2024-02-20 15:28:53
Seals manufactured from end to end are a highlight of Vedamotors at the Motorcycle Parts Show
Very positive expectations mark the preparations of Vedamotors – Brazilian Division of the Athena Group – for the company’s participation in the “13th National and International Motorcycle Parts Show”, which will be held from March 6th to 9th, at Expo Center Norte (SP). The main reason for the enthusiasm is the opportunity to reinforce one of the brand’s differentiators to the market: Vedamotors is a company with “Factory DNA”, which believes in national production and the internationalization of technology.
Other products from the rubber line, metal/motor line and electronic line will also have important space at the event.
“Unlike other brands that are expatriating factories, we are expanding and diversifying our production capacity to be competitive and gain market share. And we will show in practice to manufacturers, distributors, retailers and applicators the news that proves this”, says Eziel Maciel, Executive Director of Vedamotors.
“Factory DNA” means showing technical knowledge, having a robust production process and strict quality control. “In other words, it means being multifunctional and multidisciplinary to develop demands. All of this is the result of investments in people and the acquisition of cutting-edge equipment in recent years. Our products reflect this strategic direction”, adds Felipe Goulart, the company’s Operations Director.
Vedamotors will be highlighted at the 2024 Motorcycle Parts Show
At the Motorcycle Parts Show, the highlight of Vedamotors – located in the city of Lontras (SC) and present on the market for 32 years – will be the line of rubber seals, which since the opening of the Elastomers Factory, in November 2023, has become be produced from end to end in the company. There will also be space for products from the rubber/trimming line and the electronics line, which, in 2024, will have strategic actions to bring more competitiveness to customers and consumers[SM1] with high quality products, in addition to gasket lines – of which the company has 80% of the national market -, metal/engine and filters.
Vedamotors’ goal is to increase the production of seals, initially, by 60%, and the line’s revenue, by 50% by 2025, in order to become the largest national manufacturer of this item for the two-wheel market. The inauguration of the Elastomers Factory was decisive for the consolidation of this strategy, as it allowed the verticalization of production, from compound to final production, followed by rigorous inspection with the best equipment in the world. “Before, as we did not manufacture the compound, we did not have control over the entire process. The way to overcome challenges was to verticalize the production of compounds, including a prerequisite for selling to automakers”, explains Maciel.
According to Elton Maçaneiro, National Sales Manager for the Aftermarket Market, the results of this process have already begun to appear, with a significant increase, of around 30%, in the sale of rubber seals between November and December 2023. “We are one of the the only national manufacturers of motorcycle seals, and the rubber factory allows us to gain competitiveness in the market. It is an extremely interesting niche, because the seal is a technical item, which involves a lot of know-how, which is why it is a product to differentiate Vedamotors in the market. Goulart adds: “It involves rubber, stamping, various engineering, as well as a lot of application knowledge.
Strengthening electronics
Vedamotors’ strategic decision to grow in the motorcycle electronics market began in June 2019, with the acquisition of Servitec. After understanding market demands, the company improved each item, invested in production and in the commercial area until, last year, migrating the name of the products to Vedamotors. “Today, the production volume of the electronics line is 10 times greater than when we acquired the company”, says Maciel.
Brand growth
It is important to highlight that the brand’s products make tangible a process of internal cultural transformation at Vedamotors, to enhance the company’s role in the motorcycle market, the fastest growing mobility segment in Brazil. Maciel recalls market data in 2023 that reinforce the company’s strategies: according to the Brazilian Association of Manufacturers of Motorcycles, Mopeds, Scooters, Bicycles and Similar (Abraciclo), motorcycle manufacturers installed in the Manaus Industrial Pole (PIM) produced a volume 11.3% higher than in 2022, while the number of registrations grew 16.2% compared to the same period.
“The transformation of internal culture is reflected in the market in innovation, new product lines, competitiveness and quality. If the fleet grows, consumption grows, the entire chain grows. We want to be part of the daily lives of motorcycle couriers. Therefore, the Motorcycle Parts Show will be very positive, mainly because it will be the largest in attendance since the pandemic”, he concludes.
About Vedamotors
A Drive motor is a company made up of 50% national and 50% Italian capital – like the Brazilian Division of the Athena Group, which operates strongly in the two-wheel market, with a presence also in the agricultural, garden and forestry, nautical and other markets. With 250 employees, Vedamotors has more than 10 thousand products in its portfolio and produces 120 million parts annually. Operating in the industrial and replacement markets, it exports to 19 countries. Among the 8 companies in the Athena Group, Vedamotors ranks second in revenue, below the central unit in Italy.
About the Athena Group
Founded in 1973 as a small artisanal company, Athena is today an international company, manufacturing and distributing products around the world, with an annual global turnover of 160 million euros. The business began in the industrial gaskets sector and, over the years, has evolved into a renowned brand in spare parts for motorcycles, automobiles and the nautical sector, including racing parts. Recently, the distribution of highly prestigious brands in the consumer electronics, sports and outdoor sectors has been added to the industry, taking advantage of the company’s network to offer the public a wide range of solutions. Currently, the Athena Group is made up of four divisions: Industries, Parts, Electronics and Sportech. The main objective is to deliver products of absolutely superior quality, made with solid know-how, customized and carefully selected.
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