Customer service

and industry-leading
marketing programs bring
Castrol products to the
marketplace in a big way

Dimensions Web Site Changes for

Heavy-Duty Users
John Force Supports
Castrol Tection Extra
Offering insight into your
lubricants, maintenance
practices and the heavy-duty
Case Study: Loyalty Program and consumer marketplace
Glenn O. Hawbaker, Inc. Yields Big Returns volume 2 • 2005
Extends Life of for Car Dealers
Heavy-Duty Equipment
Free Newsletters
Castrol GTX Prevents and Online Loyalty
Sludge Formation Clubs Inform and
Reward Consumers
Funkmaster Flex
Brings Attention PC-10 Update
to Castrol SYNTEC
3 6 14
Speak Up, Castrol GTX is Web-Based
We Are Listening the Answer to Marketing Ties
Sludge Problems In Consumer
in an Engine 10
Castrol Tection
Extra Gets the inside
John Force every issue
Race Team to 17 News & Events
– Company News
the Starting Line
18 PC-10 Update
19 NHRA Race
4 8 Schedule
Big Names, 19 Trade Show
Castrol Hypuron S
Big Cars and Schedule
Goes Above and
Big Returns for
Beyond the Call
of Heavy Duty
Castrol SYNTEC 12
Loyalty Clubs
for Glenn O. Help Dealers
Hawbaker Retain Customers

in this issue

Castrol Heavy Duty Lubricants’ Name Changes To BP Lubricants USA Inc.

Effective January 1, 2005, BP Lubricants USA Inc. plc merged Castrol Heavy Duty Lubricants Inc.
and Castrol North America Inc. to form a new, integrated entity, BP Lubricants USA Inc. This name
identifies Castrol as a brand within the BP Group, one of the world’s largest energy companies with
a family of brands—including Castrol—that are recognized and respected in markets worldwide.

Previously, Castrol’s consumer and commercial operations existed as separate businesses and distinct legal
entities. Bringing together the product portfolios, people and experience of both businesses will allow
Castrol to better meet its customers’ needs as well as facilitate further improvements in operational efficiency.

This name change will not impact the consumer branding of Castrol’s products, which will continue
to reflect the proud heritage, and future aspirations, of one of the world’s great brands—a brand
that is determined to be the undisputed leader in the global lubricant market.

Much of the past, present and future success of the Castrol brand lies in its relationships. Castrol strongly believes
that progress is best achieved by working in partnership with its customers to develop its products and services.

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Speak Up,We Are LISTENING
P Lubricants USA Inc. recently took some customer

B feedback and put it to good use on its Web site.

In October 2004, the company took on the project
of consolidating its BP Lubricants commercial and consumer
Web sites into a one-stop, user-friendly platform that would
centralize product and company information. When the
company introduced the new site, one area was particularly
confusing to heavy-duty customers.

“We separated consumer and commercial products on the

Web site into sections titled ‘For You’ and ‘For Your Business’”,
said Denise Ford, who headed up the Web marketing at the time.
“The business part was then sub-divided into product listings
for on-road and off-road equipment. When the site went live,
we started getting feedback from customer service that it was
taking a long time for commercial customers to find the product
information they were seeking. We immediately took steps to
rectify this situation.”

After meeting with customer service representatives, Ford and

her team decided to eliminate the on- and off-road product
categories in favor of one product list grouped by type of fluid.

“When you enter the ‘For Your Business’ part of our site, there
are links to different fluid types along the left side of the page,”
explained Ford. “Commercial customers can choose engine oils,
transmission fluids, greases, etc. and receive a complete list of
our products that fall into those categories for all heavy-duty
market segments. There is also a link for General Products,
which contains a complete alphabetized product list.”

Many companies have both on- and off-road equipment so

this new format eliminates product duplication and saves time
when accessing the Web site. Ford reports that the changes
have made a difference.

“We will continue to take feedback on the Web site and

make upgrades as necessary,” continued Ford. “We want
our customers’ Web experience to be a positive one so they
continue to visit our site regularly.”

BP Lubricants USA Inc.’s products and services can be found

on the Web at www.castrol.com/us.

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volume 2 • 2005
 Glenn O. Hawbaker, Inc.'s - Pleasant Gap Campus consists of five different operations including Central Valley Asphalt, Central Valley Aggregates,
the Maintenance Facility, the PG Wash Plant and the new Pleasant Gap Materials & Operations Center. This campus provides the resources,
manufacturing capabilities and logistical prowess for the company to reach job opportunities extensively throughout the center region.

Castrol Hypuron S Goes Above

and Beyond the Call of Heavy Duty
For Glenn O. Hawbaker
ecently, Glenn O. Hawbaker, Inc. (GOH), a Pennsylvania

R heavy duty construction company, teamed up with BP

Lubricants USA Inc. and acted as a beta tester for one
of the most in-depth analysis of the effects caused by laboring
a heavy duty vehicle for over 24,000 hours. The model chosen
for the mission – a Caterpillar 970F wheel loader owned and
operated by GOH. The independent variable – Castrol Hypuron S
15W-40, a high-performance partial synthetic diesel engine oil
designed for heavy duty engines. The prediction – minimal wear
and tear due to the performance of Castrol Hypuron S in even
the most extreme circumstances.

Blended with a precisely selected partial synthetic base

stock, Castrol Hypuron S is formulated to extend drain
intervals while providing consistent protection and superior
performance for engines.

Castrol Hypuron S exceeds the challenging specifications of

multiple engine manufacturers, surpassing the ideal performance
requirements for both Mack and Caterpillar with its unmatched
progressive formulation. Through this study, the oil was tested
to protect against wear and tear while reliably performing under
the intense circumstances surrounding the heavy duty aggregate
and construction field.

