Auto Service World
News   December 16, 2003   by Auto Service World

Canadian Tire and Equus Ink Exclusive Test Equipment Deal


Canadian Tire Corporation has selected Equus Products, Inc., as the sole supplier of its automotive test and tune category.
This two-year exclusive agreement gives Canadian Tire the edge in providing its customers with an innovative selection of test and tune-up equipment for diagnosing today’s vehicles.
The updated assortment, which is expected to be available in stores by spring 2004, includes a comprehensive selection of Equus and INNOVA
branded code readers, timing lights, mechanical testers, digital multimeters and electrical testers, designed to meet the needs and wants of Canadian Tire’s professional, do-it-yourself (DIY) and consumer customers. The planned assortment features a selection of regular items as well as some new promotional items.
"When we began the Automotive Test & Tune line review, we were looking for the vendor who could bring Canadian Tire the best value assortment in terms of quality, competitive pricing, selection, features and innovation dominance," said Scott Bennett, Canadian Tire’s category manager. "Equus Products was invited to participate in the line review because they are a longtime Canadian Tire supplier, and we had great success with promoting their 4320 Digital Multimeter last year. As expected, Equus has delivered a solid program that will have full advertising and merchandising support."
According to Bennett, the new assortment is projected to help Canadian Tire double its annual category sales.
"It is clear from the review process that Canadian Tire and its buyers are committed to this line, and to offering their automotive test equipment customers the very best in terms of quality, assortment and price," said Leon C. Chen, Equus Products’ CEO. "The extensive review process included a successful test of the INNOVA 3100 OBD II Code Reader tool, which offers the easiest and quickest way to diagnose 1996 and newer vehicles.
"During the promotion, Canadian Tire sold more of our 3100 OBD II code readers in one week than they sold of our competitor’s units all last year."
In addition to selling the popular 3100 OBD II Code Reader, the agreement enables Canadian Tire to offer its customers the most complete and updated selection of DIY OBD I (1981 to 1995) code readers on the market today, including the 3145 Ford Digital Code Reader, 3165 Chrysler Code Reading System and 3173 Import Code Reader.
Other new products include the 3327 Digital Multimeter Kit, 3640 Fuel Injection Pressure Tester and 3721 Battery/Charging Tester.
Equus will also provide the test equipment for PartSource stores, including a selection of many pro-level tools available at a DIY prices, such as the revolutionary 5568 Professional Timing Light, which works on vehicles with conventional and distributorless ignition systems (DIS) and 3612 Pro Compression Tester.
Equus will provide Canadian Tire staff and end users with 800 number and online technical support by a team of all-ASE Certified technicians. The program will be supported with in-store merchandising, user-friendly countermats, circular flyers, and other public relations and advertising efforts.


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