Chassis Parts and Ride Control

It is ironic that the two components most critical to the proper, safe handling of a vehicle–chassis parts and ride control–require very different strategies.

That’s not to say that chassis parts and ride control are completely without common ground, from the counterperson’s perspective. After all, both are characterized by a variety of brands and price-quality options. But when it comes to dealing with the awareness and comfort level of conducting service, whether one is talking about the professional automotive technician or the hearty do-it-yourselfer, the benefits of chassis parts replacement are by far more comfortable for them both to understand. This is changing, as a result of organized programs on the part of ride control suppliers–but more on that in a bit.

Chassis parts, while dominated by the well-understood set of ball joints, tie-rod ends, etc., have nonetheless seen their fair share of developments in both technology and packaging.

There has been, for example, considerable growth in control arm-ball joint assemblies.

While the reasons for these developments are a little unclear, it could stem in part from the fact that the press-in ball joint, previously the sole preserve of the passenger car, has found its way into light truck suspensions.

The evolution of light truck suspension and steering gear towards a more car-like form has certainly been noted previously–it naturally reflects the evolution of the light truck from basic workhorse to luxury vehicle with payload capacity.

Lighter components and rack-and-pinion steering may make the consumer happy, but they don’t do much for the bashing-around requirements of the light truck/SUV driver. It is also true that experienced counterpeople may shake their heads at the increasing prospect of stocking and selling control arms, which are now becoming a wear item, not just a crash replacement.

Further to the control arm-ball joint assembly development, manufacturers have not reported any cannibalization of ball joint sales. On the contrary, sales seem to be hitting double digits as a percentage of chassis parts sales, while ball joint sales within those application categories remain stable. This suggests that it is new business, likely coming from the car dealer.

In any case, you would do well to consider discussing with your service providers the benefits of replacing an entire assembly versus pressing in and out a ball joint; they may not be aware that these assemblies are available in the aftermarket.

As noted earlier, the ride control market is different from the traditional chassis parts market.

While you would have to look hard to find a technician who would shy away from suggesting ball joint replacement, this is often the case when it comes to ride control.

There are actually two aspects to a successful approach in growing your store’s ride control business. One is to ensure that your customers are exposed to methods of communicating the importance of ride control with the car owner. The other is to make them aware of the differences between different price levels and types of ride control replacement units.

While with most chassis parts the price-quality equation revolves largely around longevity and value-added items such as warranty, the type of ride control chosen can provide a noticeably different effect–noticeable by the car owner, that is.

Monotube shock absorbers, particularly for light-truck and SUV models, are selling very well. A key point for all counterpeople to remember is that monotube shocks are best applied to vehicles that were originally equipped with this technology. Installing a monotube on a vehicle originally equipped with twin-tube units could lead to a comeback, associated with an unusually harsh ride due to an unwanted change in the vehicle’s spring rate.

Accordingly, care should be taken when fielding calls for shocks or struts. A short conversation on the various merits of the products in the lines you carry will enhance both the resulting job, and premium product sales.

By asking the question, “what can you tell me about the way the car is being used?”, you can obtain important information that will help determine whether entry level, mid-level, premium, or specialty–such as adjustable units–are most appropriate.

In addition, unitized strut assemblies, which are available from most major ride control suppliers, feature all components pre-assembled. It has become a significant sales opportunity for jobbers; manufacturers have seen double-digit increases in each of the past three years. From the technician’s perspective, it saves time; from your perspective, it provides efficiency, since you don’t have to source all the parts individually.

The most meaningful benefit is the time the shop can save on the actual repair by not having to disassemble the entire unit to replace a few parts or assemble it from scratch, let alone trying to find all of the parts. Also, the new spring included with each assembly brings the vehicle ride height back to specs, which makes alignment easier.

Overall, counterpeople need to be aware that the proliferation of vehicles on the road can have a significant impact on the demand at the service provider level.

Counterpeople who have been accustomed to studying the suspension components and peculiarities of the Big Three manufacturers’ vehicles would do well to pay increasing attention to the developments in the vehicle fleet in their local markets, and to use what they see to help determine whether they should be increasing their knowledge of what their existing suppliers have to offer. For example, it was only a few years ago that it would be rare to see luxury European vehicles in the traditional aftermarket, with owners of even older models seeking service at the European specialist. More recently, consumers who would previously have been found behind the wheel of a new domestic vehicle, today often have decided to purchase a used European or Japanese luxury vehicle. These owners are just as likely to continue to frequent their customary service outlets, spelling a sales opportunity for you should you, and your customer, know what new applications you have parts for.

And whether you are selling chassis parts or ride control, try to keep the focus on benefits, and on helping the service provider perform a more satisfactory repair by using the best-suited parts for the particular application and conditions the vehicle is facing.

Dos and Don’ts: Chassis Parts

Do keep abreast of application additions; hundreds are being added every year to the aftermarket.

Don’t assume that high-end luxury parts are the sole preserve of the car dealer.

Do talk to your key manufacturer’s reps about specific application quirks–mid-model year changes in parts, for example–and make a note.

Do talk to your customers about the possibility of conducting a clinic.

Don’t forget to focus on value-added in your key lines; not only does it provide an additional backstop in case of a troublesome repair, it adds confidence.

Dos and Don’ts: Ride Control

Do take the time to ask about vehicle usage.

Don’t forget to include strut mounts in quoting on a ride control replacement. Labour to replace them later is the same as the initial replacement.

Do call your rep or supplier’s hotline if you get a request for an application not listed. New applications are being listed regularly.

Don’t simply start “at the bottom” in offering ride control options; there are significant differences in technology and ride quality in higher-level products.

Do take advantage of clinics for counterpeople and service providers; learning how to communicate ride control benefits can increase sales dramatically.