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Ferrari. Lamborghini. Maserati

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Ferrari. Lamborghini. Maserati ADVERTORIAL errari. Lamborghini. Maserati. according to the International Organization to increase as more tire dealers and garage These names are synonymous with of Motor Vehicle Manufacturers — placing owners outside of Europe learn that Italian- F world-class quality, technology and it well ahead of companies like BMW, Daim- made garage equipment offers unsurpassed craftsmanship — specifi cally Italian quality, ler, Chrysler, Mazda, Suzuki, Kia and others. sophistication and unparalleled ease-of-use technology and craftsmanship. All of this would be impossible without for tire and service techs. Italy’s reputation for innovation and de- a thriving sup- Tire service equipment distributor Mc- sign dates back thousands of years Court Industries Inc. has carried products to Roman times. Aqueducts, made by Correggio, Italy-based Corghi arched bridges, concrete, for more than 20 years. Italian qual- the radio, batteries, the ity “was a major consideration” in the telephone, tire changers, Akron, Ohio-based company’s decision even books — all were to carry Corghi tire changers, wheel invented (and perfected) balancers and other machines, says in Italy. owner Chuck McCourt. The Italian capacity “They don’t do anything second rate,” for high-tech inven- an observation commonly echoed by tiveness continues to distributors and users of tire service fl ourish in the 21st cen- equipment produced by other Italian tury. Nowhere is this manufacturers. displayed more promi- “We have companies such as Ferrari, nently than in Italy’s Lamborghini, even (motorcycle manu- automotive sector, most of which is facturer) Ducati,” says Corghi Sales and situated in the northern part of the Marketing Director Claudio Spiritelli. country, in cities like Bologna, Tu- “There are many automotive compa- rin and various towns in between, nies in Italy that are leaders in the which together comprise what has world. But in order for there to be been dubbed “The Italian Motor a Ferrari, there must be indus- Valley.” (Bologna will host the tries and com- next edition of Autopromotec, the port industry to panies around world’s leading trade show for supply service equip- to allow Fer- the tire and garage equip- ment like tire changers, rari to be ment industries, which will wheel balancers, vehicle be held May 20-24, 2009.) aligners, lifts and other de- Italy’s reputation as a vices, as well as replacement auto center for automobile manu- parts. facturing is well-established. As with cars, Italy has long been a It’s the fi fth largest automo- worldwide leader in the design, develop- what it bile producing nation in ment, production and distribution of is.” Europe. Turin-based Fiat service equipment and components. In Snap-on Group, Italy’s dominant fact, more than 50% of all tire changers, Inc., one of the automotive manufacturer, wheel balancers and aligners sold world- world’s largest is the eighth largest motor ve- wide are manufactured in Italy, garage hicle manufacturing company in the world, and that percentage is expected The Italian Trade Commission (ITC) presents this special advertising section. The ITC is the government agency entrusted with promoting trade, business opportunities and industrial cooperation between Italian and foreign companies. Headquartered in Rome, where it is known as Istituto nazionale per il Commercio Estero (ICE), it operates through 115 Continued on page 41 branch offi ces in over 86 countries. www.italtrade.com/usa MTD NOVEMBER 2008 41 NNOV_41-49.inddOV_41-49.indd 4411 110/9/080/9/08 33:32:10:32:10 PPMM Continued from page 41 regions. Instead, the company chose Italy to Rosa, manager for business analysis for equipment suppliers, has the reach and host research, development and manufac- Snap-on’s European unit, simply says. economies of scale to set up manufacturing turing operations for its tire changers and In northern Italy, “it’s easier to find operations anywhere in the world, and could wheel balancers. Why? “The reputation of expertise in this business.” That includes easily concentrate its production in low-cost the area,” Christian Della not only engineers, scientists and soft- ware writers, but also highly skilled tradesmen, experi- enced production workers and world- class logistics professionals. “How can you improve your prod- uct if you don’t have a background in the business?” asks Fabio Boni, The automobile is part of Italian cul- ture (pictured, a Fiat dealership). sales director for FASEP, an Italian garage equipment manufacturer with offi ces and a plant near Florence. “When I started in this business 20 years ago, there were three big countries in tire equipment manufacturing: the United States, Germany and Italy.” France and Japan had pieces of the market as well. “If you look at the market today, there is no garage equipment production in France. In Japan, you have maybe