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Other variables incorporated in the study: Castrol Dieselall Plus, a heavy duty engine oil that offers and tear down of the
superior soot control, guards against piston deposits and resists viscosity loss; and Castrol Trans C, Caterpillar vehicle marks
a transmission drive train oil designed specifically for transmission, wet disc brakes and final drives. GOH’s 3rd Castrol study.

After the Cat 970F had been worked for 24,188 hours, Cleveland Brothers Caterpillar and Lubrizol –
The Results Are In
a fluid technology company concentrating on high performance chemicals systems and services for
The engine tear down and
industry and transportation – completed a full tear down of the critical components to investigate the
inspection, conducted by
wear and tear and determine what life was left in the vehicle. Studies showed that after over 24,000
Lubrizol and Cleveland
hours the machine was in incredible shape for the amount and type of labor – paying tribute to
Brothers Caterpillar personnel
Castrol Hypuron S in extending drain intervals while maintaining protection, performance and
and witnessed by
minimizing wear and tear.
BP Lubricants USA Inc.,
served as the longest hours
Behind Hawbaker
of service to a vehicle ever
For over fifty-three years Glenn O. Hawbaker (GOH) has strived and succeeded at providing their
investigated by the raters.
clients with reliable and quality service. As an employer of over 1,000 people across Pennsylvania
The purpose behind the study
and into parts of New York State, GOH encourages their staff to work as a team to achieve product
was to uncover what type
and process improvements that meet and exceed customers’ expectations. As a part of the
damage or wear and tear, if
community, actively supporting its growth and improvement, GOH challenges their team to increase
any, had taken place on the
their skills, leadership, and self-worth, personally and professionally.
components of the vehicle
Dedicated to being the contractor of choice in our target markets, while also assessing if
GOH associates rank among the best and most productive in the there was any additional
construction and aggregate production industry. GOH provides performance that the vehicle
public and private construction service in a variety of applications could withstand. The engine,
including: site development, asphalt paving, road construction, a Caterpillar 3306 running on
material production, utility work, and concrete work. As well as Castrol Dieselall Plus and
providing services, GOH owns and operates aggregate facilities Hypuron S, and the
and asphalt plants that produce raw materials and prepares these transmission, a Caterpillar
materials for the construction industry. Power Shifter running on
Castrol Trans C, accumulated
In addition to priding their company on their extensive service
24,188 hours in aggregate
capabilities and specialized staff, GOH focuses heavily on the
load out service prior to
Caterpillar bushing maintenance and conservation of another livelihood of the
the inspection.
company – the equipment. As a heavy duty construction
company, GOH owns and operates over 1,000 on and off road equipment modules and vehicles The inspection revealed
including: light duty on road vehicles, material haulers, dirt equipment, pave equipment, mining and medium piston deposits,
crushing equipment, and stationary processing equipment. To effectively achieve the business mission light rod bearing wear, light
– providing construction products, services and assistance of unparalleled quality – the number one to medium main bearing wear,
component in the business, the equipment, must be in tip top shape at all times. and trace to light cam bearing
wear. The first and second
With varying service schedules for each type of equipment,
rings showed light to trace to
maintenance is a top priority for the entire fleet of GOH
light wear with no sharp edges
equipment. Part of the rigorous maintenance schedule of
on the rings and none latched
these vehicles includes maintaining the entire lube rundown
or broken. The oil ring had light
for which BP Lubricants USA Inc. is the sole provider. In
to medium wear with about
1982, based on reputation, product quality and support,
15% plugging and was not
GOH made the decision to use Castrol products for their
latched or broken. Internal
entire lube package including: engine oils, hydraulic
engine cleanliness had a
fluids, greases and gear oils. According to Paul Kitko,
sludge rating of 8.92.
Vice President of Equipment Operation and GOH employee
for 15 years, “Castrol products have a direct impact on According to the rating
helping Hawbaker achieve the company mission. The quality Caterpillar gear team, with only slight erosion
and dependability of Castrol’s products and services have occurring in the fiber plates of
enhanced both our company as well as our equipment performance and life.” the 2nd and 6th clutch packs,
the transmission was in very
Since becoming a Castrol customer, GOH has logged significant time serving as a beta site for
continued on page 15
some of Castrol’s fluid analysis, pre-approval testing and CI-4 testing. This most recent investigation

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volume 2 • 2005
 Castrol GTX
is the Answer to
Preventing SLUDGE
Problems in an Engine
P Lubricant USA Inc.’s flagship motor

B oil Castrol GTX is probably best

known for its tag line touting maximum
protection against viscosity and thermal
breakdown. And while this still holds true
for Castrol GTX, consumers will now be
shown another equally important attribute
found in the product — sludge prevention.
Technically, sludge is the build-up of deposits that result from mechanical or thermal stress
in an engine. Soot, acid, coolant, fuel, blow-by and even water can invade an engine and lead
to the formation of sludge. Environmental conditions can also encourage the formation of sludge.
Consumers in high humidity regions are more prone to sludge build-up than those in less
humid areas. This is especially true of short trip drivers and those experiencing congested traffic
in all temperature conditions.

Additives in an engine oil work to suspend or disperse these contaminants to prevent deposit
build-up and sludge. The dirty oil that contains these suspended particles is then changed for fresh,
clean oil and the process repeats itself.

