Interview with Faruk Bilginoglu, managing director of Rotas/Güzel, Istanbul

ROTAS Oto and GÜZEL Oto are the leading companies in the supply of components for import vehicles on the Turkish market. The companies, which are still family run, were founded in Istanbul in 1927. They are part of the ROTAS Group of companies, which is also active in the insurance and banking business. However, the companies have their key interests in the spare part business.

MAHLE Aftermarket news: Mr. Bilginoglu, with ROTAS Oto and GÜZEL Oto, the ROTAS Group takes a leading position in the Turkish motor vehicle aftermarket. In what areas have the two companies become specialised?

Faruk Bilginoglu: GÜZEL Oto imports the automotive spare parts – the company is based in the free trade area in Istanbul/Catalca. ROTAS Oto is based in Istanbul/ Topkapi and distributes as wholesaler the range of GÜZEL Oto, which comprises products of leading manufacturers such as MAHLE, LuK, Bilstein or Contitech. The two companies employ a total of 88 employees and have a storage area of just under 5,000 m2 in the free trade area and just under 4,000 m2 in Topkapi.

MAHLE Aftermarket news: There are two other companies that are active in the spare part business that belong also to the ROTAS Group.

Faruk Bilginoglu: Yes. First there is Bilgin Oto, our retail trade branch and then there is Bilgin Otomotiv, the authorized SEAT dealer.

MAHLE Aftermarket news: This means that the ROTAS Group is represented at every trade level. What role does MAHLE play with its brands MAHLE Original and Knecht?

Faruk Bilginoglu: The cooperation with MAHLE began 1950. Until 1980, ROTAS and MAHLE were the market leaders for engine parts, but later the business was no longer profitable due to the Turkish customs regulations. However, we have resumed the cooperation with MAHLE in 2002. This time, the focus is on the filter business. And this has been the right decision. The brand Knecht has been a great success: Knecht filters are now our best-selling products.

MAHLE Aftermarket news: Success – a good cue. How do you secure your success also in future?

Faruk Bilginoglu: We have been in business long enough to know that one is no longer competitive these days without good service. Important is here the prompt availability of goods. 12 logistics centres and concessionaires ensure that the parts are at the customers within 2 hours in 95 % of cases. However, customer care and the building of personal relationships is nearly as important in a country characterised by hospitality such as Turkey.

MAHLE Aftermarket news: And what does this customer care involve in practice?

Faruk Bilginoglu: For example, we organize cultural trips for our customers at home and abroad, seminars and guided tours of the company. In addition, we organize events such as barbecues, water pipe parties or also backgammon competitions. Sometimes, we also invite our suppliers to join, in order to strengthen our good relationships throughout all levels of trade. Of course we are also involved in conventional marketing such as advertisements in print media or participation in trade fairs. And we are active in cultural and sport sponsoring. Extremely important are also our ca. 50 sales people who look after workshops in the whole of Turkey – and are always receptive to suggestions and criticism. This allows us to be best prepared for the demands of the market and to offer that certain extra in performance. I belief, it is simply the sum of the individual measures that is decisive in long-term customer relationship management.

MAHLE Aftermarket news: Do you have plans in respect of your market position?

Faruk Bilginoglu: Well, the spare parts business will also in future remain the main business of the ROTAS Group. In order to expand further in this area, we are planning to create a chain of workshops. We also want to extent our product range further – with high-quality products, of course. MAHLE Original and Knecht are certain to play an important role in this development.

MAHLE Aftermarket news: Of course, we are pleased to hear this. Mr. Bilginoglu, thank you for the interesting conversation – and we wish you continuous success for the ROTAS Group.