Castrol launches branding program for independent workshops


Castrol Auto Service was launched in the UK to help self-employed car repair shops with brand awareness and income generation.

The branded workshops program has already been adopted by Arden Garages in Stratford-upon-Avon, Warwickshire, a long-standing former franchise new car outlet that is in the process of transitioning to a post-focused business. sale operating under the Castrol banner.

The Castrol Auto Service program provides participating businesses with Castrol brand signage that offers a franchise appearance; vehicle decals for courtesy cars; access to the full line of premium Castrol lubricants, greases and fluids; product storage and distribution solutions and comprehensive digital marketing support.

The implementing partner for the program is The Race Group, part of Certas Energy, the UK’s largest independent supplier of branded fuels and lubricants.

Castrol research shows it to be the most recognized and preferred brand of automotive lubricants for UK consumers, and the new brand workshops program allows independent workshops to harness the strength of this brand to stand out from the competition and build the confidence of potential customers.

The Castrol Auto Service program has been designed to complement and build on the established Castrol branded workshop program, which will continue to provide independent workshops with specialized training, branded marketing assets and a range of support services. .

The Castrol Auto Service program has been specially designed for large workshops that tend to consume and sell over 7,000 liters of lubricant per year, many of which will be located in large cities.

Companies that join the Castrol Auto Service program will benefit from ongoing training and support to help them deliver and promote a superior customer experience. Participating workshops will have access to online training on Castrol’s products, while The Race Group will provide face-to-face training to the workshop team on the correct oil selection to ensure staff can adapt and recommend the right product from Castrol’s wide range of oils and products. lubricants.

Castrol will also work alongside each company to put in place comprehensive marketing, customer communication and issue handling processes.

The Castrol suite of marketing assets on offer includes external and internal signage, branded employee apparel, point-of-sale product displays, digital banners for websites and social media channels, and a listing on Castrol’s dedicated online search tool that helps consumers find a workshop.

Participating companies will also benefit from exclusive offers and promotions – for themselves and their customers – all aimed at building customer loyalty and increasing their profitability.

The Castrol Auto Service workshops will also be able to access existing offers and services, in particular the Castrol engine warranty program and its Google My Business service.

The warranty provides 12 month or 20,000 mile coverage for customers who have an oil change using Castrol lubricants, while Google My Business is designed to help independent workshops increase their online presence.

Amanda Taylor, UK Marketing Manager at Castrol, said: “This program has been tested with great success in other European countries including Germany and Belgium, so we are delighted that we can now offer it to establish long-term and mutually beneficial partnerships. between Castrol and the UK’s most respected independent workshops.

“We know these companies will be able to leverage the Castrol trusted brand to attract new customers and present a quality driven aftermarket proposition. “

David Titchmarsh, Managing Director of Arden Garages, added: “As we move away from being a new car franchise franchise, we are committed to continuing to provide our customers with a first class experience. By partnering with Castrol we can achieve our goal, with access to premium lubricants, offerings and services designed to increase footfall with a name customers can trust.


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