Bognor Regis firm Sovereign gains multi-million US deal

Sovereign, a leading supplier of alternators and starter motors based in Durban Road, has considerably extended its operations after the deal with WAIglobal which will significantly enhance its product range.

Managing director Richard Welland welcomed the move, which he anticipated would lead to a recruitment drive and boost its range beyond servicing the car after-market industry. From its existing customer base it will now deal in producing equipment for the agricultural, power sports engine and commercial tools industries.

“This is an exciting time for Sovereign and we are delighted to be partnering with WAIglobal in this new venture. Both companies share the same philosophy in our commitment to provide our customers with the very highest levels of quality, service and availability across an extensive range of rotating electrics and we’re looking forward to working together in the future,” said the director.

He added its operation has combined on-site manufacturing and high-quality recycling of used parts and import of Chinese products - the latter having allowed it to focus on some of its core domestic range.

Its breakthrough deal coincides with the company’s 15th anniversary, having grown steadily during that time managed by Mr Welland’s father Henry and fellow directors Garry Ubsdell and John Twine.

Mr Welland added: “We have built a management team that has been great and remained with us since 1996 and now we distribute across the UK to companies such as Camberley Auto Factors, and Sussex Engines and PMA in Chichester.

“We will be able to distribute in around 105 countries which will allow us have access to the WAIglobal’s processes and purchasing power. We’ll still buy some of our products from the Far East, but we will continue our commitments here in the UK. This is an exciting development for the staff here as well as for our customers.

“We will now be able to produce for the truck, boat and jet ski businesses and agriculture as well. It’s a massive boost to our credibility to have a US-based company link up with us and I believe we’re the best in our market,” explained the director who said the company’s philosophy had to create quality products at a competitive mid-range price which had lead to its rise.

Jeff Sween of WAIglobal said: “This is also very good news for our customers as we are able to jointly increase our aftermarket offering across all sectors.”

Visit www.sovereignltd.co.uk