I was at the Automechanika show at the NEC Birmingham yesterday to assist with the manning of the DEA Worklab stand and I must say it was impressive. The show itself seemed to be a quality production but what stood out was the quality of the DEA products on show and the hospitality provided by Lino, Emanuella, and Valeria who had travelled over from the Italian factory. DEA specialise n the manufacture of fitted automotive workshop furniture including fitted workstations, tool storage units, lubricant, water, air and electric services cabinets, and rolling tool chests.
I was there in support of Trade Garage Equipment Ltd who are the UK automotive partners for DEA products. Whilst the product has been available for quite some time in the UK with many units installed up and down the country it was realised there had never been an official launch so it was decided now is as good a time as any. Invited guests including existing customers and new prospects got to enjoy a luncheon of Italian treats such as antipasti, meats, pastries, and for those that were not driving, a glass or two of Prosecco.
It has almost become the norm now that main dealer garages fit these types of units in their workshops but what was interesting at the show was the number of independent garage owners that expressed an interest in the product. As well as being impressed with the build quality, innovative storage facilities, and great look of the systems they were pleasantly surprised at the cost. Whilst product like this does represent a significant investment everybody I spoke to said they expected it to cost a lot more ad was competitive compared with what they have previously paid just for a tool chest. These days competition is fierce so independents are doing whatever they can to present the most professional image they can and it was clear that the consensus was investment in DEA cabinets and furniture will do just that.