The Garage 333

The
Supporting the Independent Garage and MOT sector
Issue 333
December 2021
50
YEARS OF
BUTTS
The Garage Magazine talks to three
generations of directors at JHM Butt
and Company, who are celebrating
50 years of being in business.
Under the Spotlight
The Garage Magazine talks to Carl Sault, UK
Market Manager at Petronas
The Motor Ombudsman names
winners of 2021 Garage Star and
Customer Service Star Awards
PR & Marketing top tips, for your
garage workshop marketing strategy
Please visit our website - www.garageandmot.com
1 Front.indd 1 18/11/2021 15:36

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13:01

The
Supporting the Independent Garage and MOT sector
Issue 333
December 2021
HelloWelcome to The Garage
Welcome to the latest Garage magazine, our
last of the year.
Congratulations must first go to Scottish garage,
The Garage (Whitburn), for their overall winner in
the Garage Star Awards organised by The Motor
Ombudsman. The judges, including our own
Publication Manager Ben Coates, commended
them for not only their overall performance but
also their work in the community, well done to
them and all the award winners.
Happy golden anniversary to JHM Butt and
Company who are celebrating 50 years of trading
this year. What’s the secret of their success? Turn
to page 6 where we have had a chat with the
directors of this family run business.
We also have a fantastic prize for you in this
issue. The real star of the James Bond films, the
DB5, has just had a beautiful coffee table book
produced in its honour, featuring it’s history,
statistics and plenty of spectacular images. All the
details are on page 11.
Finally, can I raise a vodka Martini, shaken – not
stirred, to wish you a happy and healthy Christmas
and New year, thank you all for your support in
2021, we’re looking forward to seeing you again in
2022.
Paul Gregory Editor
paul.gregory@ppmedia.co.uk
Subscribe to
The Garage
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Contact us
Editor
Paul Gregory
paul.gregory@ppmedia.co.uk
Publication Manager
Ben Coates
ben.coates@ppmedia.co.uk
Design & Layout
Mark Blacker
mark.blacker@ppmedia.co.uk
Advertising
Ben Coates
ben.coates@ppmedia.co.uk
The Garage is published by:
Partnership Publishing Limited
Bridge Road
Wellington
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TF1 1EA
Telephone: 01952 415334
Website: www.garageandmot.com
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Every care is taken over the accuracy of material in The Garage but the publishers cannot be held responsible for any errors or omissions. Views and
opinions of contributors, advertisers and interviewees to The Garage are not necessarily those of the publishers who cannot accept responsibility for such
contributions.
© Partnership Publishing 2020 / 2021 - All rights reserved. No part of the publication may be reproduced in any form without prior consent of the publisher.
The
3 Comment.indd 1 18/11/2021 16:18

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all the ancillary
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Talk to the experts
about your needs
See you there!
Telford International Centre
For latest information
about the show visit
www.recoverytowshow.co.uk
Call Nick Phipps on
01952 415334
or email
nick.phipps@ppmedia.co.uk
News
06. Industry Insight - Butts at 50. The Garage Magazine talks to three generations of directors at
JHM Butt and Company, who are celebrating 50 years in business.
08. News - Dayco expands its chassis system offering with the launch of a comprehensive
steering & suspension programme.
12. News - Climate Change. In the current climate of environmental activism, is there an
opportunity for your garage to stand out from the crowd?
14. The Garage Star Awards 2021. The Motor Ombudsman is pleased to announce the winners of its
2021 Garage Star Awards and inaugural Customer Service Star Awards.
Under the Spotlight
16. Carl Sault: One year on at Petronas.
The Garage Magazine talks to Carl Sault, UK Market Manager at
Petronas, who has been in the role for twelve months and a part
of the company for five years, seeing many changes in both the
PLI itself and the market too.
Features
30. Sales and Marketing
In this issue we look at Sales and Marketing. The Garage talks
to Jim Lang, who helps independent garages get found online
– and grow. Top Tips from PR & Marketing agency, Chicane
for your garage workshop marketing strategy, and Aftercare
Response about how video brings servicing and repairs to the
small screen.
People
40. People stories and movements from around your industry
Your data
The Garage is published by Partnership Publishing and is produced 12 times a year. Your data and privacy is
important to us. We would never give this information away or sell it onto a third party. You would only receive
magazines or information from one of Partnership Publishing’s publications.
However, if you wish to stop receiving The Garage and would like us to erase all of your information from
our databases then email your name, company and address to ben.coates@ppmedia.co.uk
4 Contents.indd 1 22/11/2021 10:26

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INDUSTRYNEWS
Industry insight
Presented by MOTUL
BUTTS
AT 50
Today the Garage Magazine talks to three
generations of directors at JHM Butt
and Company who are celebrating being
in business for 50 years, an amazing
achievement for a company that has seen
so little change in management.
Butts is 50, and is still a family orientated business, as well as having
massive success, how have you maintained that friendly feel?
Consistent values, investing time in our staff wellbeing, putting people
above profit. 50 years is a long time but our strength is being able
to maintain consistent values, like investing in our staff wellbeing
and putting people above profit. We believe that if we have happy
employees we will in turn have happy customers. As a management
team we try to support our staff so they are in turn equipped to
support our customers. We feel that one of our greatest strengths
is although we are incredibly serious about our work, we don’t take
ourselves too seriously. We laugh together, - we laugh with each
other, we laugh at each other and we always laugh at ourselves. This
approach has helped diffuse quite a few stressful situations and has
promoted a sense of wellbeing within the company that then flows
into our business relationships.
Butts has only ever had three managing directors, two from the same
family and a third who has been in the business since the age of 17,
how proud of this consistency are you?
It’s a challenge in our industry for businesses to have the same owners
for a protracted period. That we have only had 3 MDs illustrates the
commitment to the company and the care and attention to offering a
reliable place of work for our staff. Like all companies we like to have
high staff retention and we believe that consistency at managerial
level will help foster consistency at all other levels.
6 THE GARAGE
6, 7 Industry Insight.indd 1 18/11/2021 16:16

Industry Insights celebrates the 50th Anniversary of
the first fully synthetic motor oil: Motul 300V
For details of the wide range of Motul workshop oils and
other garage products, check out: www.motul.com
Have you ever seen such big changes in the industry as
we are now experiencing?
Being in business for 50 years you have the privilege
of perspective. We have seen lots of changes, this is
something that has always been there, you always have
to develop and evolve as a business. However with the
introduction of electrical vehicles and the potential of
other technologies we are seeing accelerated change
in the landscape of garage equipment. But change is
inevitable, we never shy away from this as a company, we
love the challenge and the opportunity change brings.
What’s Butts plans for 2022, 2030 and further beyond?
We are excited about our relocation to larger premises
for 2022. Our current warehousing facilities no longer
have the capacity to house our ever expanding stock
range. In addition, whilst many other companies may
be scaling back on office space, we are increasing our
space. We believe that the synergy, levels of productivity
and wellbeing that is achieved when people work side by
side cannot be matched in any other work setting and so
we are adapting our premises to accommodate all the
requirements we need to do this as safely as possible.
We are committed to ongoing investment in new
products, to address the requirements of the changing
car park in terms of new types of vehicle and maintaining
our place in the marketplace as a reliable supplier of
quality products, backed by in house engineers and
technical team.
We are always keeping our eyes on the future in regards
to the management structure of the company. Our
upcoming management team is relatively young and that
helps challenge established thinking and concepts and
keep things at JHM Butt fresh and exciting.
What would your one message be to the independent
Garage owner?
Cheapest is seldom best! Choose an established supplier
whose products come from an identifiable manufacturer
and who can provide ongoing support with your
equipment.
Carolyn Bean, Managing Director
and Mark Bean, Managing Director, JHM Butt.
THE GARAGE 7
6, 7 Industry Insight.indd 2 18/11/2021 16:17

NEWS
Dayco expands its chassis system offering
with the launch of a comprehensive
steering & suspension programme
Recognising the global shift in
momentum from traditional internal
combustion towards hybrid and
electric powertrains, Dayco, a leading
engine products and drive systems
supplier for the automotive, industrial and
aftermarket industries with more than
110 years of technical heritage, constantly
addresses its product portfolio to reflect
the needs of the independent service and
repair sector.
As a result, following the company’s
move to embrace thermal management
and, more recently, the introduction of
wheel bearings, Dayco is significantly
growing its chassis system offering, with
the launch of a comprehensive range
of more than 3,300 original equipment
(OE) equivalent steering & suspension
components, which include axle joints, tie
rod ends/assemblies and steering boots,
as well as track control arms, ball joints,
stabilizer links and bushes.
Naturally, in keeping with its position as
an OE manufacturer and supply partner
to many vehicle manufacturers around
the world, across multiple sectors,
quality is paramount. So, the company’s
reputation for engineering excellence and
technological prowess is reflected in the
programme, which provides wholesalers
with a range that allows them to offer their
workshop customers a brand with true OE
pedigree and the confidence that invokes.
On a practical level this means that
the range has been manufactured
to OE equivalent standards for both
performance and durability and has
therefore been tested and verified during
its production to stringent certified quality
control protocols. Additional product
testing to check for material fatigue and
dimensional accuracy is supplemented
by the application of an environmentally
friendly electrophoretic coating, for long
lasting protection against salt spray and
other chemicals, as well as impacts and
scratches, which all contribute to ensure
that the programme adheres to Dayco’s
demanding brand requirements.
Alongside these confidence inspiring
factors, additional benefits from an
installer perspective include the fact that
where ancillary items such as fastenings
and clips also need to be replaced when a
component is fitted, the Dayco kit comes
with all the necessary replacement items,
which makes life easier for technicians and
improves workshop efficiencies.
On the subject of efficiency, the
accurate identification of the correct
replacement part is a vital prerequisite
for the successful introduction of
any new product line. So, as would be
expected of a company that consistently
demonstrates such high levels of technical
competence, a supporting catalogue, with
comprehensive cross-reference data and
imagery, is instantly accessible through
the Dayco website and app, as well as via
TecDoc.
Finally, in accordance with the
company’s consistent brand identity,
the steering & suspension programme is
powerfully presented in robust packaging,
resplendent in Dayco’s distinctive
corporate imagery, which again further
endorses the professional approach it
takes to every aspect of its aftermarket
business and in support of its valued
customers.
8 THE GARAGE
8 News Dayco.indd 1 18/11/2021 16:44

Our automotive family is struggling.
They urgently need your help.
Dear colleague,
Whilst everyone continues to deal with the aftermath of Covid-19, it has been encouraging to see
the positive bounce-back enjoyed by our industry this year.
However, we know that many of our automotive family - the people our industry relies on – are
struggling. They continue to face life’s toughest challenges; challenges we hope we will never have
to face ourselves.
We have seen a staggering 147% increase in the number of people turning to Ben for support this
year, and we know there are many more families who are struggling and need our help too.
People are turning to Ben for support with issues from mental and physical health to poverty,
domestic abuse, homelessness and much more. These issues are more urgent and more complex than
ever before but with fundraising income still impacted by Covid-19, we are once again facing the
prospect of not being able to help everyone.
That is why we are launching our urgent Christmas Appeal to the industry, asking for your help to
ensure Ben never has to decide who we support based on our available funds.
To do that we need your help to raise at least another £500,000 this Christmas.
Please, email pledge@ben.org.uk now to show your support for our Christmas Appeal.
Your donation will help make a life-changing difference to someone in our automotive family this
Christmas, and beyond. What an incredible gift.
Thank you,
Zara Ross,
Chief Executive
Steve Nash,
Chairman of Ben Board
When any member of our
automotive family is struggling,
we all rally to support them.
Ben - Motor and Allied Trades Benevolent Fund. Lynwood Court, Lynwood Village, Rise Road, Ascot,
SL5 0FG. A charity registered in England and Wales (no.297877) and Scotland (no.SC039842).
BEN.indd 1 18/11/2021 16:56

