“We see our role not just as a supplier, but as a business partner,” said Shell’s Gudge.

As an example, she cited an arrangement with automotive marketing company Mar-keting Delivery featuring its eCRM and database marketing systems.

Shell’s dealer customers can obtain up to 25% off the price of the aftersales module of SmartMail, the email and SMS tool for promotional activity and customer communication.

“If someone shows interest in buying a car, the dealership can ping them an email offering a test drive,” said Gudge.

Offered free of charge is sister product SmartCall, a call tracking and monitoring system.

Other incentives include discounts on oil extraction equipment and free collection of used oil and waste.

Training for service advisers on the technical features of new products and how to communicate these to customers is provided by the Helix Training Academy.

Gudge pointed out that as oil becomes more expensive, both in terms of crude barrelage and the R&D cost to improve its automotive performance, service advisers also need to be in a “confident position to answer any price objections when customers receive their invoice”.

Part of the package for Castrol customers features support for dealership electronic health check systems.

“Most dealers now have these instead of paper ones, but it doesn’t necessarily mean that they are being used to full functionality,” said Head.

“Some users exhibit huge differences of performance from site to site and this is where our consultancy support side is of benefit.”

When Castrol Edge Pro was launched in June of last year, part of the programme roll-out included a face-to-face “familiarity exercise” for 1,500 service advisers, with one of the key messages being that the new product was available only through franchised garages.

“We consider ourselves to be a complementary brand to the manufacturer’s signage at the dealership,” said Head.

“It’s a VW service, not a Castrol service, but within that we have a role to play, we are part of the jigsaw.”

In July of last year ExxonMobil introduced an information portal for dealers, the Mobil 1 Performance Programme, designed to increase lubricant sales and profitability.

It accompanied the launch of Mobil 1 ESP 0W-30 – available only through Mobil franchised car dealers – with a low ash formulation to help reduce particulate build up and low sulphur and phosphorous content to prolong the life of catalytic converters.

The Performance Programme comprises six core modules (training, product information, marketing, digital, events and OEM), with the common purpose of a sales approach explaining to customers how they can benefit from improved engine protection and fuel economy.

Echoing the earlier point about ‘oil no longer just oil’, the programme also points out the benefits to dealers of moving from a commodity to a value-added sales approach.

It’s also intended to “tackle the customer perception that a service representative is more concerned about meeting a sales goal than providing helpful advice”.