Delphi has unveiled an all-new awareness drive focused on braking with the ‘Make Some Noise. Delphi - Built for Silence’ campaign set to encourage garages and techs to opt for high quality braking components. Particular focus is on the need to support the growing Chinese car parc.
The campaign was launched at a special event held at Delphi Academy last month, hosted by automotive influencer Sam Hard. He led a cast of high-profile automotive industry figures who were all on hand to lend their support to the campaign, which is set to run long-term to promote high standards around braking across the sector.
Engineered for performance
Explaining the thinking behind the campaign, Aliya Lam, Country Director UK at Delphi, said: “It's about raising standards in the industry, and providing facts and so garages know what they're buying. Braking is sometimes treated like it’s a secondary purchase, but it's one of the most important safety features in the car. So, we want to provide that transparency to the industry and beyond.”
With the continuing availability of lower price options, the campaign will look to remind garages to opt for quality not low prices: “‘Make Some Noise’ is about helping the industry refocus on what really delivers value; components that are built for silence, engineered for performance and designed to get the job done right first time,” said Lam.
Fitting it right
Utilising Delphi’s existing footprint including its training offering, social media presence and more, the campaign is set to keep reminding garages to choose quality parts. The initial campaign is based on six pillars, which include warranties, the LCV braking opportunity and, crucially, the shifting car market, as more Chinese manufacturers enter the sector.
“We consciously focused on Chinese brands,” noted Lam. “Vehicles are more complex and new brands are coming in. We want to support garages so they are confident they are buying the right part, and fitting it right. We can help garages to identify the right part, for the right car, with the same quality that we have always offered.”
The launch also featured a panel discussion where Hard returned to join Shaikly Motor Company head Mick Shaikly and The Tyre Lady Sophie Lyden, with the session led by PHINIA vice president and general manager global aftermarket Neil Fryer.
Among the industry figures in attendance was Randeep Reehal from Courtwood Car Services, and Womanic’s Louise Baker. Commenting on the campaign, Reehal said: “It's very important to know manufacturers are working to better their products for us to give better service to our customers.”
Baker highlighted the need to connect the campaign with training, “It creates more awareness. Delphi is a known brand. We know what's reputable and what works and what doesn't. This is a great first step.”
The company continues to widen its communication umbrella, with the event also being used to announce Delphi’s new Instagram account, which features an exclusive competition where the winner will have the opportunity to visit the Alpine factory.
Following the launch of the campaign, Delphi will be hitting the road to ‘Make Some Noise’ at a number of trade events over the coming weeks and months.
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