40 THE MOTRIO BRAND The price positioning must be in keeping with this strategy and these ambitions, and the Motrio offer must take into account the local competitors of each of the markets in which it is present. Prices are positioned between the equivalent part and the adaptable part. Offering a Motrio part 25% cheaper than its Genuine Parts equivalent is not enough to be competitive on all markets. The rule to be applied is therefore to position the brand in relation to the local PQE and at a minimum level of -10% compared to the premium local IAM market to have a significant price advantage. Quality Genuine part Equivalent part Price of local premium IAM -10% Adaptable part 3rd line Counterfeit Price