VENDORSpeak
Editor’s Note: Every year at this time, we begin looking at the future.
What, we wonder, will the next year hold in store for the fast lube in-
dustry? While we could offer our own predictions, we believe it is just as
important to hear predictions from those companies with a vested inter-
est in the oil change business, the industry’s vendors. That’s why we’ve
invited leading vendors to offer their take on the coming year. Following,
in alphabetical order, are those companies that responded.
Amsoil
1.800.777.8491
www.amsoil.com
Ed Newman, director of Advertising:
Q: How do you predict the fast lube industry will fare in 2010?
A: A typical method for predicting the future is to review the past and
study the trend lines, then ask if there will be any significant circum-
stances to alter the course. Two trends have been apparent the past 10
years: We’re seeing an increase in the adoption of extended oil change
intervals as well as an increase in the acceptance of synthetic and spe-
cialty oils, in part caused by consumer awareness and the increased
number of OEMs adopting synthetics for their factory fills, including
GM’s 2010 Chevy Camaro.
We’ve noticed a slight increase in do-it-yourself (DIY) maintenance
since last year’s recession hit, but in general people who have vehicles
remain committed to their maintenance, maybe even more so since
they’re planning to keep them longer.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: By being aware of the many benefits of synthetic motor oils — pro-
tection, performance, life cycle cost advantages and the convenience
and environmental benefits of extended drains — lube operators can
capture a larger portion of this expanding niche. Amsoil maintains an
uncompromising commitment to premium quality lubricants, which
gives lube operators confidence in recommending Amsoil to motor-
ists.
Auto Data
1.800.767.7580
www.autodatainc.com
Craig Harris, national sales manager:
Q: How do you predict the fast lube industry will fare in 2010?
A: Overall, I am optimistic about the industry in 2010. The good op-
erators will continue to grow or maintain their ticket averages, and a
rise in car counts may even be possible given the number of dealership
closings in 2009. Saturated markets saw traditional lube center com-
petitors close as well, so there should be opportunity out there.
52 www.noln.net  
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: In the short term, operators need to continue to sell their custom-
ers the services they need, when they need them. This not only helps
the ticket average but also provides good customer service at the same
time, which keeps customers coming back. This is why Auto Data re-
leased an enhanced preventative maintenance service review. This tool
has been extremely successful in raising our customers’ ticket averages
by educating their customers with an easy to understand report of what
services need to be performed when.
In the long term, today’s operator should keep an eye on how their
service offering may be changing or expanding. As the new CAFE
(Corporate Average Fuel Economy) standards take effect, we may see
synthetic oil take a much larger role in the fast lube of the future. Syn-
thetic oil may become a requirement of the manufacturers in order to
achieve more demanding milege standards. While electric and hybrid
cars may not be the overall market choice, they will continue to gain
market share and will require traditional and newer services. Adapting
to the changing automotive service environment will be crucial to the
long-term growth of our industry.
Automotive Oil Change Association
1.800.331.0329
www.aoca.org
David Saddler, executive director:
Q: How do you predict the fast lube industry will fare in 2010?
A: I am optimistic about 2010. History says that recovery from deep
recessions takes time. Jobs and spending often lag behind positive eco-
nomic movement. I am extremely optimistic for service companies in
a business as relevant as fast lubes, particularly those that consistently
improve operations, diversify services, train employees and know their
markets.
Fast lubes are positioned beautifully to become trusted experts in
their communities. Is there a better message for increasingly demand-
ing consumers than to say your services lower the cost of their vehicles,
help retain the vehicle’s value, save fuel and reduce emissions?
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: One, fast lubes should be very aware of operational costs. Improv-
ing inventory control and communicating with vendors about service
levels are important. Second, well trained employees dramatically im-
prove profitability. If employees — because of lack of knowledge or
confidence — do not recommend needed services, then a disservice is
done and revenue is left on the table. Third, fast lubes should scan the
landscape for additional services to offer.