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Sludge and an Engine
If left unchecked, sludge can cause numerous engine-related
problems including plugged oil filters and lines, accelerated engine
wear, loss of engine power and efficiency, metal-to-metal contact
and ultimately catastrophic engine failure.
Sludge recently became a
hot issue with consumers
because at least two
major car manufacturers
experienced engine
problems from sludge.
The relevance of sludge
continues to increase as
many consumers and some
OEMs want to extend the
time between oil changes
despite the fact that most
consumers do not drive
under the prescribed
“normal” driving conditions.
“When OEMs recommend
oil change intervals
based on normal driving
conditions, it is important to
know that most consumers
are not engaged in this type
of driving for the majority of
our trips in the car,” said Ian
Zaslansky, brand manager
for Castrol GTX and Castrol
GTX Start Up. “Short trips,
idling in traffic and making
frequent stops while running
errands are hard on the
engine and are considered
severe operating conditions.
Combine these with
New Castrol GTX television commercials humidity and longer time
show that sludge build up causes a loss
between oil changes, and
of engine efficiency and power which can
make it feel like a car is pulling a safe, it is no wonder sludge is
piano or anchor behind it. a growing problem.”
A simple way to help combat sludge formation is to use
Castrol GTX motor oil. Its patented formulation contains unique
dispersants to prevent the build up of sludge. Using Castrol GTX
and changing your oil every 3,000 miles or 3 months will keep
your engine running strong.
“Eighty-two percent of respondents felt they knew what sludge
is and 71 percent said they know it effects engine life,” explained
Zaslansky. “Seventy-two percent of respondents said they were
not aware of any advertising about sludge. This research told
us that there is a problem that consumers are aware of on which
no other company is focusing. This information gap presents
a powerful opportunity for us.”
Zaslansky continued, “Our ads focus on the consequences of
sludge in an engine.”
The theme of television advertising, which began May 27th,
is that sludge can cause an engine to operate at less than optimal
performance. As sludge builds over time, it begins to feel like
something is holding the car back. Powerful visual images (shown
to the left) in the advertisement show a car lugging things like an
anchor, a safe and a piano behind it.
1. Used as recommended, Castrol GTX is the answer to
preventing sludge which consumers know can cause
loss of power.
A callout on the Castrol GTX bottle touts the sludge prevention
benefits of the engine oil.
Internet advertising on Web sites for DIY Network, Field and
Stream, Comedy Central, Yahoo, Gamespot and MTV will
feature two different advertisements. One ad is similar to the
television ad; the second ad features a “Blasteroids” game.
“In our ”Blasteroids” version, a Castrol GTX bottle shoots
pellets at sludge deposits to break them up. Players can
download the game from our Internet ad or visit our
Web site, www.castrol.com/us, to play,” explained Zaslansky.
“The Dukes of Hazzard” and Castrol GTX
In addition to television and Internet advertising, BP Lubricants
USA Inc. has another exciting promotion planned for the product.
The company has partnered with Warner Bros. Studios to put
Castrol GTX in one of the hardest working and well-known cars
in television, and soon to be movie, history—the General Lee.
Made famous in “The Dukes of Hazzard” television series, the
1969 Dodge Charger will hit the big screen on August 5th in
“The Dukes of Hazzard” movie. According to Tracy Drelich,
assistant promotions manager, anyone who has ever seen
“The Dukes of Hazzard” TV show knows that the General Lee
is driven hard by the Duke boys.
continued on page 16

Research Confirms Sludge a Problem

BP Lubricants USA Inc. talked to consumers about sludge
and uncovered some very interesting information. Consumers
in the research study said they were aware of sludge and view
it as a problem, but do not recall any oil company talking about
sludge prevention.

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volume 2 • 2005

Funkmaster Flex and DeBiasi tryout the
Castrol SYNTEC race simulator.
Funkmaster Flex talks with some of his youngest fans. Funkmaster Flex (front) and Mike DeBiasi,
Castrol SYNTEC brand manager (rear),
pose with consumers at Spring Break Nationals.
Big Names, Big Cars,
Big Returns for
Castrol SYNTEC
adio and television mogul Funkmaster Flex is one busy guy. More than 2 million listeners tune
R in every day to hear his hip hop radio show, which ranks number one in the tough New York
City market. He has translated his passion for cars into a hit cable television series “Ride with
Funkmaster Flex” where he customizes or “tricks out” the cars of popular celebrities. His TV show
reaches a national audience and has expanded overseas to seven different countries, including the
UK, Australia, Germany, and Italy. He hits the streets with his tricked out creations in a Custom Car
and Bike Show that tours the country, stopping at more than 10 cities in the US. And in January,
Flex signed an agreement with BP Lubricants USA Inc. to be
a spokesperson for Castrol SYNTEC, a premium full synthetic,
high performing motor oil.
“Funkmaster Flex represents a perfect fit with Castrol
SYNTEC’s target audience of ‘tuners’ or car enthusiasts
who want style as well as performance from their cars,”
said Mike DeBiasi, Castrol SYNTEC brand manager. “He
has taken Castrol SYNTEC along for the ride with all of his
endeavors and there is more to come. Flex has been great
to work with, and we are extremely pleased with the partnership
and the product’s exposure.”
BP Lubricants USA Inc. is not the only company to capitalize
on Flex’s amazing appeal to the young, car-passionate
consumer. Recently Ford Motor Company and ESPN have
signed on with the famous disc jockey and TV star to promote
their brands and products.
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 Flex with a long line of autograph seekers.
Up and Coming for Flex
In May, Ford announced that Flex will trick-out the Ford F-150 and
Ford Fusion for use in his 2005 Custom Car and Bike Show tour.
The customized vehicles will also appear on his Spike television
network series “Ride with Funkmaster Flex.”

