Forty years after The Shock Shop first appeared on the New Zealand automotive landscape, Bapcor New Zealand is launching an exciting evolution of one of the country’s most recognised specialist brands.
For four decades, The Shock Shop has been synonymous with steering and suspension expertise in New Zealand. Now in 2026, as the brand celebrates its 40th anniversary, Bapcor is making a significant investment in its future. Expanding the concept, modernising the brand and building a whole new programme designed around the individual needs of today’s independent automotive workshops.
The result is a completely revitalised version of The Shock Shop. A totally modern vehicle specialist network built around the core categories - steering, suspension, brakes, and batteries.
All of this is backed by the impressive product range, technical expertise, distribution network and marketing resources of Bapcor New Zealand.
Clearly this isn’t just slapping on a new logo and a fresh coat of paint. It represents a significant redevelopment of The Shock Shop programme and a long-term commitment from Bapcor to build a strong, relevant specialist network across New Zealand.
40 YEARS OF SPECIALIST KNOWLEDGE
The Shock Shop has been well-respected part of New Zealand’s automotive aftermarket since 1986.
Over that time, vehicles have obviously changed dramatically. Suspension systems have become increasingly sophisticated, vehicle weights and performance have changed, the 4WD and towing markets have grown, and customers have become even more conscious of their vehicle’s safety, handling and ride quality.
But what hasn’t changed is the need for skilled technicians and trusted advice.
BUILT AROUND THE INDEPENDENT WORKSHOP
The programme provides a framework that allows strong independent businesses to benefit from being part of something much larger, and much better.
The undeniable benefit is that members have access to a huge amount of support:
• a strong, recognisable national brand
• highly co-ordinated marketing
• digital support
• technical and product expertise
• promotional activity
• professional workshop branding
And behind this sits something that’s difficult to replicate independently. The combined strength and capability of Bapcor’s New Zealand automotive businesses.
The objective isn’t to tell good workshops how to run their businesses. It’s to give good workshops more tools to help them grow.
MORE THAN SHOCK ABSORBERS
One of the most important changes is the way The Shock Shop will present itself to the New Zealand public.
The name carries enormous heritage in shock absorbers and suspension, but the capability of the modern network goes considerably further.
The refreshed programme positions The Shock Shop as a destination for steering, suspension and brake work, supported by related services and specialist solutions that naturally sit around those categories.
That can range from everyday replacement steering and suspension components through to shock absorbers, springs, bushes, brake components, wheel alignment and more specialised suspension applications.
It also creates opportunities in areas that continue to grow in the New Zealand market, including 4WD suspension, towing and load-carrying solutions and performance upgrades.
For Kiwi motorists, the proposition is straightforward. When something affects the way your vehicle steers, stops or handles, The Shock Shop should be the first name that comes to mind.
BUILT ALONGSIDE WORKSHOPS, NOT JUST FOR THEM
The redevelopment of The Shock Shop has been a substantial project.
Considerable work has gone into every part of the programme, from its brand identity and product strategy through to digital capability, marketing, workshop presentation and the overall member proposition.
But perhaps the most important thing is that the development process has involved existing Shock Shop members and automotive businesses. Their experience and input has made a massive difference in shaping what the next generation of the network should look like. And for the workshops that have already had an early look at what’s coming, the response has been strong.
THE FULL BACKING OF BAPCOR
The redevelopment of The Shock Shop reflects Bapcor’s continued commitment to the New Zealand automotive aftermarket.
Independent workshops are operating in an increasingly complex environment. Vehicles are changing and customers are changing. But probably the biggest challenge is cost. The investment required across technology, marketing, training, digital capability and workshop presentation continues to go up and up.
A strong network model allows independent businesses to retain what makes them successful locally, while accessing capabilities that can be difficult for an individual workshop to build alone.
The Shock Shop has been designed with that reality in mind
Bapcor’s scale provides the network with significant automotive aftermarket capability behind it, while the workshop itself remains locally operated and focused on its own customers and community.
It’s this combination that sits at the heart of the programme. National strength with local expertise.
A BRAND CUSTOMERS CAN SEE
The refreshed identity for The Shock Shop will start appearing at workshops around New Zealand as the programme rolls out.
The exciting new visual identity has been designed to be modern, highly visible and unmistakably automotive, while retaining a connection to a name New Zealanders have known for four decades.
But the investment goes considerably further than signage.
A new digital platform will help connect motorists with their local Shock Shop, while national marketing and promotional activity will build awareness of the wider steering, suspension and brake proposition.
Members will also be supported with tools and campaigns to help them market their businesses locally.
It means a national brand creates awareness while individual workshops deliver their local experience through existing relationships and good will. It’s a powerful combination.
SELECTIVE GROWTH ACROSS NEW ZEALAND
Bapcor sees significant potential to grow The Shock Shop network, but the focus is firmly on finding the right workshops, rather than simply adding locations on a map.
That’s why the programme’s aimed at quality automotive businesses who share our focus on technical capability, customer service and professional standards.
That could easily be an established steering and suspension specialist, a strong general mechanical repairer looking to develop these categories, or an automotive business wanting to create a clearer specialist point of difference in its local market. What matters most is the operator behind it.
Bapcor New Zealand National Licensee Channel Manager, Kieran Anstis, has been closely involved as part of the team developing and bringing the refreshed Shock Shop programme to market. He says the focus throughout the project has been on creating genuine value for independent workshops.
“There are some outstanding independent workshops throughout New Zealand. They already have the technicians, the customer relationships and the reputation in their local communities. We don’t want to change what makes those businesses successful. We want to put more behind them.”
Anstis says a significant amount of work has gone into the programme across the wider Bapcor team.
“We’ve put a huge amount of work into developing this programme. For us, it had to provide genuine value to the workshop. That means having the product, supply, marketing, technical support, digital capability and people behind the brand to help our members grow.”
And while the programme has been heavily redeveloped, respecting the history of The Shock Shop has remained important.
COULD YOUR WORKSHOP BE A SHOCK SHOP?
Bapcor New Zealand is speaking with selected automotive workshops right across the country as the refreshed Shock Shop programme rolls out.
If you operate a quality automotive workshop and you’d like to understand what being part of The Shock Shop network could mean for your business, please contact Kieran Anstis for a confidential discussion at Kieran.anstis@bapcor.com or by calling him on 027 215 3096
