Prominent European OEM Wheel Lock Supplier Making UK Inroads
Europe’s leading supplier of OEM automotive fixings, Altenloh, Brinck & Co GmbH & Co, is entering the UK market through its wholly owned French subsidiary, ADL s.a.s. The company, which supplies most German and European car manufacturers, will introduce into the UK a range of security wheel locks marketed under the Blocky brand name.
Established in 1973, ADL has quickly become European market leader in the design and production of security wheel locks, which it sells under several different brand names (including Blocky). In the past, however, Britain has not been a major market for ADL products. ADL sales manager Hans Dietmar Fiedler thus is confident Britain presents itself as a major opportunity for the company, as he believes the quality of many wheel lock products currently available here to be substandard. He emphasises the importance of not compromising on product quality in this area, as a security locking wheel bolt is an important component in car safety as well as for security.
“Apart from two or three premium products, it is price that seems to drive the market, not quality,” says Fiedler. “This is a short sighted and potentially dangerous policy since it allows the distribution of ill-fitting, poorly designed wheel locks that affect the integrity of the whole wheel structure as it is put under stress, for example at speed, braking and in cornering.
“Blocky is a product of German engineering, manufactured to exacting standards by the leading OEM manufacturer, guaranteeing that it will perfectly match the car, wheel and the other retaining bolts to provide a stable unit.” Fiedler adds that, once this perfect match between lock and wheel is made, Blocky wheel locks also greatly increase the chance of the two remaining together. “The value of security locking wheel bolts can’t be understated, as theft of expensive alloys continues. It is recognised by Police that a visible security system will encourage thieves to try elsewhere, so Blocky becomes the first line of defence against wheel theft.
“But a security device must not compromise safety, which is why Blocky’s heritage and in-built quality makes it a wise purchase decision.”
ADL has recruited major UK aftermarket distributor Saxon to spearhead sales of the Blocky product and is keen to expand its distributor base to increase independent retailer coverage.
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