TOOLS & PARTS
Generic Versus Brand Name Auto Parts: There Is a Difference

When shopping at your local grocery store for green beans, do you reach for the store brand or the Green Giant can? When you need shampoo, do you grab the "Shoppers Choice" instead of the Head & Shoulders bottle? When a customer bounces into your shop on worn-out shock absorbers, do you recommend the shocks in the white box instead of the national brand?

If you answered yes to the first two examples, you may be a smart shopper who knows how to stretch the household budget. But if you answered yes to the third, you could be jeopardizing not only your good business reputation, but your customer and everyone else on the road.

All three of these examples are of generic versus name brand products. Why are generic auto parts different from other consumer goods in this regard?

Buyer beware: All parts are not created equal
The answer is on the labels of those green beans, shampoo and other food or health products. The ingredients are clearly identified, listed by volume and measure, and must meet FDA approval. Try to make that same comparison on an auto parts box and you'll find that you can't. Unlike food, over-the-counter drugs, and personal hygiene products, there are no government regulations on most auto parts.

Less than a handful of the thousands of components used to assemble the average car have government-imposed safety regulations. Lighting, safety restraints and tires are among those regulated, yet brakes pads — the most frequently used, worn and replaced item on a vehicle — are not.

Just as with other consumer product, virtually every category of auto parts has been knocked off by low-cost, inferior products. The great motivator for this trend is lower price and higher profit margins. But who is to blame? As consumers, don't we all flock to the promise of low prices? The resellers of auto parts are willing to accommodate both professional installers and do-it-yourselfers in this desire, too.

Most offer a good, better and best product offering in the majority of categories. However, which level of quality do you think the auto parts reseller quotes the parts buyer? The up-selling may begin when you walk through the door or call on the phone — that is, if they up-sell at all. Remember the higher profit margin part of the equation. All auto parts are not created equal and "buyers beware" has never been a more appropriate term when it comes to safe vehicle operation and the good reputation of an independent repair shop.

Safety begins with quality parts
Consider ball joints or tie rod ends made from inferior metals coming apart at 65 mph when the car hits a pothole. Ever see a car on the side of the road with the front wheel laid sideways under the front fender? Here's another example to consider. Some low cost, low quality brake pads have been found to contain grass clippings and other substitute materials.

Think about making an emergency stop on those brakes! Think about any of those scenarios happening to your valued customer. Think about it when you are at the wheel with your family in the vehicle with you, or when your teenager is chauffeuring her friends in the car — what kind of parts are in the cars on the road with you?

What happens if the part fails in your shop? These low quality parts can become lethal projectiles, endangering the technician repairing the vehicle and everyone else in the shop — not to mention the scanners and diagnostic tools so vital to your business.

Make the right choice
When tempted to go for the bargain-priced part, here are a few ways to be sure you make the right choice:

1. Use a trusted brand name part. Don't take risks on generic or unfamiliar brands. Your safety, the safety of your employees and the safety of the vehicle owner depend on it.
2. Ask a trusted shop owner and colleague what brand to use. Don't be afraid to ask advice or admit you don't know.
3. Do your research. The Internet is just a click away and there are thousands of resources to find out which part is best.
4. Do not assume all parts are the same. "Parts is parts" was a funny slogan to describe chicken nuggets, but when it comes to vehicle safety, it is no laughing matter.
5. Participate in trade shows, distributor shows and trade fairs. Never turn down the opportunity to attend an event where factory representatives may be on hand.
6. Read the industry's magazines - don't trust every advertisement you see. Remember Point No. 3 above.
7. Call on the part manufacturer. They are willing and able to help. Web sites and toll free numbers are at your disposal. If you can't find these resources for a particular parts manufacturer, chances are that part is not the right choice.
8. Trust your own instincts. Remember that old saying: If it looks too good to be true, it probably is. If you suspect the part is not of a high quality, you are probably right.

Know your parts.
The reality is that many times these low cost, low quality parts are sold with the assurance that "they are just like the ones that came on the car." When looking at it, you'll see that the part is dimensionally the same, made of steel and shiny like the one on the car when it was new. But how can you tell if it is going to perform like the original? Can you look at the ingredients on the side of the box and compare it to the national brand like you do with green beans and shampoo? Unfortunately, no, you can't.

The best way to ensure quality and safety is by insisting on products from full-service automotive aftermarket suppliers, the manufacturers of the trusted name brands who stand behind every part they make. These companies have invested countless dollars in research and development to build a brand reputation based on quality.

White box products or those with unfamiliar brand names typically have been imported by the reseller. But who stands behind that product when it fails? Perhaps the reseller will replace or refund a failed part, yet what about the catastrophic failure as described previously where physical damage or personal injury occurs? That is not the time to find out that the actual manufacturer of the product is an ocean away and not subject to U.S. laws in most cases.

Know your parts. Don't settle for less. You have a lot riding on it.

(Editor's Note: Margaret Beck is senior director of marketing and communications for the Automotive Aftermarket Suppliers Association (AASA). AASA is promoting the reliability and dependability of quality, name brand parts through its industry awareness and education campaign, "Know Your Parts." For videos, information and more, visit the AASA website or email Jack Cameron at This e-mail address is being protected from spambots. You need JavaScript enabled to view it for details.)