It may seem that the major metropolitan centres are where the action is when it comes to automotive repair, but in fact, a lot of major businesses started in places like… hmm, Te Aroha.
And what constitutes a major automotive business? Well, Autolign would probably qualify wouldn’t it? After all, this is a business which today has 11 named business sites including a specialist facility – Racelign – and 34 Shock Shop franchises (started in 1987) presently around New Zealand with a double-digit franchise expansion planned.
But wait, what does this have to do with Te Aroha? Back in 1950 (yes, 70 years ago) an enterprising young man named Sam Armstrong started a workshop which is recognised as New Zealand’s first dedicated steering and suspension specialist.
Business was good, and five years later, Sam found a business partner in Harry Booth, which saw a second branch open in Newmarket – the rest is comparatively recent history.
The early expansion plan set the precedent which has led to Autolign’s continuing success today, though the model has been wrapped up in modern business terms.
Autolign‘s business manager, Mark West explains: “All this growth doesn‘t just happen without a lot of business intelligence, solid service, or plain old luck, but probably a combination of all three.
“Do one thing – and do it well. As a specialist we‘ve stayed true to be a trade and wholesale company focusing only on steering and suspension and I think that‘s helped Autolign to not over diversify and to be the best at what it does without getting distracted.”
Seven decades is a long time to be in the business and Autolign is all the better for it. With the acquisition by BNT back in 2002, and then the subsequent purchase of BNT by what would become the Australasian automotive giant Bapcor, Autolign and the Shock Shop franchises are now backed by some serious firepower and are stronger than ever.
Let’s look at something you – as a workshop – have probably heard a hundred times before: shock replacement is seen as a grudge-purchase here in New Zealand, people don’t understand how badly a bad absorber can affect the performance of a car and they need to be told.
Overseas, worn shock replacement is a much more common job – Australian motorists tend to replace their shocks three times as often as Kiwis do for the same model of car.
That’s a taste of the practical advice you – as a workshop – can not only deliver to your customers, but also what you can expect from Autolign, whose support goes into the realm of the tangible since Autolign offers training courses, free to the industry, in order to upskill and educate the industry.
Autolign’s philosophy is backed by Bapcor’s heavy artillery when it comes to product to; product like the Lift Junkie brand for instance.
The Lift Junkie brand is a range of raised height suspension kits for the light commercial and four-wheel-drive market.
The kits provide additional ground clearance and enhanced handling without the need for extensive modifications or compromising driveability and consist of quality components which, when put together allow additional GVM load carrying ability, enhanced handling and driveability.
The Lift Junkie kits are – to a certain degree – bespoke and made up of a variety of quality components from respected brands like the heavy duty RAW 4x4 shock absorbers, or the next level Monroe Magnum TDT, right through to the top end Bilstein B6 high performance variant with uprated coil and leaf springs.
Autolign – through Bapcor – also supplies a range of suspension related bolt on products including sway bars and corrective upper suspension arms.
Kris Taunt division manager for the Lift Junkie kit – among other projects – is pleasantly surprised at the response the Lift Junkie kits have generated.
“We knew the product was good,” explains Kris, “but it has been a surprise as to how successful the programme has been.
“The New Zealand love affair with utes is going to continue for some time to come,” says Kris, “and Autolign will be there, supplying Lift Junkie kits and other suspension components every step of the way.”
Autolign Timeline
1950
Auto Alignment (now Autolign) established in Te Aroha by Samuel Armstrong [Image 2].
1955
Auto Alignment opens new Auckland branch of Auto Alignment under Viaduct in Newmarket with Harry Booth.
60s
Moved to number 2 Short Street New Market.
1983
Harry and Sam enter a partnership with David Leslie (ex Motospecs) forming Autolign Wholesale.
1987
Shock Shop franchise formed.
1988
Moved from Short St to a purpose-built building in Mauranui Avenue Newmarket other Auto Alignment branches opened.
1991
Harry and Sam sold the business. Auto Alignment Ltd (workshops) merged with Autolign Wholesale (parts) under new name, Autolign.
1992
Racelign workshop brand launched.
1998
Autolign relocates to Niall Burgess Road Mt Wellington.
2002
BNT acquires Autolign.
2006
Autolign relocates to current site 99 Carbine Road.
2017
Australian automotive company Bapcor acquires Hellaby Holdings.
