Rotating Guide

Major product groups

Alternators: 401

Starter Motors: 402

Part number breakdown

The final digit represents brand of product such as, ERA.

The first three digits represent the product group i.e. Starter Motors.

402 59 122 9

The following two digits identify the vehicle marque for example, Mercedes.

The next three digits are sequential as and when new products are added to the portfolio.

Starline S

ERA 9

Denso 5

Valeo 5

Bosch 0

Brand positioning

Aftermarket

Premium Aftermarket

O.E.

When we talk about OE, these are product manufacturers that are Original Equipment with vehicle manufacturers. Meaning they come off the production line fitted to these vehicles.

When we talk about Premium Aftermarket these products are matching OE and are of premium quality. ERA is positioned as premium, remanufactured in Europe to OE specifications and in some instances better.

When we talk about Aftermarket these are products that meet everyday demand and are of matching quality