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SRAM Europe Restructures

Published November 9, 2010

WINDSOR, United Kingdom (BRAIN)—SRAM Europe has restructured its product service and warranty support for the UK.

Robert Priest, SRAM Europe’s director, said: “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.”

The new UK Technical Centre will be located in Winkfield, Windsor, according to a press release. This offers SRAM the ability to expand the workshop but also combine it with a dedicated show room and training facility. This workshop will have direct links into SRAM’s DSD structure and be treated as a SRAM location.

Asked for his reaction, Richard Allmark, CEO of SRAM’s UK distributor Fisher Outdoor Leisure said: “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.”

The SRAM Dealer Service Direct (DSD) program, started in 2009 in Germany, offers dealers and OEMs the option of going directly to a dedicated SRAM technical facility for service and warranty support. The program has been a resounding success with more than 2,000 German dealers registering at SRAM’s Service, Marketing and R&D facility in Schweinfurt, Germany. Following this success, the DSD Model was extended to the Benelux at SRAM Europe’s headquarters, and a new French facility was also opened last month.

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