model which seems a return to the 

original marketing vision where 

production meets the demand and 

“speaks” to the customer without the 

need to “pressurize” or impose the 

purchase of a product. «We can influence, 

but we cannot condition a market», 

confirms Vallillo. It is in this sense, he 

adds, that we must understand the 

concept of “flexibility” which has always 

been central to the Dayco model. 

Essentially, this signifies «aiming at the 

expansion of the range rather than the 

quantity produced per item» and above all, 

localising production according to specific 

markets – a process we are 

implementing in China for the Asian 

market, as was done in the past for 

Europe, i.e. «exporting to other areas that 

important bank of knowledge that 

represents our added value». 

EXCHANGE OF EXPERIENCES 

Consistent with the strategy of exporting 

knowledge acquired from past experience 

to new contexts, the company is investing 

extensively in the Aftermarket sector. In 

this case, it is the valuable experience 

gained in the Original Equipment sector 

and in particular the European market, 

(much more complex than it first appears), 

which is being “transferred” and adapted. 

«It is important to stress that when we 

speak about know-how, we are not only 

referring to knowledge of the product, but 

also of the system, logistics, marketing 

and communication – specifies Vallillo – 

Most of all, the ability to acquire this 

knowledge through analysis and research 

and to adapt our global structures to local 

requirements as quickly as possible, as 

mentioned earlier». 

The Original Equipment sector is also 

beginning a process of exchanging 

experience - a trend illustrated by the 

increasing number of mergers, joint 

ventures and takeovers. In this respect, 

Dayco has even anticipated this 

movement: «An unavoidable choice, as 

the approach to the Aftermarket is 

generally less rapid due to the fact that we 

“arrive” on the market after the vehicle is 

sold. We must consider everything – 

communications, logistics, equipment, 

market analysis – which all takes time; 

Therefore, if we don’t want to fall behind, 

we must think ahead». 

Furthermore, a specific consequence of 

personalisation that must be taken into 

account is the decreasing number of 

engine types, which are becoming more 

standardised due to the economies of 

scale. At the same time the number of 

actual vehicles is increasing and the 

proportion of diesel and petrol engines is 

changing. «In the European market, for 

instance, we are the leaders in diesel 

applications and we are continuing to 

invest. Following the enormous sales 

boom of a couple of years ago, this is a 

sector which requires sophisticated 

solutions and a quality guarantee 

equivalent to that of Original Equipment». 

There is also the second-hand car market 

which is experiencing a significant growth 

in some countries, as occurred in the past 

in Eastern Europe, and which naturally 

stimulates the replacement sector; Also 

here, the crisis is an opportunity because 

reduced spending power has increased 

the tendency to buy second-hand cars 

and to make them last as long as possible. 

«In this sense it is very important to 

anticipate the changes of trends in the 

“flow” of vehicles. In the past, for instance, 

following generous government scrapage 

schemes, there was a massive transfer of 

used cars to other countries». 

Today, a vehicle remains longer in the 

country where it is sold: this change of 

trend must be taken into account and 

faced. Keeping in mind the principle that 

has always been the guideline for Dayco’s 

development - «Understanding the 

product and understanding the market» 

– concludes Vallillo – «It is the synergy of 

these two objectives which provides the 

firm model from which each new 

experience and each change can be 

developed».


Worldwide presence - 

closer to the customer 

“A single, uniform image showcasing its main aspects. But at the same 

time tailored and suited to the single markets in which Dayco operates.” 

This is how Franca Pierobon, Communication Manager, summarises the 

integration strategy that the brand is developing. 

Starting from a Fair Plan that is increasingly end-user oriented 

Franca Pierobon 

Communication Manager 

Integration: if one could sum up in a 

single objective the totality of the 

strategies and organizational models 

implemented by Dayco in all the main 

business sectors – from production to 

logistics, from marketing to product 

management – this would be precisely 

the “strong” concept that comes to mind. 

Integration intended as an internal organisational 

model capable of fostering 

shared exchanges of skills between the 

various departments, as well as an 

external expansion strategy, enabling to 

export and adapt the acquired 

experiences to new contexts. 

In this framework, it is natural that the 

communication activities, internal as well 

as external, adopt the same vision, under 

the sign of transversality and flexibility. 

«The first step – explains Franca 

Pierobon, in charge of Communications 

– was to create a coherent and unitary 

communication format at the European 

macro area level, which so far has proven 

to be very functional». This was achieved 

through the constant optimisation of 

some key concepts such as innovation, 

dynamism, continuous development, 

technology. Today, the challenge consists 

in “exporting” this model to the other two 

macro areas, i.e. Asia and South 

America. 

In line with the more general trend, that 

tends to reconcile standardisation and 

personalisation, «the communication 

strategy is planned to present first of all 

a unique and uniform image in its main 

aspects – starting with the “quality and 

range” dual theme – but all the same 

time personalised to the single markets». 

This applies to external communications, 

addressing different customers, from the 

spare parts dealer to the car repair shop. 

But the same principle also governs 

internal communications, with an impact 

on various aspects of everyday business, 

for instance in the relations between the 

European marketing and the Chinese or 

South American marketing, which still 

speak very different languages. «The 

prospect – continues Pierobon – is to 

standardise these different approaches, 

whilst adapting them to the local 

requirements». 

“This is a communication strategy 

running on two parallel tracks: «On the 

one hand, the institutional 

communication purely concerned with 

the brand positioning, that will gradually 

tend to convey a single message with the 

same language: the brand identity. On 

the other hand, the product and 

marketing communication, which will 

produce more specific and localised 

messages, whilst fully adopting the 

concept of our corporate vision. ». 

NEW MARKETS, SAME TARGET 

This is exactly what was done, for 

instance, at the last Shanghai Exhibition 

6 POWER WORLD


in December: «In China, we have 

concentrated on Dayco’s brand 

positioning, explains Pierobon – mainly 

focused on Brand communication and, at 

the same time, on the introduction of 

product communication, limited for now 

to a single line: the timing belts. Talking 

about more complex applications in that 

context would be premature at the 

moment». 

In fact, whilst in mature markets – 

essentially those of the original Europe, 

i.e. Italy, Spain, France, Great Britain, 

Germany – the kit culture has been 

widely assimilated, in all the emerging 

markets, including Eastern Europe, 

product communication must be 

calibrated according to the different 

contexts. 

Besides China, the other area of great 

interest is South America for which, 

however we anticipate faster and easier 

integration times and procedures 

considering the many cultural analogies, 

not forgetting the “language” analogy 

with the other Latin countries. 

Another basic principle of Dayco’s 

communication strategy is the capacity of 

addressing its targets, i.e. spare parts 

dealers and car repair shops in an 

increasingly direct and efficient way. 

«And – explains Pierobon – the multifunctional 

virtual garage space created on 

the website which will be further 

implemented and complemented with 

technical information and other tools, is 

designed just for them». 

The main purpose of this and other tools 

is to support the customer in his daily 

work, offering him a concrete and 

functional help in his various activities. It 

is therefore extremely important to use all 

types of communication tools, from 

traditional tools to online tools, leaving 

behind the classical business to business 

model. In addition, the use of the Internet 

offers to the mechanics a means to keep 

up to date, not only in real time, but also 

in a targeted and personalised manner, 

according to their current needs. 

Constant updating, especially on purely 

technical aspects, is clearly essential in 

this field. However these new tools will 

continue to be supported by the direct 

training service through our technicians 

who will still operate directly in the field, 

giving specific courses that Dayco 

organises free of charge, usually in 

coordination with the resellers. In Italy, 

these courses are experiencing a 

constant growth both in terms of 

attendance and participation. 

ENTERING THE TERRITORY: 

THE FAIR PLAN 

Mechanics and spare part dealers are 

currently the company’s main 

interlocutors. The aim is to complement 

Growing in line 

with the environment 

How companies respond 

to a society aiming at a more 

sustainable development 

All the contradictions of our 

economic and social 

development model are 

ever so convincingly 

highlighted by the global crisis and the 

unrelenting thrust imposed by 

technological development. Financial 

crises, energy crises, natural 

disasters, emphasize the fragility of the 

world we have built. These issues have 

been investigated for many years by 

eminent experts, from Bauman to 

Giddens to name a few, who 

attempted, through their vision, to 

outline a profile of what we are and 

what possible alternative routes we 

can follow. 

Today, the corporate world still 

develops on two levels with, on the one 

hand, companies that are seriously 

committed to developing innovation 

and corporate social responsibility, 

including the themes of environmental 

responsibility and, on the other hand, 

companies that, for a number of 

reasons, not all of them dependent on 

their own responsibility, find it difficult 

to understand the value of 

environmental protection as a strategic 

factor of development of their 

products. 

Over twenty-five years ago, Freeman 

exposed for the first time the concept 

of Corporate Social Responsibility. 

Since then, owing to the significant 

contribution of the European Union, a 

new course was taken which, with the 

introduction of certification processes, 

helped stimulate the growing 

awareness of the company’s social 

and ethic role towards all stakeholders 

(employees, suppliers, citizens, 

institutions, consumers, etc.) and the 

territory where they operate. 

It is undeniable that the role of Europe 

was a driving force for research and 

Francesco Pira 

Sociologist, National Adviser 

of the Italian Association 

of Public Communication 

innovation, and many Italian 

companies adopted and followed the 

trend. This is proved by the increased 

attention to production processes, 

ongoing research on new materials 

and the fact that Italian companies 

have become leaders in Europe in the 

field of renewable energy and related 

technologies. This trend also results 

from the 2009 MAE Award experience 

(the award for Environmental and 

Ethical Marketing sponsored by the 

Italian Association of Public and 

Institutional Communication and by 

GUS - Press Agency Group), intended 

to call attention to the commitment of 

some companies such as Dayco, 

capable of making changes. The jury 

decided to reward this particular 

company for its ability to communicate 

in a consistent and efficient way, both 

formally and linguistically, the 

importance of product technical 

innovation. 

