Chris Alexander was hired in 1996 as a sales assistant selling PEAK antifreeze. In 1998, Alexander moved into the commercial side of the business, developing the southeast and southwest territories. He earned several promotions as a result of his strong work ethic and selling expertise before assuming his current position in 2007.
Under Alexander’s leadership, his team has grown the company’s sales of commercial antifreeze and other products to both distributors and OEMs. He works closely with technical personnel to bring quality products and programs to meet the needs of demanding customers.
“Old World Industries is a trusted name in automotive products,” said Alexander. “Our customers know that products from Old World Industries come with the backing of over 35 years of experience and an understanding that we will support them beyond the first sale.”
Alexander’s efforts have been instrumental in achieving the company’s success. Recently, Old World, which markets 10 of its own brands of antifreeze (including its flagship brand, PEAK antifreeze) launched its Blue Mountain Professional line of affordable, high-quality automotive products targeted to service and repair shops, and automotive dealerships. Product categories include: functional fluids, motor oil, wiper blades, filters and brake, transmission and engine maintenance chemicals.
What do you see as the biggest challenges or opportunities going forward for Blue Mountain?
The biggest challenge is separating our product line from the others in the marketplace, particularly in these mature categories. We created a unique strategy with the Blue Mountain Professional line of products. Essentially, we’ve become our customers’ nationally marketed private label. As an exclusive purchaser of Blue Mountain products, our customers are able to participate in our marketing programs and promotional opportunities. Their exclusive partnership with Blue Mountain ensures there is no competition with the brand in their own market. We like to make things as streamlined as possible for our customers. In focusing on how we can help them with their day-to-day bottom line, they are able to provide their customers with reliable, high-quality products they can trust. The future is bright, as we have tremendous opportunities to take advantage of this strategy and align ourselves with distributors who see the value in this approach.
How is the industry fairing in this economy?
I think the industry is doing well. Certainly the past couple years have been challenging, but we always put our focus on our customer. They are partners with us in the market, and, as such, it is essential that we provide them with the tools they need to be successful. Quality products, the right marketing strategy, programs, customer service, and the effort to understand each customer’s business, equals success for everyone involved. We find that it’s imperative to work hand-and-hand with them to develop their markets with our products. It can’t always be about the price. Simply said, you have to bring real value to your customer. Economy fluctuations are inevitable, so you really need to dig in and be that right hand your customer needs.
Old World Industries is a leading manufacturer and distributor of automotive aftermarket performance and maintenance chemicals, parts, tools, accessories and supplies. The Northbrook, Illinois-based company enjoys a presence in more than 50 global markets. Old World’s other brands include a full line of PEAK Performance Products antifreeze, oil filters, motor oil, windshield wash, wiper blades and automotive electronics; SIERRA antifreeze; Final Charge Heavy Duty Global Extended Life Antifreeze/Coolant; HERCULINER Truck Bed Liner Kits; and SplitFire Spark Plugs. For more information, visit www.bluemountainprofessional.com.
