Wheel bearing marketing revolves around updated technical knowledge
The standard front wheel tapered bearing set on front wheel drive vehicles has been replaced with Generation 1 (a double row angular contact ball or taper bearing) and Generation 3 hub assemblies. "Each of these, especially the Generation 3 hub, has seen advancements," he says.
Some of the Generation 1 bearings now include a magnetic encoder ring built into the seal on the bearing. "These need to be installed correctly to have the ABS function correctly." The Generation 3 hub assembly has also progressed, according to Hogan. Some of the hubs also incorporate an ABS sensor.
The important market trends revolve around engineering for enhanced performance plus weight and/or reduced friction innovations, he says.
One such hub unit is SKF's X-tracker, which utilizes a symmetrical design for improved strength and performance while also incorporating reduced friction with better sealing and grease designs, Hogan says.
"An advancement on the horizon that will further help reduce CO2 emissions is the new SKF Hub Knuckle Module," he notes. "This module process can reduce the weight by up to 20 percent." The HKM uses a roll forming process to minimize the use of material.
Generation 2 bearings are also important because they have also replaced the standard taper set in the rear of some front wheel drive vehicles. "The taper bearing set is still used, but it does require periodic maintenance and inspection, while a Generation 1, 2 or 3 is a sealed unit requiring no standard maintenance interval," says Hogan.
Citing a rise in the do-it-yourself arena, Hogan also recounts that "I have talked to several end-users, and some find the replacement too complex and bring it to their local repair shop. Hub assembly replacement does require a certain skill level, and because you are dealing with the ABS it needs to be done correctly to avoid any safety concerns."
He goes on to observe that "I certainly see many people keeping their car longer and brining their vehicle to the shop. It's not unusual to see a vehicle with 200,000-plus miles, but it does require some maintenance and repair to keep it going."
Educating repairers is a critical factor.
"If we can provide the shop with the knowledge to do the service repair and when it needs to be done, more shops will feel comfortable about adding the service to their current repair offerings," Hogan says.
Information is provided to installers, consumers, parts stores, jobbers and distributors. The company's quarterly Pole Position newsletter contains product updates and installation guidelines. "Our website offers bearing product knowledge, technical bearing data, application information and tech. tips; if you have questions you can submit them to our technical crew or customer service group," he points out.
"A main focus for hub assemblies is to let the installers and customers know there is a difference in the quality of hubs in the market," says Hogan. "As a leading global supplier to OEM manufacturers, SKF's focus is on a safe and reliable premium product," he adds.
"It's sometimes difficult to visually see differences between a premium product and value line product, but the differences are very important. Value line hubs may use low grade steel, inferior ABS sensors or seals and low grade grease to cut costs," Hogan cautions.
"One of our new marketing trends is traveling the road." Several new training trucks journey to multiple locations providing information about the company's products and services, also offering advice about correct installation techniques.
"The key for selling more wheel bearings is to know when the bearing has failed," Hogan explains. "It may even be an ABS light that brings the customers to your shop or store. With the integrated hub/ABS assemblies it may be an internal sensor that has failed," he says.
"It's easy to take a moment to visually inspect" the customer's vehicle and conduct a road test, "making note of any unusual noises or growling from one of the wheels."
You can also check for excessive movement from the assembly. "Noise or excessive movement could be signs that the hub assembly is worn out," Hogan says.
For more information, visit vsm.skf.com.
The standard front wheel tapered bearing set on front wheel drive vehicles has been replaced with Generation 1 (a double row angular contact ball or taper bearing) and Generation 3 hub assemblies. "Each of these, especially the Generation 3 hub, has seen advancements," he says.
Some of the Generation 1 bearings now include a magnetic encoder ring built into the seal on the bearing. "These need to be installed correctly to have the ABS function correctly." The Generation 3 hub assembly has also progressed, according to Hogan. Some of the hubs also incorporate an ABS sensor.
The important market trends revolve around engineering for enhanced performance plus weight and/or reduced friction innovations, he says.
One such hub unit is SKF's X-tracker, which utilizes a symmetrical design for improved strength and performance while also incorporating reduced friction with better sealing and grease designs, Hogan says.
"An advancement on the horizon that will further help reduce CO2 emissions is the new SKF Hub Knuckle Module," he notes. "This module process can reduce the weight by up to 20 percent." The HKM uses a roll forming process to minimize the use of material.
Generation 2 bearings are also important because they have also replaced the standard taper set in the rear of some front wheel drive vehicles. "The taper bearing set is still used, but it does require periodic maintenance and inspection, while a Generation 1, 2 or 3 is a sealed unit requiring no standard maintenance interval," says Hogan.
Citing a rise in the do-it-yourself arena, Hogan also recounts that "I have talked to several end-users, and some find the replacement too complex and bring it to their local repair shop. Hub assembly replacement does require a certain skill level, and because you are dealing with the ABS it needs to be done correctly to avoid any safety concerns."
He goes on to observe that "I certainly see many people keeping their car longer and brining their vehicle to the shop. It's not unusual to see a vehicle with 200,000-plus miles, but it does require some maintenance and repair to keep it going."
Educating repairers is a critical factor.
"If we can provide the shop with the knowledge to do the service repair and when it needs to be done, more shops will feel comfortable about adding the service to their current repair offerings," Hogan says.
Information is provided to installers, consumers, parts stores, jobbers and distributors. The company's quarterly Pole Position newsletter contains product updates and installation guidelines. "Our website offers bearing product knowledge, technical bearing data, application information and tech. tips; if you have questions you can submit them to our technical crew or customer service group," he points out.
"A main focus for hub assemblies is to let the installers and customers know there is a difference in the quality of hubs in the market," says Hogan. "As a leading global supplier to OEM manufacturers, SKF's focus is on a safe and reliable premium product," he adds.
"It's sometimes difficult to visually see differences between a premium product and value line product, but the differences are very important. Value line hubs may use low grade steel, inferior ABS sensors or seals and low grade grease to cut costs," Hogan cautions.
"One of our new marketing trends is traveling the road." Several new training trucks journey to multiple locations providing information about the company's products and services, also offering advice about correct installation techniques.
"The key for selling more wheel bearings is to know when the bearing has failed," Hogan explains. "It may even be an ABS light that brings the customers to your shop or store. With the integrated hub/ABS assemblies it may be an internal sensor that has failed," he says.
"It's easy to take a moment to visually inspect" the customer's vehicle and conduct a road test, "making note of any unusual noises or growling from one of the wheels."
You can also check for excessive movement from the assembly. "Noise or excessive movement could be signs that the hub assembly is worn out," Hogan says.
For more information, visit vsm.skf.com.
About the Author
James GuyetteJames Guyette
James E. Guyette is a long-time contributing editor to Aftermarket Business World, ABRN and Motor Age magazines.
