First Stop, a key player in Bridgestone’s expansive retail network, is making strides in the aftermarket industry with a newly simplified, customer-focused proposition. Designed to cater to the individual needs of each dealer, the refreshed approach aims to enhance dealer relationships and boost efficiencies. Leading these changes is Brenden Marais, the newly promoted Retail North Network and Procurement Manager, who brings over two years of experience as National Franchise Manager to his new role.
With the market rapidly evolving, First Stop’s commitment to innovation is evident. Central to the new strategy is the introduction of the Autoprocure platform, a comprehensive tyre comparison site that provides a seamless one-stop-shop for tyres. This platform, along with a host of other offerings, underscores First Stop’s dedication to delivering an adaptive, supportive, and competitive proposition for its dealers.
Brenden Marais Leads the Charge for Change
As First Stop’s new Retail North Network and Procurement Manager, Marais emphasises the importance of aligning strategies with the current marketplace. “Our goal is to align our strategy with the current market place to remain competitive and adapt to the ever changing customer needs. By becoming more customer focused, we will be able to capitalise on opportunities that are both beneficial to our network and our retail partners,” Marais commented.
He continued, “The automotive retail industry is ever changing and if you don’t do likewise, you will fall behind, which is why we’re refining our offering. There is a shortage of attractive packages where everybody benefits and we believe we have one that will appeal to more partners than ever.”
Enhanced Dealer Benefits Through the Advantage Package
A standout component of First Stop’s latest offering is the Advantage Package. This new option provides dealers with premium rates across tyres, parts, and various services, complete with attractive incentives, and is entirely free for garages to join. In addition to its premium supplier rates, the package includes support in marketing, signage, training, and health and safety—all tailored to meet dealers’ individual needs.
An exclusive collaboration with ETB Wholesale is also on the horizon, which will see First Stop consolidate Bridgestone Retail’s strengths into one unified offering. Marais believes this consolidation will amplify dealer incentives, with a focus on competitive pricing and creative retail support.
“We’re incentivising dealers in ways we’ve not attempted before and we’re excited by the potential,” he said. “We’re a premium network with one of the most creative and forward-thinking teams in the marketplace, supplemented by the worldwide support of Bridgestone Retail. We benefit through hugely competitive prices, and we want to pass this on to our partners to create a proposition that really does inspire existing partners and potential new ones.”
First Stop’s renewed strategy reflects a proactive approach to the aftermarket industry, underscoring the brand’s commitment to growth and innovation. With significant interest from new garages already, momentum is building and the future looks bright.
To register interest in First Stop’s Advantage Package, visit www.firststop.co.uk/join-the-first-stop-network.
