They call themselves "the magnificent Severn", and it is easy to see why.

"We will not be beaten on price on any like for like product" - that is the proud and confident boast of Severndale Motor Factors manager, Dave Brooks.

Ask if this applies to certain car makes and models and the answer is even more simple and direct.

"Any," he replies.

Based on Park Lane Industrial Estate just off the Stourport Road next to The Watermill pub, Severndale are Wyre Forest's biggest car parts and accessories shop.

They also have experience. The business was established in 1978, and over the firm's 28-year existence, Severndale's staff have built up a deserved reputation for being helpful, knowledgeable and friendly.

But an increasing number of people are seeking to enhance their cars look and performance.

If they visit Severndale, alongside their guarantee of not to be beaten prices, they will be given expert advice.

Severndale deal with all the very best leading high performance suppliers including Race X, Rage Exhausts, Team Dynamics, KEI Racing, Meguiars, MOMO, AEZ, Allessio, Corbeau Seats, Varad Lighting, Pipercross, Powertech, Wolfrace Alloy Wheels, Jetex and Remus Exhausts.

But they also sell a wide range of standard original equipment parts.

Again, they stock or will order parts from the main players in the business: Ferodo, Bosch, Valeo, QH, Varta, Coopers Filtration, NGK, Champion, Comma Oils and Chemicals, Ring Lighting, Timax Exhausts, Mobil oils, KYB shock absorbers and AMK Calipers.

Indeed, Severndale are experts at sourcing all types of motor parts from most major suppliers.

For traders, they will arrange delivery within the hour of placing the order (this service is available to retail customers under certain circumstances).

Severndale Motor Factors do not provide a fitting service, but this can be arranged via their wide garage customer base.

They have set up a new website, www.severndalemotorfactors.co.uk, which they are looking to expand so customers can eventually place orders by email or over the internet in addition to the traditional means of phone, fax or calling in.

There is also ample free parking for customers at Severndale.