14599_MAHLE_News_1_07_GB RZ

CUSTOMER PORTRAIT
AFTERMARKET
news 14
“THE RIGHT
CUSTOMER CARE IS KEY
TO SUCCESS”
INTERVIEW WITH FARUK BILGINOGLU, MANAGING DIRECTOR OF ROTAS/GÜZEL, ISTANBUL
ROTAS Oto and GÜZEL Oto are the leading
companies in the supply of components for
import vehicles on the Turkish market. The
companies, which are still family run, were
founded in Istanbul in 1927. They are part of the
ROTAS Group of companies, which is also active
in the insurance and banking business. However,
the companies have their key interests in the
spare part business.
MAHLE Aftermarket news: Mr. Bilginoglu, with
ROTAS Oto and GÜZEL Oto, the ROTAS Group takes
a leading position in the Turkish motor vehicle aftermarket.
In what areas have the two companies become
specialised?
Faruk Bilginoglu: GÜZEL Oto imports the automotive
spare parts – the company is based in the free trade
area in Istanbul/Catalca. ROTAS Oto is based in Istanbul/Topkapi
and distributes as wholesaler the range of
GÜZEL Oto, which comprises products of leading
manufacturers such as MAHLE, LuK, Bilstein or Contitech.
The two companies employ a total of 88 employees and
have a storage area of just under 5,000 m 2 in the free
trade area and just under 4,000 m 2 in Topkapi.
MAHLE Aftermarket news: There are two other
companies that are active in the spare part business that
belong also to the ROTAS Group.
Faruk Bilginoglu: Yes. First there is Bilgin Oto, our
retail trade branch and then there is Bilgin Otomotiv, the
authorized SEAT dealer.
MAHLE Aftermarket news: This means that the ROTAS
Group is represented at every trade level. What role does
MAHLE play with its brands MAHLE Original and Knecht?
Faruk Bilginoglu: The cooperation with MAHLE began
1950. Until 1980, ROTAS and MAHLE were the market leaders
for engine parts, but later the business was no longer
profitable due to the Turkish customs regulations. However,
we have resumed the cooperation with MAHLE in 2002. This
time, the focus is on the filter business. And this has been the
right decision. The brand Knecht has been a great success:
Knecht filters are now our best-selling products.
From the water pipe party to the cultural trip: customer
care is rated very highly in the ROTAS Group.
MAHLE Aftermarket news: Success – a good cue. How do
you secure your success also in future?
Faruk Bilginoglu: We have been in business long enough
to know that one is no longer competitive these days without
good service. Important is here the prompt availability of goods.
12 logistics centres and concessionaires ensure that the parts
are at the customers within 2 hours in 95 % of cases. However,
customer care and the building of personal relationships is nearly
as important in a country characterised by hospitality such as
Turkey.
MAHLE Aftermarket news: And what does this customer
care involve in practice?
Faruk Bilginoglu: For example, we organize cultural trips
for our customers at home and abroad, seminars and guided
tours of the company. In addition, we organize events such as
barbecues, water pipe parties or also backgammon competitions.
Sometimes, we also invite our suppliers to join, in order to
strengthen our good relationships throughout all levels of trade.
Of course we are also involved in conventional marketing such
as advertisements in print media or participation in trade fairs.
And we are active in cultural and sport sponsoring. Extremely
important are also our ca. 50 sales people who look after workshops
in the whole of Turkey – and are always receptive to suggestions
and criticism. This allows us to be best prepared for
the demands of the market and to offer that certain extra in performance.
I belief, it is simply the sum of the individual measures
that is decisive in long-term customer relationship management.
MAHLE Aftermarket news: Do you have plans in respect
of your market position?
Faruk Bilginoglu: Well, the spare parts business will also
in future remain the main business of the ROTAS Group. In order
to expand further in this area, we are planning to create a chain
of workshops. We also want to extent our product range further
– with high-quality products, of course. MAHLE Original and
Knecht are certain to play an important role in this development.
MAHLE Aftermarket news: Of course, we are pleased to
hear this. Mr. Bilginoglu, thank you for the interesting conversation
– and we wish you continuous success for the ROTAS
Group.