GUELPH, ONTARIO—Rick Jamieson is owner and chief executive of ABS Friction the oldest and only Canadian-owned brake manufacturer in Canada. As the proprietor he single-handedly oversees the manufacturing of after-market brake pads for more than 1,700 types of vehicles in over 27 different countries but his goal for this year is for his town to buy locally.
“Our newest market is Ontario, Canada,” said Jamieson. “We are about two per cent of the North American market but we’d like to get 70 per cent market share in Guelph.”
“We are the global small guy in the brake business,” said Jamieson. “We are global. We are small and we have no hesitation to go out there.”
During high season ABS employs as many as 110 people at their factory on Taggart Street where they manufacture brake pads and distribute brake shoes for a wide variety of models ranging from the 1966 Corvette to the 2014 Corolla.
Four years ago, after years of making brakes for other companies, they launched their own brand, IDEAL Brake Parts Inc., with the tagline: “IDEAL, Brake pads really made in Canada.”
“In the past we were 100 per cent private label selling corporate brands but I decided I wasn’t going to get commoditized because all corporations do is beat you down on price,” said Jamieson. “You might make better quality than the other guy but in the end they buy based on price. So, you get out of the price game the minute you have your own brand.”
Jamieson is well known in the North American automotive industry, he has served on the boards of a number of trade associations and councils and was awarded the Queen Elizabeth II Jubilee Medal in 2012 for his contribution to the auto sector. But despite all of his achievements, he and ABS Friction are virtually nobodies to the local market.
“Mechanics are floored to find out the brake pads are made in Guelph,” he said. “We’re the best-kept secret in town.”
Jamieson hopes to raise the profile of his company and brand by educating consumers.They aspire to take advantage of the Buy Local and Fair Trade movements to convince consumers and surrounding cities to use their domestic products.
“I want Fair Trade too,” said Jamieson. “Because we do business in Ontario we abide by the Ontario Labor Code. We don’t employ child labor. We employ people here. I would love to do business with my local municipality. We pay a ton of taxes here. I buy locally and donate locally. Maybe the City of Guelph could actually buy brake pads locally.”
For the full story regarding Jamieson and his company, please visit Guelph Mercury or simply visit ABS’ website.