Recorded at AAPEX in Las Vegas, this lively conversation dives deep into market acceptance, quality-driven strategy, talent challenges, and what it means to be a trusted brand in a highly competitive environment.

 1. Market Acceptance: Great Ideas vs. Real-World Demand

One of the biggest takeaways from Chad is that even the most innovative products can fall flat if the market isn’t ready. Hengst prides itself on engineering quality solutions that match OE specifications, yet timing and real-world buy-in remain critical. By working closely with distributors and paying attention to consumer feedback, Hengst ensures new offerings truly address market needs.

2. Quality as a Differentiator

Rather than racing to the bottom on price, Hengst stands out by meeting OE requirements for a precise fit and consistent reliability. As vehicle prices climb, many drivers realise that a slightly higher investment in premium parts helps protect their long-term finances and engine health. This approach reduces callbacks for garages and delivers the confidence that each filter performs exactly as promised. Hengst’s commitment to rigorous engineering reinforces the brand’s reputation for safeguarding consumer investments.

 3. Target Group and Sales Channels

Hengst primarily targets drivers who value long-term reliability—often after their vehicles exit the initial warranty period. These owners want top-tier filtration that helps avoid future headaches. To reach them, Hengst combines specialised import distributors with broad e-commerce coverage. While maintaining a ‘selective distributio’ stance, Hengst also ensures every filter is widely accessible. This balanced strategy keeps the premium brand identity strong, while letting both professional garages and DIY enthusiasts find genuine Hengst products with ease.

 4. Overcoming Labor Challenges

Another key theme is talent acquisition. Chad acknowledges that hiring people with the right skills isn’t enough—they must also fit Hengst’s culture, emphasising trust, responsibility, and teamwork. This alignment is crucial for maintaining top-tier quality and supporting year-over-year growth. Building a strong team underpins Hengst’s ability to adapt, innovate, and deliver reliably to its partners and customers.

 5. Looking Ahead: From Filtration to “Automotive 2.0”

Finally, Chad shares Hengst’s vision for expanding beyond traditional filters. The company plans to introduce more OE-level products like CCVs and oil module assemblies, along with a bigger push into commercial vehicle fleets, with an emphasis on quality, cost savings, and proven engineering.

TecTalk Episode 11 offers a revealing look into how Hengst Filtration navigates the US aftermarket—balancing OE standards with local demands, staying selective in distribution, and always prioritising quality. For those seeking insights on new product rollouts, developing a skilled team, or building a premium brand in a crowded space, Chad’s perspective illuminates the challenges and opportunities shaping today’s filtration market.

Listen to the full conversation to discover how Hengst stays ahead in the race for quality, market acceptance, and sustainable growth on your favourite platform:

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