Genuine parts: A key product benefit

If you want to understand the importance of genuine parts to the customer experience, you won’t find a better advocate than Chris Emmerson, Mazda’s Senior Manager, Accessory Business Development. 

Emmerson has been with the company for seven years in various roles associated with Mazda Insurance, Mazda dealer management and Mazda parts and accessories. He says making genuine parts and accessories available to customers is integral to the Mazda owner experience.

“We create an emotional connection with our customers when they buy a Mazda,” Emmerson says. “Our vehicles are designed and engineered not just to be an A-to-B solution. We’re always looking to generate a high level of emotional connection in the mind of the customer.” 

That means partnering with an insurer who offers both genuine parts and replacement accessories in the event of an insurance claim. 

“When we talk about genuine versus non-genuine parts, we’re not just talking about maintaining the integrity of the vehicle, we’re talking about preserving the emotional attachment that the owner has with their car,” Emmerson says.

Emmerson says Mazda’s parts and accessories strategy provides greater support to customers throughout their ownership experience. The product offering is extensive and includes Mazda Genuine Accessories, Mazda Insurance and any future innovations associated with advances in vehicle connectivity and electrification. "Basically, anything that adds value to the vehicle itself," Emmerson says. 

The use of Mazda genuine parts and accessories offers two distinct advantages, according to Emmerson. The first is they work seamlessly with Mazda’s safety systems to preserve the safety of the vehicle. 

He offers the example of the Mazda BT-50, which like every vehicle in the Mazda line-up, is equipped with comprehensive active and passive safety systems and holds a 5-star ANCAP safety rating.

“Integration is all-important,” Emmerson says. “When we consider the design and engineering of a genuine part or genuine accessory, we’re really looking at how they work in conjunction with the vehicle’s safety systems. We’re involved in the design and engineering of those components from the outset, ensuring peak performance without compromising vehicle operation or its safety credentials.”

The other advantage relates to maintaining vehicle reliability. 

“Mazda builds its genuine parts to the same quality level as the vehicle itself, Emmerson explains. “They’re designed to work with the vehicle so they don’t introduce any reliability concerns.”   

He adds that it’s essential that all parts and accessories be suitable for Australian conditions. 

“Though there are parts available that are technically genuine, they may not be designed for the Australian market and conform to the Australian Design Rules. Take the bull bar for the BT-50, for example – it’s crash tested, airflow tested and emissions tested. All of those tests are carried out with a bull bar fitted to ensure it meets all the reliability and safety requirements of the vehicle.”  

Then there’s the simple matter of ensuring every Mazda remains the genuine article. Obtaining parts from the Mazda dealer network is the only way for customers to be sure their car is being returned to them how they originally bought it. 

“Fitting genuine parts maintains the integrity of the vehicle that the customer has fallen in love with and wants to preserve the quality of,” Emmerson says. 

Emmerson says Allianz has been an insurance partner with Mazda for several years, and the relationship has been strong since its inception. 

“Both Mazda and Allianz are aligned to provide the best possible customer experience for our shared customers,” Emmerson says. “Along the way, we’re doing what we can to enrich the customer ownership experience. Genuine parts and accessories have an important role to play in that.”