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Letter to the Editor

Gordon Auto Body Parts Co., Ltd. Follows Through on Promise to CIC, Exhibits at NACE

Taoyuan Hsien, Taiwan, R.O.C. -- During the April 2001 CIC meeting in Minneapolis, MN a blind test fit comparing OE and aftermarket parts on a 1997 Ford Expedition illustrated the aftermarket hood's superior fit, while the fit of the aftermarket fender was deemed unacceptable. Both products were made by Gordon Auto Body Parts Co., Ltd..

Prior to the CIC test the hood passed CAPA's Vehicle Test Fit (VTF) Program. The fender, certified prior to implementation of CAPA's 1999 Vehicle Test Fit program, was scheduled for a VTF. The CIC test spurred an immediate investigation by Gordon and action by CAPA.

Gordon Vice President, Sonny Pan, announced in a May press release that the company would take action on the fender and that the problems uncovered during CIC's test fit would be corrected before the next production run.

As promised, Gordon has corrected the welding jig to address the fender fit issue, and the part has now completed CAPA's VTF program. Vice President Pan said, "Gordon is committed to quality and meeting our customers' needs."

As reported in ABRN (September 2001), during a July Collision Repair Technician Taiwan Trip (TTT), Gordon Auto Body hosted the first of two test fits conducted by the technicians. More than 50 factory representatives from 14 companies, including managers, production, quality control, sales, tool and dye development staff, observed the day long test fit, conducted by five American collision repair technicians and structured to show the manufacturers the challenges encountered by repairers when a part does not fit properly.

Pan was pleased that so many manufacturer representatives asked to be invited to the Vehicle Test Fit. "We manufacturers are trying to understand the technician's point of view and be open to all communication. We took the comments of the TTT very seriously. We learned a lot from that experience. This is the attitude we must exhibit if we want to be customer service oriented," said the Vice President.

In recent years, Gordon has redone its promotional material, including the company profile, a brochure, and a new CD illustrating the company's technology, to be more suitable for the American market.

Gordon also decided to exhibit at both the SEMA (October 30 - November 2, 2001) and NACE Shows in Las Vegas this year. "We hope to get useful feedback at the booth from both shows," said Pan. "This is our first time exhibiting in the US. A few years ago we would not have considered taking this approach. We now understand how important face to face communication between the end user and the manufacturer is." Pan said that Gordon's founder and Chairman, Michael Lee, wants the company to be "Number 1."

"We have learned that understanding end user needs is the key to achieving that goal," said Lee.

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