Motrio Revolutionizes After-Sales Service in Algeria with Local Auto Parts Production
BY: Hana Saada
ALGIERS- Motrio, the renowned after-sales service brand affiliated with Renault, has initiated a shift in its approach to after-sales service in Algeria. The brand has transitioned to the gradual utilization of locally produced auto parts within its national network, a move that commenced in November 2023. This strategy not only aims to reduce service costs for customers but also opens the door for the export of Algerian spare parts to be incorporated into Motrio’s international network, spanning 2500 garages across multiple countries.
Ranked fourth globally with 103 Motrio service points, Algeria plays a pivotal role in Motrio’s network, complementing Renault Algeria’s after-sales service with a presence in 49 Renault sales and after-sales distribution centers and 72 Motrio workshops nationwide. The network boasts having received 150,000 visits from Renault and Dacia customers in 2023.
Established in Algeria since 2012, Motrio initially targeted customers who, after the warranty period, sought alternatives to the brand’s service centers. With a customer base of 300,000, Motrio is now aiming to lure back these clients by offering competitive service prices. Idris Saci, Director of After-Sales Service at Renault Algeria, acknowledged that the cost of services was a concern for owners of Renault and Dacia vehicles aged ten years or more, primarily due to the use of imported original parts. Motrio’s ability to provide cost-effective maintenance, backed by a one-year parts and labor warranty, is now attributed to the integration of locally produced auto parts.
Yanis Younis, Motrio’s representative, revealed that out of the 827 references available in the national network, 65 references distributed across four categories are now produced in Algeria through partnerships approved by the manufacturer. Local suppliers include Fabcom, providing five battery references; Dedax for filtration with 33 references; Total Energies for the production of six engine oil references, along with windshield wipers and coolant. Furthermore, 53 additional local references, including brake pads, discs, and electrical harnesses, will be introduced to further diversify the product offering.
Local suppliers homologated for Motrio’s network may also become future suppliers for the RAP factory, which is reportedly in the process of restarting. Additionally, these local suppliers have the opportunity to showcase their products in Motrio’s international network. Fabcom, for instance, has recently submitted a bid in an international tender for battery supply.
Renault Algeria’s overarching goal is to attract owners of ten-year-old Renault and Dacia vehicles, with the aim of achieving one billion Algerian dinars in local parts sales initially and two billion dinars in the long term.
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