NEWS
TRICO scoops
the Product of
the Year award!
Original equipment (OE) wiper blade
manufacturer, TRICO, has been presented with
the Product of the Year award for its Flex range,
by A1 Motor Stores, at its annual convention.
For more than a decade, TRICO and A1 Motor Stores have enjoyed
a fantastic business relationship, with members able to offer their
customers a range of wiper blades that boast OE quality, safety
and performance.
After relaunching in 2020, the Flex range offering provides
increased vehicle coverage – including the latest fitment for late
Mercedes A-Class, B-Class and C-Class models – as well as being
precision engineered with the latest TRICO OE blade structure.
The Flex range utilises TRICO’s innovative new TRICO SYNC TM
connection system – five clips covering the nine most-popular
wiper arm types, which can be added or removed in just one
second – and newly-designed laser cut beam technology for
superior pressure distribution.
In response to customer feedback, a new ‘top mount’ retro-fit
connection system has been developed to upgrade older style
conventional blades to modern beam technology, with an even
sleeker styling than previously.
The Flex range allows customers to step-up from the
conventional wiper to premium beam blade technology – but at a
reasonable price.
It’s for these reasons that the range was recognised with the
Product of the Year award by A1 Motor Stores.
First Brand’s Group Brand & Marketing Manager (Europe), Sam
Robinson, enthused: “I am absolutely delighted that TRICO has
won A1’s Product of the Year award. We worked very hard on the
redesign and relaunch of the Flex range to ensure it remains ‘best
in class’ in terms of multi-fit wiper blade ranges, and winning this
award pays testament to that!
“I would like to thank the members that voted for us and look
forward to seeing the partnership between TRICO and A1 Motor
Stores continue to thrive.”
Bowmonk & Tapley have for decades been the most
recognised and trusted names in portable brake testers.
The Bowmonk BrakeCheck is the electronic version that carries
on from that pedigree.
BrakeCheck is DVSA approved for all classes of vehicle
and it records braking efficiency and percentage of braking
imbalance.
• Portable & easy to use
• No connections to vehicle required
• GEA MTS Connected Approved (Upgrade Available)
• DVSA approved for all classes of vehicle
• Print results to optional portable wireless printer
• Approved for 6-weekly checks
• Download results to PC (optional software required)
• Approved for quarterly brake test requirements
• Records braking efficiency and percentage of braking imbalance
Bowmonk Ltd, Diamond Road, Norwich, NR6 6AW T: +44 (0)1603 485 153 E: info@bowmonk.com www.bowmonk.com
10,11 News Blog.indd 1 18/11/2021 17:20

NEWSBLOG
Subscribers
Competition
DENSO TRAINING BACK IN FULL SWING
TIME TO WIN
NO TIME TO DIE
As we see the end of Daniel Craig as James
Bond, there has been a book released to
commemorate the history of 007’s famous cars
used. Titled James Bond’s DB5, this spectacular
book charts the history of the DB5 in the bond
films and is a must for any fan of the secret
agent or vehicle lovers.
To enter for your chance to win, make sure
you are a subscriber to the Garage by going
to www.garageandmot.com and clicking
on subscribe, all current subscribers are
automatically entered into the prize draw.
So we can send the book in time for
Christmas, all entries must be received no later
than Wednesday December 8th 2021.
Good luck.
Subscribe to the Garage by going to
www.garageandmot.com
and clicking on subscribe
To fulfil its objective of providing expert training to technicians
keen to expand their knowledge, DENSO is using every tool at is
disposal, from recorded webinars and real-time presentations via
the Internet, to live events with face-to-face engagement
“Training the technicians responsible for vehicle repair
and service is a very important issue,” explained DENSO’s
Fatiha Laauich, “and one that DENSO has long placed a high
priority upon.
“Although our e-Learning channel remains an important
tool and The League of True Mechanics (LOTM) competition
an ongoing opportunity for technicians to increase
their knowledge while also being able to win rewards, as
restrictions continue to ease, face-to-face training again
becomes a reality, which is why we were eager and excited
to join several other original equipment manufacturers at
the AutoInform LIVE event in Wolverhampton on 6th & 7th
November.
“The event was a great success as our two technical
experts, Richard Groot and Steve Turner, engaged with
many of the 200 attendees to discuss the many products in
the DENSO range. Richard then held an air conditioning (AC)
seminar with 50 delegates during which he expanded on the
service, repair and troubleshooting aspects of the complex,
but increasingly relevant, subject.
“The depth and breadth of DENSO’s training offering was
also demonstrated the previous week when DENSO and
Schaeffler jointly shared a live Zoom training session to
address the importance of FEAD (front end auxiliary drive)
system maintenance. This is an essential message and the
popular format gave Richard a great platform to explain
the different technologies used in the design of the pulleys
used for the alternators and AC compressors driven by
the system and stress the importance of checking their
condition and to highlight what problems can typically
occur.
“As ongoing access to up-to-date training remains vital,
all our previous webinars, current training modules and
most recent ‘DENSO in the Workshop’ AC oil condition
assessment video, are available online at: https://www.
denso-technic.com/uk/ where technicians can also still sign
up to the LOTM competition and be in with the chance to
win some fabulous prizes.”
Further details are available online at
www.denso-am.co.uk
THE GARAGE 11
10,11 News Blog.indd 2 18/11/2021 17:21

NEWS
In the current climate of environmental
activism, is there an opportunity for your
garage to stand out from the crowd?
By Robert Welch, Tec4 Lubricants
Extinction Rebellion, Insulate Britain,
Greta Thumberg dancing to “The heat
is on” and now Cop-26, all shouting
about how we need to raise the profile of
climate change. I don’t know about you but
I think it unlikely that the profile of climate
change can be raised any higher. You would
be forgiven for thinking that the end is
nigh and it’s only a matter of time until the
sandal brigade outlaw the motor car and
shut down your business on environmental
grounds. But, as the Dalai Lama, not known
for his ability to run an Independent Garage,
but a great man all the same, once said…
“with every challenge comes opportunity”
All the talk of climate change and adverts
containing snotty kids imploring our
generation to “do something before it’s too
late” has led some, usually retired vicars
with a guilty conscience, to glue themselves
to the M25. A bit extreme if you ask me, but
hey, every retiree needs a hobby.
As for the rest of the working, car driving
population, we are implored to make a
choice. Buy an electric vehicle and resign
ourselves to never leaving the local area
without a diesel generator hitched to the
back or feel guilty about driving a petrol or
worse still, god forbid, a diesel.
I must at this point declare an interest.
I run a company called Tec4 and make my
living from supplying Engine Flush and Fuel
Treatments to the professional motor trade.
For the last 25 years I have spent my time
demonstrating how effective a good quality
engine flush is at reducing emissions and
improving fuel economy.
I have yet to meet a car owner that
looks forward to the day their car needs a
service, so it’s unlikely that many customers
drive off your forecourt feeling good about
the fact that they have just shelled out
£200 to keep their car running for another
year. They might feel good about how
pleasant you were to deal with, but paying
to have a car serviced is like paying tax,
you have no choice, you just have to stump
up the cash. But what if the result of that
expense was a reduction in the level of guilt
they felt for owning such a gas guzzling,
planet killing machine.
Earlier this year we launched The Green
Garage Network. The idea being to tap
into the current narrative and help garages
promote themselves as the environmentally
friendly choice for car owners.
Members get outside signage, leaflets,
mirror hangers, service pads, service
wallets, service books, posters, everything
they need to promote the fact that when
a car driver chooses a Green Garage
Network Member, they are doing their bit
for the environment. All member garages
are uploaded onto a searchable map on
greengaragenetwork.com and the website
is being promoted through social media and
YouTube adverts to help members attract
more custom.
There is no membership fee and all
ongoing marketing support is provided free
of charge. Garages that join the network
simply have to commit to disposing of
the old engine oil in an environmentally
responsible way, flush the engine to reduce
emissions and improve fuel economy and
check tyre pressures.
To date over 450 garages have joined
the network and are not only enjoying an
increase in customer satisfaction, more
importantly, they are seeing an increase in
profit. It’s a win, win! The car driver gets
to feel good about the fact that they have
done their bit for the environment and
probably saves the total cost of the service
through improved fuel economy, and the
garage attracts more customers and makes
more profit by including an engine flush.
With every challenge comes opportunity.
In the current climate of environmental
activism, there is a real opportunity to
make your garage stand out from the
crowd and promote your business as the
environmentally friendly choice. So, it’s not
all bad. We can sit and mourn the demise of
the internal combustion engine and resign
ourselves to our fate or we can seize the
opportunity.
If you would like to find out more or
register your interest in becoming a
member, visit greengaragenetwork.com
12 THE GARAGE
12,13 News Green Garage.indd 1 18/11/2021 16:43

Tyrexpo Asia Bangkok
2022 in motion
NEWS
Thailand is now opening its borders to
fully vaccinated travellers from a growing
number of approved countries, so the stage
is now set for the next Tyrexpo Asia show
in Bangkok which will take place at the
Bangkok International Trade & Exhibition
Centre (BITEC), Hall EH102 from 26th to 28th
October 2022.
The latest edition of the Tyrexpo Asia
series of tyre and automotive events by
Tarsus Group, Tyrexpo Asia Bangkok will be
presenting up to 120 exhibitors and 3,000
attendees, with key objectives to explore
and further increase growth opportunities
for both the local and emerging markets as
the only fully dedicated tyre and automotive
trade show in Asia Pacific.
Alwin Seow, Event Project Director at
Tarsus says, “Asia is one of the growing trade
platforms within the global tyre market and
particularly for emerging economies in South
East Asia. Therefore, Tyrexpo Asia Bangkok
2022, will provide the perfect opportunity
for leading and growing international and
regional suppliers in tyres, equipment and
tools plus tyre accessories to effectively
showcase their latest technology and
equipment and discuss other future
solutions to drive their business to an even
higher level of sales and profit.”
Clever cooling
Thermal Management
Modules
Electric
Water Pumps
Mechanical
Water Pumps
Switchable
Water Pumps
As cooling systems become more complex,
the installation and maintenance of modern
water pumps is presenting a new challenge
to independent workshops.
Our range of Thermal Management Modules
(TMM) plus electric, adjustable, switchable
and traditional water pumps offers you
comprehensive repair solutions for the very
latest intelligent cooling system technology.
And because it’s from INA, everything you
need for a professional repair is included -
right down to the last nut, bolt and washer.
Trust Schaeffler quality - choose INA.
aftermarket.schaeffler.co.uk
www.repxpert.co.uk
THE GARAGE 13
12,13 News Green Garage.indd 2 18/11/2021 16:34

