Leading the Automotive Aftermarket

Success driven by quality, service and looking down the road ahead

For over 60 years, hsy Autoparts has been a key player in Australia’s automotive aftermarket, specializing in European car parts. As a privately owned company, hsy has built its reputation on quality, service, and a forward-thinking approach to business. General Manager Peter Tippner, who joined the company three years ago, brings a fresh perspective shaped by his background in aviation and engineering.

“We are an Australian-owned company that operates in the automotive aftermarket space,” Tippner says. “We import and distribute European car parts exclusively to independent workshops across Australia. We focus on genuine and OEM parts—components originally manufactured for the car without the manufacturer’s stamp. We aim to provide high-quality, reliable parts that ensure independent workshops have everything they need to service European vehicles efficiently.”

With 15 locations across Australia’s major cities and approximately 120 employees, hsy has steadily expanded its reach. The company’s ability to remain privately owned while continuously growing highlights its resilience and adaptability in an evolving industry.

Innovation and entrepreneurial growth

hsy’s origins are firmly grounded in European heritage. “The company was established 61 years ago by German immigrants who relocated to Australia,” Tippner shares. “Around 20 years ago, ownership shifted when two long-time employees took over following the original founders’ passing. Coming from outside the automotive industry, these entrepreneurs brought a fresh perspective, challenging traditional practices and redefining the role of a parts distributor. That spirit of innovation and willingness to question convention continues to shape our approach to business today.”

The leadership’s outside-the-box thinking has influenced hiring strategies as well. “Being outside the industry has allowed me to challenge established practices and rethink our operations. That approach has helped us stand apart from our competitors.”

Customer-centric growth and market adaptation

One of hsy’s key differentiators is its commitment to customer partnerships. Unlike retailers selling discretionary items, hsy operates in a market driven by necessity. “Nobody wakes up excited to buy a new alternator or radiator,” Tippner notes. “People come to us because they need those parts to keep their vehicles running. That’s why we emphasize making the purchasing process simple, accurate, and efficient.”

With the rise of European car ownership in Australia—particularly after the decline of domestic manufacturing—hsy has adapted to meet growing demand. “When I was a child, European cars were rare. Now, you see Volkswagen Golfs, BMWs, and Mercedes vehicles everywhere,” Tippner says. “The market for European car parts has expanded significantly, and we’re growing alongside it.”

This shift has been driven in part by affordability. In the 1990s, luxury European cars were far less accessible to the average Australian. Today, the price point for brands like Mercedes has become much more competitive, offering Australian drivers a wider range of options. hsy has expanded its reach as demand surges, placing branches as close to customers as possible to ensure efficient last-mile delivery across major capital cities and along the Eastern Seaboard.

Digital transformation

As the industry evolves, so too does hsy’s approach to technology. The company has significantly invested in digital infrastructure to improve efficiency and customer experience. “We were early adopters in transitioning to a fully digital and paperless ordering system,” Tippner explains. “Years ago, most sales were done over the phone. Now, we’ve moved towards a seamless online ordering experience.”

To ensure hsy remains in tune with customer needs, the company has established a Steering Committee composed of leading independent European workshops. “We meet with them quarterly to discuss business plans and get direct feedback on how we can improve. That dialogue helps us refine our strategies and investments to benefit our customers directly.”

The commitment to digital innovation extends to hsy’s logistics and inventory management. A recent warehouse management system upgrade introduced digital scanners, eliminating paper-based processes and improving order accuracy. “This has significantly reduced our error rate and ensures that customers receive the right part quickly and efficiently.”

Sustainability as a strategic pillar

Sustainability has become an increasingly important focus for hsy. The company has introduced several initiatives to minimize its environmental footprint. “One of the first big steps was eliminating paper in our warehouses and finance teams. That move alone saved over 445,000 A4 pages from being printed.”

Another initiative involved transitioning to reusable water bottles and installing filtered water stations at all locations. “This has saved over 10,500 single-use plastic water bottles from landfills since we started the program,” Tippner adds.

