Onwards and upwards at API

It’s onwards and upwards at API, the Turbocharger People, which recently opened its refurbished Trade Counter at its premises in Ballymount Court Business Centre, Ballymount Road, Walkinstown, Dublin 12. Business Development Manager, Dan Fox, gave John Loughran the guided tour.

Assured Performance Int. is Ireland’s Sole Authorised Distributor for New and Exchange Turbochargers for Garrett, BorgWarner, Holset, Mitsubishi and IHI Turbochargers. The company, a subsidiary of European Braking Systems in Manchester, carries an extensive stock of over 3,000 units, and its in-depth knowledge and experience of Turbochargers enables API to offer a service to the aftermarket that is unequalled in Ireland. API offers units to suit almost all applications including Passenger Car, Commercial Vehicle, Light Commercial, Agricultural, Industrial, Marine, Rail, Performance / Motorsport, and Construction.

The company’s product portfolio is the envy of the competition. Dan elaborated: “We distribute for all the leading manufacturers, so we have fast, reliable access to stock that meets all the needs of the automotive aftermarket for car, commercial, agricultural and public service vehicles.

“In addition, our access to trusted manufacturers means that our products are all of the highest quality.” He continued: “We have a huge range of top quality new and exchange components and with a very fast turnaround. We can supply you with the components you need, when you need them, and we pride ourselves on our customer-focused approach.”

Air Braking
API is also well known for supplying airbrake equipment. “As a member of the EBS (European Braking Systems) group, we can supply, both new and remanufactured airbrake equipment and components to the commercial and PSV markets in Ireland,” Dan remarked.

The company supplies new and exchange Wabco, Knorr-Bremse, EBS, Haldex, Bendix, Bosch, and Kongsberg units. These products meet all relevant standards and in particular those governing public service vehicles.

Dan added: “Our product line includes Brake Chambers, Levelling, Foot, Protection, Relay, Control and Modulator valves, a full range of ABS, EBS, NOx and Various Electrical Sensors as well as a wide range of Brake Diagnostic Equipment. We also stock Compressors, Air Dryer Kits, Filter Cartridges, and a complete range of fittings and tubing to suit all of the above.”

Calipers
API carries an extensive range of new and remanufactured Brake Calipers. “The Caliper core is sent directly to our purpose built facility in Manchester, where it goes through a stringent remanufacturing process, at this point 90-95 per cent of the components are replaced for new regardless of their condition.

“The vast majority of the time it’s only the Caliper casting that is re-used, we believe with the majority of the components being changed it enhances product reliability and in turn provides upmost customer satisfaction from a high quality, dependable remanufactured product.”

Water Pumps
API represents a leading range of both new and remanufactured water pumps. Dan continued: “Our new units come direct from OEM suppliers enabling us to offer high quality units. All our exchange water pumps are re- manufactured to the very highest OEM specifications. These products meet all relevant standards and those governing public service vehicles.”

Power Steering Pumps
API has extensive experience with power steering products and requirements and can meet all industry standards with its products. “We can supply
an extensive range of power steering pumps and boxes across all commercial vehicle applications,” Dan affirmed. Pre-COVID 19, Assured Performance had a steady “walk-in” business at its Trade Counter, which has been recently refurbished, along with the addition of new signage at the front of the building.

Dan remarked: “The Trade Counter facilitates walk-in business especially for Turbos. We have an OEM Certified Engineer here on site all of the time, which helps with identifications, troubleshooting and fitting advice.” Walk-ins account for a small percentage of the company’s business, but it is important nevertheless, hence the recent investment in a new, modern Trade Counter.

Dan explained that many customers, especially those in the Dublin area prefer to transact their business in person, in preference to telephone and email, and API is happy to facilitate this trade. API’s core clients operate in the Commercial Motor Factor segment, where Business Development Manager Dan and Customer Service Representative Clare Quinn are key contacts.

Customer Service and Product Knowledge are the keystones of the business. “We have a fantastic multi-disciplined Sales Team in Dublin. All of the team are experts in their own right between Sales, Marketing and Engineering. On the rare occasion we don’t know the answer to a question posed we have the capabilities to directly contact the OEM Partners to get the information needed. This is one of the benefits with working with some of the world’s most well-known names in the industry,” Dan added.

Operating in what is ultimately a price sensitive business, API’s business model is all about having the product on the shelf when the customer requires it. Dan confirmed: “Price is always important, but equally it is all about having the part in stock and having the ability to offer the customer an almost immediate solution.

“We offer a same day delivery service in the greater Dublin area and a next day delivery service to the rest of the country.” On the very rare occasions when the part is out of stock, API can rely on the support of its suppliers to get the required part in double quick time.

“All of the manufacturers that we work with operate vehicle off-road (VOR) programmes, so if we don’t have the part on the shelf at a particular time, we can get it here within 24-48 hours.” The fact that API supplies Turbos, Air Brakes, Water Pumps, Powering Steering Components and Fittings gives the company a competitive edge in the market, according to Dan. To that end API is a veritable one-stop-shop.

With Brexit and COVID-19 having diminishing effects on the business, API is looking forward to the future with confidence. “We operated consistently throughout the pandemic to support our customers in the industry, this was the time that it mattered the most.” The recent re-opening of its refurbished Trade Counter, a new website, logo, and signage of the premises are just a few of the outward signs that the company means business!!!