Demand for exclusive brands in the automotive industry is growing, as car owners increasingly seek high quality at a reasonable cost. Many want products that live up to the standards of well-known brands, but without the high price tag. To meet this need for affordable quality products, MEKO has launched a new division for the Group’s exclusive brands.
"This gives our customers an attractive alternative in both price and product range," says Henrik Pettersson, Director of Exclusive Brands at MEKO.
The new division includes MEKO’s exclusive brands in spare parts, lubricants, tools, and car accessories. Under a unified strategy, clear price segments and product portfolios are created to meet different customer needs.
Henrik Pettersson brings extensive experience from the automotive industry and has worked broadly in product development, brand strategies, and business development – particularly within the segments now in focus for MEKO.
"With our own brands, we can offer something unique that truly makes a difference for customers across all our markets. We can control the entire chain – from product development to distribution – which increases efficiency and strengthens our market position," Pettersson explains.
Workshops and car owners as the largest customer groups
MEKO’s exclusive brands are primarily targeted at the vehicle service sector, with workshops as the largest customer group. The products are also available to car owners, such as do-it-yourself customers looking for the right quality accessories.
By consolidating production, purchasing, and distribution, MEKO reduces the number of intermediaries and can offer competitive prices without compromising on quality.
"Our strength lies in always starting from the customer’s needs. By being present with competitive pricing and integrating parts of production and distribution, we can eliminate middlemen, which ultimately benefits the customer," says Pettersson.
Strong offering of spare parts and accessories drives growth
The expanded focus on exclusive brands is a central part of MEKO’s strategy to be the most complete partner for everyone who drives, services, and repairs vehicles. The goal is to provide both premium products and affordable alternatives that meet a broad range of customer needs. The new division is one of several initiatives launched by MEKO in 2025 to ensure long-term sustainable growth and improved profitability.
"Customers don’t always focus on technical details such as steel grade or noise levels. By highlighting the value and compelling stories behind our brands, we can build stronger customer relationships and loyalty," Henrik explains.
MEKO’s exclusive brands, including ProMeister, Kraft – Every part matters, and Carwise, are designed to cover different product segments and needs. Unlike other manufacturers, MEKO can create its own brand identities and tailor products to both local and international requirements.
"MEKO leverages synergies through joint purchasing and coordinated product development across the Group. We meet competition from strongly established brands by offering the same value at a lower price. That gives our customers an attractive alternative in both price and product offering," says Henrik.
Looking ahead, the division is envisioned as the Group’s central hub for purchasing, product development, and product strategy – inspired by proven practices from successful, brand-driven companies in other industries. Henrik emphasizes the importance of practical experience and close collaboration within MEKO to navigate these challenges.
"With my background in working with extensive product catalogs, I look forward to further developing an offering that is both competitive and customer-focused, together with the team. The investment in exclusive brands is an important step in making MEKO even better equipped for the future," Henrik Pettersson concludes.