“They’re already hot cars,” said Funkmaster Flex in a recent press

release from Ford Motor Company. “I’m just adding a little salt and
pepper to something that is already great.”
SYTNEC booth. (In the simulator, booth visitors could clock their
According to Raj Sarkar, F-150 assistant marketing manager,
reaction time. Reaction time can make a difference in a driver’s
Ford hopes to grow the appeal of the F-150 with a market base
time and speed in a real, quarter-mile drag race.) More than
that the company does not necessarily target directly. “In this
20,000 people attended the event, which featured entertainment
case, Flex has a great standing with the urban community and
from various hip-hop artists as well as customized cars and the
understands what makes vehicles appealing to anyone who
latest in specialty equipment for cars and trucks.
enjoys cars and trucks.”
BP Lubricants USA Inc. plans to have Flex in attendance at two
Ford plans to have a sweepstakes toward the end of the year
more shows in the fall. The NOPI (Number One Parts Inc.) show
to give away both customized cars.
in September attracts a large crowd of car enthusiasts every year
Cable television giant ESPN is debuting a new series starring and OEMs are drawn to the SEMA (Specialty Equipment Market
Funkmaster Flex. Scheduled to air June 22nd, Flex will be riding Association) trade show, which is scheduled for November.
with and talking to some of the top, and sometimes controversial,
Flex recently recorded a radio advertisement for Castrol SYNTEC,
figures in the sports arena. Athletes such as Shaquille O’Neil,
which is airing on his radio show. In the spot, Flex advises
Terrell Owens, Payton Manning and Jose Conseco will give Flex
listeners to “respect their ride” by using Castrol SYNTEC for
the skinny on trades, winning and losing and other interesting
smooth engine operation.
tidbits from their personal lives as they spend 30 minutes riding
with Flex in some of the hottest cars around. Flex will come to And this is really just the beginning for Flex and Castrol SYNTEC.
Englishtown, New Jersey to film a segment of the show with
“We have many more exciting events scheduled with Flex for
John Force, driver of the Castrol GTX Start Up Ford Mustang
the latter part of the year,” explained DeBiasi. “One we are
and reigning NHRA POWERade Champion and the entire John
particularly excited about involves Flex customizing a Castrol
Force race team. Flex also plans to interview Castrol SYNTEC
SYNTEC-branded Ford Mustang that will be part of a consumer
rookie racecar driver Eric Medlen. The show is scheduled to air
promotion in 2006. The car will be featured on one of his TV
in prime time on the West Coast.
shows later this year.”

Flex Hits the Streets with Castrol SYNTEC Castrol SYNTEC outperforms all leading conventional oils
In April, Funkmaster Flex joined BP Lubricants USA Inc. at and gives users superior engine protection and performance.
Spring Break Nationals in Daytona Beach, Fla. where he signed For more information on Castrol SYNTEC, visit the company’s
autographs in front of the drag race simulator at the Castrol Web site at www.castrol.com/us.

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volume 2 • 2005
 Castrol
Tection Extra
Gets the
John Force
Race Team
to the
Starting Line
astrol Tection Extra, a premium diesel oil that combats “If anyone needs to make it to work on time, it is John Force,” said

C viscosity loss in heavy-duty engines, is now protecting

the John Force Racing Team fleet. Drag racer John Force
uses a fleet of seven tractor-trailers to travel to races around the
Karla DelGallo, brand manager consumer truck. “He cannot risk
downtime as he goes from race to race. Force knows that Castrol
Tection Extra resists breakdown and keeps heavy-duty trucks
country. His trucks carry everything from the Castrol GTX Start
®
running cleaner and longer than competitive diesel engine oils.”
Up® Ford Mustang that he drives to the parts and crew that
And Force should know. He was a truck driver himself for ten years
make each race a success. As the reigning NHRA POWERade
before beginning his career in drag racing and still maintains his
Champion, Force relies on his fleet to bring him to the starting
Commercial Drivers License. Although Force is most commonly
line on time. Castrol Tection Extra is powering the trucks that
associated with championship hot rod racing in his 7,000
power Force’s racing business.
horsepower Castrol Ford, he is also a businessperson managing
a team of racers including his daughter Ashley Force. The race
team’s tractor-trailer fleet logs about 40,000 miles on the road
each year and Force
does not trust this
precious cargo to
any other engine oil.

Force’s parts trailer The John Force Race Team.

(From left) Eric Medlem, Castrol SYNTEC driver;
has been painted
Robert Hight, NHRA driver and John Force's
to promote Castrol son-in-law; John Force and daughter and race
Tection Extra and car driver Ashley Force
the cross country tour. The other transport vehicles in his
fleet feature the tag line “Powered by Castrol Tection Extra.”
It is a product John Force advocates in the “On the Road
with Castrol Tection Extra” Truck Tour as well. He virtually
narrates the tour that is housed in a 55-foot tractor-trailer
and is currently crossing the country attending special events
and races. (For more information on the truck tour, see the
article on page 19.)

Before the light turns green at an NHRA race, Force and

his Castrol Mustang need to be there or the race is over
before it even starts. If Castrol Tection Extra can get the
12-time Auto Racing All-American and his seven 18-wheel
transporters to tracks from one coast to the other without
a hitch, imagine what it can do for any small or large heavy-
duty fleet. For more information on the product or Castrol
racing, visit the company’s Web site at www.castrol.com/us
or call 1-800-462-0835.

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require extraordinary protection.

Introducing Castrol Pyroplex® Protection ES

The worse the conditions get, the better our new synthetic grease
performs. That’s because it’s the first grease specially formulated
to prevent corrosion and provide extended service. Which means
less damage to your vehicles’ components from salt, sand, and
extreme temperatures. For more information, call 1-800-255-4417
or visit www.castrol.com/us.
Loyalty Clubs Help
Dealers Retain Customers
t is the goal of every car dealer that a consumer’s new or used vehicle purchase is not the end

Iof a relationship, but the beginning of one. Service on the vehicle, as well as future car sales
are dependent upon forming and maintaining an ongoing relationship with the customer.
BP Lubricants USA Inc. has two programs that are proven to help dealers accomplish this goal.