MAY 2011 

7


the communication directed to the trade, 

the distributors who have always played 

the part of intermediaries between the 

producer and the purchaser, with a 

communication expressly designed for 

the so called “end user”. 

For this reason, taking part in international 

and local fairs has become more and 

more important. 

The major appointments in the shortmedium 

term are the Bologna 

Autopromotec and the Automechanika 

Fair in Frankfurt, by far the main event at 

international level in the sector. These 

events are particularly strategic for Dayco: 

Automechanika, attended by all the main 

brands, weighs greatly in terms of image 

and public relations; Autopromotec, 

focused on mechanics, is fundamental to 

reach this specific target and to open a 

direct dialogue, not a business dialogue 

but a promotion and information 

dialogue. 

For the Bologna Fair in particular, many 

novelties are planned. First of all, the new 

Auto and Scooter catalogues will be 

presented, with reviewed contents and 

restyled graphic design, in order to further 

facilitate the choice of products and the 

information presentation. An important 

space will be dedicated to the complete 

water pump range and, first of all, to the 

Long Life +1 project, already presented 

with success on other markets, for 

example at the Frankfurt Fair, but that will 

find its more natural environment at 

Autopromotec. 

Obviously, Dayco’s presence at fairs is 

closely related to its presence on the 

various markets. For this reason, outside 

the European context, a key event was 

first singled out for each of the two 

reference macro areas: this year, for the 

Asian market, the main reference will 

naturally be the International 

Automechanika Fair in Shanghai, while 

for the South American market, the main 

appointment will take place in San Paolo, 

Brazil. 

Once again, in line with the strategy 

combining global presence and local 

roots, the idea is to be present at 

exhibition events on two levels: obviously 

taking part in the main international fairs 

of the sector, but also working on the 

specific target of local events, which are 

numerous in Europe and are continuously 

spreading, in particular in the emerging 

markets, such as Poland, Bulgaria, 

Russia, Uzbekistan, Azerbaijan. 

As Franca Pierobon anticipates: «Specific 

events will be organised for the various 

markets and will be designed and 

“tailored” according to the actual 

requirements of our targets. 

I am thinking of ideas such as evening 

conventions or road shows, that may 

depart from the traditional B2B model, 

but are more efficient than fairs in 

creating dialogue opportunities and direct 

exchanges with our target. In this way, the 

target will not have to come and look for 

us at the various fairs to get to know our 

products and services, because it will be 

us who will go and talk to them directly on 

their working place”. 

Let DAYCO show you the way 

Welcome to Dayco world: 

games, mini-courses and plenty 

of gadgets to stimulate your passion. 

Torque wrenches, overalls, Dayco 

Tool 6, USB keys. 

These are just some of the prizes 

Dayco has decided to offer for the 

launch of its new virtual game “Test 

your ability”, soon available online 

on our Web site. How can you win 

You just have to give the correct 

answer, as fast as possible, to five 

easy questions on Dayco’s world. 

But as it is the taking part that counts, 

anyone giving a wrong answer will not 

leave empty-handed. 

The first players will be able to 

measure themselves against the 

virtual “prize contest” before 

everybody else at the next 

Autopromotec Fair in Bologna. 

Dayco is inviting you to a unique 

opportunity to meet, get information 

and have fun together. 

Fiera di Bologna 

25 - 29 maggio 2011 

8 POWER WORLD

Product 

Range and quality 

for professional 

repair shops 

Product alignment, development of the Asian range and extension of the HD pump offering, 

whilst the “kit culture” is developing, particularly in Europe, and the basic concept of 

transmission system is getting increasingly successful at all levels. 

Corrado Bisegna, Dayco Product Manager, details the main technical and productive innovations, 

and announces a new benefit: the Agri catalogue 

Reading the market 

requirements. Reacting as 

quickly as possible. At times 

even anticipating them. These 

are the pillars of the product management 

activity for Dayco. And today, this mission 

of “listening to the market” is strengthened 

and diversified by the primary objective of 

product and process integration, the 

watchword of the current expansion phase 

of Dayco in new commercial and 

productive sectors. 

Besides, the synergy between the various 

sectors of product management has 

always been a primary guideline in this 

sector, but today, faced with the double 

challenge from the Asian and South 

American markets, the creation of a single 

integrated system has become crucial. 

Obviously, the distribution of the different 

product lines in the various contexts 

necessarily follows different timings – for 

the Asian market, for instance, this applies 

only to belts; rigid components will come 

later. But it is precisely why it is important 

at this stage to carry out a systematic 

alignment of the products, that is to 

guarantee “upstream”, for each line, the 

same coding system that will be 

subsequently managed according to the 

different requirements and timings of the 

single markets. 

ALIGNING THE PRODUCTS, 

DIFFERENTIATING THE MARKETS 

In technical terms, this is called “product 

alignment”, and it is already under way in 

South America. «In substance, it consists 

in identifying the coexistence of the same 

item in different markets and verifying its 

code, which is then different for each micro 

area – explains Corrado Bisegna. The aim 

for the near future, is to be able to trace 

back the common parts, i.e. those 

circulating in Europe as well as in South 

America and Asia, to a single code so that 

they can be treated by the various business 

units through the same management 

database. This will also guarantee the 

markets specificities; which remain distinct 

“upstream” ». 

For this purpose, the European codifying 

system will be used as a reference, thus 

enabling Dayco to “cover” with a single and 

same “glance” approximately three 

quarters of the world market. Even better, 

this will allow to “anticipate” the integration 

of new products, which will be immediately 

inserted in the new Dayco catalogues with 

the same code as soon as the system is 

finished and implemented, with significant 

benefits in terms of “response” immediacy 

to the market. 

«It is clear – underlines Bisegna – that all 

this will require a certain period of 

adjustment for the customer. Afterwards, 

it will be up to the units of the various areas 

to support the customer in this transition 

phase, helping him to “get used” to the 

new codes”. 

HD PUMPS: ANTICIPATING 

THE MARKET REQUIREMENTS 

This general integration and globalisation 

framework will also include the single 

actions for each line of product. Among 

these, the growing attention dedicated to 

the water pump range, recently included 

in the HD catalogue (Industrial vehicles) is 

striking. «This decision – explains Corrado 

Bisegna, Product Manager, – was 

motivated by the leadership position that 

Dayco already occupies in the HD segment 

as far as belts and tensioners are 

concerned. This is why it appeared obvious 

to us to complete the offer with the water 

pumps ». 

On the other hand, the water pump needs 

replacement with more or less the same 

frequency as the other components. «As 

part of the system – continues Bisegna – 

the water pump must be considered as a 

transmission component just like the 

others, and therefore equally subject to 

acceleration stress, thermal expansion, 

10 POWER WORLD

Product 

dust, etc.». Consequently, in case of failure, 

the collapse of the pump can affect the 

entire system, thus the importance of 

preventive maintenance. 

PRODUCERS OF SYSTEMS 

Increasing the water pumps offering, both 

as single components (HD) and in the kits 

(Auto), is aimed at covering the 

transmission system concept in its totality 

and giving the customer the possibility to 

carry out a complete replacement, if 

needed. With all the implied benefits in 

terms of safety and quality. In fact, it should 

be stressed that these pumps are not 

“reconditioned” pumps”, but brand new 

products manufactured by carefully 

selected suppliers that are covered by 

Dayco’s guarantee. 

Some 70 HD pumps and more than 100 

Auto pumps are currently available in the 

catalogue, but the range is increasing 

constantly, with the objective of covering 

about 70-80% of the market. 

Within the HD market, Dayco plays a pilot 

role, relying on the positive experience 

already acquired in the motorcar sector, 

where the “kit culture” is increasingly 

spreading, together with the importance of 

preventive maintenance, which is 

particularly important when it comes to 

working vehicles: «In fact, a stationary 

truck, or a stationary bus, for example, can 

cause considerable problems, including 

from an economic point of view. To prevent 

these problems, we feel that giving the 

customer the possibility to get a 

guaranteed and selected product directly 

from Dayco is a new and important 

system». 

If we consider that the part production is 

supported by a capillary network of 

suburban stores, in Europe as well as in the 

other areas, it becomes possible to fulfil all 

requests in an extremely short time, 

reducing at the same time the costs 

resulting from the vehicle downtime. The 

savings in terms of time are obvious, and 

the workshop intervention is also 

facilitated: In fact, the repair shop does not 

have to look for the most suitable product, 

as a complete offer of specific products is 

immediately available for this given vehicle 

in the catalogue. 

KITS AND COMPONENTS: ENDLESS 

SOLUTIONS 

Dayco’s competitive “strength” lies in the 

innovative choice of presenting itself first 

of all as a producer of systems and not only 

of single components. Bisegna adds: «This 

is also what makes us different from the 

simple trader, behind each product, there 

is the will to make life easier for our 

customers, calling for an in-depth study of 

the requirements and needs on which our 

offer is “tailored” ». A positioning and 

service choice perfectly in line with the 

transmission system concept, which 

springs from the idea that, for a 

transmission to operate at its best, it must 

be considered as part of a system. 

The entire kit offer is actually based on this: 

anticipating as much as possible the 

customer’s needs and giving him, in a 

single solution, everything he may need to 

solve a specific repair situation – from the 

bolt to the belt, to the washer – avoiding 

movements, searching and a waste of time 

and energy: «And offering at the same time 

the thorough quality guaranteed by Dayco, 

which is not always available in other split 

product offers, as well as a careful rationalisation 

of the contents, presentation 

and packaging of the kit, which is 

designed to be as functional and orderly 

as possible». 

To achieve this, the kits have been 

designed in various “sizes”: from the 

single pack including a belt and a 

tensioner, to the complete pack which also 

includes the water pump. 

Even though the advice is to always carry 

out a complete replacement, we want to 

give the customer the opportunity to 

choose the degree of intervention that is 

actually necessary. «The aim is to always 

give the customer exactly what he needs, 

to install exactly what is needed for each 

single situation. This is what the catalogue 

is intended to be: an offer of solutions, 

endless solutions.” 

