Havoline Workshop Program a Welcome Boost
Chris Farr, the female co-owner of the Armour Automotive workshop in Penrith, New South Wales, knows a thing or two about oils and cars.
When Chris signed up with Caltex’s Havoline Workshop of Champions Program last year, the former production racing car driver did so for good reasons.
She knew Havoline oils were of great quality and that associating her business with the Caltex and Havoline brands would do it good.
Moreover, she believed it would give her and her colleagues some valuable back up.
“The product is excellent but the Havoline workshop program also gives us fantastic technical support,” she said.
“It includes the ability to access information about new cars and the oils they need.
“To us that’s one of the biggest advantages.”
Ms Farr is among a rapidly expanding list of workshop owners who have boosted their revenues, customer numbers, profitability and image by partnering with the Havoline Workshop Program, which was launched last year.
The program has been rolled out to Caltex reseller sales staff across Australia and has already attracted much attention, especially in metropolitan and larger regional areas across the country.
“Partnering with Caltex can give a business an extra edge,” says Darren Newton, Lubricants Marketing Manager – Corporate and SME.
“One sure way to stand out in the crowded and competitive car service market is to have a strongly branded workshop offering great products and service.
“In addition, Caltex knows the workshop business from the ground up and can offer valuable support.”
What’s in it for the workshop?
The program helps independent workshops use the national image of the Caltex Havoline brand to gain exposure for their local service offer.
The businesses not only get Havoline at a better price, but also gain access to signage, discounted workshop equipment, uniforms and consumables, many of which carry the Caltex brand.
It’s all designed to build a workshop’s image and provide resources to give it an advantage over the competition.
A free personalised sign is a key feature of the program to help provide a professional brand identity. “We’re finding that independents like it because the strong branding is a comfort factor for their customers.
“The ordering folders are easy to use and the uniforms and pricing are all very good too, our customers are telling us.”
Good service is part of the deal.
Some workshops report that under previous supply arrangements they experienced distribution problems and found it hard to report these matters to their suppliers.
But Caltex representatives provide greater customer service and ensure product supply meets expectations under this program.
Happy client in Blackheath
Another satisfied customer is George Vergotis, owner of Blackheath Automotive Services in the west of the Blue Mountains, New South Wales.
Mr Vergotis and his team of four mechanics pride themselves on their service and cut no corners in satisfying their customers in the rugged corner of Australia.
It’s lubricants products, Mr Vergotis believes, that help cements that reputation and ensure serviced vehicles leave the premises ready to run well.
The workshop uses 20 Caltex products ranging from Havoline Premium Plus petrol engine oil to Easyshift transmission fluid. Oil consumption alone is around 1500 litres a month.
Mr Vergotis said the business has exclusively used Caltex products for the past four years and has had excellent reports about the quality.
And he no longer has issues with cars burning oil, which was happening before they made the change to Caltex. In fact, the Havoline products have resulted in an 80 per cent drop in the recurrence of cars burning oil at the garage.
The Blackheath workshop was rebuilt from scratch in 2005 and boasts up-to-the-minute diagnostic and mechanical servicing equipment. Caltex Penrith Depot Lubricants Manager, Jim Jordan, has been supplying Mr Vergotis with Caltex lubricants products ever since.
“Not only are we happy with Caltex products but the service Jim provides us is outstanding,” Mr Vergotis said.
“He always goes out of his way to ensure we’re looked after.”
Blackheath Automotive Services is a significant supporter of its local community.
It’s biannual billy cart derby, providing prizes and show bags for each student.
At the most recent event, Mr Jordan provided Caltex bags, which Blackheath Automotive Services filled with show bag fare, including Havoline stickers.
“It’s a pleasure to support our clients and their customer base through the Havoline Workshop of Champions program,” Mr Jordan said.
“It’s really making a difference.”
For more information call 02 9250 5467 or visit www.caltex.com.au
Nothing Succeeds Like Success
Michael Spillane says being part of the Havoline Workshop of Champions gives him the edge over rival businesses.
He is the Tyre World proprietor in Fairfield located in Sydney’s west, which his father started as a tyre business in 1973.
Mr Spillane took over from his father in1988 and most of the work done at the shop these days is mechanical repairs for cars and trucks.
“The Caltex and Havoline names themselves help sell products,” Mr Spillane said. “There’s a uniformity of quality about the Havoline products and nothing succeeds like success.
“We’re seeing many vehicles coming for service with Havoline stickers on them and it also gives our Caltex reseller contact a lot of buying power.”
It’s Penrith depot. Monthly deliveries are so efficient that he doesn’t even have contact with the driver. “Ordering is trouble-free and we never runout of product,” he said.
Tyre World uses Havoline Workshop accessories from floor mats in customer vehicles to hats, gloves and other merchandise while aservice station attached to the shop sells packaged Havoline for specialty and high performance vehicles.
Mr Spillane said the workshop program helps build confidence among his customers.
“They know that in dealing with an obviously reputable outfit they won’t have problems with manufacturers’ warranties, engine sludging or problems arising from servicing,” he said.
“Some mechanics say maybe they will fix it.
“We always say yes with confidence, and we have the brand backing to support that confidence.”
Caltex back-up a huge advantage, says workshop owner
As a female workshop proprietor, Chris Farrgets lots of repeat business from women customers in Penrith, New South Wales.
Her company, Armour Automotive, is one of the biggest workshops of its kind in the area. Ms Farr has run the Armour Automotive with her daughter Tonianne and son-in-law Daniel for the last six years.“
It has grown well since we bought it and we have a large female customer base,” she said.
“They don’t feel too challenged when another woman’s looking after their car!”
It’s industry knowledge too, considering she has a background in motorsport racing production cars.
Her husband, Tony, runs their sister workshop in Mulgoa.
Armour Automotive has been with the Havoline Workshop of Champions program since it was floated in 2007 and Ms Farr has been using Havoline products since she took the business over.
The large operation services cars, utes and light trucks, using up to 1200 litres of oil a month. Ms Farr said besides getting an excellent product, the workshop also gets fantastic technical support through the program. This includes the ability to access information about new cars and the oils they need. “That’s the biggest advantage,” she said.
“These days you need a different oil for just about every car.
“Since Havoline launched the type J product, we’ve literally been able to find an oil in the Havoline range for every application.”