The Motor Ombudsman names winners of 2021 Garage
Star and Customer Service Star Awards
• Nearly 1,100 customers submitted a nomination for an individual team member or business accredited to one or more of The Motor
Ombudsman’s four Motor Industry Codes of Practice, who they felt had gone above and beyond to assist them during the last 12 months
• From the finalists shortlisted by The Motor Ombudsman, judges then selected the winners of both the eight regional Garage Star Award
trophies and the inaugural Customer Service Star Awards
• The Garage (Whitburn) was chosen by the panel as the recipient of the overall 2021 National Garage Star Award after winning the Scottish
regional trophy for the second year in a row
The Motor Ombudsman is pleased
to announce the winners of its 2021
Garage Star Awards and inaugural
Customer Service Star Awards. The Garage
Star Awards were launched in 2020 by the
Ombudsman dedicated to the automotive
sector to recognise businesses accredited
to its four Motor Industry Codes of
Practice, and individual team members
working within these organisations, who
go the extra mile to provide an exceptional
level of work and service to customers.
Building on the success of the
competition last year, nearly 1,100
nominations were received in the 2021
contest from motorists across the
country, who submitted short accounts
about a business or individual that had
gone above and beyond to help them to
resolve an issue related to a vehicle. These
entries were then whittled down by The
Motor Ombudsman to create a shortlist
that was passed to a panel of judges to
determine the recipients of the 11 trophies
on offer.
With two regional award winners from
2020 amongst this year’s finalists, coupled
with a very high calibre of nominations
from customers, it was a closely fought
contest for the silverware on offer, with
the judges reaching a consensus on the
winners of the eight regional 2021 Garage
Star Awards:
North: Westmoor MOT Centre in Newcastle Upon Tyne (Tyne
and Wear), for going the extra mile to source a spare part for the
customer’s electric vehicle, and for taking the time to keep the
customer fully informed as to the work needed on their car;
South: Crown Honda Bushey Heath in Bushey (Hertfordshire), for
the business carrying out a thorough diagnostic to identify the
issue with the customer’s vehicle at short notice, whilst providing
a caring and personal approach to reassure them of their safety
when using the car;
East: Frettenham Service Station in Frettenham (Norfolk), for
travelling to the customer’s location to change a flat tyre, due to
them being unable to visit the garage in person;
West: Cadley Garage in Marlborough (Wiltshire), for putting in
several hours of work until the problem with the customer’s
vehicle was fixed, and for keeping costs to a minimum;
Midlands: Clarkes4Landys in Market Drayton (Shropshire), for
helping a customer to source a replacement car at very short
notice, enabling them to visit a family member before they
passed away;
Northern Ireland: JC Halliday & Sons in Eglinton (Londonderry),
for ensuring the highest level of safety for customers during the
pandemic, and for donating a significant amount of Personal
Protective Equipment (PPE) to their local NHS Trust;
Scotland: The Garage (Whitburn) in Whitburn (West Lothian),
for their unrelenting commitment to providing customers
with the highest level of customer service, for hosting
vehicle maintenance classes for local motorists, and for their
charitable work and support of the surrounding community;
Wales: FRF Toyota Haverfordwest in Haverfordwest
(Pembrokeshire), for providing a consistently highly level
of service on every occasion that the customer visited the
business, which included clear communications from the time
of booking through to when repairs were conducted.
14 THE GARAGE
14,15 News TMO.indd 1 18/11/2021 16:29

After crowning the eight regional winners,
judges then turned their attention to
deciding which of the businesses would
emerge triumphant as the overall National
Garage Star. After being assessed on
their own merit, Scotland’s The Garage
(Whitburn) was deemed to be the worthy
recipient of the top prize, thanks to their
approach of putting the customer at the
very heart of everything that they do, and
their desire to go above and beyond to help
others in their local area.
Ian Robertson, Managing Director of The
Garage (Whitburn), said: “We are thrilled
to be the recipient of not just one, but
two trophies in the competition, and we
are extremely honoured to have been
crowned the National Garage Star. It is
testimony to the hard work and philosophy
of the entire team that they always look
to go beyond the call of duty, and for the
countless hours that they put in during their
spare time to voluntarily help others and to
carry out fantastic work in the community.
We are delighted to end what has been
a challenging year for our business with a
celebration of this fantastic achievement,
and we are extremely grateful to have our
efforts recognised by our valued customers
in the town and further afield.”
This year’s competition equally saw
the introduction of two new dedicated
Customer Service Star Awards for the
vehicle manufacturers accredited to The
Motor Ombudsman’s New Car Code, and for
the businesses that are a part of its Vehicle
Warranty Products Code, meaning that
customers could nominate any organisation
accredited to any one of The Motor
Ombudsman’s Codes of Practice for the
first time. The inaugural trophies in these
categories were won by Polestar Automotive
and Autoguard Warranties respectively.
Bill Fennell, Chief Ombudsman
and Managing Director of The Motor
Ombudsman, said: “Last year’s competition
attracted significant interest amongst our
accredited business network and their
customers, and we are delighted to have
built on this strong foundation, and to see
the awards growing in stature year-on-year
with even more nominations in the 2021
competition. We would like to congratulate
all individuals and businesses that were
nominated, highly commended, and that
NEWS
won an award, and we are very proud that
they are a part of our nationwide accredited
network.”
Bill added: “Providing excellent customer
service is one of the fundamentals of
running a successful business, and the
high standards required by our Codes of
Practice reinforces the importance of this.
It has been very encouraging to see all
the inspirational accounts received from
motorists amongst this year’s nominations,
demonstrating the dedication and
unrelenting efforts of businesses up and
down the country to do all that they can to
help keep motorists on the move in their
time of need.”
The Motor Ombudsman’s Garage Star
Awards, visit www.TheMotorOmbudsman.
org/Awards.
Right choice
The LuK DMF has been originally fitted to over
100 million vehicles as the preferred solution
for damping drivetrain vibration in today’s
smaller, lighter yet more powerful engines.
As well as helping vehicle manufacturers
meet increasingly stringent emissions and
fuel consumption targets, the advanced and
superior technology found inside every DMF
also helps deliver the performance, economy
and comfort benefits the driver expects.
aftermarket.schaeffler.co.uk
www.repxpert.co.uk
OESAA
member
THE GARAGE 15
14,15 News TMO.indd 2 18/11/2021 16:29

UNDERTHESPOTLIGHT
Under the Spotlight
One Year On: Carl Sault Leads
PLI to Strongest Growth Ever
Today the Garage Magazine talks to Carl Sault, UK Market Manager at Petronas, who has
been in the role for twelve months and a part of the company for five years, seeing many
changes in both the PLI itself and the market too.
How would you describe the past year in your role as
PETRONAS Lubricants International (PLI) UK Market
Manager?
Two words; eventful and successful. The past year in
my role at PETRONAS Lubricants International (PLI) has
been eventful, due to a remodelled supply chain as
well as Brexit and Covid-19. However, the silver-lining to
those circumstantial clouds has been the success of a
refocused, customer-centric team that’s clear on where
and who to target. We have a legacy customer base
with OEM partners, but also a great opportunity in wider
marketing, including commercial vehicle lubricants and
passenger car oils. We are emphasising our catering to
these markets through workshops with distributors.
Another addition to our services is the industrial range
which has doubled in volume over the past 12 months.
All this success is thanks to the resilience of our team in
these eventful times.
What have been your key achievements over
the last year?
I’ve led on a number of projects that have given me a
broader understanding of business in general. Although
I am a commercial individual at heart, I can view the
business from different aspects. For example,
marketing, supply-chain and so on - I now have
a more balanced view. My biggest achievement
would be continuing to become a rounded
person and view every individual differently. I
have become an expert in RTM strategy and
really aligned with the automotive team,
who now understand our strategy and what
we are trying to achieve as a team.
Which of these achievements are you
most proud of?
The development of my leadership
skills and bringing change are the
achievements I am most proud of.
We’ve had the best year in history
in 2021, when the opposite could
16 THE GARAGE
16,17 Spotlight.indd 1 18/11/2021 16:30

Brought to you by the multi-award winning
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have been the case. The team are now focused on the
customer and their role. Of course, there is still plenty
of work to do and the expectation is to continue this
journey over the next 3 years.
Changing the mindset of our team and inspiring them
to focus on rewarding growth with customers has meant
having the right conversations with the right people. This
approach has led to results such as our sales in a leading
UK retailer increasing by 30% since last year. Statistics
like this should’ve been unfathomable during the events
of the past 18 months, but for us, they are our reality and
I’m incredibly proud of our team for that success.
Can you outline any differences from when you first
joined to now?
One major shift has been our focus on building good
customer relationships and making tough decisions.
We’ve still managed to negotiate deals at the height
of Covid-19, retaining customers. By adapting to the
situations we’ve all faced, as well as meeting challenges
head on, the customer is now positioned centrally
to everything we do. We strongly believe this is the
fundamental difference that will generate great results.
Can you describe some of the main challenges during the
first 12 months? How did you overcome these?
By using platforms such as Teams to build relationships
and close deals, we were able to overcome some of the
challenges posed by the pandemic. As a management
group, we set up a strong team that gather virtually,
weekly to discuss issues and how we will resolve them.
The supply chain issues of 2021 have put logistical
pressure on PETRONAS by halting supply of the raw
materials essential for our business. We’ve managed
to overcome this through operational collaboration,
ensuring we continue to meet customer needs.
Which life experiences or events influenced who you
are, your leadership style and skills?
it’s about how you engage with people. I’m not a typical
hierarchical leader. I believe there are 3 major qualities
to being a good leader: supporting, engaging and
empowering. Leaders should lead by example, getting
involved and be shoulder to shoulder with the team.
I focus on looking at where I can help and improve
the team, pushing them to do things differently when
necessary. We introduced a sales pipeline process in 2021
so the team is focused on growth areas and customers.
This allows them to thrive in their environment.
What drives you in your career at PETRONAS?
I will have been an employee here for 5 years and as a
company that’s constantly evolving, if you don’t embrace
change, it’s a hard journey. Having said this, properly
understanding why we are changing has been key to my
career. In turn, articulating that to the team helps to
ensure people are proactive in their role. That’s a major
driving force for me; the changing mindset of the sales
team to truly understand their role.
Is there anyone in particular that inspires you
professionally? How?
Ultimately, there’s two people I have to thank for helping
me on my journey to where I am today. Firstly, I have
to look back to the boss from my previous role. He
gave me the opportunity to work on big projects, take
calculated risks and pushed me out of my comfort zone.
Opportunities like that allowed me to step into things I’d
never done before, which was highly rewarding. If you
don’t stretch yourself, you won’t develop as a person.
Secondly, I have to thank my country manager who
was people centric, clear and tough, but very fair and
supportive, working with the team. These individuals
inspired me to allow people to test themselves whilst
ensuring they are supported. They taught me to
communicate well and be clear on what you expect. This
drives and motivates the best results.
Looking forward, what are your goals for the future in
the UK?
We have built a 5-year plan, setting big targets to build
presence in the workshops sector, as well as working
more closely with distributors. PETRONAS aims to grow
the business, with fleet and industrial sectors as clear
targets. I hope to develop the team more over the next 2
years, growing in head count whilst maintaining the core
business. To do this, we need the right resources in the
right places to enable growth in target market areas and
continue to grow the brand.
What do you think are biggest challenges this industry
will face over the next 12 months?
It will be critical to manage pricing and the following
year to come will focus mainly on defending our
current position. Competition will be even stronger
as things settle to a new normal. It will be less about
unpredictable market conditions and more about
competitor activity. So, the real challenge for the next 12
months is to differentiate from competitors.
I’ve learnt a lot in the past year and will no doubt
continue to do so as my career develops. However,
one thing I am sure will remain a constant, is my desire
to build PLI, with the help of my team, into a highly
respected, high-quality brand in the lubricant’s sector,
placing customer focus at its core.
THE GARAGE 17
16,17 Spotlight.indd 2 18/11/2021 16:31

