COUNTERFEITING MAY HIT CONSUMER
goods
manufacturers in the wallet, but when coun-
terfeit and knock-off parts are used to repair
or maintain tractor-trailers, buses and other
commercial vehicles, particularly within the
braking system, they raise a legitimate con-
cern for highway safety.
That’s what Bendix Commercial Vehicle
Systems LLC conveyed to groups of busi-
ness, community and government leaders
at two recent national anti-counterfeiting
conferences. Bendix presented alongside
consumer brands such as Louis Vuitton,
Oakley, Proctor & Gamble and New Balance
at events organized by the U.S. Chamber
of Commerce and Legal IQ, respectively.
Bendix also represented the transportation
industry in a segment on the dangers of
counterfeit parts on ABC’s Good Morning
America on Oct. 30.
The proliferation of inferior, knock-off
parts being sold—many times unwit-
tingly—in the United States is a grow-
ing problem. The Motor and Equipment
Manufacturers Association (MEMA) esti-
mates that counterfeiting has a $12 bil-
lion impact on the transportation industry
annually. Counterfeiting damages legiti-
mate companies’ brand equity and can
negatively impact vehicle performance
and, potentially, highway safety.
When a knock-off of a Bendix product
fails prematurely, there is a natural percep-
tion that the supposed Bendix product has
not performed as expected. Our reputation
is built on generations of products that are
highly engineered and validated through
extensive testing. We go to great lengths
to ensure that each product withstands the
demanding operating conditions of com-
mercial vehicle use. Our customers expect
that from us.
Counterfeiters aren’t taking these
steps. They often take manufacturing
shortcuts. They frequently use inferior
materials. There’s not the same level of
quality control, so you can never be certain
what you are getting. We’ve actually seen
knock-off air dryers that were filled with
kitty litter instead of desiccant.
In another example, a technician
detected air flow problems after install-
ing a knock-off air valve sold as a Bendix
replacement. Turns out the valve’s control
port was not drilled all the way through,
a critical flaw to the very function of the
valve. If used in service, the valve could
have compromised the vehicle’s braking
ability by 70 percent.
Bendix has implemented a compre-
hensive approach to fight back against
counterfeiters that encompasses intellec-
tual property protection, enforcement, and
awareness and education. Specifically, it
includes:
• Patent and trademark-infringement legal
actions
• Far-reaching customer- and industry-
awareness campaigns
• Circulating Bendix trademark usage
guidelines to distributors and dealers
and enforcing intellectual property com-
pliance
•
Removing infringing products and literature
from offending parties’ trade show exhibits
• Many other initiatives
We’ve commonly experienced peo-
ple returning failed products and only
then discovering they’re knock-offs, and
therefore not under warranty. Without
looking closely, a consumer could easily
miss the logos and other unique iden-
tifying marks that original equipment
manufacturers cast into their products.
Manufacturing codes and part number
nomenclature on the box are also easily,
and frequently, duplicated by counter-
feiters in an attempt to further confuse
the consumer.
However, there are simple steps every-
one can take to ensure the part being
purchased is genuine:
• Work with authorized dealers and
distributors of your manufacturers’
products
• Specify genuine replacement parts
every time and
• Check for genuine product markings. In
the case of Bendix, look for our logo on
the box and on the part itself.
The counterfeit and knock-off parts
issue is among the highest priority action
items among our executive leadership.
We continue to make significant, ongoing
investment to protect our intellectual prop-
erty, and we’ve begun to see measurable
results.
The sophistication of counterfeit opera-
tions has improved to the point of making
it difficult for customers to discern real
from fake. But in terms of performance,
quality and actual costs, there are obvious
differences.
This issue is bigger than any one com-
pany. To affect real change and to make
the roads safer we all need to do our
part—manufacturers, distributors and
end users.
We’ve actually seen
knock-off air dryers that
were filled with kitty litter
instead of desiccant.
Are you making sure your
replacement brake parts are genuine?
F is for Fake
By Andrew CifrAniC, BrAnd mAnAger, Bendix CommerCiAl VehiCle SyStemS
gue St e ditoriAl
Andrew Cifranic is
Brand Manager for
Bendix Commercial
Vehicle Systems
LLC, member of the
Munich, Germany-
based Knorr-Bremse
Group. During his
tenure with Bendix
Commercial Vehicle
Systems, Andrew
has held numerous
roles including
Marketing Analyst,
Regional Sales
Representative,
Account Manager,
and Global
Sales Planning
Coordinator. Andrew
is a member of the
Motor & Equipment
Manufacturer’s
Association (MEMA)
Brand Protection
Council.
Bendix Commercial Vehicle Systems LLC • 901 Cleveland Street • Elyria, Ohio 44035 • 1-800-AIR-BRAKE • www.bendix.com
BW2607 • ©2006 Bendix Commercial Vehicle Systems LLC, a member of the Knorr-Bremse Group • 11/06 • All Rights Reserved • Printed in U.S.A.
Reprinted with permission from Fleet Maintenance magazine • December 2006
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