by D’Ziyah Mitchell
The COVID-19 pandemic was a rattling and confusing time amidst supply chain disruptions. Classified as an essential business, BG Products (headquartered in Wichita) made sure its customers did not experience the impact of the disruptions.
The BG Products team worked fast to adapt, identifying source alternatives and backups for the products they manufacture. During the pandemic, the team made roughly 150 formula changes to its chemical products alone.
“Our success in overcoming pandemic challenges is largely because of the amazing people we have at BG,” BG Products CEO Darin Greseth explained. “Everyone worked every day, as we were deemed an essential business. Our teams refused to buy into the notion that the supply chain issue could not be overcome. Today, BG is a much stronger company because of our collective resilience and determination.”
In El Dorado, BG Products’ custom-built, one-of-a-kind manufacturing facility spans the distance of three football fields. BG distributes high-quality automotive maintenance products and equipment to new car dealerships and independent repair shops. The BG distributor network trains personnel to offer and perform BG automotive maintenance services on customers’ vehicles.
The manufacturer offers multiple training opportunities to allow automotive professionals to gain the confidence and knowledge necessary to educate vehicle owners.
BG Products also incorporates sales enablement through its SmartVMA (SmartMENU), BG Advisor App, BG Tech App, and BG Dashboard. All of these tools utilize technology to assist service providers perform their tasks electronically and present maintenance solutions.
According to Andy Baldassarre, BG’s director of marketing and training, the manufacturer works tirelessly to meet its clients’ needs.
“BG has a culture of commitment and service to our distribution network, retail maintenance shops, and vehicle owners,” Baldassarre said. “During the crisis, we provided our customers with video-based learning and point-of-sale software in addition to continuous product availability. With this support, shops could improve their ability to assist vehicle owners and recommend appropriate maintenance.”
Baldassarre said the company plans to double in size in less than ten years.
“In the next decade, we want to continue to achieve our market penetration goals by implementing multiple, diverse, highly-targeted marketing strategies,” Baldassarre shared. “Our goal is to make BG a household name synonymous with quality in automotive maintenance.”
