PMF speaks to Dan Morgan, Director of Sales and Operations at Lucas Oil Products UK, to find out about the company’s involvement in motorsport and its training activities.
Q. How can motorsports help to increase the profile of the brand?
Dan Morgan (DM): Our products have always had an international reputation for quality and high performance, and that’s related to our success on the track as well as efforts both on and off the road – four wheels and two. The aim is always to exploit that success, which delivers widespread recognition of the brand among consumers and motorsports enthusiasts alike. After all, many of the people who attend such events – or watch on TV – arrive by cars or motorcycles, which consume oil; they are end-users. A high profile at motorsports events is helping to drive sales upwards for more and more of our trade partners. This year, for the first time, the Lucas Oil message is reaching followers of events on the calendars of the 2019 British Touring Car Championship and the British Truck Racing Association, through sponsorship. We are also receiving important data about the effectiveness of the products they use to increase engine reliability in some cases and to reduce emissions in others.
Q. Has the company been a part of any significant motorsport successes so far?
DM: We are a co-sponsor of the F2 racing team, DAMS. Both drivers are doing well and with two rounds to go, the team is currently at the top of the leader board. Brad Jackson has just retained his UK Super PRO Championship in the Lucas Oil Dragster at the UK National Finals.
Q. How far Is Lucas Oil involved in training activities?
DM: We have always provided product training for motor factors, as well as workouts with their garage customers. We are also looking at how we can influence the next generation of mechanics and engineers. Earlier this year, we donated a Lucas Oil Driving Simulator to Coleg Menai, our local technical college in Anglesey. Its engineering programme has about 1,000 students enrolled in engineering related programmes. The equipment will be used in a wide range of technical support applications. As a result, we have now established the Lucas Oil Academy. Its aim is to work with prospective young mechanics about developments in oil and additive technology, and how it can be used to resolve problems in cooling systems and fuel systems, for example.
Q. Lucas Oil has been restructuring its operations. What has changed over the last year?
DM: We have simplified some of our trading procedures to help us extend the availability of brand. This has involved refining our distribution strategy and refocusing our route to market. We are now working more closely with other regional and national distributors. FPS has been distributing our brand for a few years now, but new relationships with Rapid Group and IFA, for example, mean that the Lucas Oil brands of additives, oils and lubricants are now available from all of the major buying groups, in the UK. Similar strategies are being adopted throughout Europe and Scandinavia. The result is that in parallel with developments in the UK, our profile in those trading areas has also increased. Consequently, many more motor factors and retailers are getting the products they want in the quantities that they want them, when they need them and – in most cases – that’s on a next day basis. Incidentally, thanks to a long time relationship with CAAR, UK consumers are also able to get the same kind of service via its ‘Click and Collect’ website.