one or two compa- nies left. German production has moved to Italy; those companies have been bought by other fi rms. Who’s left? The U.S. and Italy. If you want something good, you have to buy either a premium American product or a good Italian-made machine.” When it comes to tire changers, wheel balancers and other garage equipment, as well as replacement auto parts, the technical expertise of Italian companies and the qual- ity of their products are second-to-none. The same can be said for their business acumen. Italian fi rms understand the diverse fi nancial and business parameters of American tire dealers and garage owners and are willing to work with them to achieve their shop equipment objectives. “Made in Italy” isn’t just a slogan; it’s a guarantee of quality, service and at the end of the day, profi tability. This special section takes a look at a num- ber of companies that have staked their reputations and entire business models on “Made in Italy,” but also are ready to do Bologna, in the heart of “The Italian Motor Val- business with tire dealers and auto repair ley,” will host Autopromotec 2009. facilities across the Atlantic. www.moderntiredealer.com NNOV_41-49.inddOV_41-49.indd 4422 110/9/080/9/08 33:32:18:32:18 PPMM Artiglio Master can handle assemblies of up to 26 inches in diameter.) “We start by assessing the needs of the tire manufacturer, who asks us to develop the equipment. Without service equipment, new tire technology is basically worth nothing. We have full-time people at each level who communicate with the tire manufacturers. We know of technology improvements well in advance.” Corghi invests no less than 18% of its an- nual sales in R&D. (Ten percent of Corghi’s entire workforce is concentrated in research and development.) All four of Corghi’s manufacturing plants are based in Italy. “We have a specialized plant for tire changers, a specialized plant for wheel balancers, a specialized plant for aligners and we have a plant devoted to the manufacture of parts,” says Vezzani. The company will soon begin construction on a new plant that will build steel parts and frames for its machines. A company with a truly international reach, Corghi ships to more than 140 ““WithoutWithout service equipment, new tire technology is basibasi-- countries, and has subsidiaries in Germany, cally worth nothing,” says Corghi’s Rolando Vezzani. “We have full-time peo- Mexico and China. In the United States, ple at each level who communicate with the tire manufacturers.” Akron, Ohio-based McCourt Industries Inc. Corghi May 20-24 in Bologna, Italy — are particu- is Corghi’s exclusive distributor. McCourt Few companies in any sector of the au- larly well-suited for servicing sophisticated offers comprehensive training courses on tomotive industry approach the high level tire and wheel packages designed for elite- all Corghi equipment. of craftsmanship and technology achieved level automobiles. Corghi has the distinction Company offi cials claim that innovation by Corghi. of being the sole equipment supplier to Fer- is Corghi’s “main product” and believe that Nestled in the heart of Italy’s automotive rari workshops, as well as Ferrari’s Formula a constant fl ow of new products will ensure equipment manufacturing center, Corghi One team, through its Ferrari Workshop its leadership position. has been the world’s largest producer of Equipment line. “What we’ve learned from Corghi recently introduced a new bal- wheel servicing equipment for more than Ferrari we have applied to our research ancer, the EM8470 Blue Light, which will 50 years. and development,” says make its North American The company’s go-to-market approach Vezzani. debut this month at the Spe- is based on trademark product quality and Corghi engineers cialty Equipment Market technological innovation found in its exten- also work closely Association Show in Las sive line of tire changers, wheel balancers, with tire manufactur- Vegas, Nev. The machine lifts, diagnostic equipment and other devices, ers like Bridgestone lights up the inside of the including the Artiglio Master tire changer, Corp., Goodyear Tire rim and uses Corghi’s “arti- the world’s fi rst truly super-automatic tire & Rubber Co., Groupe fi cial vision” technology to machine, which has become a staple in tire Michelin and Pirelli & locate balancing planes and shops throughout the world. Cie SpA to develop tire position measuring sensors. Corghi’s full range of products has won changers and wheel It’s equipped with a high- Corghi ships its products to the approval of the globe’s largest automo- balancers. more than 140 countries, in- resolution touch screen tive groups, including Fiat, Ford, Toyota, Collaboration begins cluding the United States. monitor and a user inter- Renault, Volkswagen and others. “Every at the design stage and face that gives “real time” single automaker has its own specifi cations,” continues through the manufacturing pro- perception to the operator.
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