NEWS
Schaeffler Group
to be climate neutral
by 2040
• In-house production to be climate neutral by 2030 and supply chain by 2040
• Specific mid-term targets and measures defined in line with the 1.5 degree
Celsius target
• Initial objectives of Sustainability Roadmap achieved
The Schaeffler Group will be operating
as a climate-neutral company from
2040. This objective covers the
entire supply chain and is underpinned
by ambitious mid-term sustainability
targets. The Schaeffler Group is therefore
accelerating the pace of the Sustainability
Roadmap it adopted in 2019.
The company’s own production facilities
(Scope 1 and 2) will already be climate
neutral from 2030, and by 2025 it aims to
prevent as much as three-quarters of its
production emissions. The emissions from
intermediates and raw materials occurring
in the supply chain (Scope 3 upstream) will
be reduced by 25 percent by 2030. The
Schaeffler Group aims to achieve climate
neutrality in this area as well by 2040. The
base year for all calculations is 2019. To
achieve these targets, the company will
focus on tangible reduction measures,
and only unavoidable emissions will be
neutralized by means of carbon offsetting.
Klaus Rosenfeld, Chief Executive Officer
of Schaeffler AG, says: “Sustainability
plays a key role in implementing our
corporate strategy. The decarbonization
of the Schaeffler Group by 2040 is a top
priority for us. Through our defined targets
and specific measures, we are doing our
part to help achieve the objectives of
the Paris Climate Agreement. In doing so
we are strengthening our position as a
preferred technology partner and supplier
of sustainable solutions and products,
for example in the electric mobility and
renewable energy segments.”
Measures for a climate neutral
company
The Schaeffler Group is pursuing a clear
strategy to achieve its self-imposed
targets and operate climate neutrally from
2040. Specific measures for divisions,
regions and functions are being defined
and implemented across the company, as
Schaeffler rigorously pursues the course it
embarked on some years ago. Effectively,
the carbon intensity is now being included
into the company-wide management
model across the entire supply chain of
the Schaeffler Group, allowing the effect
on the climate of individual process
steps to be recorded and managed.
The integration of the sustainability
targets into the compensation structures
for top executives is also evidence of
the company’s clear commitment to
sustainability.
First targets already met
Since 2020, 100 percent of the electricity
purchased for all production sites in
Germany has come from renewable
sources. This also allowed around 260,000
metric tons of CO2 to be avoided last year.
By 2024, all Schaeffler sites worldwide will
purchase electricity generated from 100
percent renewable sources. Cumulative
energy efficiency gains of 100 gigawatt
hours will also have been realized by 2024.
This is roughly equivalent to the annual
power consumption of 28,500 threeperson
households in Germany. In 2020,
more than 100 measures had already
resulted in annual savings of more than 27
gigawatt hours.
“One of our objectives is also to have
a strong CDP score. The fact that in
2020, after just two years, we were able
to improve our rating from a ‘D’ to an
‘A-’, was an enormous incentive for us.
Sustainability in all its facets is an integral
part of Schaeffler’s DNA. We are constantly
reappraising ourselves and are making this
process transparent, as also evidenced
by our comprehensive sustainability
reporting,” says Corinna Schittenhelm,
who is responsible for human resources
and sustainability in the Schaeffler AG
Executive Board. Other objectives, like the
continuous improvement of occupational
safety by reducing the annual accident rate
by 10 percent on average, and a 20 percent
decrease in fresh water use by 2030, show
that Schaeffler is taking an integrated
approach to sustainability.
Partnerships with sub-suppliers
and customers
With its new climate targets, the Schaeffler
Group is also intensifying its relationships
with sub-suppliers in the area of climate
neutrality. Involving sub-suppliers will
mean that in the future, Schaeffler will
obtain raw materials and intermediates
that have been produced using more
climate-friendly processes. This is a major
challenge in energy-intensive segments like
steel and aluminum in particular. To this
end, various aspects like the availability of
green steel and other sustainably produced
raw materials, and the optimization of the
circular economy, are being developed
and promoted within the context of
partnerships.
The transformation in the markets
that represent mobility and motion is
fundamentally important for Schaeffler as
a leading global automotive and industrial
supplier. For example, in the fields of
electric mobility, regenerative energy
production or the production and use
of hydrogen, Schaeffler and its partners
are focusing on sustainable innovations,
because the 1.5 degree Celsius target
can only be met if all stakeholders work
together. This is also why the Schaeffler
Group is a signatory to the UN Global
Compact and was chosen as one of the “50
Sustainability & Climate Leaders” by the
United Nations in April 2021.
18 THE GARAGE
18,19 Schaeffler.indd 1 18/11/2021 16:25

Schaeffler e-axle wins Golden
Steering Wheel award
NEWS
Schaeffler, the automotive and industrial
supplier has received the Golden Steering
Wheel (“Goldenes Lenkrad”) award for
its 2-in-1 electric axle system. Offered by
German car magazine “AUTO BILD” and
national newspaper “BILD am SONNTAG,”
the award is one of Europe’s most coveted
automotive industry prizes. Schaeffler’s
integrated axle system went up against a
quality line-up of competitors to secure
a majority of readers’ votes and the final
jury decision and come out on top in the
Innovation of the Year category. “We are
very proud to have received this important
accolade,” said Matthias Zink, CEO
Automotive Technologies of Schaeffler.
“We have been recognised once again
for our pioneering spirit and successful
commitment to e-mobility. Our innovative
solutions make us a key partner in the
transformation to an electrified, more
sustainable future.”
Modular system caters to all
customer requirements
The Schaeffler 2-in-one axle is an
integrated system comprising a reduction
gear and electric motor in a single
compact unit. Its stand-out features
include extremely high power density and
exceptional acoustic performance. Thanks
to its modular design, the system can
accommodate a wide range of customer
requirements and is suitable for several
vehicle platforms, whether hybrid or fully
electric. Following its launch in the Chinese
market this year, this electric axle system
is now also about to be deployed by a
European vehicle manufacturer. Schaeffler
is constantly making its electric axle systems
more integrated, delivering added scope for
highly innovative solutions. For example, last
year the company won several orders for
complete 3-in-1 electric axles – systems that
comprise power electronics as well as the
electric motor and transmission.
Electro mobility success story
Schaeffler’s E-Mobility business division is
at the forefront of the company’s initiatives
to drive the electro mobility transformation
forward. Set up in 2018, the division has
already secured volume production orders
across all levels of electrification, for both
passenger cars and commercial vehicles.
Schaeffler anticipates that its E-Mobility
business division will generate between 2
to 3 billion euros of new business annually
from 2022 on. “I am very proud of my staff
and would like to thank each and every
one of them,” said Dr. Jochen Schröder,
Schaeffler’s head of the business division
E-Mobility. “Our electro mobility teams
work with great passion and commitment
to develop highly innovative solutions for
tomorrow’s mobility – solutions that feature
high levels of vertical integration, modularity
and scalability. What sets us apart is our
commitment to quality, our understanding of
complex systems, and our superior expertise
in production systems and technology. This
means we are able to transition innovations
into series production rapidly and costeffectively
while catering to individual
customer requirements.”
3YEAR
Warranty
Schaeffler is renowned as a supplier of hightech
components and systems to leading
vehicle manufacturers around the world.
We have combined this OE know-how with
our engineering excellence to create an FAG
steering and suspension range that offers a
genuine quality alternative to workshops.
Every single part has been designed, tested
and approved to stringent OE specifications
and, as always from Schaeffler, includes all
the genuine OE ancillary parts needed to
carry out a professional repair.
The chassis experts
aftermarket.schaeffler.co.uk
www.repxpert.co.uk
THE GARAGE 19
18,19 Schaeffler.indd 2 18/11/2021 16:25

NEWS
Can you now see the light?
Good quality lighting is essential as
winter brings about darker nights
and shorter days. Lighting specialist,
OSRAM, is urging technicians to embrace
the latest developments and technology,
and to follow best practice when servicing
vehicles during these months.
A blown light bulb is one of the most
common MOT failures, and one of the
easiest to resolve, and therefore it should
be a key priority when servicing any
vehicle.
Check, change and upgrade
There is no doubt that better visibility
can help drivers detect traffic signs and
hazards quicker, and therefore allows them
to react faster, improving road safety.
Checking all of a vehicle’s lights
thoroughly is a quick and easy process,
and also essential to ensure they are
functioning and working as they should
do. This should be applied to every vehicle
going through the workshop for servicing.
Faulty bulbs are still one of the most
common reasons for MOT failure and the
most inexpensive part to fix.
Not only are faulty bulbs a potential
danger for the driver, but their passengers
and other road users are also at risk.
Heading into the winter months with
reduced light and more challenging road
conditions if a bulb is blown or not working
properly means the vehicle becomes
unroadworthy and customers could be
falling foul of the law.
New upgrade bulb ranges help to bring
new opportunities for both the garage
and motorist, and therefore it’s important
that they opt for the latest, OE-quality
products to keep vehicles roadworthy and
drivers and passengers safe.
Change in pairs
Garages and service centres should always
look to change bulbs together, even if only
one has blown, as it is not only a safer and
more practicable option, but it presents a
profitable opportunity to upsell.
Vehicle lighting is often taken for
granted, but headlights will gradually
grow dimmer over time. From the day
a new bulb is fitted they will lose up to
30 percent of their brightness after 500
hours of use.
Most importantly, both headlights are
subject to the same stresses, so they will
both be deteriorating together. Replacing
just one failed bulb can result in an
unbalanced or unpredictable headlight
beam that can cause serious hazards for
the driver and other road users.
A vehicle is designed so that it works
best when both headlights are functioning
equally. Only then will the driver get the
full advantage of the combined headlight
beam on the road ahead.
Embracing innovations
By using cutting-edge technology,
OSRAM has most recently launched the
Night Breaker 200 halogen upgrade
range to meet the need for the best and
brightest bulbs on the market.
This latest addition to its already
impressive aftermarket lighting range
delivers a high light output. The powerful
headlamp bulbs are up to three times
brighter and provide up to 20 percent
whiter light than required by law. The light
beam extends up to 150 metres and the
strong luminosity of the bulb provides
improved, wider visibility.
The Night Breaker 200 provides
motorists with a halogen upgrade bulb that
is up to 200 percent brighter, significantly
improving road illumination and safety.
As the brightest halogen retrofit bulb in
OSRAM’s range, it expands the high-tech
company’s Night Breaker portfolio.
Automotive lighting technology is
advancing at a significant rate with the
introduction of LED, intelligent forward
lighting, LiDAR (Light Detection and
Ranging), in cabin ambient lighting and
sensing to name a few.
The good news is that traditional lighting
technologies, such as Halogen and HID,
will be around for a considerable time to
come and that means the most up-to-date
solutions, such as whiter or brighter light,
can still be retrofitted to older cars. This
means profit opportunities for garages and
workshops to upsell to upgrade bulbs, and
satisfied customers who will be able to see
more and feel safer on the roads at night.
20 THE GARAGE
20,21 ECP and Osram.indd 1 18/11/2021 16:24

