Camco Strategizes on Two Fronts in High-end Auto Tuning Parts

The Camco Auto Sangyu Co., a leading Taiwanese trading company that focuses on high-end performance-tuning auto parts and accessories, recently announced two major business development strategies designed to consolidate the company's leading position in the line and give a further boost to its revenues.

The first of the strategies, says company chairman Bruce Liu, is to concentrate outsourcing in Taiwan so as to satisfy customers' needs for truly high-end, high-quality tuning parts and accessories that are innovative as well.

"Our shipments of high-end Taiwan-made tuning parts have grown rapidly in the past few years," Liu comments, "implying that quality and functionality, and not low prices, are top-priority concerns in the performance-tuning market. According to our experience and observation, the quality of Taiwan-made tuning parts can hardly be matched by that of their mainland Chinese counterparts. At the same time, local manufacturers have been constantly upgrading their innovative capabilities and production techniques, and this has helped them to maintain their leading position in this demanding business."

Camco, Liu stresses, will work more actively to help its customers find the high-quality manufacturers they need in Taiwan, and establish closer partnerships with them so as to secure a wider range of suppliers and meet buyers' one-stop-shopping needs for really good parts.

Exclusively High End

The other strategy, Liu went on, is to continue implementing a series of ambitious plans to develop high-end, style-enhancing plastic bumpers and chromed grills for luxury European cars; top-end carbon interior/exterior decorative items for Germany's luxury Mercedes-Bens and BMW brands; and top-quality metal and chromed grills for popular American pickup trucks. This effort, which got under way last year, has won a positive market response.

The chairman reports that Camco already offers about 30 restyling bumpers for Mercedes-Benz and BMW models, as well as several dozen chrome-plated grills for Mercedes-Benz, BMW, Audi, and Volkswagen sedans.

"We deal only in high-end products," Liu stresses, "and we will focus on the development of parts for the BMW M series and the AMG for Mercedes. These products allow drivers from all over the world, especially young ones, to restyle their luxury cars easily and turn them into top-end sports versions at an affordable cost."

To broaden the range of restyling bumper products in its catalog, Camco cooperates with domestic bumper developers and works out division-of-labor schemes to avoid product duplication by different suppliers.

Since a grill is located in an eye-catching position at the front end of a car, Liu notes, it is a vital part of the car's image and offers perhaps the cheapest way to upgrade a car's styling. His grills, Liu says, have a finish that is at least as good (and thick) as that of the original-equipment (OE) equivalent.

In addition to bumpers and grills, Camco offers a full range of other exterior parts and accessories such as side mirrors, spoilers, other aerodynamic parts, and head and tail lamps.

For the pickup trucks that are so popular in America, Camco has developed large-sized grills of stainless steel, aluminum, and stainless metal mesh, all featuring fine finish and surface treatment.

Pioneer and Leader

"The right decision at the right time is always the key to success," Liu comments, referring to Camco's new development strategies as well as to a company transformation that took place nearly two decades ago.

The company switched its focus to tuning items in the early 1990s after noticing that rival producers in mainland China were fast catching up with Taiwan in the manufacture of traditional auto parts. Now, 15 years later, tuning parts and accessories account for around 65% of Camco's revenue and the company claims to be among the best-known suppliers of such items in the world.

Liu is optimistic about his future prospects, noting that global demand for tuning products is expanding rapidly along with a growing appetite among car drivers for better engine performance, more aerodynamic design, and personalized styling. Camco's advantage over its competitors in this respect, he says, is its ability to grasp market trends quickly and offer the new products that buyers demand. Being located in Taiwan gives him a further edge, he feels, because it is the best possible supply base.

Strong Competitiveness

The company also has other advantages: outstanding service, rapid product development, quick delivery, and comprehensive product line. All of these factors are the fruits of extensive experience, long-term relationships with suppliers, and sound financial backing.

The Camco management team keeps up with market changes by constantly collecting information from customers, international auto-parts shows, and professional magazines. "The more you know about what's happening in the industry," Liu emphasizes, "the more business opportunities you will have."

The company operates no production facilities itself; instead, it cooperates with about 200 mold and die developers and manufacturers in Taiwan, passing its ideas on to them to develop into finished products. It also provides financial support to help key partners with product development.

Liu stresses that close partnerships are vital to success in the tuning parts and accessories business, especially since it is becoming more technologically sophisticated and is constantly adopting new materials.

He remains confident about the competitiveness of Taiwan-made products in the tuning parts and accessories line, thanks to the island's global reputation for high quality and reasonable prices. With Taiwan's solid industrial infrastructure, ample supply of high-quality materials, and advanced manufacturing technology, he concludes, domestic manufacturers should remain competitive in the global market for a long time to come.