This is made possible by the extensive 

product range which, in Europe, covers 

approximately 97% of the circulating fleet. 

The increase of the kits sales proves that 

the customers did perceive the message 

very well: it is better to think in terms of 

system rather than in terms of single 

component. 

FROM CUSTOMER 

TO PRODUCER AND BACK 

But what 

does the 

w o r k 

of “anticipation” of the customer’s needs 

consist in In which manner is Dayco 

capable of “intercepting” the market’s 

needs, interpret them and finally translate 

them into single product projects 

In this process, a crucial role is played by 

internal communication which, as a result 

of the ongoing exchange between areas 

and departments, allows us to transmit to 

the various sections all the information and 

motivation “gathered” in the field by the 

trade, through dialogue and exchange with 

the customers. 

To this effect, the role of the technician is 

particularly important as he can gather and 

interpret this information in the best 

possible way, and report it to the company. 

A highly technical channel is also available, 

based on the information sent by the official 

support network and backed by 

external services of information 

supply and market analysis, 

resulting from sector 

surveys. « We also 

receive crucial 

indications 

from our 

o w n 

MAY 2011 

11

Product 

WATER PUMPS: OPERATION 

The water pump used in motor vehicle engines is 

usually of the centrifugal type and generally consists 

of an impeller that can be in metal 

or thermoplastic material; its 

duty is to guarantee the 

forced and pressurised 

movement of the coolant - 

a mixture of water and 

antifreeze providing a high 

boiling point - inside the 

engine cooling system. 

The impeller is operated by a 

pulley to which it is connected by a rigid shaft that 

rotates on bearings, and the pulley is usually 

departments, in 

particular from the R&D 

department and, through to 

testing and direct contact with the 

manufacturers, they can guarantee and 

communicate the continuous product 

improvements». 

operated in turn by 

the timing belt. 

The purpose 

of the pump is to 

help eliminate the heat 

created by the engine operation and to 

maintain the heat balance within the range 

defined by the design engineers 

thus contributing to its 

correct functioning, 

limiting power losses and 

reducing fuel consumption 

and pollution. 

important line of products and, in 

general, of the number of applications, in 

particular on the Asian market, mainly 

from Japan and Korea, that are 

increasingly present on the European 

market. 

This important step toward the completion 

of the range offer 

has actually already reached 97% and 

covers all the world manufacturers. As 

Bisegna points out, «the completion 

process proceeds by saturation of very 

small uncovered “islands”. In general, 

however, we start from the belt and then 

add the tensioner and finally the kit». The 

catalogue is a product in continuous 

evolution, intended to “take a snapshot” of 

the market as a whole in any given 

moment, but also to include new products 

as new vehicles are launched on the 

market”. 

In addition to the quantitative increase of 

the range, a good catalogue also requires 

a qualitative evaluation of the different 

markets. As, for instance, the HD 

catalogue that includes – the first one in 

Europe for this product – a certain number 

of applications for heavy vehicles produced 

in the USA, designed to fulfil specific 

market indications, mostly coming from 

Eastern countries. It should be also kept in 

mind that, in the case of Europe, among 

the three main markets – France, Italy and 

Spain – the latter registers an increasing 

diffusion of the Asian range. 

THE NEW CATALOGUE: 

RICHER, MORE FUNCTIONAL 

The new Auto catalogue, 

Edition 2012 was designed 

and prepared on the 

basis of all this 

information. Richer, 

more functional, 

more userfriendly. 

Unlike 

the previous 

edition, the 

new catalogue 

will allow users to check the 

generation of each vehicle and to look for 

the corresponding component. 

Altogether, the number of the indexed 

codes has increased from 3.000 to 4.000. 

As mentioned before, there has also 

been an increase of the percentage of 

kits, which have become the most 

The most 

recent analyses 

show that the 

Asian vehicles 

account for 

approximately 15% 

of the European 

circulating fleet and 

Dayco continues to 

12 POWER WORLD

Product 

guarantee the coverage of 80 to 90% of 

this share. 

The Scooter catalogue, on the other hand, 

has been increased with about 150 new 

applications, to meet an ever increasing 

demand, in particular for Kevlar belts, 

which can provide maximum power 

transmission of the engine and reduce 

skidding, even in high stress conditions. 

TOOLS FOR ALL TYPES 

OF REQUIREMENTS 

Supporting and helping the end-customer 

as much as possible in the direct work on 

the engine has always been one of the 

principles of Dayco’s Aftermarket service. 

It is for this purpose, for example, that the 

offer of Dayco tools was created and is 

rapidly developing. 

This offer includes a series of tools required 

to assemble products with specific 

replacement features, such as the 

alternator free wheel, which must be 

replaced using special wrenches (Tool 4, 

Tool5 and Tool 7: the complete set of 

wrenches). 

The Dayco TOOLS range also includes a 

set of tools designed to facilitate the 

installation of elastic belts. 

These wrenches are supplied as 

“disposable” products in the elastic belt 

kits PVE001 and PVE002, specific for Ford 

applications, whilst for all other 

applications, Dayco supplies a universal kit 

of tools (TOOL6) ready and easy to use. 

Lastly Dayco proposes a sophisticated tool, 

the tensiometer, which allows to check the 

correct installation of the timing belts. 

Together with its computer software, the 

tensiometer checks the correct tension of 

the belt, which is a very important 

parameter to guarantee the mileage 

indicated by the car manufacturers. The 

Tools availability shows how Dayco is 

concerned not only by the quality of the 

product, but also by the simplicity of use, 

making the repair activity easier for the 

repair shops. 

DISCOVERING 

THE WORLD OF AGRICULTURE 

Dayco has now been working for some 

time on the development of a catalogue for 

a new line of products, dedicated to 

agricultural machinery: this world is much 

more complex than one might think, as it 

ranges from the small grass cutter up to 

the enormous combine, with systems that, 

in some cases, include dozens of belts. «In 

many cases, however, these machines are 

fitted with engines that are identical to 

those fitted on the HD line. Dayco will focus 

its attention on the tractors, including a 

range from 70 to 390 hp». 

The agricultural machine sector represents 

the typical niche market, extremely limited: 

approximately 8 million units in all of 

Europe, that are highly fragmented into a 

huge quantity of models: from special 

tractors to crawlers, from double traction 

tractors to those specific for orchards and 

so on . 

This market is also very peculiar from a 

competitive point of view, as it is essentially 

controlled by a few large groups of 

producers, starting from New Holland 

which, for example, fits mostly Iveco 

engines and for which it usually supplies 

directly the spare parts. «With this new line, 

Dayco will be among the first actors in the 

sector to propose a specific Aftermarket 

range of products for tractors». 

It should also be kept in mind that an 

agricultural vehicle has an extremely long 

life cycle; it is built to last for several 

decades and this represents both an 

advantage and a drawback for the spare 

parts dealer: «On the one hand, it is in the 

interest of those buying an agricultural 

machine to carry out a constant, accurate 

and preventive maintenance. In fact, even 

if they are used only for a few months a 

year, these machines work in extreme 

conditions, under the rain or on uneven 

grounds which highly stress the 

transmission components. On the other 

hand, however, the type of activity implies 

that it is often the machine’s user who 

replaces the parts, without going through 

the mechanic». The objective of the 

catalogue is to offer to the end-customer 

the opportunity to choose the spare part 

independently, in line with the still 

“traditional” tendency that characterizes 

maintenance in this sector. 

MAY 2011 

13

Zoom 

Focus on China and Brazil 

Different countries, same challenge and passion. Dayco’s expansion 

strategy in the Far East and in Latin America takes a further step 

forward. Riccardo Bosco, Vice president Asia, explains why knowing 

the market is essential when operating in such different contexts 

LOOKING EAST 

The Far East and South America, two very 

different worlds, but two extremely 

important markets. These are the two 

“new frontiers” where Dayco is investing 

with increasing determination, 

implementing targeted strategies, both 

at organisation and production level. 

Identifying, for each of the two macro 

areas, a lead market in which to invest in 

this first phase: China for the Far East and 

Brazil for Latin America. 

In this respect, China represents a 

particularly stimulating challenge, owing 

to its major cultural differences with 

Europe and the extremely high growth 

rate of the market, and this is where we 

intend to invest significant economic and 

human resources in the years to come 

“Our aim, explains Riccardo Bosco, Vice 

President – General Manager Asia – is 

to guarantee a sufficient production 

capacity to cover the market, as well as 

the organisation of the Aftermarket sector 

and, from there, to possibly serve the 

other markets of the region. After all - he 

adds – at this point, Dayco can count on 

a presence and integration capacity that 

allows to establish a continuous product 

and information exchange among the 

different markets.” 

within a few months, a complete customer 

service will be implemented». 

Distribution has been entrusted to 

distributors selected according to their 

professional skills and geographic location 

so as to guarantee the coverage of the 

whole territory and the best service to spare 

parts dealers and workshops. «The 

objective is actually to distribute Dayco 

products in all the Chinese provinces, giving 

priority to the areas with greater potential». 

After all, the Chinese market is undoubtedly 

the most significant of the entire Asian area 

at the moment. 

The circulating fleet is developing at 

exceptional rates: today there are more than 

50 million light vehicles in circulation and 13 

million registrations were made in 2010. «To 

be quite clear - continues Bosco – this is 

approximately the number of registrations 

made in 25 countries of the European Union 

in the same period». Furthermore, the 

vehicle fleet is getting younger, more 

diversified and modern: scrapping is on the 

increase as well as the presence of 

international brands (the current leader is 

Volkswagen). 

A STAGGERING GROWTH 

Any expansion requires a certain number 

of steps, each of them delicate and 

important. The “Chinese adventure” is 

therefore clearly aimed at both Original 

Equipment and the Aftermarket «The 

prospect is to acquire a relevant position 

in the aftermarket and OE sectors within 

3 years or so. By then, based on these 

growth rates, the fleet could reach 90 

million vehicles», concludes Bosco. 