NEWS
LKQ
Euro Car Parts
offers solution to e10
concerns with new
fuel system protector
LKQ Euro Car Parts has added Wynn’s E10 Protector to
its product range, to help the independent aftermarket
counter concerns around the new fuel.
E10 unleaded petrol – which contains up to 10 per cent
renewable ethanol – was introduced in the UK at the start
of September, to align with European standards and help
reduce carbon emissions.
While most car owners are unlikely to notice a
difference, the RAC recently reported that there could
be as many as 600,000 vehicles on our roads that are not
compatible with E10 fuel – typically that have older engines
or fuel systems.
When filled with E10, these vehicles’ fuel systems can
suffer from corrosion and blockages over time due to
the fuel’s higher ethanol levels – problems that can be
prevented with a dose of Wynn’s E10 Protector each time
the vehicle is refuelled.
The treatment also lubricates and protects the entire
fuel system, stabilises the fuel and prevents oxidation, and
restores engine performance and fuel economy.
Colin Cottrell, marketing director at LKQ Euro Car Parts,
said: “The addition of Wynn’s E10 Protector reflects our
focus on product quality, and commitment to ensuring the
independent garages we support can service every vehicle
to the highest standard.
“The E10 Protector represents a great opportunity for
garages to drive loyalty and trust – first by fixing a problem
caused by E10 use, and then by sending the customer away
with a solution that will stop it from happening again.”
To help technicians effectively diagnose faults caused
by E10 petrol, LKQ Euro Car Parts also offers a range of
diagnostic tools, providing the capability to pinpoint the
reason for a breakdown or running issue.
And its Payment Assist scheme, which allows drivers to
pay for unexpected repair bills in instalments, is designed
to help garages resolve potentially high-value failures and
get their customers back on the road.
Colin Cottrell added: “Our range of diagnostic
machines helps to take guesswork out of the equation
when assessing a fault, which in this case could easily be
confused with battery or other engine-related failures.
“A worst-case scenario here is that garages see an
increase in fuel part failures such as pumps, filters and
even injectors as a result of E10 use. To support them and
their customers, we have reviewed our stock and pricing
on all of these parts to ensure we have the right part, at
the right price, available immediately.”
THE GARAGE 21
20,21 ECP and Osram.indd 2 18/11/2021 16:24

NEWS
Improved choice and new accolades
for Vredestein winter tyre ranges
Wintrac and Wintrac
Pro available in 23 new
dimensions; acclaimed for
‘exemplary’ performance
Apollo Tyres is significantly broadening
its portfolio of award-winning
Vredestein winter tyres this year
with the launch of products in 23 new
dimensions. Available in diameters from
15 to 22 inches, the new tyres are suitable
for compact, family cars and SUVs
(Wintrac), and high-performance cars
and SUVs (Wintrac Pro). The arrival of the
new products coincides with a host of
new accolades for the Vredestein winter
ranges, conferred by leading European
tyre testers.
The latest Vredestein Wintrac, which
is being launched in 11 new sizes, is
engineered to deliver confidence-inspiring
grip on snow- and ice-affected roads.
Available for 15- and 16-inch wheels,
the Wintrac features a new-generation
high-density silica compound that extends
tyre life up to an additional 10,000km
compared to the previous-generation tyre.
There is a 10% improvement in resistance
to aquaplaning thanks to improved tread
design, and 5% more rubber in contact
with the road significantly improves grip on
wet and snow surfaces.
The Vredestein Wintrac Pro range, which
provides unrivalled performance in the
harshest weather conditions at speeds
of up to up to 300km/h, is expanded this
year with the launch of 12 new dimensions
for wheels 17- to 22-inches in diameter.
Compared to its predecessor, the latest
Wintrac Pro offers 15% better handling in
the snow and 10% better braking in the
wet, and has a speed rating of Y in most
sizes.
Podium places in leading winter
tyres tests
Both the Wintrac and Wintrac Pro
have performed exceptionally well in
a number of leading group tyre tests,
establishing the superiority of Apollo Tyres
and its Vredestein products in extreme
environments.
In Autobild’s largest winter tyre review
where 50 products were tested, the
Wintrac achieved third place overall;
praised for its “convincing all-round
talent with dynamic driving characteristics
on wet and dry roads, precise steering
response, and low rolling resistance.”
The Wintrac also placed third in Auto
Motor und Sport’s 2021 winter test,
with the German automobile magazine
recognising the popular Vredestein tyre
in particular for its ‘performance-price’
characteristics. The Wintrac beat
products from a host of leading European
tyre makers, and received a ‘very good’
overall rating.
The Wintrac Pro has also won recent
acclaim, finishing third overall in the
AutoBild Sportscars test of winter tyres,
receiving an ‘exemplary award’ for
“convincing all-round talent with very
good winter and wet qualities, stable wet
and dry handling, and low price level.”
Additionally, the Wintrac Pro finished
fourth overall in the recent AutoBild Allrad
test of SUV winter tyres, winning praise
for being a “winter specialist with good
performance on wet and snowy roads,”
and for its “short snow and wet braking
distances, high aquaplaning safety, and [its
low] price.”
In a collaboration between European
car clubs, Allgemeiner Deutscher
Automobil-Club (ADAC), Europe’s largest
motoring association and Touring Club
Suisse (TCS), the largest Mobility Club in
Switzerland, tested both of the Vredestein
winter tyre ranges against leading rivals.
The Wintrac finished fourth overall,
performing well on wet and snow, and
achieved first place for its grip on ice.
Labelled “very recommendable” by the
TCS reviewers, the Wintrac impressed TCS
for being a “very balanced tyre”, for its
durability, and for its low fuel consumption
compared to rivals. The Wintrac Pro also
performed well and was praised for its
performance on both snow and ice, as
well as on dry and wet surfaces. Like
the Wintrac, it performed well in fuel
consumption tests.
In Auto Zeitung, the Wintrac Pro
outperformed other tyres in wet and
icy conditions. In particular, the tyre
impressed the testers with the best
traction and deceleration in the snow, as
well as extremely high grip levels in the
wet. The German publication said the
Wintrac Pro tyre is ‘Highly recommended’
and also named it the “price-performance
champion.”
Daniele Lorenzetti, Chief Technology
Officer at Apollo Tyres, said: “The
winter segment is highly competitive
and Vredestein products remain in high
demand thanks to our continued focus
on innovation and performance, and our
investment in design and materials. These
new tyres are engineered to tackle some
of the very worst winter conditions, and
it’s very rewarding to see the efforts of
our R&D team recognised by some of the
leading tyre testers in Europe.”
22 THE GARAGE
22,23 Verdestein Yuasa.indd 1 18/11/2021 15:56

NEWS
Traction
gained as
GS Yuasa’s
new motive
battery range
hits the
materials
handling
market
The first container of GS Yuasa’s brand-new Traction batteries has landed in the UK. Delivered late last
month to the Bristol-based Battery Technologies UK Ltd, the specialist 2 Volt traction batteries are
new to GS Yuasa’s European offering and developed specifically for the traction market.
GS Yuasa’s new range of batteries has been
designed for use in applications ranging
from forklift trucks to materials handling
equipment and floor cleaning machines.
24, 48 and 80 Volt solutions are available
utilising GS Yuasa’s specialist 2 Volt traction
cells to offer high performance and minimal
maintenance.
GS Yuasa batteries are trusted by
engineers worldwide for use in a wide
variety of applications. Their superior quality
supplies power for millions of systems which
enable everyday life such as telecommunications,
banking and grid power support.
Mike Broom, Director at Battery
Technologies UK Ltd, a traction battery
specialist and distributor of GS Yuasa
Traction batteries said: “Our experience
with Yuasa batteries has always been
overwhelmingly positive – when we first
heard about the new GS Yuasa Traction
Range we knew it was something we could
confidently put our name to and supply to
our customers.”
The new range is a fully plug and play
solution, meaning it can be easily integrated
into a wide range of applications. All
batteries are supplied in a high durability,
dip coated tray, manufactured to DIN/EN
60254-2 standards, with both DIN and BIS
sizes available. Individual cells and a broad
range of accessories are also available.
Jonathan Wrigley, OEM & OES Sales
Manager for GS Yuasa Battery Sales UK
Ltd added: “We’re delighted to bring our
reputation for high-quality products to such
an exciting market. The GS Yuasa Traction
batteries are a welcome addition to our
range, offering long service life and minimal
maintenance.”
Businesses overwhelmingly demand
reliability so we’re proud to be able to bring
our unparalleled reputation for quality and
reliability to the materials handling market.”
An optional Air-Mix system enhances
electrolyte mixing, prolonging service life
and reducing the risk of stratification and
premature battery failure. The system brings
a number of additional benefits including
a 20% reduction in energy consumption
during charging and reducing overall charge
times by 30%. A fully integrated filling
solution makes maintenance quick and
easy while an optional LED indicator means
electrolyte levels can be checked with just
a glance.
THE GARAGE 23
22,23 Verdestein Yuasa.indd 2 18/11/2021 15:57

NEWS
Motul steps up to become Official Lubricant
Partner of the Lancaster Insurance Classic
Motor Show, with discovery+
MOTUL’s latest partnership sees it appointed as the
Official Lubricant Partner of the UK’s leading classic car
expo - the Lancaster Insurance Classic Motor Show, with
discovery+
Announced in time for the 2021
event, which took place at the
NEC over the weekend of 12-14
November, it is the first year of a new
three-year minimum deal to further
cement Motul’s presence in the UK’s
historic vehicle community, coming
hard on the heels of the announcement
of Motul’s recent partnership with
the Federation of British Historic
Vehicle Clubs (FBHVC) - the umbrella
organisation for a vast number of the UK’s
historic vehicle clubs and associations.
In order to ensure yesterday’s
vehicles are fit to face both today’s and
tomorrow’s roads, Motul has developed
a comprehensive line of products for
historic vehicles, using, where necessary,
the very latest in technology. For historic
vehicle owners, the product range is
truly extensive and, with more than 270
car clubs and 70,000 visitors attending
the event, it represented another
opportunity for the historic vehicle
community not only to become better
acquainted with Motul’s comprehensive -
and expanding - product offering for the
sector, but also to benefit from the Motul
expertise on hand, to assist them with
running and maintaining these cherished
vehicles, using the latest solutions
available for historic vehicle lubrication.
In line with its recently announced
partnership Motul was one of the
participants in the FBHVC’s Village Green
area, taking part in the various activities
that the Federation staged over the
course of the show. Motul had have
several vehicles on display including an
original ultra-rare 1971 Datsun Skyline
GTR (KPGC10), Andy “Ace” Harrison’s
super-successful Mini race car, the first
of the wonderful BRM V16 continuation
cars and a fantastic Rickman CR 900,
which is based on the legendary Kawasaki
Z1.
For Motul the focus was on the recently
launched Club Motul, which aims to give
historic vehicle enthusiasts more direct
access to everything Motul has to offer:
technical assistance, product advice,
merchandise and opportunities to be
part of the growing number of events in
which Motul is involved.
The Historic Vehicle sector continues
to expand in the UK and now comprises
more than 1.5 million vehicles that are at
24 THE GARAGE
24,25 Motul.indd 1 18/11/2021 15:40