Like our members, I think AOCA is positioned beautifully. Mem-
bers gain access to information to help in operational improvements.
Our training programs provide both expertise and confidence for
 VENDORSpeak
employees who in turn provide great service. The International Fast
Lube Expo, or iFLEX, presented by AOCA, is the only event of its kind
dedicated to this business and is the place to solidify relationships with
existing vendors, meet new vendors with potential new services, learn
trends and opportunities in educational sessions and to leverage the
best association benefit there is, building a go-to peer network.
BP Lubricants/Castrol
1.888.CASTROL
www.castrol.com/installers
Dan Kaus, workshops brand manager:
Q: How do you predict the fast lube industry will fare in 2010?
A: It will be a challenging year as consumers struggle to find their new
norm. Although unemployment may ebb, there will likely be an en-
during impact on consumer spending patterns based upon the current
economic conditions.
The good news is cars will always be dear to the American heart, so
the true question is how will the fast lube industry adapt to best meet
consumers’ needs in this new world?
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: Much like a sports team, lube operators and managers need to make
sure their team’s fundamentals are strong as they constantly look for
new ways of putting points on the board. By “fundamentals,” I mean
building trust with customers by delivering exceptional customer ser-
vice through well trained staff and quality products. To survive, you
need to do this while always maintaining an eye on the bottom line.
But who’s happy merely surviving? Studies show that companies that
continue to market during recessions perform many times better com-
ing out of a recession than those that don’t. What have you done lately
to increase the visibility of your business? Furthermore, you can’t ex-
pect results to change if you don’t do things differently. What are you
doing differently to drive better results? What ways can you innovate
to “put points on the board?”
In addition to high quality lubricants, at Castrol we have many tools
to help our customers meet and exceed the needs of their consum-
ers. Whether it’s our world-class training program, innovative imaging
programs or car count-driving promotions, Castrol has solutions to
help operators thrive in this tough economic environment and best
position themselves for success in the looming recovery.
C.A.T. Products, Inc. (Run-Rite)
1.800.872.8921
www.run-rite.com
Javan Stallard, vice president of Sales:
Q: How do you predict the fast lube industry will fare in 2010?
54 www.noln.net  
A: We strongly believe that 2010 will be a rebound year for our indus-
try. Consumers are keeping their cars longer, and therefore have placed
a greater emphasis on regular maintenance. This pattern will play a key
role in the profitability of lube centers. But the lube centers must con-
tinue to provide outstanding customer service and offer high quality
products and services in order to capture their piece of the pie.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: Again, lube owners must be committed to customer service excel-
lence. They must focus on consumer needs and help them understand
how maintenance services can help extend the life of their vehicle and,
therefore, save them money. Run-Rite’s trademark is “Products, Pro-
grams and People.” Our programs are designed to educate, stimulate
and motivate the lube center’s counter personnel and technicians alike.
Along with this, we continue to provide a variety of new services that
address specific customer concerns and needs, such as F.A.Q. Cabin Air
Cleaning, Headlight Restoration, and Fuel Shot — which can improve
fuel economy for up to 5,000 miles. All of these are quick and easy to
use and install, but are also highly effective. When the consumer sees
the results, their trust in the lube center grows and their loyalty to that
center increases. That means they’ll return for their maintenance ser-
vices again and again.
eGenuity
1.800.296.0177
www.egenuity.com
Brad Boyles, marketing associate:
Q: How do you predict the fast lube industry will fare in 2010?
A: Fast lube operators are a resilient bunch, and they will continue to
find ways to reduce cost as they continue to provide high quality and
valuable services to their customers. As the current economy declines,
we recognize that survival is going to be tough for some operators.
However, as the economy bounces back, lube operators will bounce
back and will be much stronger because of the knowledge they gained
from the experience.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: This past year has been filled with some very real challenges, but
eGenuity has met those challenges head on. The result is better prod-
ucts, better service and significant growth. Right now it is critical to
find ways to stay efficient while minimizing costs. eGenuity has fo-
cused on providing customers with new, money-saving options, and
we continue to form relationships with affordable and reliable vendors.
