Small Biz Profile: Alretta Truck Parts In Framingham

FRAMINGHAM, MA—A second generation owner, Geoffrey Rosenberg grew up around the business of Alretta Truck Parts as a teen. The Natick native then got an undergraduate degree is philosophy, going straight from college back to the truck parts business. Rosenberg has now been there for 37 years.

In 1991 when his dad passed, Rosenberg became the CEO of Alretta, located at the ATP Automotive Warehouse in Framingham, and began to execute all the primary functions.

"I buy it, stock it, sell it to the client while carefully recommending related components that make the work complete," said Rosenberg. "A job well done!"

When did the business start? Why Framingham? I brought my family to live in Natick in 1994 and have raised two children there. In 2002, the company was forced to relocate due to urban renewal of our entire city block. I discovered the Saxonville Mill complex and have been ensconced there ever since.. the move allowed me to consolidate three stacked floors in Boston into one organized main location with wide column spacing.

Biggest challenge? Finding customers and earning revenue now that the power of the Internet compels most folks to buy online. ATP simply doesn’t have the budget for advertising and promotion that brings in online clients without participating in forums of enthusiasts for various special lines. For example, our classic Dodge motorhome platform brakes (built 1964-1981) or VW Touareg/Porsche Cayenne/Audi Q7 SUV brake parts sold as complete kits. We are a leader in provisioning of all hydraulic brake system components for vintage, daily, or fleet vehicles from 1930-2018. In addition to brake parts, we offer primary maintenance items for all vehicles like filters, lights, belts, gaskets, steering parts, and many other common repair parts. Whatever makes a vehicle run... and NOT what makes it pretty.

What do you like best about it? I’m my own boss, and make my own hours, while maintaining lines of communication through phone and email literally any hour of the day or night. I’ve filled orders to Perth, Western Australia... and fielded calls while on vacation in Hawaii. It’s a full time occupation.

Politics and business - how does it affect yours? Amazon and others do not compete fairly. They continue to give away parts at absurd margins above naked costs. They do not make profits, while small business must have structured margins conceived by the industry decades past. I can’t open up data centers to offset losses on dry goods sales (as does Amazon). The political climate with tariffs is beyond ridiculous. The auto parts industries, gradually accumulated by Wall Street money firms over the last 25 years, have created the vast Chinese (and Indian) manufacturing trade that makes virtually the entire catalog of components needed by the repair industry in this country. The USA auto parts manufacturing sector is moribund or dead. Plants are gone. Something about wages.

To now have these tariffs, when we created this imbroglio, is bizarre. It will be incredibly inflationary and will result in more displacement of small business from the supply chain. With it goes the knowledge and the care that small business is particularly known for providing. After all, where are the stationery stores, family lumber yards, pharmacies of old? What replaces them diminishes us all by asserting its pricing power to raise prices and command your choice, now that competitive choices are eliminated.

If small business can’t get a piece of the pie, consumers lose, as the dumbing down of America continues unchecked and unabated. When you feed your purchases to small business, you are rewarded with best results, largest selection and choice, and a ‘concierge’ who will advocate for your project well done! Mass merchandisers, online business like Amazon, and chain auto parts stores simply can’t provide these degrees of hand holding and support. I get the “deep state” answers my customers require.

Other businesses you recommend in Framingham (or near): Saxonville Mills Coffee and Roastery, 2 Central St., Framingham. A great cup of coffee or a cappuccino that’s always a pleasure to drink! Serving food to compliment one’s drink choice... with smiles. European Motor Works, 20 Whitney St., Holliston. Best local independent mechanic I know; fair and reasonable plus very eager to assist any automotive repair needs. I bring all my family vehicles there, European, American, and Japanese. Mark is a gem.

Know of another small business that deserves the spotlight? Email us at charlene.arsenault@patch.com.

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