During the COVID-19 pandemic, quick lube operators experienced an uptick in business due to customers' preference for oil-change convenience and the stay-in-vehicle model. However, market indicators suggest that future growth for quick lube operators will not be as easy.
One of those indicators is that operators are more focused on taking oil changes and winning the oil change customers. Do-it-for-me (DIFM) installer channels contend for oil-change clientele, while chain installers leverage their advanced customer relationship management (CRM) capabilities to boost their competitive edge. To escalate matters even further, total oil changes are projected to decline by -1% annually over the next decade.
To stay competitive in the quick lube game, the key to success lies in identifying untapped growth opportunities. According to Vehicles in Operation (VIO) data and the engine technology used, 79% of vehicles need full synthetic motor oil for ideal engine protection. Yet, quick lube operators only sell a rough average of 50% or less of their oil change as full synthetic.
Closing the gap between vehicle/engine needs, vehicle owners, and oil change services presents a lucrative opening for quick lube operation growth. To help bridge this gap, Valvoline has launched a full premium synthetic motor oil called Valvoline™ Restore & Protect.
Restore & Protect
Restore & Protect is a new and premium full synthetic motor oil that offers compelling benefits to customers. While most motor oils are designed to slow down inevitable engine aging, Valvoline’s new premium synthetic oil does more. It is the first motor oil to actively restore the engine and protect it from future damage. Restore & Protect Active-Clean Technology effectively attacks and removes hard, baked-on deposits, while its Liqui-shield innovation prevents future deposit formation. These unique characteristics set Restore & Protect apart from any other synthetic oil competitors.
The removal of deposits is vital to the health of your engine. If deposits build up, then pistons and piston rings cannot move freely and form the proper seal during combustion. The accumulation of deposits inside piston grooves causes the rings to no longer flex, leading to greater friction, higher operating temperatures, and engine wear. Without Restore & Protect, an engine will experience reduced fuel economy, limited engine protection, and an increase in oil burning.
Another advantage Restore & Protect offers is the capability to open new revenue streams for quick lube operators. Research validates that consumers see compelling benefits that command a +$20 price versus core full synthetic oil changes quick lubes offer today. Quick lube operators can enhance their top-line SSS growth and build their reputation as providers of top-tier products. Research also indicates trade-up across good, better, and best oil change customers today.
Multi-Platform Marketing
In addition to the benefits the new premium synthetic oil offers, Valvoline’s accompanying marketing support is designed to help drive the sales of Restore & Protect at quick lube operations.
To boost quick lube operators’ sales and increase product awareness, Valvoline doubled down on its marketing efforts for 2024. Restore & Protect is Valvoline’s first global launch and its largest U.S. launch to date. To increase installer/operator quick lube traffic and sales growth, Valvoline is promoting the product across multiple platforms including streaming, social media, and display and video channels, aiming to reach and educate over 45 million vehicle owners about the benefits of Restore & Protect.
Valvoline has also equipped its quick lube operators with a large library of in-house resources. This library consists of selling scripts, video consumer interaction examples, in-store ads, webinars, in-person training, and interior and exterior points-of-sale. These resources help assist quick lube operators and their employees in building new customers by communicating the benefits of their Restore & Protect oil changes, educating in-store consumers to encourage customer selection/conversion, and retaining customers through the sales of Restore & Protect.
With Restore & Protect, Valvoline sought to offer more than just an innovative product. The company is also giving quick lube operators the opportunity to advance their business reputation, build customer relationships, build growth/revenue, and sell more oil changes.
For more information about Restore & Protect and its benefits, visit Restore and Protect - Valvoline™ Global (valvolineglobal.com).
