With the objective of providing further choice and simplicity to UK motor factors, leading supplier of premium aftermarket turbochargers, The Turbo Guy, has launched a new trade-only turbo brand, called Kiiro™.

Complementing its existing and fast-expanding remanufactured turbo portfolio, Kiiro™ will also be sold exclusively via The Turbo Guy’s network of motor factors and parts distributors. Recognising the need for transparency and cost efficiency in the market, the Kiiro™ brand features zero surcharges to motor factors, thereby helping them to improve cashflow and simplifying administration. In addition, all Kiiro™ turbos come with a 12-month ‘no quibble’ warranty as standard and there is no old core exchange required.

In launching the new brand, The Turbo Guy says that distributors will benefit from straightforward pricing, cleaner invoicing and easier stock management, whilst workshops will gain fast access to high quality stock. In the first few months, there will be a range of 20 SKUs for Kiiro™, covering fast-moving volume car and van applications, including PSA, VW, and Ford Transit models. The product range is expected to double during 2026.

Delivering OE-matching performance, Kiiro™ turbos are supplied in a distinctive yellow box and are ready to fit. The brand name is a nod to the Japanese word for ‘yellow’, whilst also denoting premium quality.

Commenting on the launch, which will not only expand but also strengthen The Turbo Guy’s aftermarket turbo proposition, Allan Mitchell, founder and managing director, said:

“Speaking with our customers, we recognised an opportunity to create more choice in the market, whilst building on our reputation for high quality turbos. The Kiiro™ brand represents premium quality but at a budget price point. By removing surcharges and adding a ‘no quibble’ warranty, we are helping factors to streamline their business, by removing old core tracking, credit notes and associated administration.

“Our message is simple: no surcharges, no hassle. Just quality turbos with the backup that the trade expects, so factors can sell with confidence and focus on looking after their customers. Alongside our remanufactured offer, which has seen significant year on year growth, the launch of Kiiro™ is a welcome New Year boost to our mission to become the turbo supplier of choice for the UK aftermarket.”

The Turbo Guy recently opened a new stockholding and distribution facility in Elland, Yorkshire. which comprises 6,000 square feet of warehousing capacity, to facilitate stock of up to 6,000 turbochargers.