NEWS
least thirty years old and is currently valued at
more than £7 billion annually.
Motul UK Country Manager, Callum Goodland
comments: “To be the new, long term Lubricant
Partner of the show is a move that really excites
everyone at Motul. To be linked with this long
established and important event in the historic
motoring calendar is an opportunity that we view
as another important step forward.”
www.motul.com
THE GARAGE 25
24,25 Motul.indd 2 18/11/2021 15:40

Yumpu Castrol Pages 2.indd 4 23/11/2021 09:26

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Yumpu Castrol Pages 2.indd 2 23/11/2021 09:28

NEWS
New Philips
Xperion 6000
range raises
the bar for
workshop
lights
Philips automotive lighting products
are renowned the world over for
their quality and the innovative
thought that has made them market
leaders in lighting. The latest automotive
product line follows this long-established
trend, as Lumileds - who are the global
manufacturers for Philips automotive
lighting products - launch the Philips
Xperion 6000 series of workshop lights,
which will come to the UK and Ireland
early in 2022.
Instantly distinguishable from previous
models with the new Philips high visibility
green colour scheme, the Xperion 6000
range initially launches with five workshop
light products: The 6000 UV Pillar, the
6000 Pillar, the 6000 Pocket, the 6000
Slim, and the 6000 Line as well as a
Multi Dock station and a handy “Find My
Device” accessory.
All of the lights have features in
common - the customary durability and
resistance to workshop hazards, whether
that is the devices being dropped, or
exposed to water and chemicals - and
they all feature at least one magnet, with
which to attach them to metal surfaces,
a 360° hook, and ABS (Acrylonitrilebutadiene-styrene
copolymer) rubber
grips for optimum handling.
Philips Xperion 6000 UV Pillar
Top of the range is the Philips Xperion
6000 UV Pillar, which is a multi-purpose
work light with several powerful light
26 THE GARAGE
26,27 Philips.indd 1 18/11/2021 16:20

NEWS
300 lm in Boost mode. And the 6000
Pocket really scores with an ultra-flexible
100 lm, 25 cm long spotlight, which pulls
out of the main body of the light and can
be bent to just about any angle to allow
light into even the most difficult-to-access
areas.
sources. It has a premium LED movable
main light, with three different outputs
ranging from 100-500 lumen(lm) and
a wide 100° beam angle; a high Colour
Rendering Index (CRI) light and a unique
UV light which allows leak detection. The
6000 UV Pillar has a long-lasting battery
and allows the user to locate it with the
“Find My Device” function, which comes
as standard.
Philips Xperion 6000 Pocket
The compact, powerful Philips Xperion
6000 Pocket is perfect for confined
spaces. Its wide-beam light offers up to
The Philips Xperion 6000 Pillar
The Philips Xperion 6000 Pillar offers
many of the features of the 6000 UV
Pillar, with the same advanced main light
and a powerful 180 lm spotlight instead
of the CRI and UV units. The “Find My
Device” function, is available as an
accessory for the unit and the light offers
outstanding battery performance, allowing
a technician to work all day using the light,
without it requiring charging.
Philips Xperion 6000 Slim
If ultra-narrow spaces are an issue, the
Philips Xperion 6000 Slim features a wide
100° beam angle from its long slim lighting
unit which rotates through 270°, allowing
the operator almost unlimited vision,
through even the narrowest of gaps. Like
its 6000 Pillar siblings, the 6000 Slim
has three different outputs ranging from
100-500 lm and a long operating time of
up to 9 hours - depending on the levels
of light required. The Find my Device
function is also available as an option on
this model.
Philips Xperion 6000 Line
Completing the current range is the Philips
Xperion 6000 Line, which offers the
widest beam of all the current Xperion
range, with a 110° broad beam of 150 lm in
Eco and 300 lm in Boost mode. 6000 Line
is ideal for lighting up larger areas and it
is also equipped with a powerful 120 lm
spotlight beam to direct the light where it
is needed.
Find My Device
The Find My Device accessory has a
remote control, which triggers a buzzer
and a flashing light, to help find any lost
Philips Xperion 6000 devices within 10
metres of the user. The Xperion range is
complemented by the Multi Dock Station
- a cordless accessory for the Xperion LED
work lights, which can cordlessly charge
two devices at a time - as well as the Find
my Device remote control or which simply
act as a storage point.
The new Philips Xperion range will be in
stock throughout the UK and Ireland from
Q1 2022 and full details can be found
at: https://www.philips.co.uk/c-e/au/
led-work-lights/hand-light/xperion-6000
THE GARAGE 27
26,27 Philips.indd 2 18/11/2021 16:21

NEWS
Ben launches Christmas Appeal as
demand for support soars
Ben, the automotive industry charity, has
launched a new Christmas Appeal which
aims to raise at least £500,000 to ensure it
can support the record numbers of people
calling on its services this year.
Ben has seen a 147% increase in demand
for support during 2021 as more people
than ever before turn to the charity with
issues ranging from mental and physical
health to poverty, domestic abuse,
homelessness and more. These issues are
more urgent and more complex than ever
before but with fundraising income still
impacted by Covid-19, Ben fears it will
face the prospect of not being able to help
everyone in need.
With many of this year’s fundraising
events having fallen victim to cancellation,
the charity is asking businesses to pledge
support for those industry colleagues and
their families who may be struggling.
Ben Chief Executive Zara Ross said:
“While everyone continues to deal
with the aftermath of Covid-19, it has
been encouraging to see the positive
bounce-back enjoyed by much of our
industry this year. However, we know that
many of our automotive family - the people
our industry relies on – are struggling or
in crisis as they continue to face life’s
toughest challenges.
“I am proud that together, through the
pandemic, we have shown that whenever
any member of our automotive family is
struggling, we all rally to support them. The
Christmas Appeal provides a tangible way
that organisations can pledge their support
and make a tangible difference.”
Ben’s Director of Partnerships,
Engagement & Income, Matt Wigginton
added: “Twelve months ago, things were
looking desperate. More people than
ever contacted Ben for support, and we
faced the terrible prospect of turning
individuals away if we were unable to
raise more money. We were so humbled
and overwhelmed by the generosity of
our industry, with businesses of all sizes
pledging donations totalling £600,000 in
just a few short weeks.
“Without that support we would not
have been able to support people when
Ben was their last or only hope. However,
the past few months have seen a significant
increase in the number of calls for support
once again. Despite strong business
performance being reported, things are not
getting better for many in our automotive
family. Already this year we have helped
147% more people than last year, and 78%
more than our previous record levels in
2019.
“And with the continued cancellation of
our fundraising events this year we urgently
need to raise at least another £500,000
this Christmas to ensure we can help the
growing numbers turning to us for support.
Ben’s Health & Wellbeing Director,
Rachel Clift concludes: “People are turning
to Ben for support with more urgent and
more complex issues than ever before.
The good news is that we are continuing
to make a significant difference in the lives
of those people who reach out to us. This
is testament to our tailored support and
our exceptional team. But with fundraising
income still impacted by Covid-19, we are
once again facing the prospect of not being
able to help everyone.
“We hope that we can rely on the
industry’s support for this campaign, and
that organisations will feel able to make
a gift to people in our automotive family
who are facing the kind of challenges this
Christmas that we hope we will never face
ourselves.”
Ben is delighted to have received a
significant donation of £100,000 from
Arnold Clark to kick-start this year’s
campaign with Eddie Hawthorne, Group
Managing Director, saying “Ben has always
supported our people at Arnold Clark, no
matter what issues they have faced, and
I am delighted to recognise that with a
substantial donation to Ben’s Christmas
campaign. There will be many businesses
in our industry who have had a very good
year, but whose colleagues will have
benefited from Ben’s support during
what has been an incredibly tough time
for them. I would urge them to recognise
that by supporting our charity Ben and
helping ensure they’re always there for our
people.”
Those wishing to contribute can pledge
support by emailing pledge@ben.org.
uk. To discuss further ways of supporting
Ben, call Matt Wigginton, Director of
Partnerships, Engagement & Income, on
07880 813051.
28 THE GARAGE
28 News Ben.indd 1 18/11/2021 15:39

LIFTS • TYRE CHANGERS • WHEEL BALANCERS • A/C MACHINES • WHEEL ALIGNERS • TOOLS
Tel: 01302 710868
www.buttsofbawtry.com
Station Yard, Station Road, Bawtry,
Doncaster, South Yorkshire DN10 6QD
Prices are for delivery only. Please call for installation prices, to be carried out
by our GEA accredited installation team.
All prices are subject to VAT and valid until December 2021
SIMPLY
BIOCLEAN
MORE THAN
JUST CLEAN
THE GARAGE 29
29 Adverts.indd 1 18/11/2021 16:50

SALESANDMARKETING
Garages
urged to
get online
– and fast
By Jim Lang, MD, Garage Services Online
Jim Lang runs a specialist website company that helps
independent garages get found online – and grow. Here, he
explains why garages don’t need a crystal ball to see what
their customers are doing.
Whether you consider yourself internet savvy, or the whole
getting your garage online thing makes you want to bury your
head under a car bonnet, there’s just no getting away from it.
Having a website – and one that can be found and works – is
absolutely essential for independent garages’ survival, growth
and profitability.
I know you’ve heard that before but recent events mean those
garages lagging behind online are at risk, now more than ever, of
losing business – and quickly.
In the last 12 months there’s been a marked shift in the way
customers look for what they need; things that pre-pandemic
and pre-petrol shortages, they might have found by word of
mouth or just simply took for granted would be available.
But not now. Forced by lockdowns to buy online, and recent
events like petrol panic buying meaning it was wise to find out
where actually had fuel before you wasted those last precious
drops driving around, has sped up the inevitable journey towards
complete online reliance.
Now, when we need something, we reach for our smart phones
and look online. It’s instinctive. Whether it’s a Google search, an
app or social media, the habit is engrained in us. It’s easy and,
most importantly, it saves us time and money.
So this evening, when one of your regular customers
remembers they need to book their car in for a service or
arrange for some new tyres fitting, they’re much more likely to
have a quick look online to shop around and see who can provide
the service. If they find your competitor’s website, it loads quickly
and - here’s the sting - they’re able to send an enquiry form or
even book in online there and then, there’s a good chance you’ll
lose them.
Can you really afford for that to happen? What can you do? If
you’ve got a website already, great, you’re on your way. But make
sure it’s being found at the top of a Google search (75% of people
never scroll past page one) and that it works properly on a mobile
device.
If your garage hasn’t got a website, please act now. If you talk to
the right people, like Garage Services Online, the process doesn’t
have to be expensive or take up much time; just around 40
minutes – about as long as it takes to do an MOT.
Make absolutely sure your garage can be found online and that
it’s up to the job. If not, your customers may well end up going to
a competitor.
30 THE GARAGE
30 Feature Valley.indd 1 18/11/2021 15:42