Powerful technology and affordability have always made up the core of
eGenuity’s software but now, more than ever, customers are realizing
just how valuable that is.
 VENDORSpeak
Fast Track Lube Supply
1.877.362.9082
www.ftlsupply.com
Sam McCarver, sales representative:
Q: How do you predict the fast lube industry will fare in 2010?
A: I believe that the fast lube industry has a positive outlook for 2010.
With today’s vehicles featuring cutting-edge technology, it is becom-
ing more and more commonplace for individuals to have their vehicles
serviced by professionals. Additionally, the usual fast lube customer is
generally strapped for time, which raises the appeal of a facility that
can have their oil changed and fluids checked for them in little to no
time. Considering these facts and the technological advances made to
increase the productivity of fast lube technicians, there is no reason to
think that the industry will not proceed in a positive light in 2010.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: You have to source your products at the best prices. Shop around!
An oil change generally goes for about the same price no matter where
you are, but if you can source your products for less, then you have just
increased your bottom line. The money is on the buying end more so
than on the selling end when it comes to this type of service.
However, it is important to not sacrifice quality when it comes to
this principle. With this thinking in mind, Fast Track Lube Supply of-
fers the Prime Guard brand of filters to fast lube owners and operators
nationwide. It is a brand that signifies economic wisdom while main-
taining superior quality. Fast Track’s goal is to aid you in reaching your
goal.
Fluid Rx, Inc.
1.877.358.4379
www.fluidrx.com
Ron McElroy, president:
Q: How do you predict the fast lube industry will fare in 2010?
A: Owners are keeping their cars longer. Your customers know the per-
formance and reliability of their vehicle are dependent on the quality
of the services you provide. Just like mechanical components of a car,
vital fluids can break down prematurely and go unchecked. Incorpo-
rating fluid diagnostics in concert with time/mileage guidelines helps
identify needed fluid services and instills confidence in your recom-
mendations.
Fluid diagnostics sells needed fluid services and bolsters customer
loyalty and retention. Showing fluid diagnostics results to your cus-
tomer instills confidence in your fluid service recommendations. For
forward-thinking lube operators and managers who incorporate fluid
diagnostics in their presentations, 2010 opportunities can be a year of
great reward.
56 www.noln.net  
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: Automotive manufacturers are extending the duration of their new
car warranties, some for as long as 10 years. With these extended war-
ranties come extended risks and liabilities. To better manage warranty
and service issues, OE companies including Ford, Kia and Hyundai are
utilizing Fluid Rx diagnostics in combination with time/mileage rec-
ommendations to provide a more complete and comprehensive meth-
od to identify needed fluid services and to communicate that need to
their customers.
Fluid Rx, a company built on research and development, has pio-
neered fluid diagnostics technology into a tool for identifying and rec-
ommending needed fluid services. Showing Fluid Rx results to your
customer instills confidence in your service recommendations.
Using Fluid Rx increases billable amounts far beyond the routine oil
and filter change and is a valuable tool in customer relations, retention
and consumer confidence.
Integrated Services, Inc. (ISI)
1.800.922.3099
www.ints.com
Steve Barram, CEO:
Q: How do you predict the fast lube industry will fare in 2010?
A: The reduction of dealer service bays during 2008-2009, an increas-
ing average vehicle age and an economic recovery provide hope for
improved profitability in the fast lube industry during 2010. However,
operators will likely continue to be under pressure from high oil pric-
es, extended service intervals, moderated consumer spending, fewer
driving miles and competition from other car care industry segments.
The competition will be intense as the industry consolidates further in
2010. Ultimately, strong and adaptive operators in good locations will
thrive.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: The current economic climate is forcing operators to focus on
achieving operational efficiency and providing an exceptional custom-
er experience.
