Page 32 - The Tyreman V46 2015-2
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up we will potentially be able to expand this.”
Despite the positioning of Amaron as a premium product, the company is keen to point out that it is not a niche prod- uct. Our product is aimed at providing premium quality for the masses,” explains Jindal. “Whilst other battery manu- facturers in the region are focusing on reducing lead and reducing the cost of the product, Amaron’s focus is on im- proving product life.
Although Amaron is a relatively new product in Malaysia, it claims a position as the dominant battery in Singapore, - place to develop within Malaysia because of its proximity in the region due to its success in selling the batteries into
The technology for Amaron batteries comes from the com- pany’s JV with Johnson Controls, who have supplied pro- requirements. “Our batteries are made where it reaches 45 degrees in the summer and where it’s cold in the winter,” says Rajesh Jindal, “so our batteries are designed to meet the demands of high temperatures. This makes them par- - dia.”
Amaron distributor, one of the key reasons for the event in - let using the company’s “Pit Stop” battery retailing concept. The idea of the stores is to create an environment where customers can quickly stop and get their battery replaced. The aim is to offer a good ambience, moving away from the scenario where batteries are sold in dingy workshops. “We want to make to make buying a battery a pleasurable expe- rience,” says Rajesh Jindal. “The aim is to create a positive feeling combined with quick service in a concept which is similar to the “feel and buy” concept found in big shopping malls. The idea is to make the brand highly visible and to build credibility and assurance with the customer.”
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