Published on Wed Dec 21 15:27:46 2011

AUTOCOM was founded in 1991, in a garage in Sjuntorp, just outside Trollhättan, by Bengt Andersson. Now, 20 years later, the company's world-class diagnostic products have put it firmly on the map. 
An ability to predict the future of the automotive and vehicle diagnostics industry, as well as highly talented employees, constitute two key ingredients in AUTOCOM's recipe for success.
The anniversary was celebrated with a cruise to Tallinn in Estonia.

Foundation and growth

To have started out from a garage in Sjuntorp in 1991 and 20 years later to be an international group doing business globally - that suggests we've been doing something right, declares Bengt Andersson, founder and former CEO of the company, now working on development issues at Würth development company.

The company has grown along with our customers, both large and small, who have provided information on what workshops have asked for while at the same time being given very valuable input on our development work.

Some of the factors that have contributed to the company's growth are the innovations it has introduced to the market. AUTOCOM introduced the first multiplex connection, pocket PC-applikation, Original data and connector with LED-lighting. 

AUTOCOM has grown by an average of 20% per year over the last 10 years, and if we can maintain this pace, we will see AUTOCOM secure a major international presence in the coming years. During 2011, AUTOCOM has employed another 9 staff, and its turnover has increased to almost SEK 100 million.


Factors for success

The company's success can be attributed to visionary thinking, intuition and an understanding of the user's workshop experience. Knowledge of how users perform diagnostics and a development department constantly at the cutting edge of technology create the conditions required to develop products and functions which, even before they are asked for, make diagnostics quicker, more reliable and more efficient. For vehicle owners, this means enhanced safety and less hassle on the road.

– One factor that has played a vital role is that, in the past, we concentrated on building the system around a Windows database, which meant that we didn't have a lot of hard-coding, and that was quite unusual in the early 90s.

– Another, and perhaps ultimately crucial factor for AUTOCOM's success has been its acquisition by Würth. This gives us endurance and knowledge which, along with their distribution network, completely change our presence in the market, explains Bengt Andersson.



To mark AUTOCOM's 20-year anniversary, the entire workforce was invited on a cruise to the beautiful Estonian capital, Tallinn. The event was a great success, with entertaining episodes in AUTOCOM's history presented during an evening of fine food and drink.


Moving forward

For AUTOCOM and its German parent company, it is important to preserve the company's origins. Swedish engineering has always has a special reputation abroad in terms of progression and innovation, and that heritage is something we want to continue to foster. Obviously, this goes hand in hand with knowledge and inspiration from our international partners.

– We are entering an exciting period with a strong owner, and this provides the right conditions to allow us to focus on what we do best: creating the best automotive diagnostic technology and the safest, most reliable conditions for vehicle owners. We will achieve this by continuing to ask questions and coming up with new, creative solutions while recruiting the cream of tomorrow's talent, states AUTOCOM's CEO, Lars Modig. 



Published on Mon Dec 19 16:18:34 2011

Moroccan TV and representatives from the technical university, the chamber of commerce and workshops were in attendance as AUTOCOM's new Moroccan distributor, Maroc Diag, launched AUTOCOM's diagnostic products for private and goods vehicles at a major event in Casablanca.

– We never dreamed we'd get this kind of attention when we decided to start investing in North Africa and Morocco, reveals Anders Malm, Sales Manager at Autocom. You can tell there are big things happening in this part of the world. Powerful forces are at work and we are pleased to be a part of it.

AUTOCOM's Sales Manager, Anders Malm, was accompanied in Morocco by Maroc Diag's Key Account Manager, Carola Nyvall. Here they answer questions about the market and conditions affecting vehicle diagnostics in Morocco.

Why are you choosing to establish yourselves in North Africa?
–AUTOCOM is currently in the middle of an intense period of activity, and is investing heavily in strengthening its global presence with a particular focus on emerging markets. Morocco is a good example of a market where AUTOCOM's products can make a big difference by offering quicker, more efficient diagnostics, and that means safer vehicles on the roads. The Moroccan vehicle fleet is a very good fit with the content of AUTOCOM's vehicle database - the ideal scenario for AUTOCOM's diagnostic products.

What is the situation in the Moroccan market?
–There are many European vehicles in Morocco - mostly French mid-range vehicles - and the fleet generally consists of newer vehicles. We see a lot of potential for our CARS and TRUCKS products, and are confident that Maroc Diag is the right partner for the job. Our aim is to become a widely recognised brand in Morocco.

Why has AUTOCOM chosen to work with Maroc Diag?
– Maroc Diag has the right industry contacts to sell our products, and they also offer customers excellent after-sales support. Maroc Diag sells our products primarily through training courses which they hold for workshop mechanics, however they also have their own sales network covering the whole of Morocco.

Maroc Diag works in an interesting way. They create demand for AUTOCOM products through training. Several workshops come together for training courses. There, they learn about AUTOCOM products, as well as how to carry out optimal diagnostics and get the most out of the products. They leave with practical knowledge that they can apply directly in the workshop. This creates benefits for users and a sound basis for the sale of diagnostic equipment.

How will you support Maroc Diag?
We will support Maroc Diag's operations by offering training for their staff, attending trade fairs and tailoring our products to market requirements. Our ability to tailor our products to the needs of the market is one of our main strengths as a supplier, and is appreciated by our own customers and suppliers all over the world.

The future
The future is looking very interesting in Morocco and North Africa. Countries are experiencing strong growth, new regimes have been born and democratic processes are emerging. You can tell there are big things happening in this part of the world. Powerful forces are at work and we are pleased to be a part of the developments.


See the photos from the launch in Casablanca on our Facebook page.