Dorman Products Announces New Brand Strategy
Dorman Products is known for its innovative repair solutions and retail parts. It also has a rich history. The company is known by many names and recently announced plans for the Dorman brand to be used in multiple product categories. These include Dorman OE Solutions, which produces application-specific hard parts, Dorman HELP!, which provides retail merchandized parts, and Dorman Auto Grade, which manufactures a full range of automotive hardware.
The new OE Solutions Catalog by Dorman Products, Inc. contains 3,400 SKUs across 38 product categories. More than 1,300 of these new items are new to the aftermarket, but there are also some old favorites. The catalog also features expanded application coverage. You can learn more about this catalog and the products it contains at Dorman’s PitchBook Platform. This article first appeared in Automotive News. This article has been updated to reflect current information.
As an auto parts supplier, Dorman is profitable and growing internally. Since its 1991 IPO, it boasts a 40% gross profit margin and has provided 15% annualized shareholder returns. It has grown at a faster rate than the entire auto parts aftermarket. The average revenue growth rate over the past three years has been 13%, compared to three to four percent in the overall aftermarket. The company continues to innovate.
There’s little doubt that the high margins and internal growth of Dorman Auto Grade are making the company a solid bet. Although the auto parts industry is difficult, Dorman may have found a way for it to improve its product line. The company isn’t immune to the risk of falling into the commodities category. Here are a few things to look for in a business model that may not work for you.
Founded in 1918, Dorman Products has been supplying automotive parts, brake products, and household hardware. The company has been in existence since 1918 and has operated under various brand names, including Motormite or R&B. Since its IPO in 1991, the company has managed to establish a significant competitive moat, boasting a 15% annualized shareholder return. Dorman, the company’s name has been trusted in the automotive industry for over a century and it is clear that this brand strategy will benefit its customers.
A Dorman Conduct Tite will protect your rights when you purchase products from Dorman. You’ll never have to deal with rude and impatient customer service representatives, and you can rest assured that the products you purchase will be safe and secure. This nanny sling comes with a limited warranty. Dorman products are guaranteed free from defects in workmanship and materials, unless otherwise stated. You can exchange the product if it fails to meet this warranty. The warranty will be voided if the product is damaged by misuse, abuse, improper installation, harsh weather, neglect, or normal wear and tear. Any tampering or breaking of the sticker will also void the warranty. This includes conditions beyond Dorman’s control.
At AAPEX 2018, Dorman Products announced plans to simplify and streamline its brand strategy across all its product categories, including HELP!, OE Solutions, Auto Grade, Conduct Tite, First Stop, and more. The company has been operating under many different brand names since 1918, including Motormite/Dorman. Now, the company will leverage its name as the corporate brand across all of its product lines, which should benefit customers at every level of the aftermarket.