+
Our non-Ford Omnicraft branded products are
now supported by Parts and components from some
of the world’s most trusted automotive brands.
Meaning you can get all the Parts you need, for the
non-Ford vehicles you’re working on, with less hassle
and all with one call, from a supplier you know you
can trust to support your business.
TM
With OmnicraftPlus
The answer is yes
For more information and to find your
nearest PartsPlus Centre visit: PartsPlusUK.com
OE Connection FP.indd 1 18/11/2021 16:59

SALESANDMARKETING
PROMOTING AND GROWING
YOUR GARAGE BUSINESS
Top Tips from 2021 Aftermarket Industry Partner of the Year - PR & Marketing
agency, Chicane - for your garage workshop marketing strategy
If you own or manage a garage workshop,
you constantly need to work to bring
in new customers while making sure
that existing ones return. You need PR and
marketing that consistently drive customers
to your business and can benefit from a
thorough strategy..
Thankfully, it isn’t as difficult to create as
you may think.
Chicane has put together a list of actions
that could be part of your effective Garage
Workshop Marketing Strategy, which you
can use to help drive business now and in
the future.
Media Relations
Keep your local media informed
Get close to your local media. Find
local magazines (paper and digital),
newsletters, flyers, freesheets etc. Source
contact details for editors/motoring
correspondents.
Introduce yourselves as the local garage
workshop who wants to make sure its
customer base (which is, after all, their
readership/viewership) has its hands held
regarding garage repairs of all types.
Supply press releases, contributions and
messages about your services, offerings,
promotions, quality of brands & products
and business generally etc.
At some point they may discuss
advertising with you, as many media outlets
totally depend on advertising revenue and
you should respect this. It’s seriously worth
considering as part of your strategy.
Website and Online
Marketing
Explanatory Videos
Videos are a great way to capture customer
attention and provide useful, visual,
information about customers’ vehicles and
the services needed.
You can often use videos produced by
your supplier brands, which demonstrate
the quality of products that you can offer
your customers.
Connect with Potential Local
Customers Online
The internet is powerful for touching
base locally. You can target local customers
searching for a repair workshop or
mechanic by:
• Using Facebook and Google adverts (these
don’t need to cost much at all) to target
customers in your area
• Search Engine Optimisation
• Creating profiles and linking in with
organisations such as Checkatrade.com and
Facebook for Business etc
Referral Rewards Programme
Let your customers benefit from helping you
- by offering a referral rewards programme.
Market this in the workshop reception area.
Blogging
Blogging not only informs and connects
with customers, but also boosts your SEO
and search return rankings. Try to create a
regular schedule.
32 THE GARAGE
32,33 Chicane.indd 1 18/11/2021 15:46

In-Store Marketing and
Point of Sale
Implement a Garage VIP Club
Account
If you offer regular maintenance services
at your garage, consider implementing a
loyalty programme that will ensure that
your customers return to you for all their
upcoming requirements.
Offer informative in-store content
Workshop customers can be notoriously
sceptical, so you have to create trust.
One way is to provide informative content
that lightens their fears, concerns, and
confusion. In-store signage can provide
content that:
• Explains how services are performed and
why these are necessary
• Shares facts and evidence about the value
of products and services
• Includes product/parts videos that show
how items work
Again, talking to your distributor and
brand suppliers can help, as many will
already have POS and generally will be
happy to supply it as this will only help
confidence and increased sales all round.
Use In-Store Digital Signage to
Promote Products and Services
Grab customers’ attention by scrapping
boring or out of date posters/flyers that
they usually ignore. Instead, use engaging
and attractive digital signage marketing
tools.
Social Media Marketing
Encourage Engagement on Social
Media
You don’t need to be on every social media
platform. But at least create a profile on
Facebook and regularly update your page
with content to interest your audience. This
doesn’t have to be all about automotive
repair work. It can be about vehicles,
driving, your community, and your garage
business. Offer discounts and vouchers for
‘likes and shares’
Use Social Media as Another
Customer Contact Platform
Being on social media is also about listening
to what others are saying. ‘Social Listening’
is the act of tracking conversations online
to discover what customers think and need,
what their problems are - so you can help
address customer issues and concerns.
Look for:
• Comments about your business
• Mentions of your competitors
• Remarks that relate to your industry,
products, and services
Encourage Customer Reviews
Get customers to post reviews and
endorsements about your business. Positive
endorsements are important as they build
trust and encourage new customers.
Set up systems that encourage past
clients to share reviews on feedback
cards, review sites and maybe film their
testimonials on your phone.
Post Before and After Photos
Show new customers they can trust you, by
sharing examples of your work.
Email Marketing
Send Regular Emails
Collate your customers’ email addresses
and consider an email newsletter. Email
allows you to stay directly in touch with
customers. But, it’s only effective if you
follow a few best practices.
• Understand and know your audience -
When you know exactly who you are talking
to, you can create better content.
• Sort your audience into groups - As
you build your email database, use tags
to identify the qualities and habits of
each customer (i.e. oil change customer,
mechanical repair customer, MOT customer,
body repair, PCV, LCV, CV etc.). Then, you
can send specific key email messages to
each.
• Provide more value than promotions -
Balance your messages by sharing more
useful and valuable content than simply
sales-focused messages.
Personalised Service Reminders and
Promotions
Providing personalised customer
experiences helps your workshop business
stand out. Collecting customer data,
creates profiles and allows you to know
when a customer’s service is due, then
send targeted and personalised reminders/
promotions via email or SMS. Examples:
• Free offer with the purchase of another
service (a thorough tyre check with repair
work)
• Discounted offer with the purchase of
another service (30% off oil change with
MOT)
• Money-off discounts (£20 off an oil and
filter change)
• Percentage discounts (20% off a brake and
disk change)
• Seasonal specials (£10 off an AirCon check
in May/June)
Create a Follow-Up Programme
Stay in touch with customers by following
up after they’ve visited your workshop.
Implement a programme that requires a call
to each of your customers once they have
completed a service.. This gives feedback
about your performance and creates a
greater,more personal relationship with
customers.
Community Marketing
Host Events
Running information sessions about car
maintenance can bring new faces to your
workshop and strengthens relationships
with regular and previous customers.
Again, your factor distributors and
product suppliers/manufacturers will
generally happily support this kind of event.
Get Involved Locally
Show you are really part of your community
by supporting other local initiatives.
• Sponsoring local events
• Working with nearby charities
• Partner with other local (non-competing)
businesses
Partner with Other (noncompetitor)
Local Businesses
Swap marketing materials with your
business neighbours to expand your
customer reach.
Get Started!
Remember: ideas for a garage workshop
marketing strategy are only powerful if you
implement them. So, prepare your own
official ‘garage workshop marketing plan’
and create a schedule for it.
If you need any help implementing any of
what we have suggested here, Chicane
would be delighted to help you. We
aim to help you grow your business and
improve your relationships with your
customers, distributors and product brand
manufacturers.
For further information please contact
chicane. Tel: 01923 265894
or email gary@chicane.marketing
THE GARAGE 33
32,33 Chicane.indd 2 18/11/2021 15:46

Seeing is believing - Aftercare
Response video brings servicing
and repairs to the small screen
Customers of Aftercare Response can now review video evidence of repairs
that need to be made to their commercial vehicle bodywork and ancillary
equipment like tail-lifts and roller shutter doors, as well as more specialist
items such as impact protection vehicle ‘crash cushions’.
In what it believes to be a ‘first’ for
the sector, the specialist provider of
round-the-clock emergency back-up
and planned maintenance is equipping its
field-based engineers with the technology
needed to capture and relay video footage
to customers, together with spoken
commentaries.
The new initiative ensures complete
transparency. Customers can see for
themselves via the Aftercare Response
portal any issues requiring attention, hear
the engineers’ recommendations and make
fully informed decisions as to whether or
not they want work to be undertaken.
Although similar services are offered
by car, van and truck dealers, and others
responsible for chassis maintenance,
Aftercare Response is confident that by
once again taking a lead on innovation it
has stolen another march on its direct
competitors.
The company is part of the multi-faceted
Bevan Group, but now trades as a standalone
business. Its engineers are managed
by a service desk team based at Bevan HQ
in Wednesbury, West Midlands.
Aftercare Response has worked on
the video project with Vehicle Vision, of
Leicester, whose practical, innovative
software provides a smarter and more
convenient way in which to communicate
with operators and build trusted
relationships. It allows authorisations to be
Dean Miller, Head of Sales Development
34 THE GARAGE
34,35 Aftercare.indd 1 18/11/2021 15:53

secured more quickly, thereby minimising
delay and vehicle downtime.
“From a customer perspective
this development is all about building
confidence and providing reassurance,”
explained Dean Miller, Head of Sales
Development at Aftercare Response.
“Those for whom we work are bound to
be happier when commissioning a repair if
they can see precisely what’s required and
why.
“Crucially, though, we will also be using
the new platform as a training aid, to
improve repair standards and achieve an
even higher level of consistency within our
team of 53 engineers.”
Aftercare Response has continued to
support its customers, many of whom
provide ‘front-line’ services such as grocery
deliveries, throughout the pandemic. While
revenues were hit in 2020, only a small
handful of engineers were furloughed and
profits held up. The company has been
forging ahead strongly again this year, and
its focus is now firmly on growth.
In another recent development,
Aftercare Response has promoted two
of its senior engineers to new, regional
leadership roles – Nathan Brown is
supporting colleagues in the north, and
Matthew Lacey is doing likewise for those in
the south.
Underlining the company’s commitment
to compliance, the two are also engaged
not only in helping it to secure new
accreditations and certifications, but also in
ensuring that it retains those it has already
achieved. In 2019, for example, Aftercare
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developed to improve safety for roadside
recovery technicians and customers.
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THE GARAGE 35
34,35 Aftercare.indd 2 18/11/2021 15:53

