Garages missing opportunities to upsell oil as motorists want premium quality

Motorists want more influence over which products are used in their car, according to a new nationwide survey commissioned by Castrol, with garages failing to take advantage and upsell oil and lubricants.

A significant 40% of the 1,000 respondents said they would like their workshop to always state which lubricant they are planning to use as part of their vehicle’s service, with 39% saying they would like the garage to provide a choice of different suitable lubricant products so they can decide which one best suits their requirements and budget.

Over half (53%) said they wanted to hear about premium lubricants that could help to maximise the performance, efficiency and overall life of their vehicle’s engine. 

Opportunity to upsell oil products

With motorists happy to receive recommendations over the oil being used in their vehicles, only 9% of respondents said their usual workshop ‘always’ provides information about the lubricant they plan to use. Around 49% said their garage ‘never’ consults them about the product they will put in the car. 

This means a vast majority of garages are missing an opportunity to upsell products. Rather than using a standard specification oil in a vehicle, more profit could be found from drivers who want to see a better lubricant in their engine. Options could always be discussed at point of sale, or with differing pricing tables. 

When asked about who they most trust to provide expert lubricant advice, motorists’ most preferred source of recommendation were vehicle workshops (26%), while 18% of respondents preferred to take guidance from the vehicle manufacturer. Workshops also had a much greater impact on oil purchasing decisions compared to online sources of information (11%).

It is therefore clear that the garage holds a lot of trust, and also that motorists are more aware of the benefits of decent engine lubrication. With carmakers producing smaller capacity engines with reduce sump sizes, but adding turbochargers that increase heat output, the oil has to work harder than ever, meaning producers such as Castrol are having to rapidly develop their products to work harder, within a smaller quantity.

“Our survey shows that consumers really care about the lubricants that are used in their vehicles,” commented Layla Yebaile, Service and Maintenance Marketing Lead at Castrol. “They want to be offered a choice and are clearly receptive to hearing about premium lubricants and the performance and durability benefits these products provide. Premium lubricants offer customers added protection for their engines. This is especially important today, with consumers keen to avoid any unexpected repair bills as the cost-of-living crisis continues to affect household budgets.”

UK falls behind

Compared to the UK, workshops in other European markets are far more likely to provide information about the lubricant that they plan to use as part of a service. Romanian workshops are most likely to provide such information, with 90% consulting with customers. This was followed by 84% in Poland, 76% in Italy, 72% in Germany, 57% in Sweden, 52% in France, and just 32% in the UK.

The workshop remains the most influential when it comes to lubricant recommendations regardless of gender, with 26% of females and 25% of males polled stating that they would take a recommendation from the workshop they typically use for vehicle servicing. The older demographic of motorists also prioritised a recommendation from their workshop, with 36% of those aged 65 and over saying they would most likely be guided by their technician when it comes to the best choice of oil for their car.

Earlier this year, Castrol launched a ‘Castrol EDGE Recommended by Experts’ marketing campaign that highlighted how the lubricant is recommended by mechanics, manufacturers, and motorsport teams to unlock the very best of performance in engines, further highlighting the product’s benefits to workshops and their customers

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