On the other hand, the composition of the 

circulating fleet requires a two-front 

approach: on the one hand, the presence 

in China of the major world 

manufacturers allows the company to 

“export” technology and pre-existing 

supply relations to Asia; on the other 

hand, however, specific strategies must 

be implemented to acquire the greatest 

number of relations with the local car 

manufacturers. 

Without forgetting another fastdeveloping 

market in the area, i.e. the 

Indian market, with its 1,8 million car 

registrations per year: few compared with 

China, but still many considering the 

Indian context and significant if compared 

with the average of the European 

countries. India will be the next step of the 

Chinese adventure, followed by other 

markets of the Asian area, such as 

Taiwan, South Korea, the Philippines and 

Malaysia. 

EXPORTING THE KNOW-HOW 

But how is this “export” of experiences 

and know-how carried out concretely As 

Bosco explains «what is being transferred 

is substantially the Dayco standard 

THE CHINESE ADVENTURE 

The gradual conquest of the Chinese market 

is therefore going on: «We have just started 

the production of timing belts and 

accessories in the Shanghai plant, with the 

prospect of a progressive increase of the 

range and products», explains Bosco. «We 

have already started building up a local 

commercial and logistic organisation, and 

14 POWER WORLD

Zoom 

developed in Europe: as far as the 

Aftermarket is concerned for instance, 

there is a single database which provides 

the necessary information for a given 

market, and this information is then 

adapted and localised. But this also 

applies to the logistic and commercial 

strategies strictly speaking». 

Obviously, from this point of view, China 

calls for a greater work of adaptation 

compared to the South American market: 

in fact, beside the European models, 

some applications are exclusive for this 

market and must naturally be included in 

the offering and in the specific catalogue 

for this area. And if the range currently 

consists of flexible components for the 

most part, it is clear that it will expand 

more and more. «For example, it is still 

too early to promote the kit culture as the 

consumer is still rather wary of the repair 

costs, but the distribution of vehicles with 

high technological contents leads us to 

believe that a more developed “repair 

culture”, similar to the European one, will 

gradually spread - asserts Bosco –. 

Fifteen years ago, in Europe, nobody 

wanted the kit; today, in most markets it 

is the top selling product». 

OBJECTIVE: VISIBILITY 

The first presence of Dayco’s “new era” 

at the Automechanika Fair of Shanghai 

last December, was extremely important, 

both from a commercial and 

communication point of view “It seems 

that the event efficiently borrowed from 

the German formula, leading to an 

improvement of the organisation and 

better effectiveness of the exhibition” 

says Bosco. And he adds: «Dayco’s 

presence in this context was a strong 

signal. It was not only a question of 

visibility, to have a stand, to introduce our 

catalogue and products, but also to have 

the opportunity to present ourselves with 

a structure and management that are 

almost exclusively Chinese, selected on 

site. In other words, to give the customers 

the possibility of concretely perceiving 

our presence on this market». The 

visitors’ interest clearly confirmed that 

the brand has a good positioning and that 

the customer recognizes and appreciates 

Dayco’s quality guarantee. 

Before attending the next edition of 

Automechanika in April 2011, Dayco was 

present at the AutoShow China in 

Shanghai: «This event of great 

international value is mainly dedicated to 

motorcars, and a vast section is reserved 

to the Aftermarket, where the visitors can 

have a clear proof of the actual mass of 

investments made by all car 

manufacturers. And it is important for the 

customer to see Dayco side by side with 

the producers, immediately identifying us 

as Original Equipment suppliers and 

leaders in the Aftermarket ». 

Dayco will also take part in a series of 

local fairs at regional and provincial level, 

obviously meaning the Chinese Province, 

together with the local distributors, with 

the objective, as is the case in Europe, of 

addressing first and foremost the final 

consumer, i.e. the mechanic. However, 

we have to consider that China’s 

commercial model is extremely different: 

«Spare parts dealers – explains Bosco – 

are usually concentrated in great 

organised complexes, the auto-centres, 

where all the sector’s brands are present 

side by side. In other words, the customer 

Where the sun never sets: Dayco, sponsor of the Swedish Rally 

The month of July is a special period in 

Sweden: days are very long and the 

darkness of the night lasts just a few 

hours. For this reason, July is also the 

month that the Swedes choose for their 

holidays. 

It is also the time of the Midnattsolsrallyt, 

the “Midnight Sun Rally”, the most 

important date of the traditional 

Swedish Rally, one of the most popular 

car races in the country. 

This year Dayco will be attending the 

main race as the sponsor of one of the 

competitors, the PAS Motorsport team. 

Pilot Per-Arne Sjöstedt and co-pilot 

Robin Sjöstedt will race in a splendid 

vintage car: a 1964 Two-Stroke Saab 

96. This choice is in perfect agreement 

with the “historical” spirit of the race, 

and it is no coincidence that the finish 

line will be the Saab Museum of 

Trollhättan, birth place of the Saab cars. 

wants to have the choice between a great 

number of alternatives». For this reason, 

the marketing strategy is significantly 

different and must mainly focus on 

greater visibility, in a material sense: 

“Neon signs, posters, carefully prepared 

show-cases. In other words – concludes 

Bosco – a competitive, communicative 

and even “aesthetic” model that is totally 

different”. 

An important 

step forward: 

the warehouse 

in Germany 

A few months of activity were 

enough to confirm that the recent 

opening of the Neunkirchen 

warehouse in Germany (already 

mentioned in the previous issue) was 

a successful strategic choice. In fact, 

if Dayco’s primary goal is to be as 

close as possible to their customers, 

the new structure allows us to 

achieve this in the best way possible. 

First of all, the presence of a logistic 

base in Germany allows us to work 

with distribution second-level 

customers at national level, making 

urgent “over-night” shipments if 

necessary. 

In addition, the favourable position of 

the warehouse – in the centre of 

continental Europe – greatly 

reduces transportation times for 

shipments to neighbouring 

countries, which are thus supplied 

directly from Neunkirchen. 

Following the strong growth of last 

year, the German structure has now 

entered a new development stage, 

with about 500 new locations. 

The objective for this year is to 

optimise the processes and perfect 

the planning, in order to give the 

customer an increasingly efficient 

service level, further strengthening 

the presence of Dayco’s brand in 

Central and Northern Europe. 

MAY 2011 

15

Zoom 

Dayco Brazil opens its first plant 

for the Aftermarket organisation 

in South America 

Two important events are taking 

place in South America: the 

new plant in San Paolo and the 

opening of the Aftermarket 

headquarters. 

With the inauguration of the San Paolo 

site, Dayco celebrates the opening of its 

second plant in Brazil in less than three 

months. Like the Minas Gerais plant, 

which started operating last November, 

with the production of tensioners, pulleys 

and dampers, the new Dayco plant of San 

Paolo, based near Mooca, will be 

dedicated to the manufacturing of rigid 

components. 

According to the Vice President & General 

Manager South America, Ronaldo 

Teffeha, «the group’s objective is to further 

invest in the country and the inauguration 

of this industrial production facility only 

confirms the work achieved by our team». 

With this new Aftermarket site, Dayco 

intends to gather and coordinate all the 

main activities in South America, 

optimizing the response times to the 

market. Specifically designed to serve the 

new & emerging markets, this new 

structure already allows Dayco to consider 

further ambitious expansions in the near 

future. «In the beginning, we will cover the 

aftermarket in the Brazilian area. The 

second stage will involve the South 

American market and the third stage the 

European market», explains Ronaldo 

Teffeha. 

The first step of the Brazilian production 

will be dedicated to the local market, 

before spreading to other markets. The 

aim is to develop highly flexible productive 

capacities that can be adapted to meet the 

varied market demands, ensuring at the 

same time the same level of service, 

quality and customers’ satisfaction in 

terms of the product & service 

offered. 

16 POWER WORLD

Zoom 

D. Martinez, President EU/SAO/Asia 

R. Teffeha, Vice President, General Manager South America 

J. Orchard, CO-CEO MarK IV 

MAY 2011 

17

R&D - Research & Development 

R&D for the Aftermarket 

Special Projects 

The technical know-how is a precious resource for any 

company. Even more so for companies like Dayco, 

constantly investing in process and product innovation 

Some months ago, Dayco 

started collaborating with 

the Research & 

Development department on 

some special projects intended for the 

Aftermarket. This decision was based 

on the clear conviction that a worldwide 

company such as Dayco, operating in 

a sector with high technological impact, 

must keep on dedicating to research 

and innovation in the replacement 

sector, the same attention as that 

dedicated to original equipment. 

The objective is to give the end 

customer the maximum level of 

product quality, assembly simplicity 

and information to support the 

professional repair shops. Particularly 

important is the supply of spare parts 

for older vehicles, especially in the 

emerging markets, where a car is not 

just a commodity but an investment. 

We must therefore develop suitable 

technologies for this investment to last 

over the years. 

Working in synergy with the OE sector, 

cooperation projects can be developed, 

in direct contact with the producers, 

thus leading to a significant reversal of 

trend: indeed, it is not only the producer 

who must deal with the relation with the 

customer, it is Dayco itself that 

complete the OE product with the 

know-how required by professional 

repair shops in an increasingly 

important market. 

In other words, innovation and flexibility 

must be combined. 

The expansion strategy basically 

involves two “stages”: In the first place, 

the single markets and their respective 

requirements must be accurately 

surveyed then, based on this survey, 

the best practices already developed 

for original equipment are evaluated to 

decide which of them can be suitable 

for the new sector and adapted to 

the new context. 

Dayco has developed a number of 

activities in the R&D field. It is now 

time to select the best experiences 

and to use them in the most fruitful way 

in the various markets. But this can only 

take place after the requirements have 

been fully understood. For this 

reason, we have carried out in-depth 

analyses in the markets concerned, 

highlighting the customers’ 

expectations in the various 

applications. The objective is to offer 

the best level of quality, life and 

efficiency. With our experience, knowhow 

and technical skills, we are in an 

ideal position to do it, to export this 

technology to new contexts, both in 

emerging country and mature 

markets. 