Castrol Customized Key Tag Loyalty Program

The Castrol® Customized Key Tag program was developed as a way for dealers to encourage
customers to bring their newly purchased vehicle into the dealership for regular service. The key tag,
similar to grocery or video membership club card, attaches to a customer’s key chain and contains a
customized offer from the dealership. Dealers can custom design their key tag with any offer, such as
purchase three oil changes, get one free, free towing or a percentage off a particular service. Once
the key tags arrive at the dealership, service personnel explain the benefits of the key tag program to
customers. If the service visit qualifies for the key tag offer, the card is punched with the car-shaped
hole punch and customers are encouraged to return for future punches and their eventual reward for
repeat service.

According to Kevin McGee, BP Lubricant USA Inc. franchise workshop market space manager
for the US, key tags help dealers form relationships, retain customers, attract new customers and
contribute profits to their bottom line.

“This program takes the consumer’s understanding of a ‘club card’ and translates it into a dealer
service offer,” explained McGee. “Ninety-nine percent of our dealers attach an oil change offer to
their key tag. This promotes repeat business with the dealership, and the consumer begins to relate
the service of their vehicle with the dealership.”

McGee is responsible for developing marketing programs for car dealers that carry Castrol lubricants
and feels that key tags are a unique marketing tool that help differentiate dealers from the competition.

“Key tags can be less expensive than traditional marketing methods and provide an opportunity for a
sales or service person to attach the key tag for the customer and explain the program,” said McGee.

