It is determined to build on its success in the clutch market and growing influence in the braking sector by offering garages more than 1000 starter and alternator references to begin with.
Product Director Malcolm White said: “The Borg and Beck brand has such a well-respected reputation in the industry that it lends itself particularly well to strategic brand extension.
“In this context, the new rotating electrics range is an important development for us as we have put considerable investment into it to ensure that it provides a quality alternative to the existing brands in the market.”
The brand, owned by Banbury based First Line Group, has focused on making the technicians life easier, by supplying a certificate of conformity and fitting tips and instructions in the box.
It also will be attaching a security tag to each reference in an attempt to prevent any erroneous installation, as well as protecting the units through shrinking wrapping and heavy-duty boxes.
First Line also says that every unit will only be sold on an outright purchase basis, which means garage will avoid being issued with a surcharge.