Lucas Oil is taking to the road to explain how the use of lubricant and additive technology is changing.
Product knowledge is a powerful sales tool. As well as supporting the brand, it demonstrates expertise. In the eyes of the customer, it inspires confidence.
In 2017, Lucas Oil plans to inspire confidence in its products after investing in a mobile road show. A new promotional vehicle is on the road. It will be attending motor factor trade events and conducting workouts with counter sales staff. It will also visit some of its customers by special arrangement.
Benefits of technology
Lucas Oil Products (UK) Product Manager, Dan Morgan, is co-ordinating the programme. He says the benefits of additive and lubricant technology are not universally understood. Sales opportunities to garages and to retail customers are being missed as a consequence. The road show will help to increase product knowledge about the use of additives and about the Lucas Oil brand, which the company claims is one of the largest ranges of additives and lubricants on the market.
Product focus
Additives are not just for older vehicles. They are not a quick fix before the MOT. Motor factors will be hearing about the benefits of regular use in vehicles old and new. Not surprisingly, new products will form a key part of that message.
A new additive that sets new benchmarks in additive technology is one of three new profit opportunities available from Lucas Oil in 2017. Complete Engine Treatment is an additive suitable for diesel and petrol engines that can be used in both engine oil and fuel systems. It increases fuel economy and improves emissions efficiency by adding lubricity as well as attacking the deposits and impurities that inhibit performance.“That makes it a cost-effective product for motor factors to stock, but because it’s packaged in an eye-catching style, it is an easy item to sell. It’s unique to the market and the margins are very good,” adds Dan Morgan.
A new Non-Chlorinated Brake Parts Cleaner spray has been added and a new oil range, that will challenge the budget market brands, is scheduled for launch in April.
Brand support
Motor factors will learn that the brand’s successful association with motorsport is to be extended. In addition to expansion of UK events covered by the MAV TV 24-hour online subscription motorsports TV channel, the successful branding relationship with Santa Pod Raceway will continue and a new deal has just secured branding rights over the left lane at the Shakespeare County Raceway in Warwickshire.
Sponsorship for 2017 Motocross, Rallycross and Ministox events have also been agreed.
Good margins
“Oil is an essential part of the vehicle service, but garages don’t make big margins from selling it,” says Managing Director Les Downey. “The real profit margins are in sales of additives that can extend oil lifetimes, improve MPG and reduce emissions.”
There is also money to be made and customer satisfaction levels to be raised by selling additives that are quick fixes for smoking engines, are able to lubricate hard spots in steering columns or successful in reducing the running temperatures of cooling systems, which helps to increase engine power.