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“This is a much more personalized form of marketing that also
serves as a visual reminder of the dealership every time the
customer reaches for his or her keys.”
Test Drive the Program for Free*
BP Lubricants USA Inc. has partnered with Dealer Concepts LLC,
a leading supplier of automotive marketing solutions, to provide
dealers with customized key tags at the best possible pricing.
Dealers work directly with Dealer Concepts to design their key
tag using their logo and colors as well as the Castrol logo. The
artwork, design, first 1,000 key tags, car-shaped hole punch and
shipping is free.
“We are so excited about and confident with this program that we
pay for the start-up,” said McGee. “We have also negotiated the
best possible pricing for additional key tag purchases.”
Dealers on the key tag program give it rave reviews. Gary Meyer,
the Service Director at Ft Myers Toyota in Ft Myers, FL. stated,
“The Castrol Customized Key Tag Program is the single best piece
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volume 2 • 2005
of advertising we’ve ever done.” His dealership uses the key tag
as a customer retention tool with a free first and fifth Castrol GTX
5W-30 oil change. Ft Myers Toyota kicked off the program with
50,000 tags in June 2004, distributing 20,000 via direct mail with
a free oil change the first time the tag is used.
“From June through December 2004, we had a 102.5% increase
in business directly related to the Castrol Customized Key Tag
Loyalty Program. There is no doubt that this program generates
great business for our dealership,” concluded Meyer.
Dealers have gotten creative with the program too. In an effort
to upsell customers from a conventional to synthetic motor oil,
Dean Pavia, Vice President, Operations at Hammersley Motor
offers a “Buy 4 Castrol SYNTEC/SYNTEC Blend oil changes
and get $20 off the 5th oil change.” According to Pavia, “Since
implementing the Castrol Key Tags in September 2004, only two
Hammersley customers out of the 210 key tag holders stayed
with conventional oil while the remaining 208 made the switch
to SYNTEC or SYNTEC Blend.”
Program Hits Million Milestone
McGee is proud to report that more than 1 million Castrol
customized key tags have been ordered to date. That is a lot
of dealer and Castrol logos on key chains across America.
“This loyalty program really takes a dealership to a new level with
their customers,” declared McGee. “It is a great success story for
us and our dealers.”
Magnetic Service Reminder™ Loyalty Program
A second loyalty program was introduced in April that helps keep
a dealer’s business name and phone number in front of their
customers 24 hours a day. The Magnetic Service Reminder™
is the size of 2 business cards, where the top half is a traditional
service reminder and the bottom half contains the Castrol logo and
the dealer’s logo, address and phone number. The reminder can
adhere to any metal surface and serves as a constant reminder of
needed service.
continued on page 16
Web-Based Marketing
Ties In Consumer
his March, BP Lubricants USA Inc. launched two new
T programs on its Web site to target and communicate with
some of its core product users. Each program is designed
to inform, retain and reward consumers as well as provide the
company with a vehicle for relationship marketing.
Loyalty Clubs
Two loyalty clubs are now available to consumers looking for a
common place to share stories and gain information about their
vehicles and maintenance. Castrol GTX High Mileage Legends in
Motion is for consumers who are willing to go the extra mile for
their car. They take pride in owning their vehicle and want to
keep it running for the long haul. Castrol SYNTEC Insiders Crew
appeals to the car-passionate audience looking for superior
performance from their vehicles. Club members receive a free
welcome kit with valuable offers on Castrol products, special
“members only” promotions and insightful news geared for their
specific vehicles.
“We’ve really focused on providing consumers with new and
exciting reasons to continue to use Castrol motor oil and spread
the word about our products,” said Denise Ford, the former Web
Marketing Manager for BP Lubricants USA Inc. “For example,
Castrol SYNTEC Insiders Crew members not only receive savings
on Castrol SYNTEC products, but they will have access to crew
only promotions that may include gift cards to major retailers,
music downloads and video game cheat codes— all of which
appeal to our target audience of young car enthusiasts.”
Ford added that the company hopes to include two-way
communication with members in the future. Consumers
interested in club membership can visit the company’s Web
site (www.castrol.com/us) and click on the Promotions tab.
After completion of a short questionnaire, they can receive
their welcome kit and begin enjoying member benefits.
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dimensions
Loyalty clubs and targeted newsletters serve to
further engage consumers with Castrol motor oils.
Free E-Newsletters
Another Web-based communication program that began in the
first quarter of this year is targeted newsletters, which are e-mailed
to consumers every two months. Castrol GTX/ Castrol GTX Start
Up, Castrol GTX High Mileage and Castrol SYNTEC users can
now receive relevant information, car tips, expert advice and
special promotions through branded newsletters.
Newsletter articles focus on timely information with specialty
items that appeal to the specific market segment. For example,
the articles in the April/May 2005 issue center on overheating and
keeping a car hydrated in the summer months. Castrol GTX High
Mileage subscribers have a checklist for keeping their higher
mileage engines in top shape. The Castrol SYNTEC newsletter
has a poll to gauge what subscribers are most passionate about
and information on the Funkmaster Flex sweepstakes. In addition,
newsletters provide links to loyalty clubs and promotions for the
specific product.
The look and feel of the newsletter is also based on the
target audience.
“The Castrol SYNTEC newsletter is edgy and a little racy,
whereas the Castrol GTX High Mileage newsletter appeals to
the proud, long-term vehicle owner,” commented Ford. “The
Castrol GTX/Castrol GTX Start Up newsletter is geared toward
consumers looking for proper maintenance on their vehicles.”
Consumers can sign up for a free newsletter on the Web
site (www.castrol.com/us) by clicking on the Oil Change
Reminder/Newsletter Sign up tab on the left side of the
home page.
Initial feedback on the newsletters is that consumers find the
articles interesting and informative. BP Lubricants USA Inc.
plans to introduce a fourth newsletter to target truck
owner/operators later this year.
continued from page 5 JCB; Detroit Diesel; Deutz; Navistar
International; Komatsu; Mack EO-N
good condition especially considering Premium Plus ’03, EO-N Premium Plus,
the amount of hours in operation. All EO-M Plus; Volvo VDS-2; Hino; Detroit
wear conditions observed were normal Diesel Power Guard 93K214.
to better than normal, without any
sludge or discoloration and only a
The Future for Hawbaker
very light clean oil film. In assessing
and Castrol
the findings, the performance of the
Kitko and GOH appreciate the valuable
Castrol products in protecting the
support that the BP Lubricants USA
Caterpillar components against the
Inc. team has brought to the company
severe conditions was impeccable.
over the past 23 years. Going beyond
Since neither party had ever the product relationship, GOH has
conducted an inspection on a participated in numerous BP Lubricants
vehicle put through such a vigorous USA Inc. programs including Castrol
regime, the Lubrizol and Caterpillar Labcheck, a state-of-the-art used
personnel were really astonished at oil analysis program – helping them
the positive results they uncovered. manage the fleet more effectively and
The minimal wear and the condition of the parts were credited efficiently. “Through ongoing analysis of used oil samples, Castrol
to maintenance practices as well as the Castrol products and Labcheck allows us to pinpoint and solve equipment problems by
the superior engineering of the Cat vehicle. providing a full range of information which supports our operations
and maintenance decisions,” Kitko states. Labcheck reduces
Following the study, BP Lubricants USA Inc. had the chance to talk
down time by helping to avoid unexpected equipment shutdown
with Paul Kitko for his evaluation of the study. According to Kitko,
and minimizing unplanned maintenance costs.
Castrol’s products directly impacted the superior performance and
findings of this investigation. “We took this vehicle to a limit we’ve The future of the relationship between BP Lubricants USA Inc. and
never gone before and Castrol, specifically Hypuron S, provided GOH is clear. “Castrol is a quality and dependable brand that has
the protection that was needed to withstand the circumstances. served our company in a variety of applications and we welcome
The components were shown to have extended life and they any opportunity we get to testify to their mission,” Kitko concludes.
were in better condition compared to published industry standards.
For Caterpillar reps that witnessed this unprecedented tear down
When Lubrizol came back to us with the results, it even deepened
one thing stands true. “Castrol products stood up to the test and
our faith in the Castrol product line.”
performed beyond what our imaginations could fathom. Having
With the findings of this investigation, the superior performance never seen an engine with this many hours put between service
of Castrol Hypuron S has been proven to allow users to maximize intervals, we expected to find a lot of damage and build up and
equipment life and improve the bottom line. Castrol Hypuron S what we got was certainly a pleasant surprise.”
meets industry specifications, including: API Service Categories – * BP Lubricants USA Inc. recommends performing an oil analysis prior to extending
SAE 15W-40 (CI-4 Plus, CI-4, CH-4, CG-4, CF-4, SL); General maintenance intervals past OEM recommendations.

Motors Corporation (Allison Transmission Div.) C-4; J.I. Case;

Caterpillar ECF-1; Cummins CES 20076, 20078; John Deere;

Caterpillar lifter Caterpillar lobe

|15 |
volume 2 • 2005
 The sweepstakes and retail promotion will be supported with a
60-second radio spot, which will run in 10 to 15 markets. Point-of-
sale material includes a two-sided tear pad featuring the mail-in
promotion on one side and sweepstakes entry on the other, shelf
dangler and, tent card. BP Lubricants USA Inc. has high hopes
for Castrol GTX sales with this promotion.

