MotoRad – thermostats and more – interview with the Sales Manager for CEE countries
The thermostat is a small but essential element of the combustion engine cooling system. Several companies on the market specialize in the production of this particular element. Among them, MotoRad, operating globally in the thermostat market, offers a different range. The manufacturer currently has its representative for the European markets – Artem Davydov. We talked to him about the company and its activities.How long has Motorad been on the market? (company roots, Motorad brand globally, Motorad brand on the PL market)
Artem Davydov: Founded in 1958 by Joseph Fishman, Motorad has over 6 decades of experience in the design and manufacture of high precision thermostats and caps for the global OEM and aftermarket. Market leader in the North American thermostat aftermarket and No’ 1 in coverage for the thermostat category in EMEA. Unique and highly innovative technology and know-how, category management, coverage, and service model.
What did the company do at the beginning when was run by Joseph Fishman originally?
Joseph Fishman, a star die maker in the Israeli industry, founded a small tool and die shop in Haifa, Israel, to manufacture custom molds and distribute stamping machines. Later, Fishman decided to invest in the development of a core product line of motorized thermostats, which was characterized by Fishman’s technological and automation expertise.
What area is currently the largest part of Motorad’s business?
MotoRad develops, manufactures and distributes thermal and Engine management solutions.
What is the difference between higher-priced thermostats from cheaper ones?
The quality of the part is not determined by the price, but by the quality level of the manufacturer. Motorad quality system has been audited & qualified by leading companies from the OEM automotive industry such as: GM, Chrysler, VW, Audi & other Tier 1 companies.
How does the protection against engine overheating work in the event of a thermostat failure?
The thermostat regulates the temperature of the coolant. It is located between the engine and the radiator and blocks the flow of coolant to the radiator until the engine has warmed up. Once the engine has reached its operating temperature, the thermostat opens, allowing the coolant to flow through the engine and maintain the temperature. The thermostat is the protector and the regulator that can prevent engine overheating.
What thermostat failure is the most difficult to recognize?
There are 2 main types of thermostat failures, and both can be recognized by anyone.
Fails open: No heat from the air conditioner.
Fails closed: Engine overheating.
No heat from the A/C is probably harder to notice as we only use the heating function when it’s cold outside.
Why thermostats for some cars are only available with a housing?
OEM manufacturers design the thermostat according to the specifications and requirements of the specific vehicle platforms. Over the last 2 decades, it has been observed that the majority of new parts have become less traditional, more complex and have more features.
Which product groups, apart from thermostats, would you describe as leading in the offer?
We have a big range of all thermal management solutions such as Coolant flanges, Radiator caps , Oil tank caps , Fuel caps.
What may be the effects of intensive driving with a damaged radiator cap?
A bad radiator cap can cause the engine to overheat, lead to coolant leaks, and result in damage to the engine and other critical components of the cooling system.If the cap fails to manage pressure fluctuations, it can cause the coolant to boil off, leading to a lack of engine heat absorption and overheating. Therefore, it is important to address any issues with the radiator cap promptly to prevent more severe damage to your engine.
What are Motorad’s plans for the coming year 2024?
MotoRad’s main goals for 2024 are to grow Sales in EMEA via expansion of distribution network and improving MotoRad’s brand awareness. We will maintain the high level of service to which our customers are accustomed. Remain No. 1 in global coverage and introduce new thermal and engine management categories to the EMEA market that match our expectational quality.
MotoRad’s core value is innovation, and we strive to deliver this through all our capabilities and functions such as, innovative data tools, IT applications, emerging technologies, operations and supply chain.