This general framework also 

includes some specific projects. 

For each line of products, 

priorities have been established, 

which obviously depend on the 

investment choices. 

The initial decisions concern the Raw 

Edge line: for this product, investments 

in new structures are being planned 

with the use and improvement of 

existing resources. As for the Poly-V 

belts, timing belts and tensioners, new 

investments are 

under way in the Asian area - China, 

India - and in the South American area, 

in particular Brazil. 

18 POWER WORLD

APPOINTMENT IN BOLOGNA 

This year again, Dayco will be in the 

front line at the Autopromotec Fair of 

Bologna, the most important event of 

this sector. This fair definitely 

represents a valuable opportunity for 

contact and direct dialogue with the 

mechanics, end-users of Dayco’s 

offering. An offering that keeps on 

expanding, as the already wide range of 

products is being completed with a 

growing variety of services, both face to 

face and through IT instruments. 

Particular emphasis will be placed on 

the Long Life +1 project, launched a 

few months ago and already rewarded 

by excellent results. The new auto and 

scooter catalogues will also be 

available, following their recent graphic 

restyling and improved contents. 

This edition will focus on two events: the 

Dayco stand will be organised, as usual, 

inside the pavilion, where the visitors 

will be given all technical and 

commercial information and will have 

the opportunity to examine the 

products, receive gadgets and try a 

useful and entertaining interactive 

game before its release on the Web site. 

To increase the user- and trainingoriented 

approach, the stand can be 

transformed into a “mini-classroom”, to 

organise short course specimens, 

seminars, individual or group meetings 

with the customers. 

In addition, a temporary exhibition 

space will be set up outside the pavilion, 

where everyone will have the 

opportunity to admire closely a splendid 

race car: a Lancia Martini 037, a 

historical rally model from the Eighties. 

MAY 2011 

19

Focus Autopromotec 

Let DAYCO 

show you 

the way 

Enter Dayco’s world: 

Games, mini-courses and plenty of gadgets 

to stimulate your passion. 

Bologna Fair 

25 - 29 may 2011 

Visit Dayco’s stand - Pav. 16 - Stand C50 

2 0 POWER WORLD

Focus Autopromotec 

MAI 2011 

21

From the 

distributor to 

the mechanic 

Authorised technicians, independent 

technicians, mechanics and, in parallel, the 

spare part and component dealers segment 

as well as a number of distribution platforms 

a complex Italian sector that requires 

particular care and attention. 

In particular the benefit of Dayco’s 

development of increasingly user-oriented 

services and real-time updating facilities, as 

Diego Grigoletto explains 

In Italy, the global financial crisis was 

only slightly felt in the Aftermarket 

sector, apart from some 

market/press paranoia & some local 

invoice payment issues. We can 

therefore say that we obtained and 

confirmed significant results in terms of 

market. However, in spite of this, Italy 

remains an extremely complicated 

market for the Aftermarket sector even 

more complicated than it may appear at 

first sight. For this reason, it is also more 

stimulating». This is how Diego 

Grigoletto, Regional Sales Manager 

South Europe, illustrates the strong 

points, criticalities and objectives of 

Dayco’s activity in the peninsula. 

A DIFFERENTIATED SCENARIO 

When compared with the Spanish and 

the French situations, for example, 

characterised by 3-4 large 

homogeneous groups of resellers, 

covering practically the whole market, 

with a marginal share of independent 

resellers, the Italian scenario appears 

much more diversified. 

«The distribution structure is more 

scattered – explains Grigoletto – and 

there are some critical differences 

between Northern, Central and 

Southern Italy. As a result, different 

types of relations and contacts must be 

implemented between the company 

and the reseller ». 

Italy is a rather vast commercial area: 

the technicians and mechanics 

segment, including car-body repairers 

and electricians, comprises about 35- 

40 thousand direct operators, roughly 

subdivided into 3500 dealers, 11,000 

authorised workshops and a large part 

of independent operators. The second 

level – spare part dealers – has about 

4500 operators. At the top level, the 

distribution platforms, usually regional, 

some of them national, include from 

270 to 300 units. Lastly, there are the 

component manufacturers. 

MULTI-LEVEL SERVICE 

The structural organisation of 

distribution is therefore rather 

homogeneous. «The differences – 

explains Grigoletto – can rather be 

found in the behaviours, attitudes and 

selling techniques. Some distributors 

mainly focus on business strategies 

such as promotions, prices, sales 

incentives, etc., whilst others develop 

some technical aspects, providing a 

vaster service offering, from training 

courses to help lines, from the supply of 

clothing to systems helping to identify 

products, pricing systems, etc.». 

This strategy is mainly adopted by the 

spare part dealers who, by definition, 

are in closer contact with the mechanic, 

but in some case, also by platforms 

organised in groups. Grigoletto explains 

that the idea of «complementing a 

commercial offer with a service offer is

extremely costly for the distribution 

organisation. The fixed, initial and 

operating costs are in fact rather high 

for the service activities devoted to 

repair shops and therefore require a 

rather significant basic turnover or the 

possibility of cooperating with other 

operators at the same level, to create 

groups». 

THE DISTRIBUTION CHAIN 

To increase its offering, complementing 

its commercial offer with a dense offer 

of services, a company must be able to 

rely on an organised base and a solid infrastructure. 

And today, Dayco certainly 

fulfils all the requirements to fuel this 

type of strategy, and to do it on an 

ongoing basis. «In fact, it does not 

make sense to propose a one-off course 

to the customer if there is no follow-up. 

It is different if the training on the 

product is part of a coherent 

programme, between a course on 

electronics and a course on marketing 

or on “BER”». This is what Dayco is 

capable of guaranteeing to the 

distributor, helping him to offer, in turn, 

to the end-customer, this added value 

in the form of a proper “service 

package”. 

ROLE DISTRIBUTION 

The product must reach its destination 

more and more rapidly, and this task is 

becoming increasingly difficult 

considering that the number of 

circulating vehicles today is at least six 

times higher than ten years ago. 

Consequently, the roles must be 

distributed carefully, as each activity is 

pressed and urged at maximum level. 

What could be requested to the 

distributors in the past, i.e. a complete 

range of products, is now covered by 

companies like Dayco. «In our case – 

declares Grigoletto – we started some 

years ago with flexible parts, then we 

completed the belt range, and finally the 

kits. Today’s objective is the updating 

and completion of the tensioner range». 

By doing so, Dayco manages to relieve 

both the distributor and the end-user 

from some expenses, guaranteeing a 

dialogue with several interlocutors for 

the same system. «If a belt breaks and 

technical support is needed, for 

example, even if the belt was bought 

from a spare part dealer, the customer 

can trace back the distribution chain 

and contact directly Dayco, which has a 

thorough knowledge of the system. This 

distribution of the tasks makes life 

easier». 

UPDATING IN REAL TIME 

In line with this principle, one of the 

main objectives of the year is to try and 

transfer to the operators all the technical 

information that Dayco prepares and 

updates every week. This will be done 

in an increasingly homogeneous and 

extensive way, until the whole market is 

covered. 

The channels are many: it is clear that 

the training evening courses are not 

enough, as they can only involve a very 

limited number of operators and must 

be repeated periodically to provide 

updates. Grigoletto adds: «In this sense, 

the IT tool is ideal, as it allows updating 

in real time and is readily available in the 

whole territory: I am thinking of tools 

such as blogs, forums for mechanics, 

and the availability of technical 

information sheets that can be 

downloaded individually from the site 

and, in the future, the offer of courses 

that can be followed directly on line. The 

use of the Web can also help change 

some false perceptions, for example 

regarding belt tensioner production. 

Dayco is actually the leading producer 

of HD automatic tensioners in Europe. 

However, in some customer segments, 

this type of offer keeps on being 

erroneously associated with producers 

of bearings. «At the moment, our 

challenge is therefore to gain credit as 

producers of belt tensioners, to strongly 

connect Dayco’s name to this product, 

in order to change the wrong perception 

of the market.

2 4 POWER WORLD

The mechanic’s advice 

What are the most frequent requests to the car mechanic 

What are the most common problems in the repair sector 

and what type of instruments are used to solve them 

And, in particular, why choose Dayco 

We have asked these questions to the mechanics who have 

to deal with them everyday 

Interview of the “Dayco mechanic” - Carmelo Purpura 

When did you open your garage 

I opened this one twenty years ago, but I had another one 

before, already here in Pescara. 

For how long have you used Dayco products 

For many years. I can’t remember exactly, but definitely a lot. 

What type of products do you use 

Kits for the most part. 

For what reason 

Because fitting the kit allows us to perform work safely, as it 

contains all the necessary components to ensure a complete 

service. In addition, the kit helps reduce the assembly time 

as you have all the correct transmission components 

available. This is very useful both for the mechanic and the 

customer. 

Approximately how many jobs do you perform on 

timing systems every month 

I would say from a minimum of three to a maximum of six. 

That is an average of five a month. But it depends a lot on the 

period. From January to February, for example, there is less 

work. 

What are the risks of postponing this type of work 

The car still works but at the customer’s risks. Unfortunately 

not everybody understands that maintenance is very 

important and it is also our job to promote it. 

Has it ever happened to you that a customer requests 

a particular brand 

They usually ask for the original part. However I always 

remind the customers that products of equivalent quality are 

available and I explain their features and technical specifications. 

According to you, what benefits do independent 

garages get from the possibility of offering these 

products 

It is an additional opportunity because it allows to give better 

advice to the customer, choosing between different brands 

and offering them top quality at a reasonable price.. 

Have you ever had to ask Dayco for assistance for 

some particular works, for example for assembly 

I have been working for thirty years and experience is certainly 

a great help but sometimes it is not enough, because the 

assembly systems are different and the reference points are 

not always present. Sometimes I need to use special tools. 

