The impact of pushing ‘premium’ products

For 15 years, Kalimex has been the UK’s master distributor of JLM Lubricants and consistently pushed the ‘premium additive’ message. Its managing director, Mike Schlup, reveals if that ethos has made an impression.

Do you remember when Gerald Ratner made his now-infamous comment about a pair of earrings in one of his stores, supposedly selling for the same price as a prawn sandwich – and not lasting as long? The remark became the defining moment in the collapse of his brand. To this day, Gerald still makes fun of the comment that made him infamous.

But strip away the humour and there was a serious point buried in it: quality matters, and products that are built to a price aren’t necessarily built to last.

Nowhere is that more apparent than in automotive consumables.

At JLM Lubricants, the brand is built on pillars – high percentage of active ingredients, evaluated by technicians, wedded to the Lean philosophy of ‘right first time, on time, every time’ and delivering value for money – and we hope our customers and their customers reflect the same brand and customer service ethos.

Research tells us that motorists expect their garage to use premium quality additives – and they will purchase these products for use in-between visits, if the ‘why’ and the ‘how’ is explained to them.

It began with the DPF cleaning range

JLM Lubricants has built an internally renowned reputation for quality, starting with the now global success of its DPF Cleaning range – using cerium and platinum as the catalysts in these formulas. These products are now being used in workshops daily, in 36 countries. The range is now joined by workshop sprays and car care products:

• Multi Spray is a versatile light oil designed to clean, lubricate and protect a wide range of surfaces and materials.
• Shock Spray Freeze and Release is a bestseller with mechanics because it helps to loosen stubborn injectors, glow plugs, and bolts – without having to resort to heat. The spray freezes the metal down to -40°C, and the resulting shock cracks the bond, helping to release the injector or bolt.
• Importantly, Engine Oil Flush is safe to use with wet belt engines, as it uses a soft detergent-based formula. It is strongly recommended to use an oil flush at each oil change, especially for diesel engines, before adding fresh oil.
• With air conditioning systems having worked hard this year, it’s more important than ever to give the system some tender loving care. The JLM Airco Foam Cleaner allows a technician to quickly and effectively clean, freshen, and maintain a vehicle’s air conditioning system.
• The staple of every workshop is brake cleaner. Traditionally a price-sensitive product, workshops need to consider the health and safety implications of some of the chemicals they are using. The JLM Brake Cleaner is free from carcinogenic, mutagenic, and reproductive toxic substances.