A significant number of drivers are uncertain about which engine oil to use in their car and would like workshops to recommend suitable products.
According to a survey commissioned by Castrol, 29% of car owners say they are unsure how to identify what type of engine oil is most suitable for their own car. Women are more likely to be unsure about how to find out which oil to use, with 42% of female respondents highlighting this, while just 14% of men stated they lacked knowledge.
The lack of clarity could have its origins at the start of the ownership cycle, as just 19% say the dealer that sold the car informed them about which engine oil to use during the handover process.
Upsell opportunities for engine oil
This uncertainty creates an opportunity for workshops. Significantly, a clear majority of respondents, at 58%, would like their usual workshop to explain which lubricant they would recommend for their vehicle as part of its next scheduled service.
This is not yet happening for most car owners. When asked: “Does your workshop typically explain which lubricant they plan to use for your vehicle as part of its next scheduled service,” just 41% said ‘yes’.
Car owners rely on a number of factors to inform their choice of engine oil, with 24% citing input from the workshop they typically use for vehicle servicing, just behind those who prefer to get this information from the manufacturer of their car, at 28%. Notably, only 16% would carry out an online search for a suitable product.
The survey highlights that workshops have the opportunity to upsell engine oil, by offering education and expertise to ensure that drivers know what they will need, not just at the point of service but going forward. With awareness of basic vehicle maintenance lacking, particularly amongst younger generations, it is almost becoming a requirement to educate on the importance of the right engine oil.
“Workshops have a crucial role to play in helping motorists choose the correct oil for their car’s engine, so that it operates safely and efficiently,” commented Henning von Rheden, Brand & Comms Director, Europe at Castrol. “It is clear that many drivers are unsure of how to find out what type of engine oil is most suitable for their car, and they actively want workshops to provide more guidance.
“Consumers are evidently very receptive, and this can create great opportunities for cross-selling and up-selling premium products, as well as fostering greater loyalty.”