For this purpose, Dayco supplies a kit of specific tools. 

Do you find it useful 

Definitely. It provides valuable help and additional safety. 

For example, what is the use of the torque wrench 

It is used to tighten the tensioner bolts, pulleys and cylinder 

heads to the correct torque. 

Could you do without it 

No. Because when you have to tighten a cylinder head, where 

the seal must support a specific weight, you must apply the 

correct torque; if you tighten by hand, you do not feel whether 

you are applying too much or not enough strength. 

Going back to the services offered by Dayco, how 

would you rate them as a whole 

Good. 

In particular, what do you think of the ease of 

contacting directly the Aftermarket technician in case 

of doubt or technical problems 

So far I haven’t used this service but I believe that, in case of 

need, it can certainly be useful to speak with a specialist 

technician. 

Is there a good cooperation in the garage 

Yes, at least for this area. There is an exchange of expertise. 

For example, if we have doubts about the timing system, it 

can be useful to hear a colleague’s opinion and exchange 

points of view. 

Do you use a computer for your activity 

Yes, but I installed a computer in the garage only recently. 

On its website, Dayco has launched a section called 

the Virtual Garage, where you can register and have 

access to a range of services, among which 

diagnostics, layout sheets and others currently in 

preparation. Do you find it an appropriate tool 

Certainly. I think it is right to have a section dedicated to 

mechanics to allow us to download valuable 

information for our daily work. 

MAY 2011 

2 5

2 6 POWER WORLD

Garage 

The mechanic’s advice 

Interview of the “Dayco mechanic” – Alessandro Confalone 

Alessandro Confalone, owner of the 

garage of the same name in San Giovanni 

Teatino (CH), was the first Dayco spare 

part dealer to use the Long Life +1 

promotion. When he opened his garage 

in 1998, she was only 21 years old and - 

he stresses rather proudly - «the 

youngest tradesman in Chieti». We have 

asked him his opinion on the Dayco 

products and services, based on his long 

experience in the field”. 

For how long have you known and 

used Dayco products 

Since I started my activity, that is about 

13 years ago. 

Why did you decide to use Dayco 

products 

Because for us, independent repair 

shops, installing Dayco spare parts 

provides performance levels identical to 

those of original equipment. 

What are the benefits, for an 

independent garage, of providing this 

service to the customer 

I can recommend to my customers a high 

quality product that gives optimal results 

and, at the same time, allows them to 

save money. 

Based on your experience, does the 

car owner know the difference 

between the various spare parts 

Sometimes customers ask to install a 

specific belt, often a Dayco belt, but in 

general it is our job to promote the best 

product. It is important for us to build 

customer loyalty, establishing a relation 

of trust through quality assurance. 

According to you, what are the 

reasons that make customers 

request a Dayco product 

I think that the reason is the excellent 

value for money. 

How did you get to know about the 

Long Life +1 initiative 

Through a card in a kit, which advertised 

the current promotion and explained how 

to use it. 

Was it difficult to obtain the warranty 

extension 

Not at all. All you have to do is register to 

the Garage area on the Dayco Web site, 

dedicated to repair shops. Once you are 

registered, you just have to find the 

application through the Technical 

Information pages, then enter the 

customer’s data and print the warranty 

certificate. 

Did you find the procedure intuitive 

or did you have to read the 

instructions on the card or the 

tutorial video 

No, it was quite simple. The only thing 

you have to remember is to keep the box 

to enter the bar code. 

Was the customer satisfied with the 

warranty extension 

He was very satisfied, not only for the 

additional year, but also for the high 

quality and performance level of the kit 

installed. 

Would you suggest this operation to 

your colleagues 

Yes, especially because it allows us to get 

information on installation details and 

specific equipment. Today, with the new 

systems, if you don’t have the right tool, 

you can’t work efficiently. I am thinking 

of tools such as tensiometers, torque 

wrenches, universal kits. 

Did you already know about the 

Virtual Garage 

Yes, I’ve known it for about a year. Before, 

I used to work with Dayco USB, but I find 

this system much simpler. 

Would you recommend its use to your 

colleagues If yes, why 

I would certainly recommend it. Both 

before purchasing the product and when 

installing it. Whenever there is an urgent 

work to do, it is always useful to take 

some time and log in to consult technical 

information, assembly sheets, as well as 

the codes of the required tools, in 

particular when special tools are 

required. 

Why is it particularly useful to have 

access to this information 

If you want to do a good job, information 

comes first, then all the rest. If you start 

directly with the purchase, without 

reading the technical specifications and 

without knowing the appropriate tools, 

you run the risk of installing a 

noncompliant product, thus 

compromising the whole procedure 

Approximately how many works do 

you perform on timing systems every 

month 

About 5 or 6, depending on the periods. 

What do you think of the kit offering 

Do you recommend it to your 

customers 

Yes, exclusively Dayco kits, since they 

have been available. 

What benefits do they offer 

Kits reflect the manufacturers’ recommendations. 

Even though the initial 

expense for the car owner is higher, he 

quickly realises that it allows to avoid 

further disassemblies, such as the water 

pump or tensioner bearings. This is a 

great benefit for the customer. 

They don’t have to go back to the 

garage after a few months. 

Yes, they don’t have to pay twice for 

labour. 

Beside the product, Dayco offers a 

series of consulting and supporting 

services. Do you know, for example, 

the toll free number 

I know it and I have used it several times. 

I discovered it through my work, but also 

through a team of technicians who 

helped me personally, more than once, 

to understand some technical aspects 

related to my job. 

Although you have been working for 

many years, you represent, at your 

age, the new-generation mechanic. 

As part of the improvement of the 

repairman professional figure, how 

important is the capacity of using 

sophisticated instruments such as 

the tensiometer or the torque 

wrench 

It is very important. For example, to install 

some kits, you must be able to perform 

an electronic resetting, which is an 

important procedure, including for 

diagnostics. 

What would you recommend, in 

general, to your colleagues 

It often happens that, when working on 

an engine, I discover that only some 

components of the transmission have 

been previously replaced. This means 

you have to start again from scratch. My 

advice is therefore to follow the manufacturer’s 

recommendations. 

In your opinion, what is the 

percentage of errors imputable to the 

product or to incorrect maintenance 

As far as new-generation cars are 

concerned – meaning cars that have 

been in circulation for a decade or so, 

which I those I mainly work on – I would 

say that, in 90% of the cases, errors 

result from improper maintenance or 

incorrect assembly. 

To work in the best possible way, 

how important is it to be able to be 

continuously updated and find the 

most “up-to-date” information 

Updating is definitely very important. 

Personally, when I work I usually refer to 

some manuals that I have found myself. 

The fact that Dayco now supplies the 

same service through its website is 

certainly a great help. In fact – as I said 

before - when a car gets to the garage for 

the timing control, before buying the 

product, you have to check the 

registration documents and make sure 

you have the right equipment. And Dayco 

has done an excellent job in this sense: 

you log in to the site, you browse through 

a few pages and you can check the code 

and tool correspondence. And work can 

only benefit from this, in terms of 

efficiency and speed. 

MAY 2011 

2 7

Garage 

The web, a gate 

to the world 

The web-garage area was launched one 

year ago, and the number of registrations 

has nearly doubled. The information sheet 

archive is increasing constantly, with 150 

technical sheets already on line and over 

2000 layouts. Nolwenn Marion, Analysis & 

Web Mktg Europe, details the results of the 

company’s site restyling and extension 

operation. A valuable instrument for both 

the user and the company 

Six sites, six access gates to 

Dayco’s world. But a single, 

shared image. This is the 

objective that is driving the 

brand’s web communication strategy at 

global level. In the various Aftermarket 

branches worldwide, local web 

communication specialists have been 

working in close synergy with the aim of 

creating a homogeneous and consistent 

visual format, to be adopted and adapted 

to the local portals. «There are presently 

six Dayco sites – explains Nolwenn 

Marion, Analysis & Web Mktg Division 

Europe – designed to serve as a whole, 

according to targeted combinations, all 

the continental macro-areas». From 

these six “poles”, the goal is to maintain 

contents designed for the local 

requirements, with a single style and a 

single visual strategy. For this reason, she 

continues, a complete restyling of the site 

is under way, both at graphic and 

structural level, coordinated by the 

American team. 

PLANET EUROPE 

Within the global “standardisation” 

strategy, however, the Europe site also 

fulfils another important reference 

activity. Marion explains: «As far as the 

macro-areas of Latin culture are 

concerned, Dayco’s team is providing a 

targeted support to the South American 

colleagues. The purpose is to structure 

the Brazilian and Argentinean portals in 

the same way as the European portal, 

appealing to the cultural analogies of 

these three areas, yet respecting the 

market and requirement differences». 

The Europe site, on the other hand, 

achieved quite a few successes in the 

past year, confirming the suitability and 

efficiency of the choices made when 

designing the site. «In one year, the 

contacts have more than doubled, proof 

that we are working in the right direction 

– stresses Marion –. 

The analysis of the contacts origin shows 

a range of diffusion over more than 160 

countries, out of 200 in total: a clearly 

significant percentage». 

Most of these contacts are however from 

the European continent. In addition, the 

range of languages ‘spoken’ by the portal 

has increased from eleven to thirteen: 

analyses of the traffic have shown 

growing contacts from Hungary and 

Rumania, hence the decision to add them 

to the list. 

GARAGE AREA: 

GROWING CONTACTS 

The traffic analysis has also highlighted 

that one of the most visited sections of the 

site is the Garage Area, in which Dayco 

has greatly invested and worked, in the 

belief, shared at all levels, that an efficient 

Web service must combine, in the best 

possible way, information richness, userfriendliness 

and interaction capacity. 

«During the year – explains Marion – the 

registrations to this area have nearly 

doubled and consist of 95% of European 

users, 4% from Asia, in particular India, 

and lastly 1% from Africa, mainly North 

Africa ». 

