Driving forward

Driving forward

3 Dec 2007

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Wiper firm Trico aims for specialist role

WIPER system manufacturer Trico is planning to re-establish its profile in the trade with improved products and sales opportunities for garages.

The company’s aftermarket boss Nigel Cole said the company was simplifying its ranges to give quicker and simpler fitment. This will allow workshops to cater for more of their customers’ wiper needs with a smaller selection of products.

It is understood that Trico wants to emulate the example of NGK in the spark plug market and become known as a specialist manufacturer and distributor offering a premium product.

The move comes after last week’s announcement that James Edwards has taken over the company as European managing director. He plans to “aggressively” improve the company’s position in both aftermarket and OE sectors.

James's appointment coincides with Trico's acquisition by US company Kohlberg from previous parent company Tomkins plc.

The company will be competing with big names such as Bosch and Valeo in the wiper blade market.

However, unlike the two well-known companies who sell hundreds of different types of product, Trico plans to attract business by specialising exclusively in wiper systems.

Last Friday, the company hosted three days of celebrations in Wales to mark its 90th birthday and act as a launch pad for re-establishing the brand.

Distributors of Trico products from throughout the UK and Europe took part in a series of rallying activities. Pictured right are Nigel (left) and James during the rally event.

James said the company’s 90th birthday and acquisition by Kohlberg marked the start of what he hoped would be a period of renewed success.

“We have a comprehensive, revitalised and competitive product line-up coupled with a strong and capable team,” he said.

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