A new range of Castrol engine lubricants has been launched for the exclusive use of franchised motor dealers. These Castrol Professional products have the full backing of the respective manufacturers for their specific vehicles and are of premium quality.
Castrol's Johannesburg-based Sales Director for Africa, Graham Noonan, explains,"The introduction of this new range is being rolled out simultaneously worldwide and these are the most advanced lubricants from Castrol, a long-time world leader in lubrication engineering."
Average engine operating pressures have, in many instances, more than doubled over the past decade and the variation in these pressures has become extreme too. Castrol has, therefore, developed a range of products to deal with these increased demands.
Graham continues, "In the case of our premium lubricant, EDGE Professional, this has extended to the use of our patented Fluid Strength Technology, which actively strengthens the oil as, and when, required. Scientific tests show this product is up to 40% stronger than a leading competitor in terms of reducing metal-to-metal contact."
Castrol EDGE Professional and the other lubricants in this new range, Magnatec Professional and GTX Professional, have been micro-filtered to levels demanded by the manufacturers to improve engine efficiency and performance in both the short and long-term.
"In the case of EDGE Professional it also has a unique feature that we have introduced for the first time. This is to give the oil a UV fluorescent colour signature as a seal of authenticity. This will demonstrate to the after-sales staff at the dealership, as well as the customers, that they are using the correct oil," syas Graham.
Castrol has, for years, co-operated with many of the world's leading motor manufacturers to undertake lubricant development with them. These relationships have grown into strategic global partnerships. This includes supplying both the initial first fill lubricants and providing support for their after-sales operations.
From launch Castrol EDGE Professional will be recommended globally by Audi, BMW, Jaguar, Land Rover, MINI, SEAT, Skoda, Volvo and Volkswagen.
A concerted support programme has been developed in conjunction with these global vehicle brands to promote the fact to owners that the Castrol Professional range is the only lubricant recommended by the manufacturer of their car and that it is available exclusively from franchised dealers.
Global research by Castrol has revealed that less than 10% of motorists know what brand of lubricant is put into their vehicle during routine servicing, even though the cost of lubricants can amount to as much as 40% of the total service invoice.
Castrol is now going to encourage the service advisors at dealerships to inform motorists of the fact that the engine has been filled with Castrol superior grade lubricants that are available exclusively from a franchised dealer. They will also be informed of the benefits of using the Castrol Professional range from trained dealer service personnel and through a range of communication material.
Castrol intends investing millions of rand in driving up consumer awareness of the EDGE brand and its benefits. Channels that will be used will be international football - EURO 2012 and FIFA World Cup 2014 - as well as American football (National Football League), elite motorsport - World Rally Championship, Dakar Rally and the Le Mans 24 Hours - and International Cricket Council (ICC) cricket in the Asia Pacific region.
In addition a suite of business improvement programmes has been developed for dealers that are designed to enhance a motorist's service experience.
"We are committed to assisting franchised dealers to improve their customers' service experience and in so doing the viability of their business by encouraging customer retention through the exclusivity of the Castrol Professional range of premium lubricants," says Graham.
"The launch of our best-ever engine oil, Castrol EDGE Professional with Fluid Strength Technology, is yet another exciting development in the history of Castrol. It is not only recommended by leading motor manufacturers and exclusive to franchised dealerships, but it will also be supported by unprecedented promotional investments over the next five years," concluded the Sales Director for Africa.