More in detail, among the registered 

users, Italians represent 58% of the total 

and 60% of the European sub-cluster. As 

for the type of users of the Garage Area, 

more than half are mechanics or repair 

shops, about a quarter are spare part 

dealers, whilst the remaining quarter 

includes distributors, journalists and 

users who define themselves as 

“generic”. 

These figures, comments Marion, fully 

confirm the expected uses for which the 

area was created: «It is clear that 

mechanics and spare part dealers are 

using this area as a proper working 

instrument ». 

INFORMATION WITHIN REACH 

For this purpose, the archive of 

information sheets available on the site – 

between technical information and 

2 8 POWER WORLD

Garage 

transmission layouts – is continuously 

and constantly implemented. «At the 

moment, about 150 Technical 

information sheets are available on the 

site, out of a total of 250 already 

prepared, which will be gradually 

uploaded, as soon as they are translated. 

The number of layouts has reached 

2300, and another 2000 are in 

preparation; these will also be uploaded 

gradually. The idea is to guarantee a 

constant “supply” of the site, to the 

benefit of the repair shop and, 

consequently, the spare part dealer». All 

the sheets, including assembly 

instructions and belt course diagrams, 

are free of charge and can be 

downloaded in an unlimited number of 

copies. 

For the same purpose, a specific Dayco 

channel was created on YouTube 

(DaycoTAM): it provides a series of 

technical films and the presentation of the 

garage area, with all the necessary 

tutorials, as well as a newsletter, that 

allows to communicate the news in a 

targeted and concise manner as they 

occur, both in terms of product and 

service. 

A TOOL TO BE DISCOVERED 

To sum up, the results are definitely 

positive: both for the institutional part and 

the web catalogue: in fact, the numbers 

are growing, in terms of contacts and 

registrations. «This is an important 

distinction – emphasises Marion – 

because it is not taken for granted that a 

person who registers will come back to 

the site. This means that one does not 

visit the site just out of curiosity, but with 

the clear purpose of consulting specific 

information, which proves that what we 

are offering on the site is actually useful». 

However, it should be taken into account 

that, in the Aftermarket sector, the 

assimilation times for each new 

communication channel are rather slow 

in the beginning. «The distribution 

network, from the producer to the 

mechanic, is very long and structured 

and it is natural that the new initiatives 

and communication means, even though 

they are efficient, take time to “go down” 

all the steps to the end user», notes 

Marion. 

It is with this awareness that the Long Life 

+1 operation was launched during the 

last Frankfurt Fair. This initiative offers, for 

the purchase of any kit containing a HT 

belt, the possibility of downloading 

through the site an extended warranty of 

one year, in addition to the initial two 

years. This very useful opportunity is also 

intended as a tool to help the users “get 

acquainted ” with the Internet, as the only 

way to obtain it is through the Dayco site 

and registration. «Getting used to the 

means and getting confident– concludes 

Marion – is actually the only way to 

develop customer loyalty to this new 

means of communication and, with time, 

to make them appreciate its many 

advantages». 

MAY 2011 

2 9

Garage 

Technical Information: 

an additional resource 

From “simple” technical bulletin to actual release of “instructions for use”. 

The technical information, accessible free of charge from the site, allow the operators of the sector to 

have constant access to specific contents for every application, including assembly instructions and very 

detailed graphics. Whilst Gianluca Fantozzi anticipates a new evolution: the service information 

An efficient, accessible and 

clear tool designed to provide 

our customers with a source 

of information and direct 

training at a technical level; this is how the 

Technical Information was designed from 

the start», explains Gianluca Fantozzi. The 

Aftermarket technician position did not yet 

exist within the company, however Dayco 

had understood that, to build a strong 

relation with the user, a technical support 

service was necessary, and it should be a 

unique role. Over the years, the original 

concept – transferring specific and 

accurate information to the customer – 

remained unchanged, but the form and 

function of this very important service 

evolved. 

AN EVOLVING TOOL 

«Originally – explains Fantozzi – the 

Technical Information was a kind of 

“technical bulletin”, in which Dayco 

explained to the end-users – the car repair 

shops – how to work on the most difficult 

replacement cases, giving some practical 

suggestions for a correct assembly work». 

This support proved particularly useful 

when the manual tensioner was replaced 

by the introduction of the automatic 

tensioner, which required a special 

“training” for the customers. 

«Whilst in the past, it was actually the 

installer who gave the right tension to the 

tensioner, adjusting it by hand, the new 

tensioner is now fitted with a system 

capable of applying the correct tension 

automatically». This is only one example: in 

general, the technologies that are currently 

used in our sector have changed 

significantly and evolved in a visible manner. 

As a consequence, the Technical 

Information concept also evolved: «At a 

certain point – explains Fantozzi –, after 

completing this “training” stage, and 

following a further increase of applications 

and models in the market, we thought it 

would be appropriate to provide proper 

assembly instructions instead of just ad-hoc 

suggestions». The form and meaning of the 

Technical Information was then changed to 

become a specific tool for kit installation, 

while its previous function of “technical 

bulletin” is now covered by a new service, 

precisely named Service information. 

MAXIMUM ACCURACY, 

MAXIMUM USABILITY 

But what is exactly the purpose of the TI 

«In each kit sold – explains Fantozzi – 

Dayco supplies by default very simple, 

universal assembly instructions. The TI’s 

complement this basic set with specific 

instructions for a particular kit. They are 

designed and drafted directly by the Dayco 

team, and are available in 13 languages on 

the website. They are highlighted by a small 

stylised icon near the reference product, 

both in the catalogue area and in the garage 

area, so that anybody can download them 

in case of need and use them immediately, 

without having to translate them». 

The layout and graphic representation have 

been studied for maximum usability: first 

there is a kind of grid containing all essential 

data, from the application code to the kit it 

refers to, to the engines and vehicles it is 

installed on. 

The grid is followed by the kit (or kits) 

composition, «with a detailed drawing 

representing the transmission that the user 

will be materially working on, with arrows 

highlighting the various components 

supplied in the kit». This diagram is 

therefore more detailed than the one 

included in the belt course layout, another 

essential information tool. 

After the diagram, the user will find the 

actual assembly instructions, «presented in 

a concise and schematic manner, and 

drafted by a technician writing for other 

technicians, and therefore using 

immediate, very specific terms». Lastly, a 

summary of the kit composition includes 

the reference codes to the original part and 

the alternative part offered by Dayco, so that 

the mechanic can compare them with the 

components in his possession and make 

sure the part is exactly what he needs. 

INSTRUCTIONS READY FOR USE 

«To make the TI user-friendly, and in 

particular to provide a quick, essential and 

easy-to-use manual - – stresses Fantozzi 

– all the information is “concentrated” on 

a couple of pages. The sheets can be 

printed in an unlimited number of copies, 

and we have been told that some 

3 0 POWER WORLD

Garage 

customers are creating their own personal 

“library” of Technical Information they can 

refer to whenever they need it». 

So far, about 150 TI’s have been issued, 

and as many are being prepared. The goal 

is obviously to cover all KTB kits (about 520), 

keeping in mind that each TI can refer to 

more than one kit at the same time. The implementation 

order however follows priority 

criteria related to the sales – and 

consequent support requests – starting 

from the most requested kits to gradually 

cover the whole range. This service is 

offered by Dayco free of charge. 

DIFFERENT TOOLS, 

SAME OBJECTIVE: TO INFORM 

designed for the customers. This channel, 

however, has great potential: «As far as 

training courses are concerned, even with a 

growing offer, we can only schedule a 

maximum of six meetings a month. 

This is already good but it remains a drop in 

the ocean in comparison with the audience 

we can reach through the web», he explains. 

As mentioned above, the initial function of the 

TI’s will soon be covered by the Service 

Information, in an improved and more 

articulated form. 

«The SI is a kind of “Did you know that…”, 

providing information of various nature, from 

why a kit has been replaced by another, or 

why it is advised to fit a specific bolt rather 

than another, and so on». 

In this respect, the TI is a tool that 

complements other direct training channels 

A valuable 

feedback 

Experience to support the Customer service. 

To fulfil every requirement, exchange information 

and opinions and supply direct training activities. 

This is the purpose of the Aftermarket Technician 

Abridge between the company 

and the end customer. Even 

better, a bridge between the 

company, the customer and 

all intermediate operators. Because giving 

the customer a high-quality and efficient 

products is not enough, the customer must 

be given all the necessary instruments to 

install and understand the product 

themselves. 

This is the main task of the Aftermarket 

Technician, who is a key actor in the world 

of Dayco. Through his “connecting” role – 

explains Franco D’Emilio, the first Dayco 

technician who occupied this important 

and innovating position – he represents a 

double benefit: «both for the customer, 

who knows he can rely on a highly 

professional supporting service for all the 

technical aspects of this work, and for the 

company which can obtain directly 

precious suggestions from the market, in 

order to further improve its services and 

products». For instance, the technician 

can receive reports and transfer them to 

the company in order to find the most 

appropriate solutions, thus feeding a 

perfect “solution circle”. This feedback is 

extremely useful, including from a 

communication point of view, as it allows 

to determine the right language and the 

right strategy to fulfil in a clear and 

complete way the requests expressed by 

the market. 

A QUALIFIED SUPPORT 

The team of Aftermarket technicians was 

created precisely for this purpose: fulfilling 

the market requirements expressed by 

mechanics, spare part dealers and 

distributors, who can contact them at any 

time through Dayco’s toll free number, the 

call center, or directly. 

This additional service that Dayco has 

decided to provide to all its customers; is 

currently available in six sub-areas: Italy, 

France, Germany, Spain, UK & Ireland and 

Eastern Europe. «Within this “network” an 

intensive exchange of information and 

experience was implemented – stresses 

D’Emilio – that helps strengthening the 

relations between the various offices and 

makes customer service even more 

efficient». 

TRAINING ON REQUEST 

As far as Italy is concerned, the technician’s 

activity has intensified over the last five or 

six years. 

