Denver--Gates Worldwide Automotive Aftermarket division is launching an aftermarket drive to increase sales of its import aftermarket products.

One initiative is to educate the industry that Gates is the largest OE belt supplier in the world and the leader in OE drive design technology, said M.K. Wohlenhaus, advertising manager.

 "We are flooding the industry with information, advertising, marketing programs and public relations tactics to promote that Gates is the largest OE import belt supplier in the world," Wohlenhaus said.

"Our ultimate goal is to help installers, jobbers, and dealers increase sales opportunities, save time, and eliminate the hassle of buying from multiple sources," he said.

Initially, Gates is promoting its coverage of import timing-belt drive systems: 60 tensioner SKUs, 234 timing-belt SKUs, and 120 timing component kit SKUs.  Certain Gates timing-belt component kits containing seals are now available for some applications.

Gates' go-to-market strategy also includes new packaging that reinforces its OE exact fit by incorporating the OE number on the part label.  Also, Gates will have ongoing advertising, publicity marketing programs, and nationwide field representation to support the import program.

Gates has created an import OE-specific Web site (www.gatesOE.com) containing an OE part interchange, part application information, technical support, and other information.