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Fully synthetic lubes offer £30k opportunity

Buoyed by Renault and Elf’s 2005 F1 success, Total Lubricants UK is launching two new products into the market.

Elf Excellium Full-Tech 0W30 is a fully-synthetic oil aimed primarily at German brands. Solaris, also synthetic, offers a range of low SAP applications for use with Euro IV diesel engines.

Excellium is a high performance lubricant designed for petrol and diesel engines. It has approval from 15 manufacturers including Mercedes-Benz, BMW, Volkswagen and General Motors. The first of the Solaris range of oils to be launched (RNX 5W30), is designed for Renault cars. Additional products will have specific applications, such as Solaris LLX 5W30 for Volkswagen.

Jonathan Garton, general manager, Total Lubricants UK, says: “We have two excellent new products to offer with substantial benefits for dealers. This, combined with first rate support and back-up, means an exciting year for dealers and customers alike.”

Whether independent or franchised, all workshops will benefit from extensive training and information, according to Garton. Total’s field engineers will visit dealers to relay the benefits of upgrading.

Garton says: “We give dealers a range of information so they are fully confident in selling the product to the customer and explaining its benefits. We know when a dealer upgrades, they never look back and wish they’d done it years ago.”

Weapons in the dealer’s selling armoury include first-fill quality, warranty protection and improved fuel economy from the new products. Garton estimates that by upgrading fully synthetic lubricants, a typical dealer can increase annual profits by £30,000.

Flood of oil launches

Total is not alone in launching new products. Car care specialist Comma now offers a fully synthetic Syner-Z 5W30 oil and Lucas has launched a range of five-litre high performance workshop packs.

Comma’s Syner-Z 5W30 is available through motor factors and accessories retailers, while the Lucas range of 5W30 and 5W40 oils are aimed strictly at the trade.

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