Delivering a superior customer experience through quality products
and customer service will play a crucial role in acquiring and retaining
customers throughout 2010. Operators who execute effective strategies
in achieving both will build themselves a platform for success through-
out the coming years.
ISI is committed to delivering value to the fast lube industry, and in
2010 we look forward to offering our customers powerful, cost-effective
tools for streamlining operations and enhancing customer service.
 VENDORSpeak
Lucas Oil Products Inc.
1.800.342.2512
www.lucasoil.com
Sam Dale, vice president Sales and Marketing:
Q: How do you predict the fast lube industry will fare in 2010?
A: I believe 2010 will be a recovery year for those shops willing to
advertise their services and market their skills.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: Move customers to a premium oil change and sell the concept of less
frequent oil changes as a cost-saving feature, not just a ticket increase.
Mighty Distributing System of America
1.800.829.3900
www.mightyautoparts.com
Ken Voelker, president:
Q: How do you predict the fast lube industry will fare in 2010?
A: There are still many challenges facing the overall economy and the
industry, but 2010 should be better than 2009. Consumer confidence
and spending are gradually showing signs of improvement. As con-
sumers continue to hold onto their vehicles longer, there is a need for
more preventive maintenance work to be performed.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: Selecting the right vendor that is truly interested in assisting the lube
operator/manager achieve their sales and revenue goals is the first step
in the process. Preventive maintenance products and services will con-
tinue to be Mighty’s focus for 2010. We will be focusing our efforts on
the vehicle inspection process with a new free booklet that combines
the best practices from industry leading lube operators/managers.
In addition, we have introduced several new products (batteries,
packaged motor oil and a headlamp restoration kit) to assist in adding
revenue and profits to the bottom line of our business partners. As we
have done in the past, Mighty will provide our customers with quality
products, training, inventory management and award winning prod-
uct information tools that add value to their daily business.
Moving Targets
1.800.926.2451
www.movingtargets.com
Jay Siff, CEO:
Q: How do you predict the fast lube industry will fare in 2010?
58 www.noln.net  
A: I think the industry will start to see some increased business in
the second half of the year. The economy should continue to improve
slightly, and the public should drive a little more and do more mainte-
nance as they keep their vehicles longer.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: With everybody working to improve their services, I believe the
winners in the neighborhood battle for business will be the shops that
out-market their competition. Our company has added targeted, mea-
surable, direct marketing programs that bring immediate business.
North American Lubricants
1.800.430.6252
www.nalube.com
Gavin Hensing, central region sales manager:
Q: How do you predict the fast lube industry will fare in 2010?
A: I believe 2010 can be a banner year for our industry. Current eco-
nomic conditions have forced customers to hold onto their vehicles
longer. As a result, customers have added incentive to take better care
of their current vehicles. This represents a tremendous opportunity
and opens the doors to a lot of the premium services that were an af-
terthought when people traded their vehicles in every couple years.
Those able to recognize and capitalize on the increased need for quality
vehicle maintenance will enjoy a successful 2010.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: I believe an operator’s success will be determined by three factors:
creativity, flexibility and adaptability. Amidst these days of oversatura-
tion and $14.99 oil changes, the same canned approach is not going
to work. Operators need to step out with creative product offerings to
differentiate themselves from their competitor across the street. Ad-
ditionally, with GF-5, diesel exhaust fluid (DEF) and dexos on the ho-
rizon, operators need to start formulating a game plan how to integrate
these new products. Operators able to adapt to the many changes our
industry will see in 2010 will flourish.
At North American Lubricants, we will continue to seek new and in-
novative products like our PureGreen re-refined line, Puratech Perfor-
mance Chemical line and Puratech DEF to help operators offer added
value to the customer. Additionally, we will continue to aid the indus-
try with lowered COGS, on-site product training, marketing support
and successful implementation of premium services.
PM Attendant
1.866.341.7449
www.pmattendant.com
Ricardo Colon, president:
Q: How do you predict the fast lube industry will fare in 2010?
