SRAM unveils new UK 'dealer service direct' structure

Product service and warranty support restructured; Technical Centre to open in Winkfield, Windsor
Publish date:

SRAM Europe is investing in a brand new ‘Dealer Service Direct’ structure for the UK, with a dedicated service centre following a year in which SRAM saw ‘a strong increased market share’.

A Dealer Service Direct platform is already present in Germany and now the UK market is to benefit from a UK Technical Centre in Winkfield, Windsor.

According to SRAM, the centre will offer it the ability to expand the workshop but also combine it with a dedicated show room and training facility. The workshop is to have direct links into SRAM’s DSD structure and will be treated as a SRAM location.

SRAM Europe director Robert Priest commented: “Following a strong increase in market share and the successful launch of many new product lines, SRAM is making a significant direct investment in a new service proposition, designed to offer best in class support to dealers, and its OE customers. This new DSD structure is an addition to what has already been established by our European distributors. As we reviewed the UK market it was evident that a similar approach was required.”

“Given the scope of broader requirements we decided to enter into a joint venture with Fisher Outdoor Leisure to develop the DSD Centre.”

Richard Allmark, CEO of SRAM’s UK distributor Fisher Outdoor Leisure, added: “We fully support the opening of the SRAM DSD Centre in the UK as it will only enhance industry and consumer perception of the excellent SRAM product portfolio and help drive its further growth.”

SRAM’s DSD programme began in Germany in 2009, offering dealers the chance to go direct to a dedicated SRAM technical facility (in Schweinfurt, Germany) for service and warranty support. Over 2,000 dealers now use the service in Germany. The model has since been exported to Benelux at SRAM’s Europe HQ, and in France.

The UK SRAM Technical Centre is based at:

Unit 1, Millside Park

Crouch Lane

Tel: 0843 487 8815

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