In addition, hsy has installed solar panels at its central warehouse in Melbourne and several branch locations, reducing the company’s reliance on non-renewable energy. Cardboard and soft plastic recycling programs have also been implemented across all sites. “Our sustainability efforts are not just about being environmentally responsible—they also help us attract and retain top talent who want to work for a company that cares about its impact.”

Building a people-first culture

At the heart of hsy’s success is its people. “Our motto is ‘People are our most important part.’ It’s a play on words, given that we’re a parts distributor, but it truly reflects our philosophy,” Tippner says.

The company fosters a supportive work environment through initiatives that prioritize employee well-being and professional growth. “We provide our teams with stocked kitchens for daily lunches, we buy our employees lunch every Friday, and we encourage team-building activities. But beyond that, we invest heavily in personal and professional development. Every year, we allocate a budget to send employees to training programs that help them grow professionally and personally.”

Decentralized decision-making is another pillar of hsy’s culture. “With 15 locations across the country, we empower our teams at the branch level to make decisions. We support them from head office, but we trust them to manage operations in a way that best serves their local customers.”

Growth, adaptation, and industry leadership

Looking ahead, hsy has ambitious goals for the next decade. “We want to continue being the leading supplier of European car parts in Australia, but we’re also looking at geographical expansion. As the European car market grows, we’re identifying new regions where we can set up branches to be closer to our customers.”

In addition to expansion, hsy is preparing for the rise of electric vehicles (EVs). “The automotive landscape is changing, and we must be ready. While internal combustion engines still dominate, EV adoption is increasing. We are actively researching how this shift will impact our industry and what parts and services we must provide in the future.”

A key part of hsy’s future strategy is maintaining its position as an employer of choice. “We want to be recognized as a great place to work. Investing in our people and creating a positive workplace culture will always be a priority.”

Strengthening supplier and customer relationships

Building strong partnerships with suppliers and customers is a key focus for hsy. “We see ourselves as the bridge between global suppliers and local workshops,” Tippner explains. “Beyond providing parts, we prioritize education and training, hosting multiple training nights each year to keep our customers informed about the latest advancements in automotive technology.”

One of hsy’s standout initiatives is The EVOLVE Auto Festival, an annual trade show and training event. “It’s more than just a trade show—it’s an experience,” says Tippner. “We create an interactive environment where suppliers and customers connect, combining hands-on training with a festival-like atmosphere, complete with food, entertainment, and networking opportunities. The goal is to foster collaboration and drive industry growth.”

Key suppliers supporting hsy’s efforts include ATE (brakes), ZF (gearboxes), MAHLE (filtration), Liqui Moly (oils), Bosch, and Schaeffler, among others. These industry-leading brands provide the essential components that allow hsy to maintain the high standard of quality that customers expect.

“These partnerships are vital to our success,” Tippner explains. “Our suppliers trust us to represent their brands in the Australian market, and we take that responsibility seriously. Beyond simply distributing their products, we collaborate closely to ensure our customers receive the latest technical knowledge and best-in-class support. We help workshops effectively understand and utilize these premium products through training programs, workshops, and direct engagement.”

Built for the future

As the automotive industry continues to evolve, hsy remains at the forefront, ready to adapt, grow, and lead. The company’s success goes beyond distributing parts—it’s about building strong relationships, empowering independent workshops, and enhancing efficiency through digital transformation and sustainability initiatives.

“We’re not just selling parts—we’re building relationships, supporting businesses, and driving the future of the European automotive aftermarket in Australia,” Tippner says. “That’s what sets us apart.”

At A Glance

hsy Autoparts

What: An Australian importer and distributor of new automotive parts for European vehicles, serving independent workshops with OEM, genuine, and aftermarket components.

Where: Operating in 15 branches across Australia, including Melbourne, Sydney, Brisbane, Gold Coast, Adelaide, Perth, and Canberra.

Website: https://hsy.com.au/

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