In contrast to the expensive original parts supplied by authorised repairers, A.T.U.
sells high-quality OEM products that are 20 per cent cheaper on average. “We can
deliver over 60,000 items, mostly spares and consumables, straight away. What’s
more, our customers don’t need to wait for an appointment at the garage first,” says
Manfred Gerlach, director of A.T.U. emphasising the service aspect.
Its combination of specialist car equipment store and garage is what gives A.T.U. its
competitive edge in Gerlach’s opinion. The size alone shows that he is right, since
the number 2 on the market only achieves a tenth of A.T.U.’s turnover. “
There are currently no competitors who come close to matching this. Our major local
competitors are the numerous independent garages,” states Gerlach. In his view,
the market is currently stable but saturated. Improvements in the quality of parts and
service and a tendency towards lower annual mileages would make “natural” growth
difficult.
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