MOLL wants to boost the battery business in Independent Auto Repair Shops with a special distribution concept. In the interview, the CEO explains that a very attractive payment term plays an important role.
In Krafthand 13-14/2024, the editorial team reported on the AFB, which MOLL developed as a cost-effective alternative to AGM batteries (see https://khme.de/AFBMoll). In addition to technical background information, it was mentioned that the Franconian battery manufacturer wants to develop a special distribution concept for its batteries. However, at that time not all questions had been clarified in detail, which Managing Director Dr. Klaus Eichhorn can now answer.
Mr. Dr. Eichhorn, with its special distribution concept, MOLL wants to boost the battery business in workshops. How exactly do you proceed here?
The workshop is clearly our point of sale to end customers. We focus on the almost 20,000 independent workshops in Germany. They have reflected to us that the availability of batteries and good service are crucial. To achieve comprehensive coverage in the medium term, we rely on regional supply through medium-sized parts dealers and small purchasing associations. We are actively looking for more distribution partners for this.
The regional parts dealers or purchasing cooperatives can set up a consignment warehouse from MOLL. This way, they can supply their customers, especially workshops, with MOLL products and also grant workshops sufficient payment terms without having to make advance payments. Consequently, the battery is always available at both the parts dealer and in the workshop and only needs to be paid for after it has been sold. MOLL thus also takes on the financing function.
Until the dealer network is finally established: Where can workshops that are already interested in a partnership with MOLL currently obtain the batteries?
Workshops can order directly from the factory at MOLL in Bad Staffelstein. We are currently working on an online solution. Until then, they can call, send an email, WhatsApp, or fax.
Is there a minimum purchase quantity for batteries, and if so, is individual purchase possible to replenish stocks?
The partners are basically free to choose the quantity they purchase. This applies equally to parts dealers, purchasing cooperatives, and workshops. Since we handle the refilling ourselves in the case of a consignment warehouse, the second part of your question does not arise. For direct purchases from the factory, however, an order quantity of five to ten batteries makes sense, as then at least half a pallet can be shipped.
What can you say about the margins?
We have chosen the pricing structure towards parts dealers, workshops, and end customers (RRP) in such a way that there is an attractive margin at each trading level. The prices at all trading levels and the RRP are very interesting and competitive in terms of price-performance ratio. Since we deliver original equipment quality, manufacturing defects are excluded, which minimizes complaints when used properly.
With all the incentives you set: Why should workshops install MOLL batteries in particular, when they are also supplied by wholesale parts dealers?
As mentioned: We are looking for parts dealers, workshops, and end customers who appreciate a high-quality product at a fair price. The motto "Buy cheap, buy twice" does not apply to MOLL batteries. In addition, supply bottlenecks due to disruption of trade routes from abroad, especially Asia, are excluded since we produce in Germany.
Last but not least, we focus on attractive marketing equipment for our partners to make the MOLL brand visible and present the products perfectly. This includes high-quality battery stands, banners, flags, flyers, giveaways, and individual certificates that adorn every partner workshop.