For Michael Maidment, service manager at Snows Toyota Hedge End, on the south coast, the issue of oil is inextricably linked with the service offering. The business offers servicing at a fixed price determined by model and service level – intermediate, full or full +, which includes the cost of high quality oil from Castrol.

“It’s very easy for us to communicate the benefits of premium oil to our customers because it comes as part of the fixed price service,” said Maidment. “Our fixed price service costs are on a par with the independents, but we also offer additional services like collection and delivery, courtesy vehicles and complementary wash and vacuum.

“We always have a one-litre bottle of oil on our counter so customers can see the high quality oil which we put in their cars, which often prompts questions. Around 10% of our customers ask to see the vehicle in the workshop and our large viewing area makes it easy to point out the work required, making us more transparent.” Perhaps Maidment has inadvertently hit the nail on the head: once the customer is in the dealership, they have made their choice.

The real issue, as Sturgess points out, is stemming the flow from franchised dealers to independents.

On the Halfords website (halfords.com), the information on oil is staggeringly complete, with a quick and easy internet tool that uses your registration to identify the best oil, a choice of oils at various prices and those all-important customer reviews. It includes an oil buyer’s guide and even a video demonstrating how to carry out a top-up, accompanied by the option for a Halfords oil service.

With opening hours from 8am to 9pm and throughout the weekend, the invitation ‘to pop in at a time that suits’ is hard to resist. Halfords Autocentres takes no prisoners when it comes to luring customers from the franchised sector.

Its recent ‘lose the latte’ campaign cited research that claimed more than one in six car owners are “unwittingly tied into maintenance deals when purchasing their vehicle or slavishly return to that garage because they are unaware of the better-value options open to them”.

It said 17% of drivers aged 18-24 selected their garage according to where they bought their car, rising to 18% for drivers aged 55-64 and 30% of those aged over 65.

 

Communicating coherently

The battle to attract aftersales customers is being fought online and that’s where dealers need to channel their efforts. Some dealers recognise the importance of giving consumers as much information as possible. Infiniti group Mana Premiere Automobiles incorporates a ‘how to’ section on its website with a video providing clear instructions on how to check fluid levels, including oil.

Interestingly, both Mobil 1 and Shell Lubricants incorporate an online oil checker, based on number plate recognition. Wouldn’t integrating the checker with dealer and manufacturer websites highlight their close working partnerships, make it easier for consumers to find the information they need and make for a more compelling and coherent oil message?