Ireland's Publication for the refinishing & associated Industries

Automotive Diamonds adds three new partners

Automotive Diamonds, the independent aftermarket’s (IAM’s) fast-growing customer loyalty rewards programme, has announced three new OE quality partners across its key European markets: Gates Europe, Philips Automotive Lighting, and the Sogefi Group with its brands Purflux, CoopersFiaam, FRAM and Sogefi Pro.

automotive-diamonds-copyThey will join founder member TRW Automotive Aftermarket and subsequent partners: DENSO Aftermarket and Girling, both of which joined in 2014. This news supports the fundamental objective of the programme; to allow for aftermarket growth and sustainability by rewarding garages for their loyalty to numerous leading global brands.

Together, all brands represent an interesting portfolio of products from which to collect valuable ‘diamonds’: belt drive and timing systems from Gates; lighting products from Philips and filters from Sogefi Group. These products will sit beside TRW’s ‘Corner Module’ of braking, steering & suspension products and ignition, thermal and electric products from DENSO.

Commenting on the news, TRW’s Garage Communication Manager, Alexander Knorn, said: “This is great news for the industry as a whole. All the partners offer products that perfectly complement each other. In a hugely competitive market and an ever shifting global landscape, it’s reassuring to be partnering with those that share our visions of safety, quality and excellence in customer service.”

Martin Pring, manager, DENSO Aftermarket Sales UK & Ireland, added: “In addition, the ‘Automotive Diamonds’ programme directly channels product and promotional information to the garages, as well as enabling individual partners to execute bespoke campaigns.

“A greater number of partners will allow us to communicate to a wider audience, thus making the programme more beneficial to the installer.”
Launched just three years ago under the name of, TRW-Diamonds, and renamed Automotive Diamonds in early 2014 to reflect the addition of the DENSO and Girling brands, the programme continues to go from strength to strength; gathering momentum as it attracts more partners.

Garage mechanics earn points or ‘diamonds’ on product purchased, which can then be redeemed for rewards of their choice. Regular focussed promotions are driving more traffic through the programme, allowing more and more people to benefit and having a proven positive impact on sales.

All details can be found at: The website is available in seven European languages: English; German; French; Spanish; Portuguese; Polish and Dutch.