“There is a ton of hype right now surrounding the Duke boys,”

said Drelich. “Not only is the TV show making the jump to the big
screen this summer, but the television series also has been revived
continued from page 7
on CMT (Country Music Television) and seasons one, two and
“The performance of the General Lee is critical to the show and three are available on DVD,” said
what better motor oil to handle its severe driving conditions than Drelich. “We intend to leverage
Castrol GTX,” said Drelich. “We’ve paired a well-known car with this “Dukes of Hazzard” fever and
a well-known oil whose appeal spans generations. Young males drive Castrol GTX sales with our
aged 16-20 as well as our typical target audience of 18-34 year promotion and sweepstakes.
old males are the market segment for this movie.” It should be an exciting summer
To capitalize on this classic pairing, a retail promotion featuring for the brand and product.”
a limited edition die-cast General Lee matchbox-sized car will Castrol GTX exceeds passenger
begin this summer. With a Castrol GTX motor oil purchase and car and gasoline light truck
completion of a mail-in form, consumers can get this collector’s requirements for the protection
edition matchbox-sized car branded with Castrol GTX. The of gasoline and turbocharged
promotion is the only way to get this unique car. engines where API SM, SL, SJ
There will also be a Castrol GTX Sweepstakes with a chance or SH is recommended. It is formulated to exceed engine
to win a 2006 Dodge Charger, which Dodge is re-introducing protection requirements of Ford ESE-M2C153-G and F,
this summer. Other sweepstake prizes include signed movie GM 6085M and Chrysler Corporation MS-6395H. For more
posters and larger die-cast General Lee cars. Official rules and information on Castrol GTX and sludge prevention, visit the
entry forms will be available online and in retail stores this summer. company’s Web site at www.castrol.com/us.

continued from page 13

“Dealers can increase loyalty and profitability by making personal

contact with the car owner when presenting the Magnetic Service
Reminder™,” said McGee. “We encourage installers to show them
the reminder, where to call, who to call and what service needs to
be done. Since the reminder is self-adhesive, the installer can
simply attach his or her business card.”

For new installers purchasing Castrol lubricants, there is a “Quick

Stick” program that allows them to get 500 free reminders with
free shipping. BP Lubricants USA Inc. has partnered with Magna
Card, Inc., an automotive marketing company, to provide
reminders at a reduced price.

Both of these loyalty programs are excellent ways for dealers

to maximize their investment in Castrol lubricants. For more
information, contact 1-888-CASTROL.
*See complete program details for eligibility.

|16 |
dimensions
News & Events
> Company News <
The Fleet Sales Team at TMC 2005. (L to R) Jim Dobrowolski, Gary Leveton,
John Ambrose, Larry Bell, Joseph Ruggiero, Bruce Sellers and Earl Fendall.
One-on-One with the Experts
Heavy-duty trade shows are the perfect venue to see products,
ask questions and gather information.
Equipment managers and fleet owners must stay abreast of
technology to remain competitive in today’s tough on- and off-road
industries. Trade show attendance is an excellent way to peruse
new technology, visit with company vendors and network with
industry peers. BP Lubricants USA Inc. sponsors exhibits at many
trade shows for the heavy duty/consumer truck side of the
business. In addition to a booth staffed with technical experts
available for consultation, BP Lubricants USA Inc. typically offers
demonstrations of the latest used oil analysis programs including
Castrol Labcheck Online and Castrol Labcheck Pro as well as
product information for their entire heavy-duty line. Attendees are
encouraged to visit the booth, pick up product brochures, ask
questions and try out the software.
Below are some highlights and pictures from the major events the
company has attended to date. To find a company representative
in your area, check the trade show schedule on page 19.
|17 |
volume 2 • 2005
CONEXPO-CON/AGG 2005
Attendance and exhibition space for this show hit an all-time
high during its five-day run in March 2005. More than 124,300
professionals from around the world gathered at the Las Vegas
Conference Center to view the latest equipment and product
innovations from the construction, construction materials and
power transmissions industries.
Mid America Truck Show 2005
The 34th Annual Mid America Truck Show was held March 31
through April 2 at the Kentucky Fair and Exposition Center in
Louisville, Kentucky. It featured more than 1,000 exhibiting
companies, which made it the largest trucking show in the world.
It is an excellent annual forum for showcasing the latest advances
in both technology and equipment for trucking professionals.
TMC 2005
Maintenance and technology solutions were showcased during
the TMC spring show this year. TMC is dedicated to providing
information to trucking companies for both on-board and off-
board technologies.
Waste Expo 2005
The largest trade show serving the solid waste industry boasted
more than 425 exhibitors, conference sessions geared toward
public and private sector waste management companies and an
equipment auction. Attendees were able to problem solve with the
industry’s top suppliers and pick up tips to run their businesses
more effectively.
News & Events
> PC-10 Update <
This is the second article in a four-part series which will track the
progress of the upcoming heavy-duty diesel engine oil classification
PC-10. This article will discuss the proposed engine and bench
tests for this specification.
The Engine Manufacturer’s Association has requested three
new engine tests be included in the PC-10 category. They are
as follows: the Caterpillar C-13, Cummins ISB and Mack T-12.
The Cummins ISM will replace the current Cummins M-11-EGR
and the Sequence IIIG is requested to replace current Sequence
IIIF bench test as recommended by the EMA. To manage the
immense task of developing new engine and bench tests,
a new test development task force was formed. The task force
will closely monitor the progress of test development, supply
matrix oils for testing and ensure that development adheres to
the proposed timeline.
The following is a complete list of the category’s proposed tests
and the engine oil qualities each is designed to measure:
Caterpillar C-13. The Caterpillar C-13 engine test is a new
500-hour test using a 13-liter Caterpillar engine with a full ACERT
(R-TM) emission control system and 15 ppm ultra low sulfur diesel
(ULSD) fuel. It is designed to measure piston deposits and oil
consumption.
Caterpillar 1N. Run on a Caterpillar 1Y5400 SCOTE (Single
Cylinder Oil Test Engine) utilizing a one-piece aluminum piston
and 0.05 wt. percent sulfur fuel, the Caterpillar 1N engine test
measures the oil’s ability to prevent piston deposits, ring sticking,
oil consumption and piston, ring and liner scuffing. It also gauges
oil consumption. This test has been retained from earlier categories
to provide backward compatibility.
|18 |
dimensions
Mack T-12. This test will use composite hardware from the
Mack T-10 and Mack T-11 tests with a new EGR system. The
operating conditions are reported to mimic those in the T-10,
with higher EGR rates. The Mack T-12 will measure ring and
liner wear, bearing wear and oxidation in a Mack engine using
15 ppm ULSD fuel after 300 hours.
Mack T-11. A carryover from API CI-4 Plus, the Mack T-11
measures an oil’s ability to maintain viscosity after being
contaminated with soot generated in an EGR engine.
Cummins ISM. Using PC-9 test fuel, the Cummins ISM is
a replacement test for the Cummins M-11 EGR from API CI-4.
It uses a Cummins 11-liter diesel engine, which boasts a more
robust valve train design than its predecessor. It is designed to
measure filter plugging, valve train wear and sludge. It may also
include other wear parameters.
Cummins ISB. The Cummins ISB engine test is a new valve
train wear test for PC-10. It uses a version of the 5.9 liter diesel
engine that has flat tappet cam followers. Cummins believes
this test will guard against soot valve train wear (sliding), which
is not measured in the Cummins ISM or Roller Follower Wear
Test (RFWT).
Sequence IIIG. The EMA has requested this test to measure
oxidation in PC-10 engine oils. The Sequence IIIG is an established
industry test and would be used at the GF-4 pass/fail levels.
However, these pass/fail criteria favor engine oils with highly
saturated base stocks and require more anti-oxidant performance
than is typically needed in heavy-duty engines. If this test is
approved, it will replace the Sequence IIIF and could add
significant formulation cost to PC-10 oils.
EOAT. This is an established industry test designed to measure
oil aeration or foam in direct injection engines. Its limits will be
the same as API CH-4.
CI-4 Seals. Designed to measure seal compatibility, this test
is the same as the API CI-4 bench test with the addition of
Vamac material.
Kurt Orbahn Shear Stability Test (90 pass). This test
evaluates the shear stability of polymer-containing fluids such as
multi-viscosity engine oils. It measures the percent viscosity loss
at 100ºC. Viscosity loss reflects permanent shear loss which can
decrease wear protection and overall engine efficiency. It is an
API CI-4 Plus test and will follow the same pass/fail criteria.
High Temperature Corrosion Bench Test (HTCBT).
Just as its name implies, HTCBT grades an oil’s tendency to
corrode certain metals, specifically alloys of lead and copper,
commonly used in cam followers and bearings. It will be used
at API CH-4 limits.
D874/D2622/D4951. These established industry tests
measure the chemical limits of sulfated ash, phosphorus and
sulfur (SAPS). For the first time an API category will include
chemical limits for these parameters to ensure that lubricants
are compatible with exhaust after treatment devices.
The next issue of Dimensions will review the category’s timeline
and provide an update on test development.

