INDUSTRY REVIEW

Pennzoil Answers Questions Concerning Oil and Engine Cleaning

How have consumers reacted to the message about engine cleaning?

Very well. We have had extensive meetings with consumers to discuss the new positioning, ad campaign, packaging, and messages for Pennzoil and have received great feedback. For Pennzoil, though, it's more than just messages that matter. We have worked hard with our technical teams to ensure that our motor oil formulations help us deliver the promise of active cleansing. Consumers are really excited about our new reasons to believe: No leading conventional oil helps keep engines clean better than Pennzoil and Pennzoil Platinum cleans engines three times better than the leading conventional oil.

How did Pennzoil developed this message based on feedback from consumers?

All of our work starts with consumers. To create the new brand position, we met with consumers across the United States. We asked them to help us better understand the role that oil plays in the life of their vehicles. We learned some interesting things that played a big role in the development of our new positioning.

First, people talked to us about how the oil change is the pivotal point in the lifecycle of their engine and believe it to be the center of good car maintenance.

Many drivers are connected with their engines and they know when it's time to change their oil and believe that their cars feel and run better after the oil is changed. We used these insights to help refine the consumer message, product benefits, and reasons to believe for the new Pennzoil brand position.

Does Pennzoil believe that engine cleaning presented in a positive light will resonate with consumers?

Absolutely. We have done extensive work with consumers to create this new, position. However, the real point of difference is how we link a cleaner engine to the benefit of engine responsiveness. When a person’s engine runs better, they feel better. The connection of these ideas is what really makes this idea work so well with consumers. It's what makes our new "Connections" campaign so strong.

Answers were provided by Luis Guimaraes, Vice President for North American Marketing, Shell Lubricants.

Tenneco Inc. Launches Walker ‘Exhaust Extravaganza’ Sales Event
Walker, one of the world’s leading exhaust manufacturers and a brand of Tenneco Inc., will launch a complete exhaust sales event – the Walker “Exhaust Extravaganza” – from April 1 through May 31, 2008, to help drive profits for automotive service dealers.

Walker has introduced a new coverage program for 2008, using highly targeted quarterly exhaust and emission SKU launches to answer the real-time needs of replacement parts distributors and their customers. Walker started 2008 with the release of more than 345 new SKUs, building on Tenneco’s heavy investment in the Walker exhaust product line, which launched more than 600 new part numbers during 2007.

“We’re adding the Walker ‘Exhaust Extravaganza’ sales event to an already customer-focused business package,” said Sheryl Bomia, North America programs manager, Aftermarket, Tenneco. “Walker has offered incentives for every step of the sales process for replacing exhaust components. From $50 consumer rebates to installer and counterperson rewards, this is a complete program to make our aftermarket customers’ spring selling season even more successful.”

During the Walker “Exhaust Extravaganza,” eligible installers can earn valuable retailer gift cards for the sale of qualifying premium exhaust components. Plus, counter people will earn $10 cash rewards for selling Walker Quiet-Flow3 mufflers or welded assemblies. “The $50 consumer rebate is the highest reward that Walker has ever offered. It is an ideal opportunity for our business partners to offer their customers a special discount to help close the sale,” Bomia said.

Tenneco backs Walker products with a limited lifetime warranty and the exclusive Safe & Sound Guarantee 90-day consumer cash-back offer.

For the Walker “Exhaust Extravaganza” sales event mail-in promotion forms and more information, visit www.walkerexhaust.com or write to Walker Marketing, One International Dr., Monroe, MI 48161. For more information about the Walker “Exhaust Extravaganza” sales event, call program headquarters toll free at 1-800-603-6834 (U.S.) or 1-800-531-7814 (Canada) or send an email to expertplus@pmh.com.

ATE Offers comprehensive domestic, Asian and European brake
application coverage
ATE, part of the Interior Division of Continental Corporation, has released its 2008 ATE PremiumOne Aftermarket Brake Products Catalog. The 450-page catalog features more than 10,000 additional domestic, Asian, and European applications for model years 1980-2008. The primary product categories listed include pads, rotors and hydraulics, as well as various brake fluids, tools, and other parts assortments.

ATE’s premium pads feature application-matched, OE-engineered friction formulations, which help restore original equipment pad performance, reduce wheel dusting and extend pad life. The functional pad underlayer design along with premium features such as shims, chamfers and slots contribute to a reduction in noise, vibration and harshness (NVH) in the vehicle, while at the same time, improving braking performance.

ATE’s premium rotors feature a differentiated and patented RotorLife wear indicator, giving technicians a visual indicator of when the rotor should be replaced. The rotor’s groove design also disperses dirt and water and enhances the dissipation of heat and gases to reduce brake fade and extend pad life. In addition, ATE treats each ATE PremiumOne rotor with MetaCote, a protective coating that not only helps prevent rust and corrosion, but also provides an attractive finish.

The 2008 catalog also features comprehensive hydraulics coverage for European applications. ATE hydraulic products are designed and manufactured to original equipment specifications. Advanced engineering expertise assures that ATE materials, parts, and tolerances meet the same high standards as the OE brake parts supplied to automakers around the world.

As a brake supplier to all automakers, Continental can effectively leverage its OE engineering standards to the entire ATE line of brake products.

"We are committed to offering our customers the best coverage for the premium brake replacement market," said Donald James, Marketing Director, North American Aftermarket — Continental Corporation. "Engineering excellence is our heritage. We understand the entire brake system and how each component affects a vehicle’s safety and performance."

Contact your ATE distributor or sales representative for more information. To learn more about the ATE brand of products, go to www.ate-na.com.

Boost Your Preventive Maintenance Sales and Repeat Business with Mighty’s ‘Love Your Car’ Consumer Promotion
Mighty Auto Parts is offering a new Spring Customer Loyalty Incentive. When your customers purchase one or more qualifying Mighty products as part of a preventive maintenance service between April 1 and June 30, 2008, they can receive a certificate by mail worth up to $60 on their next service at your shop! Qualifying preventive maintenance services include fuel system cleaning with air filter replacement, cabin air filter replacement and brake pad replacement.

For details, call (800) 829-3900 or visit www.mightyautoparts.com/loveyourcar.