Attention Retailers: America Loves Trucks - and Aftermarket Bed Liners
(November 5, 2002) - Passenger truck sales and diversity continue to grow at an unprecedented rate. One thing that remains constant, though, is the truck owners' interest in quality and affordable bed liner protection. Whether a truck is used for light duty or for heavy hauling, bed liners are consistently in the top two accessory purchases.
Truck owners have three choices when selecting a bed liner. A plastic drop-in liner may protect against dents, dings and scratches, but does not eliminate rust from dirt and moisture deposits between the liner and the truck bed. Further, plastic is quite slippery, not easily repairable if it cracks and splits, and can be noisy due to wind and vibration.
Installing a professional spray-in liner eliminates rust, loose fit, skidding and vibrations. In addition, polyurethane-based bed liners better absorb impact while remaining flexible and pliable, so they last longer and need little or no repairs, but at a price. Most professional liners cost between $350-$700.
The third option is a do-it-yourself bed liner kit, such as HERCULINER® Brush-On Bed Liner. Consumers choosing a DIY bed liner should look for one that has a polyurethane base, the same base in professional spray-in liners, and a skid resistant texture. Less expensive vinyl polymers or epoxy bases tend to be brittle and crack under continuous pressure.
HERCULINER Brush-On Bed Liner is made with polyurethane, which eliminates rust, loose fit, and vibrations, and is repairable. It also contains virgin rubber granules for tough skid resistant protection. Available in more than 17,000 retail outlets nation-wide, the complete HERCULINER kit costs less than $100, and comes with the essential items needed in the preparation and application of the product, including: two rollers, a paintbrush, and abrasive pad.
The first nationally-marketed do-it-yourself brush-on bed liner kit, HERCULINER has succeeded by combining a unique high quality product with a number of marketing programs that no other aftermarket product can match. "When we launched HERCULINER, the DIY bed liner category didn't exist," said Jeff Stauffer, vice president of marketing for HERCULINER's parent company Old World Industries. "Since then, other players have evolved, but none have marketed their brands to the same extent as HERCULINER, especially on a national scale."
In the four years since it created the do-it-yourself bed liner category, HERCULINER brand bed liner has clearly demonstrated that it is the Peoples' Choice. "Response to HERCULINER has been phenomenal," said Lynn Repak, HERCULINER brand manager. "Our customer satisfaction rating continues to hold strong at 98% for the third year in a row, based on survey questions pertaining to ease of installation, product durability, and the overall value of HERCULINER."
"In building the HERCULINER brand, we tapped into the enthusiasm many truck owners have for their trucks by participating in events and venues where many truck owners attend," Stauffer added. "HERCULINER sponsors the Special Events Performance Series, the Professional Bull Rider's Association, National Hot Rod Association, Extreme Team Monster Truck, B.A.S.S. and F.L.W. fishing and more."
More Applications Mean More Profits For Retailers
Because it can bond to virtually any surface or material, HERCULINER can be applied to wood, metal, concrete, aluminum, asphalt, rubber, fiberglass, and most plastics, including PVC. "In addition to being used for a truck bed liner, our customers have found alternative uses for HERCULINER around the home and garage," Repak said. "Walkways, ramps, stairs, bass boat floors and trailers, to name a few, have all been treated with HERCULINER to give them a durable skid-resistant surface. This provides additional profit-making opportunities for our savvy retailers who promote the product for other uses."
Looking ahead, the bed liner and truck accessories market shows exceptional promise and growth; more than one-third of all vehicles on the road today are trucks. Because truck bed protection continues to rank in the top two "after vehicle purchase" add-ons, bed liners are a common purchase for truck owners and a road to additional profits for retailers who carry bed liners. As HERCULINER continues to gain acceptance and awareness through aggressive advertising and promotional sponsorships, the clear choice in bed liner offerings is HERCULINER. It's easy to stock, easy to sell, and it's "as tough as they come."
HERCULINER® is a brand of Old World Industries, a privately-held company in Northbrook, IL, which markets and sells automotive parts and chemicals in more than 50 countries world-wide. Old World's other brands include: SplitFire® Spark Plugs, Wire Sets and Performance Meters & Accessories; PEAK® Antifreeze & Coolant; PEAK® Safety & Convenience Products; PEAK® Winter Chemicals; SIERRA®, the safer antifreeze; Fleet Charge® fully formulated coolant; and SmartBlade® Premium Wiper Blades.
Media Contacts: Jim Rednour
773-342-9900
HeisleroGordon