Noack. This test measures oil evaporation at high temperatures

by tracking oil volume. Test limits are likely to be set at 13 percent
except for 10W-30 engine oils which will be 15 percent.

> 2005 NHRA Race Schedule <

Aug 11-14 24th Annual Lucas Oil NHRA Nationals Brainerd, Minn.
Aug 19-21 18th Annual O’Reilly NHRA Mid-South Nationals Memphis, Tenn.
Aug 31 – Sept. 5 51st Annual Mac Tools U.S. Nationals Indianapolis, Ind.
Sept 15-18 21st Annual NHRA Nationals Reading, Pa.
Sept 22-25 20th Annual O’Reilly NHRA Fall Nationals Dallas, Tx.
Sept 29 – Oct. 2 Fifth Annual Route 66 NHRA Nationals Chicago, Ill.
Oct 20-23 Fifth Annual ACDelco Las Vegas NHRA Nationals Las Vegas, Nev.
Nov 3-6 4 1st Annual Automobile Club of Pomona, Calif.
Southern California NHRA Finals

> Trade Shows <

BP Lubricants Inc. invites you to visit our booth at one of these upcoming trade shows:
Aug 25 - 27 Great American Trucking Show Dallas, Tx.
Sept 8 - 10 International Trucking Show Anaheim, Calif.
Sept 17 - 18 NOPI Nationals Motorsports Atlanta, Ga.
Nov. 1 - 4 AAPEX Las Vegas, Nev.
Nov. 1 - 4 SEMA Las Vegas, Nev.

© Copyright 2005
Editorial: Hart Communications Inc.
Design: a+b studios
Printing: Webb/Mason, Inc.

The information contained in this document is based upon data believed to be reliable and relates only to the matters specifically mentioned in this document. Although BP Lubricants USA Inc. has
used reasonable skill and care in the preparation of this information as of the date above, in the absence of any overriding obligations arising under a specific contract to supply goods or services: no
representation, warranty (express or implied), or guarantee is made as to the suitability, accuracy, reliability or completeness of the information; nothing in this document shall reduce the user’s
responsibility or completeness of such information for its particular use; there is no warranty against intellectual property infringement; and BP Lubricants USA Inc. shall not be liable for any loss,
damage or injury that may occur from the use of this information. For greater certainty, before use, this information should be reviewed with the supplier.

BP Lubricants USA Inc. For comments or questions, please call 800-777-1466 or visit www.castrol.com/us.