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ANSA Automotive enjoyed a 40+ year reputation as an import specialist, primarily supplying European vehicle OE replacement exhaust products. In order to reach new markets, a strategy was needed to sell OE replacement and performance exhaust products for Asian and domestic vehicles, as well as diesel light trucks. Significant market share was gained by developing and executing break-through-the-clutter marketing tactics, including developing a new brand name for stainless steel exhaust products (Silverline), leveraging a line discount program, unique promotions that were co-branded with key distributors, and a significant commercialization of their website. We interviewed and hired independent sales reps, augmenting the dedicated sales team, which in turn was trained in more effective sales methods.
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Strategy
