Monroe Australia gains three Major Industry Accolades

Monroe Australia has been recognised with three major industry accolades at the 2013 Australian Automotive Aftermarket Association (AAAA) Awards To Industry, held as the highlight of the Australian Auto Aftermarket Expo in Sydney from April 11-13.

Monroe Australia, marketers and manufacturers of Australia’s market leading replacement shock absorbers and related ride performance products, gained the following major awards:

  • GOLD Award for Excellence in Manufacturing (Over $10 million per year turnover)
  • SILVER Award for Excellence in Marketing
  • BEST Print Media Advertisement Award – Monroe Gas Magnum TDT

Monroe has been a proud Australian manufacturer for more than three decades in Adelaide (SA). The market leading company’s success in local manufacturing has consistently bucked the trends for automotive product manufacturers. Monroe Australia has continued to perform strongly in delivering premium quality, locally designed and manufactured ride performance products for both the Original Equipment and Aftermarket sectors. This consistency and efficiency has been achieved with the implementation of numerous quality control and productivity improvements that bring world’s best practice to Monroe’s Australian manufacturing operations.

Marketing has historically been a key strength of the Monroe brand in Australia as the company constantly solidifies its dominant market leadership in shock absorber replacement. Monroe Australia achieves this with a carefully structured marketing strategy aimed at both the trade and the end users. The company’s ever growing Monroe Safety Specialist program for repair workshops and re-sellers is a key focus of this marketing strategy along with the highly identifiable Monroe presence in V8 Supercar racing through Safety Ambassador Mark Winterbottom and the promotion of Monroe’s three tiered “Safety Triangle” awareness campaign directed at motorists. Monroe Australia’s long term involvement in the Fatality Free Friday national road safety campaign is also an intrinsic part of linking Australia’s top selling shock absorber brand with enhanced road safety.

The Monroe Gas Magnum TDT 4WD shock absorbers advertising campaign required a significant impact to be made in order to succeed in this most highly competitive automotive aftermarket segment. Monroe introduced the use of Aurasma technology within its press advertisements for the Gas Magnum TDT 4WD shock absorber which enabled readers to point at the advertisement with their Smartphones and be directed straight to a product video and more detailed product information within seconds.

In true Monroe style, the Gas Magnum TDT advertisement broke new ground in the automotive aftermarket industry, linking print media with digital media and forming a bridge between the old and new methods of reaching the market, to resounding success.

According to Monroe Aftermarket Director, Roger Lassen, “We are pleased to receive these awards which reflect our company’s focus on local manufacturing quality for local customers – no matter how challenging this has become, along with our undisputed leadership status in our automotive aftermarket based marketing. Ultimately the end result of our marketing strategies is to increase our replacement shock absorber business. By doing so, this keeps automotive repair workshops busy and places more Australians in safer cars, a by-product of our marketing efforts, which we are particularly proud of.”

The AAAA Awards to Industry were presented at a Gala Awards Banquet on Thursday April 11 at the Sydney Convention Centre Ballroom. The event was held in front of more than 700 industry guests present and dignitaries that included Federal Opposition Leader The Hon. Tony Abbott and Shadow Industry Minister Ms Sophie Mirabella among others.

Roger Lassen

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