SPARKING A LEGACY

ACDelco has been committed to quality parts and services for 100 years

From some of the first sparkplugs used to power an engine to the all-encompassing knowledge of today's The Pros Who Know, ACDelco has always been deeply ingrained in automotive history.

The roots of what was to become ACDelco go back to the early days of the automobile industry, when innovative new products were introduced frequently to improve on vehicles coming down the assembly line in Detroit.

So it seems fitting that the 100th anniversary of the parts and service powerhouse coincides with the centennial anniversary of General Motors, the parent company whose presence has helped ACDelco become what it is today — and also influences its future.

"During the past century, ACDelco has created a lasting legacy in the automotive parts and service business," says Nancy McLean, director of ACDelco Marketing for GM Service and Parts Operations. "From the beginning, quality products and innovative thinking have made us the leader in our industry. Our dedication to customers has always been the cornerstone of our company and we will continue on that path for years to come."

Its integral part in automotive history has helped ACDelco provide more than 100,000 products and thousands of service centers to drivers in more than 100 countries. And the company whose name is synonymous with quality has no intention of stopping there.

MAKING HISTORY

It all began with French bicyclist Albert Champion (A.C.), who manufactured his own spark plugs at the turn of the 20th century. Champion started a business, The Champion Ignition Company, and worked up a partnership with Buick Motor Company in 1908. The AC Spark Plug Division was born, and it began a long affiliation with the company that was to become General Motors several years later.

AC Spark Plugs became well known and were used frequently by the American public, who were discovering the benefits of automotive travel and began purchasing new vehicles. By 1927, AC Spark Plugs made history as they were used in Charles Lindbergh's first transatlantic flight. This influenced another pilot of the day, Amelia Earhart, to use the spark plugs in her transatlantic flight as well.

In 1916, the basis for what ultimately became the United Delco Division of GM began when the United Motors Corporation (UMC) was developed by consolidating many of the automotive accessory manufacturers to reduce duplication of products and services. One of these manufacturers was the Dayton Engineering Laboratories Co., or Delco.

After many reorganizations and name changes during the next several decades, the AC and Delco components finally came together in 1974 as the ACDelco Division.

GENERATING INNOVATION

ACDelco has always held a special place in the market. It is the General Motors Original Equipment Manufacturer (OEM) brand, maintaining a clear advantage over competitors with its engineering capabilities for new vehicle technology.

Because of its status as a vehicle OEM, ACDelco knows where the future lies in the industry and how to adapt training, product development and special programs to the current market. Installers want high-quality products and service when working with vehicles to prevent comebacks, and they can count on ACDelco to continue to deliver the quality for which they have become known.

As the times have changed, so has ACDelco, adjusting its product line and training to the needs of the market. Whether helping with the rebuilding efforts following World War II or expanding its line for eager do-it-yourselfers, ACDelco has provided what its customers need at exactly the right time.

A major step toward achieving this was created in 1998, when the Total Service Support (TSS) Program was introduced. The program offers qualifying Independent Service Centers a host of benefits ranging from technical and management training to exclusive vendor discounts and marketing tools.

The program has improved business for thousands of shops across the country with continuing education, best business practices and more.

In Dothan, Ala., Gibbons Automotive Inc. has fully embraced ACDelco and its programs, including the TSS Program, marketing initiatives and even an ACDelco paint scheme on the building.

Owner Joe Gibbons opened his shop eight years ago, after working as a General Motors master technician since the 1970s. Because of his experience with ACDelco quality, he uses ACDelco parts whenever possible.

"Our focus with customers is giving them a place they can trust and have their vehicle fixed at a fair price," Gibbons says. "Part of that promise is using the best parts available and for me, that's ACDelco."

Seventy-five percent of Gibbons' business is with ACDelco and he says he wouldn't have it any other way. "I've had a lot of salespeople come in and try to change my mind, but I totally trust ACDelco products and programs and I have confidence in them every time."

BEYOND GM CARS

Another milestone in ACDelco's road to success has been the introduction of the All-Makes/All-Models parts availability about six years ago.

"This new way of doing business allows our brand to support the requirements of our installers for multiple vehicle makes from one of the ACDelco distributors without having to shop all around for quality parts," says Chris Brandt, ACDelco advertising manager.

ACDelco is also in the midst of a new marketing approach based on serving each local market's individual needs while taking advantage of its overall global resources.

In fact, the new ACDelco 360 proposition is based on a full circle of support, including product offerings, a reliable distribution network, customer programs, e-business, training, marketing and relationships. The mission continues to focus on offering customers access to the most committed team in the aftermarket by making their businesses work better all around.

By serving every local market's needs while using the global resources at its fingertips, ACDelco hopes to continue its emphasis on assisting customers to achieve success.

As the company looks forward to another century of success in the automotive parts and service business, the future looks bright — and expansive.

"There will be more opportunities for us in the future as it's a very attractive industry that continues to grow," says Paul Johnson, general director for GM's Global Independent Aftermarket. "We are strengthening the overall brand by expanding globally to places such as Russia, India, Brazil and China. GM is playing in those markets and we want to be alongside them."

Johnson says some global markets are seeing double-digit increases in growth while many areas around the world are developing a middle-class system that is purchasing more vehicles and looking for repairs.

ACDelco began focusing its efforts in the global marketplace around 2006 and has developed specific marketing campaigns directed at various cultures.

Regardless of where ACDelco is touting its best products and services — North America or in foreign markets — ACDelco has always stood for high quality parts and services, and always will.