Automotive Timing Chains and Belts: Component Makers Eyeing the Aftermarket with Robust Advertising Strategies

Rapidly increasing number of races using different vehicles consisting of fluctuating engine sizes is likely to drive demand for the high-performance vehicles such as touring cars, solar cars, sprint cars, dirt bikes, monster trucks and SUVs that holds interference engines. This in turn drives the need for timing belts, thereby playing a significant role in interference engine. Automotive innovations today are considered to be the future of aftermarket business in the forthcoming years, due to which, innovative initiatives are taking place, driving demand-driven solutions.

New Aftermarket Initiatives to Promote Automotive Timing Chain and Belt Performance

Continental A.G., leading manufacturer in automotive timing chain and belt market availed its Original Equipment Technology Series Multi V-Belt as the foundation of a new initiative for aligning its automotive aftermarket products in North America with its global expertise. Furthermore, the company used an Expo in Las Vegas for promoting its expertise on timing chain and belts, tensioners, hoses. In addition, an all-new advertising campaign is launched in North America as part of concurrent initiatives for promoting synergies, technologies and expertise of the company.

Going forward, the company’s aftermarket products are expected to experience a consistent and new packaging appearance and design, in a bid to enable professional repair technicians and distributors to offer aftermarket parts such as timing chain and belts for the automotive drive components under same brand. Most of all, this initiative is a part of company’s strategy to associate and strengthen its services and products in North America with its global automotive expertise.

Multiple Models with Engine Failure to Impact Automotive Timing Chain and Belt Sales

Class-action lawsuit recently alleged Land Rover, Jaguar, Volkswagen and Audi of having timing chain that can lead to engine failure.

  • A Land Rover and Jaguar lawsuit on timing chain claims multiple models consisting of the timing chain systems, which can lead to engine failures. The proposed class-action includes models sold from 2012 to 2014. Moreover, with the hassle and cost of the timing chain failure, serious safety issues also are to be dealt with, when the vehicle loses power brakes and power steering while driving. With growing awareness regarding the defects of timing chain, companies are witnessing decrease in the number of customers, thereby impacting sales of automotive timing chain and belt.
  • A Volkswagen class-action lawsuit on timing chain is likely to end as the automaker plans to agree for settlement of multidistrict litigation, which consists of seven class-action lawsuits. Based on the proposed settlement, several owners of Volkswagen and Audi might be eligible for reimbursements. Moreover, the proposed settlement is inclusive of customers who purchased models from 2008 to 2014. For the replacement of timing chain, customers are likely to be reimbursed on a 100% basis depending on invoice amount. Most of all, the proposed timing chain settlement of Volkswagen and Audi extends new vehicle’s limited warranty for covering timing chain tensioner and timing chain replacement by authorized dealer.

Technological Advancements Driving Adoption of Automotive Timing Chain and Belt

Although automobile manufacturers prefer timing belts over timing chains as it is less expensive, offers quiet performance. However, its breakage, due to heat, fuel, and oil can hamper the vehicles with interference engine and most of all, the engine damages so catastrophically that the repairs would not be financially reasonable. Therefore, industry experts have taken immense efforts in developing a synergic approach that can help in reducing development time as well as physical test costs for timing chain. New design process based on simulation benefits in improving performance of the timing chain, thereby offering low noise, vibration and friction.

Automotive industry is witnessing deployment of multi-body dynamics that helps in developing accurate timing chain system. The integrated approach is mainly beneficial for optimal design of automotive timing chain, thereby making it more preferable compared to automotive timing belt in the forthcoming years.

To obtain further insights on developments and innovations, mainly with regards to impact of technological advancements in curbing prevailing issues in automotive timing chain and belt market, readers can click here and avail the information.

About the Author

Nikhil Kaitwade

With over 8 years of experience in market research and consulting industry, Nikhil has worked on more than 250 research assignments pertaining to chemicals, materials and energy sector. He has worked directly with about 35 reputed companies as lead consultant for plant expansion, product positioning, capacity factor analysis, new market/segment exploration, export market opportunity evaluation and sourcing strategies.

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