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Mobil smooths way to income

Dealers stand to benefit from increased lubricants' profitability from one of the largest promotional campaigns to date for the Mobil 1 premium lubricants range. In August, Mobil 1 started one of its heaviest national TV campaigns with its 'tunnels' commercial on terrestrial and satellite stations.

The TV commercial will be supported by printed advertisements in specialist motoring magazines including Max Power, What Car? and Top Gear.

Supporting the recent campaign is a new initiative that Mobil suggests has proved customers are willing to pay more money for engine oil once they have experienced the benefits first hand.

A test drive enables dealers to fit Mobil 1 0W-40 to a selected number of customer cars, without extra cost, and monitor the results over the following weeks.

Early results indicate that 92% of participants would specify the Mobil 1 oil at the next service. More than 90% of consumers are willing to recommend the oil to others.

Hundreds of dealers across the UK have benefited from increased lubricants margins over the past year with Mobil's Top-up programme. Some franchised dealers reported increases of more than 20% on their lubricant profitability on retail business. Since its introduction, 200,000 drivers have been part of the programme.

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