The training activity is starting to cover the 

whole Italian territory, from the northern 

regions to Sicily. These opportunities are 

extremely useful and important, both for the 

company and for the customer - comments 

D’Emilio -. The courses start from the 

Technical Information, that anybody can 

download from the Dayco Web site and, 

from there, additional details are given, for 

example on how to handle rigid 

components and belts, on how to follow 

specific installation instructions, etc.». 

TECHNICAL 

QUESTIONS 

THE 

AFTERMARKET 

TECHNICIAN 

ANSWERS 

You have a question, a query, 

you need explanations or 

further information regarding 

the use of the Dayco products 

and the technical aspects 

of your work 

Please send your questions to 

info.it@daycoeurope.com 

The Dayco technician will try 

to answer them in the next 

issue of the magazine. 

MAY 2011 

31

Update Abstract of new products Auto Catalogue 2012 

APV2708 FORD Mondeo II 2000 (GE) 

Mondeo II 2000 FL (GE) 


Transit 2000 

APV2709 FORD Mondeo II 2000 (GE) 



Transit 2000 

APV2710 FORD Focus 

Focus FL 

Focus C-MAX 

Tourneo Connect 

Transit Connect TC7 

APV2711 MERCED W124 

ATB2526 CITROEN Xsara FL 

PEUGEOT 

306 II 

ATB2527 FIAT Ducato (280) 

Ducato Nuovo (279-280/2/4) 

Ducato (230-231-232-234) 

Ducato R90 

ATB2528 CITROEN C5 

ATB2528 PEUGEOT Bipper 

Partner (M49) 

Partner (M59) 

Ranch (M49) 

Ranch (M59F/U) 

1007 

106 - Restyling 

206 

206+ 

207 

307 

406 Facelift 

ATB2529 SEAT Cordoba II 

Ibiza II FL1 

VOLKSW 

Polo V 

ATB2530 AUDI A3 Serie 2 

A3 Serie 2 FL 

A4 Cabriolet II 

SEAT 

SKODA 

VOLKSW 

A4 Serie 2 

A4 Serie 2 FL 

A6 Serie 3 

A6 Serie 3 FL 

S3 Serie 2 

TT serie 2 

Altea 

Exeo 

Leon II 

Leon II FL 

Toledo serie 3 

Octavia IV 

Eos 

Golf V 

Golf V Plus 

Golf VI 

Jetta III 

Passat VI 

Scirocco 

Touran I 

Touran II 

ATB2531 SUZUKI Alto (RF410) 

ATB2532 TOYOTA Hilux (KDN) 

Hilux (KUN25/15) 

ATB2533 SEAT Ibiza III 

VOLKSW 

Polo VIII 

ATB2534 MITSUBISH Colt (Z30) 

ATB2535 MITSUBISH Colt (Z30) 

ATB2536 MAZDA Mazda 3 FL 

ATB2536 MAZDA Mazda 6 

Mazda 6 FL 

MPV II Facelift 

ATB2537 KIA Carnival 

Carnival II 

Sedona 

Sedona II 

ATB2538 HYUNDAI Terracan 

3 2 POWER WORLD


KIA 

Terracan Facelift 

Carnival 

Carnival II 

Sedona 

Sedona II 

ATB2539 HYUNDAI Terracan 

Terracan Facelift 

KIA 

Carnival 

Carnival II 

Sedona 

Sedona II 

ATB2540 TOYOTA Land Cruiser (BJ70) 

Land Cruiser (BJ80) 

ATB2542 TOYOTA Avensis (AT22*) 

Avensis (T25) 

Avensis (ZZT22*) 

Avensis Verso (CM20) 

Corolla (120) 

Corolla Facelift (110) 

Corolla Verso (CDE1*/ZZE1*) 

Corolla Verso FL(AUR/CUR/ZNR) 

Picnic 

Previa/Tarago 

RAV4 

DPV1122 MERCEDES Classe C (202) 

Classe C (203) 

Classe C (203) Facelift 

Classe CLK (208) 


Classe CLS (219) 

Classe E (210) 


Classe G (M461/3) 

Classe ML (163) 


Classe R (W251) 

Classe S (220) 

Classe SL (230) 

Classe SLK (170) 

DPV1122 MERCEDES Coupe CL 

R129 Roadster 

Viano 

Vito 

DPV1123 FORD Galaxy I Facelift (VY) 

DPV1124 MERCEDES Classe E FL (211) 

Classe GL (164) 


Classe ML Facelift (164) 


DPV1125 MERCEDES Classe GL (164) 


Classe ML Facelift (164) 



DPV1126 MERCEDES Classe C (203) 

Classe C (203) Facelift 

Classe CLC (203) 




Sprinter 

DPV1127 MERCEDES Classe C (203) Facelift 

Classe C (204) 

Classe CLC (203) 


Classe CLS Facelift (219) 


Classe E FL (211) 

Classe GLK 


Classe SL Facelift (230) 

Classe SLK (171) 

Classe SLK Facelift (171) 

DPV1128 MERCEDES Sprinter 

DPV1129 OPEL Astra H 

Corsa C Facelift 

Meriva A 

VAUXHALL 

Astra MK V 

Corsa MKII Fcl 

Meriva A 

DPV1131 BMW Serie 3 LCI (E90/E91/E92/E93) 

DPV1132 BMW Serie 5 (F10/F11) 

Serie 5 Gran turismo (F07) 

MAY 2011 

3 3


Serie 7 (F01/F02/F04) 

X5 LCI (E70) 

X6 (E71/E72) 

DPV1133 BMW Serie 1 (E81/E82/E88) 

Serie 1 LCI (E87) 

X1 (E84) 

DPV1134 BMW Serie 5 (E39) 

X5 (E53) 

DPV1135 MERCEDES Classe CLS (219) 



Classe SL (230) 

Coupe CL 

DPV1136 RENAULT Espace IV Phase 2 

Espace IV Phase 3 

Koleos (X45) 

Laguna II Phase 2 

Laguna III 

Laguna III Phase 2 

Latitude 

Megane II 

Megane III 

Scenic II 

Scenic III 

Trafic II FL 

Vel Satis Facelift 

DPV1137 OPEL Astra G 

Corsa C 

Corsa C Facelift 

Meriva A 

VAUXHALL Astra MK IV 

Corsa MKII 

Meriva A 

KTB577 ISUZU Trooper 98 (UBS) 

OPEL 

VAUXHALL 

Monterey II 

Monterey B 

KTB579 SUZUKI Swift SF (Fab. Japon) 

KTB580 SUZUKI Swift SF (Fab. Hongrie) 



KTB582 SUZUKI Super Carry (SK4*) 

S410/S413 

KTB591 CITROEN C4 

C4 Picasso 

C5 Facelift 

C5- (X7) 

C8 

Dispatch II 

Jumpy II 

PEUGEOT 

Expert II 

307 

307 Restyling 

407 

807 

KTB593 HONDA Ballade 1 

Civic (SL/SS/SP/WC) 

KTB594 SUZUKI Swift SF FL (Fab. Hongrie) 

KTB597 MITSUBISHI Lancer (CS/CT) 

Space Star (DG) 

KTB598 HYUNDAI Accent 

Excel 

Lantra 

Pony 

Scoupe 

KTB599 HYUNDAI i30 

i30 (CZ) 

Coupe 

Coupe FL 

Elantra 

Lantra 

Trajet Facelift 

Tucson 

KTB600 HYUNDAI Accent 

Accent FL 

Coupe 

Coupe FL 

Elantra 

Getz (BJ) 

Getz (BJ) FL 

3 4 POWER WORLD


Matrix 

Matrix FL (TR09) 

Tiburon 

KTB601 HONDA Accord V FL (CE/CF) 

Accord VI (CG/CH) 

Civic (MA/MB) 

Civic Aerodeck (MB/MC) 

ROVER 200 Serie 3 

400 Serie 2 

45 

600 

KTB607 HONDA Accord III 

Accord VI (CG/CH) 

Prelude (AB/BA) 

Prelude (BB*) 

KTB608 HONDA Accord VI (CG/CH) 

Odyssey (RA) 

Shuttle (RA) 

KTB610 ALFA ROMEO GTV 

Spider (916) 

145 

146 

147 

155 

156 

LANCIA Lybra (839) 

KTB611 AUDI Coupe (85) 

Quattro 

100 (43) 

100 (44) 

200 (43) 

80 

80 (81) 

90 (81,85) 

90 (89,8A) 

VOLKSWAGEN 

Passat I 

Passat II 

Santana 

KTB621 TOYOTA Camry (SV/CV10) 

Camry (SV/CV20) 

Carina II (ST15*) 

Celica (TA/AA6) 

Corona (ST15*) 

KTB622 TOYOTA Celica (TA/AA6) 

Corolla (80) 

Corolla (90) 

MR 2 

KTB623 TOYOTA Celica (ST16) 

KTB624 TOYOTA Celica (ST16) 

KTB625 TOYOTA Land Cruiser (BJ70) 

KTB627 LEXUS GS 300 

TOYOTA 

Supra (JZA80) 

KTB634 MITSUBISHI Challenger (K9) 

Montero Sport (K9) 

Pajero Sport (K9) 

KTB635 MITSUBISHI Pajero 2 (V2/4) 

Shogun 2 (V2/4) 

KTB636 MITSUBISHI Carisma (DA) 

Pajero .Pinin (H7*) 

Shogun Pinin 

Space Star (DG) 

KTB637 MITSUBISHI Pajero 2 (V2/4) 

Shogun 2 (V2/4) 

3PK863EE MINI MINI (R50/52/53) 

3PK977EE ALFA ROMEO Brera 

Spider II 

159 

4PK903EE FIAT Ducato (243-244-245-247) 

Ducato II (250-251) 

5PK778EE FIAT Nuova 500 

KTB612 TOYOTA Land Cruiser (BJ70) 

Land Cruiser (BJ80) 

MAY 2011 

3 5

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