SALESANDMARKETING
CitNOW
By Alistair Horsburgh, Chief Revenue Officer
Digital communications have
become even more crucial in
enhancing the digital customer
experience over the past few years. After
a period of unprecedented uncertainty,
it comes as no surprise that the rate of
digital transformation in aftersales has
continued to accelerate in parallel with
the rapid digitalisation of the car buying
process. As customers transition from
the retail experience to ownership, the
demand for personalised, transparent
communications remains, with an
expectation of greater convenience than
ever before.
With an average of over one million
videos now being created every month,
it’s clear that more retailers and
workshops than ever are embracing
personalised video to communicate most
effectively with their customers.
Even before the pandemic, the use of
video in workshops was rising steadily,
improving transparency and enabling
customers to make informed decisions
about spending on repairs. In a survey
conducted by CitNOW, 70% of motorists
said they value the transparency that
video provides in the workshop and 62%
of car buyers under 50 years old say they
are more likely to approve any repair work
if they are first sent a video that clearly
shows what’s required. Customers clearly
like it too, with our workshop videos
receiving an average score of 4.8 out of 5.
Not only does video in the workshop
increase the likelihood of work being
approved, we have also found that it
facilitates fast responses. 65% of work is
approved by the customer within half an
hour of them receiving the video – with
26% of work approved within just ten
minutes. Quicker approvals mean less
ramp time per vehicle, a faster turnaround
for customers and more efficient
36 THE GARAGE
36,37 Citnow.indd 1 18/11/2021 15:43

SALESANDMARKETING
utilisation of staff hours - something
that has become even more crucial as
workshops suffer from a shortage of
trained technicians.
An effective digital communication
strategy can be further enhanced by
using integrated technology. For example,
the CitNOW integration with Keyloop
reduces the time spent by technicians
on data entry, whilst improving accuracy.
Another example is the integration of
Bumper, which embeds buy-now-paylater
capabilities into CitNOW Workshop
video landing pages. The variety of
finance options on offer creates a better
customer experience, while improving the
chances of repair work being approved
while the car is still on the ramp. These
kinds of integrations allow workshops to
provide a more convenient and seamless
digital journey, helping to improve the
likelihood of return custom.
In a highly competitive marketplace and
at a time where demand is fluctuating,
workshops that can take full advantage
of the digital tools available will be best
placed for ongoing success. Those
that deliver personalised services and
maximise opportunities for upselling while
completing work more efficiently, will
have a significant advantage over their
competitors.
Alistair Horsburgh, Chief Revenue Officer
THE GARAGE 37
36,37 Citnow.indd 2 18/11/2021 15:43

SALESANDMARKETING
Top five digital marketing tips from
a Sales and Marketing Kickstarter
Marketing is continually changing and with the shift to digital
marketing, it requires business owners and marketing
directors to understand how to do it efficiently and
effectively.
Sometimes it is hard to recognise how and where to start but
marketing isn’t as complex as you may think, here are some of my
top tips for digital marketing beginners.
Social Media Presence
One of the easiest ways to grow your brand’s awareness and to
increase consumer engagement is making sure your business has
a social media presence. Having an online presence will help you
reach potential clients and customers and help them reach you.
With social media you can advertise your service for free. For
example, if you are a body repair technician, you can post before
and afters. It will also allow you to do market research and check
out the competition.
Customer Reviews
Another significant aspect of having an online presence is that
customers can leave reviews which will give your business
credibility. People are more likely to turn to you for business if
previous customers say your service is great. Reviews will boost
your brand awareness and create customer loyalty.
Paid Advertising
With the rise of digital marketing, the competition is increasing,
and paid advertisements are the most effective way of making
sure you are seen. Paid advertising on Google, Facebook and
Instagram is the most affordable and fastest way for your brand to
reach a bigger audience. Over time this will increase your brand’s
awareness and sales.
Target Marketing
In addition to paid advertising, it is important to understand target
marketing, so you can funnel promotional material to the right
people instead of spending money on wasted marketing. It will
also allow you to change your business strategy to their needs,
whether that’s the price of a product or service or how you
market it.
SEO
Search engine optimization is the cheapest way to reach and
understand customers, which is why it’s important to research
how to make the most of it. SEO is a process that works overtime
to help your brand’s website show higher up on search engines.
Sites like Google will track your organic engagement, to measure
where to rank your website on the page. The majority of your
website’s traffic will come from search engines and being visible
on a site as highly trusted as Google will increase credibility.
I’m a newly appointed sales and marketing assistant at Human
Results Ltd, through the Governments Kickstarter scheme. Human
Results specialise in HR services and employment law and the
mentioned points are part of my marketing strategy to increase
sales and consumer engagement.
For support and advice with any HR issues, get in touch with the
talented team at: https://humanresults.co.uk/
38 THE GARAGE
38 Feature Human Results.indd 1 18/11/2021 16:27

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Dayco.indd 1 18/11/2021 16:57

PEOPLE
People stories and movements from around your industry
Simon Hunt joins iVendi as head of
information security and compliance
Simon Hunt has been appointed to
the new role of head of information
security and compliance at iVendi.
He has worked as a freelance consultant
for the company since 2017 and will take
on the full-time role from the beginning of
September.
Entering the IT sector in 1988, Simon
has operated as an analyst programmer, a
business unit manager in the IBM Business
Partner programme and, since 2009, as
an independent specialist in information
security. His experience encompasses
everything from banks, insurance
companies and large retailers through to
SMEs.
He said: “I have always been impressed
by iVendi’s ambition and technical
capability and am delighted to come on
board as a fully-fledged team member.
“The company already enjoys a leading
position in information security and data
protection management in the motor
retail technology sector and my aim is to
enhance the visibility of how it protects
customer and consumer data to give
existing and prospective customers
absolute confidence and peace of mind.
They can be assured that their data is
protected by first class management
systems and technical controls.”
He added that he would like to reinforce
a ‘security-first’ approach to data
management and software development
within iVendi, and to work with the
company’s data and development teams
to foster continuous learning with that
aim.
“I also want to work closely and openly
with our finance customers to promote
a collaborative approach to security
management. We should share objectives
and ultimately operate as one larger team
with a common goal.”
Simon’s role, explained Richard
Tavernor, COO, is part of the company’s
stated aim to double in size over the next
three years.
He said: “Simon is very well known to us
and is already a highly valued member of
our team. We are very pleased to welcome
him to this important position and are
sure he will make a valuable contribution
to our progress.”
Darren Sinclair appointed as iVendi’s
first chief commercial officer
Darren Sinclair has been appointed as
iVendi’s first chief commercial officer as
the company embarks on ambitious plans
to double its revenue over the next three
years.
Until August, he was a Cox Automotive
Europe board member with responsibility
for operational and strategic leadership
of the company’s digital retail solutions
businesses, Modix and Codeweavers.
He also spent five years as managing
director of Modix both in the UK and
internationally, and served more than
20 years at Auto Trader UK, ultimately
becoming digital operations director.
Darren said: “iVendi has created an
enviable market position for itself with a
strong presence in the digital automotive
retail sector both in the UK and Germany,
offering an advanced and scalable solution
ideal for manufacturers, retailers and
lenders.
“The company has ambitious and
credible plans to expand rapidly over the
next three years and I am delighted to be
asked to be part of that adventure. There
is huge potential here to build on alreadyimpressive
achievements.”
James Tew, CEO at iVendi, added:
“Darren is one of the most experienced and
capable people in the automotive digital
retail sector and a significant addition to our
board as we embark on our next phase of
expansion.
“We now feel that we have the right team,
the right product and the right support in
place to really make a further and significant
impact in the UK, Europe and even further
afield. These are exciting times at iVendi.”
Darren’s appointment follows recent news
that Paul Bennett has been appointed to
iVendi’s newly-created role of Senior Vice
President of International Business and
Banking Alliances
40 THE GARAGE
40, 41 people.indd 1 18/11/2021 16:32

PEOPLE
New appointment for SMP Europe
SMP Europe announces internal promotion
Engine management and ignition
specialists, SMP Europe, has
appointed Martin Turner as Marketing
Director, to oversee all commercial
and product marketing activities
with suppliers, buying groups and
distributors.
Turner, previously Internet Sales
Manager at the company, will also
be involved in research and analysis
activities to define and establish SMP
Europe’s strategies.
Martin’s experience lies in graphic
design, business development and
project management - and he will use
his aftermarket expertise and skills to
positively impact progression for the
company.
Last year saw the business rebrand
to SMP Europe to demonstrate
the company’s continued growth and
development in the automotive industry.
The company has invested heavily in
its technical and engineering resource
to become the authority on engine
management product solutions.
Turner comments: “I’m delighted to
accept this new position. SMP Europe is a
great company to work for and has a great
ethos. I’m really looking forward to pushing
the brand further. We have some exciting
plans ahead so watch this space!’
Ross Toomey, SMP Europe Managing
Director, said: “We continually invest in the
business and we’re proud to be a company
that promotes from within. Martin’s new
position is thoroughly deserved and I’m
sure he will do a great job of using his
skills and experience to promote the key
messages of SMP Europe.”
Cosworth strengthens executive management
team with COO appointment
Cosworth has appointed digital and
business transformation specialist
Stephen Dyke into the newly created
role of Chief Operations Officer (COO) to
support the company’s growth within the
transportation technology sector.
Dyke joins Cosworth from engineering
firm Ricardo, where he spent two years as
Managing Director, leading the company’s
automotive and industrial offering across
EMEA. He was also Chair of the EMEA
Board, as well as statutory director of
Ricardo UK Ltd, so brings to Cosworth
recent and relevant credentials in the
fields of automotive, commercial, defence,
marine, aerospace and energy sectors.
Since Cosworth was established in
1958, its name has been synonymous
with technological prowess and high
performance. From pioneering innovations
in motorsport, Cosworth has transitioned
into a profitable transportation technology
company with leading expertise in the
areas of performance, digitalisation, and
electrification.
Recent growth has been driven by high
profile programmes and partnerships in
the fast-evolving intelligent transportation
space. Today, Cosworth is a high-quality
business with a unique brand heritage, an
impressive track record and high revenue
visibility.
Dyke’s appointment as COO, reporting
to Chief Executive Officer Hal Reisiger,
will allow the company to accelerate its
roadmap to electrification and to solve
new mobility challenges through hybrid
and EV propulsion, data connectivity and
automation technology.
Prior to his work with Ricardo, Dyke
was responsible for leading data and
digital transformation within Amey, EY
and Network Rail, as well as running the
transport and logistics Business at CSC,
now known as DXC Technology.
Underpinning his career, Dyke spent
over twenty years in the Royal Air Force
(RAF), during which he studied electronic
systems engineering at Cranfield University.
Intelligence and data have always played a
critical role in his career, whether planes,
trains or automobiles, using a passion
for tech-enabled transformation to help
translate business needs into sustained
organisational change.
Stephen Dyke said: “Cosworth is an
exciting business and much broader in
its capabilities than many yet know from
the outside. Since joining, I have learned
more about our high-performance
engineering and an opportunity to scale
the company’s suite of offerings into new
sectors and geographies. I am looking
forward to supporting the business growth,
taking everything for which Cosworth
is renowned, and evolving our product
strategy that integrates into future
mobility solutions. Speaking to Hal and the
Executive Team, I got a clear understanding
of the company vision, to take Cosworth’s
golden thread of internal combustion
engine technology, electronics and
software, and use them to drive a future of
sustainable and intelligent mobility.”
THE GARAGE 41
40, 41 people.indd 2 18/11/2021 16:32

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42 THE GARAGE
50 Product and Services.indd 1 18/11/2021 15:41

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