McGard Partnership

First Brands began working with McGard almost 8 years ago acting as their UK representative. McGard is the largest manufacturer of alloy wheel locks in the world and they supply over 30 car manufacturers with product. The McGard lock is made to the highest standards with a unique two part construction. We believe that it is the best lock available and technically more advanced than competitors from Europe and China who generally provide a more budget product.

McGard was little known in the UK market when our partnership began and they chose to work with First Brands as a key partner in order to build brand awareness and gain a solid market share.

First Brands worked with our contacts in the press to gain coverage and features in the main publications such as Auto Express, the Sunday Times and Max Power. Max Power was particularly useful as they had gained a good deal of exposure by being very focussed on high quality after market products, tuning and detail which suited the product well.

In addition, we carefully selected exhibitions such as Auto Sport at the international auto venue NEC, Birmingham where we have exhibited for nearly a decade. A key partnership was the introduction of UK security specialists Thatcham who are world renowned for their expertise - Thatcham recommendations are accepted by major insurance companies and the Police. McGard locks meet Thatcham's highest test requirements and have their seal of approval through our work together.