A: The fast lube industry has withstood a wave of uncertainty over the
past few years that has resulted in owners becoming more resilient.
Owners will continue to face extended drain intervals, lower profit
margins and customers who are just driving less. Those who adapt to
changing economic times quickly will succeed and even prosper.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: There are a number of steps owners can take to succeed during these
economic times: 1) Review and add maintenance services that have fast
turnaround, higher profit margins and fit the existing layout of your
facility; 2) Inform customers these services are available — customers
today do not have time to go to multiple shops to get maintenance ser-
vices done, as the day of the LOF-only shop is long gone; 3) Bundle ser-
vices together as promotions. This can be promoted without giving up
profit margins and keeping the core business intact without discounts.
Most important is to use PM Attendant to coordinate the services
when they are due, inform customers and keep track of what works
and what doesn’t so the lube shop can be proactive.
The steps we have taken over the past few years have resulted in a 50
percent increase in business this year. Our number-one goal is to give
our customers the features they request without tying them down to
long contracts. Our customers praise us for both features and support.
QMI
1.800.255.8138
www.ftautomotive.com
David Prange, quick lube segment manager:
Q: How do you predict the fast lube industry will fare in 2010?
A: I feel bullish on our industry for 2010. Consumers should continue
to postpone new (or used) car purchases as rising unemployment con-
tinues to erode confidence for large purchases. This will result in an ev-
er-aging fleet on the road, the drivers of which will want to do all they
can to maintain their transportation. And with shrinking dealership
service bays, that will bring them to your door in increasing numbers.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: These new customers are going to demand the best from you — the
best facilities, employees and experience. Training will remain critical
in all areas. Try hard to get to AOCA iFLEX 2010, a Great American
Training Roadshow or a regional seminar to dial up your team’s skills
and quality of service. Use the higher unemployment rate to upgrade
the quality of your staff. Be careful not to add more services unless you
have the current menu productively humming. Adding new services
can reduce employee focus and trade ticket average dollars.
Service Champ
1.800.221.0216
www.servicechamp.com
Kevin Gibbons, senior vice president:
Q: How do you predict the fast lube industry will fare in 2010?
A: All signs point to a strong year for 2010. The average car age has
never been older, there are significantly fewer independent service fa-
cilities and new car dealers continue to close. Add to this a growing
and aging population and an overall car population that is at a record
high. The economy of the last year has shown us all significantly less
employee turnover and the chance to upgrade current staffs. The pric-
ing pressure of the last few years stabilized and in some areas we saw a
modest rollback in prices. All of this adds up to some great opportuni-
ties for our industry. The unemployment figures will be a challenge and
fuel prices can always change quickly, but these have been variables
as long as most of us have been in business. We are all very excited at
Service Champ for a great 2010.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: There is constant media news that business is bad and everyone is
losing their job. While there are many challenges we are facing, there
are still 160 million people going to work every day, and likely doing
so in a car. For every person who declines a service due to a tightening
budget, there is a person who wants to do what is necessary to keep
their car running because a new car or major repair is not an option.
We continue to share the successes we see with our customers with
others and are working harder to be as competitive as possible with
our program.
Unilube Systems
1.800.326.1711
www.unilube.com
Sue Wenger, controller:
Q: How do you predict the fast lube industry will fare in 2010?
A: We believe there will be growth in the overall industry in 2010;
current storeowners will see an increase in gross sales, and new facili-
ties will be opening. Older facilities will change owners and be refur-
bished.
Q: What steps can lube operators/managers take to succeed in today’s
challenging economic climate, and how is your company helping op-
erators achieve that success?
A: Financial success is always linked to financial responsibility, mini-
mizing costs wherever feasible and minimizing risk by keeping facili-
ties and equipment in prime condition. The buying public is still a
discriminating market, so facilities also need to be aesthetically pleas-
ing.  S
December 2009 59