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<strong>The</strong><br />
Supporting the Independent <strong>Garage</strong> and MOT sector<br />
Issue <strong>333</strong><br />
December 2021<br />
50<br />
YEARS OF<br />
BUTTS<br />
<strong>The</strong> <strong>Garage</strong> Magazine talks to three<br />
generations of directors at JHM Butt<br />
and Company, who are celebrating<br />
50 years of being in business.<br />
Under the Spotlight<br />
<strong>The</strong> <strong>Garage</strong> Magazine talks to Carl Sault, UK<br />
Market Manager at Petronas<br />
<strong>The</strong> Motor Ombudsman names<br />
winners of 2021 <strong>Garage</strong> Star and<br />
Customer Service Star Awards<br />
PR & Marketing top tips, for your<br />
garage workshop marketing strategy<br />
Please visit our website - www.garageandmot.com<br />
1 Front.indd 1 18/11/2021 15:36
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<strong>The</strong><br />
Supporting the Independent <strong>Garage</strong> and MOT sector<br />
Issue <strong>333</strong><br />
December 2021<br />
HelloWelcome to <strong>The</strong> <strong>Garage</strong><br />
Welcome to the latest <strong>Garage</strong> magazine, our<br />
last of the year.<br />
Congratulations must first go to Scottish garage,<br />
<strong>The</strong> <strong>Garage</strong> (Whitburn), for their overall winner in<br />
the <strong>Garage</strong> Star Awards organised by <strong>The</strong> Motor<br />
Ombudsman. <strong>The</strong> judges, including our own<br />
Publication Manager Ben Coates, commended<br />
them for not only their overall performance but<br />
also their work in the community, well done to<br />
them and all the award winners.<br />
Happy golden anniversary to JHM Butt and<br />
Company who are celebrating 50 years of trading<br />
this year. What’s the secret of their success? Turn<br />
to page 6 where we have had a chat with the<br />
directors of this family run business.<br />
We also have a fantastic prize for you in this<br />
issue. <strong>The</strong> real star of the James Bond films, the<br />
DB5, has just had a beautiful coffee table book<br />
produced in its honour, featuring it’s history,<br />
statistics and plenty of spectacular images. All the<br />
details are on page 11.<br />
Finally, can I raise a vodka Martini, shaken – not<br />
stirred, to wish you a happy and healthy Christmas<br />
and New year, thank you all for your support in<br />
2021, we’re looking forward to seeing you again in<br />
2022.<br />
Paul Gregory Editor<br />
paul.gregory@ppmedia.co.uk<br />
Subscribe to<br />
<strong>The</strong> <strong>Garage</strong><br />
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Contact us<br />
Editor<br />
Paul Gregory<br />
paul.gregory@ppmedia.co.uk<br />
Publication Manager<br />
Ben Coates<br />
ben.coates@ppmedia.co.uk<br />
Design & Layout<br />
Mark Blacker<br />
mark.blacker@ppmedia.co.uk<br />
Advertising<br />
Ben Coates<br />
ben.coates@ppmedia.co.uk<br />
<strong>The</strong> <strong>Garage</strong> is published by:<br />
Partnership Publishing Limited<br />
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Wellington<br />
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opinions of contributors, advertisers and interviewees to <strong>The</strong> <strong>Garage</strong> are not necessarily those of the publishers who cannot accept responsibility for such<br />
contributions.<br />
© Partnership Publishing 2020 / 2021 - All rights reserved. No part of the publication may be reproduced in any form without prior consent of the publisher.<br />
<strong>The</strong><br />
3 Comment.indd 1 18/11/2021 16:18
Professional<br />
CONTENTS<br />
TOW SHOW<br />
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See the new world<br />
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Talk to the experts<br />
about your needs<br />
See you there!<br />
Telford International Centre<br />
For latest information<br />
about the show visit<br />
www.recoverytowshow.co.uk<br />
Call Nick Phipps on<br />
01952 415334<br />
or email<br />
nick.phipps@ppmedia.co.uk<br />
News<br />
06. Industry Insight - Butts at 50. <strong>The</strong> <strong>Garage</strong> Magazine talks to three generations of directors at<br />
JHM Butt and Company, who are celebrating 50 years in business.<br />
08. News - Dayco expands its chassis system offering with the launch of a comprehensive<br />
steering & suspension programme.<br />
12. News - Climate Change. In the current climate of environmental activism, is there an<br />
opportunity for your garage to stand out from the crowd?<br />
14. <strong>The</strong> <strong>Garage</strong> Star Awards 2021. <strong>The</strong> Motor Ombudsman is pleased to announce the winners of its<br />
2021 <strong>Garage</strong> Star Awards and inaugural Customer Service Star Awards.<br />
Under the Spotlight<br />
16. Carl Sault: One year on at Petronas.<br />
<strong>The</strong> <strong>Garage</strong> Magazine talks to Carl Sault, UK Market Manager at<br />
Petronas, who has been in the role for twelve months and a part<br />
of the company for five years, seeing many changes in both the<br />
PLI itself and the market too.<br />
Features<br />
30. Sales and Marketing<br />
In this issue we look at Sales and Marketing. <strong>The</strong> <strong>Garage</strong> talks<br />
to Jim Lang, who helps independent garages get found online<br />
– and grow. Top Tips from PR & Marketing agency, Chicane<br />
for your garage workshop marketing strategy, and Aftercare<br />
Response about how video brings servicing and repairs to the<br />
small screen.<br />
People<br />
40. People stories and movements from around your industry<br />
Your data<br />
<strong>The</strong> <strong>Garage</strong> is published by Partnership Publishing and is produced 12 times a year. Your data and privacy is<br />
important to us. We would never give this information away or sell it onto a third party. You would only receive<br />
magazines or information from one of Partnership Publishing’s publications.<br />
However, if you wish to stop receiving <strong>The</strong> <strong>Garage</strong> and would like us to erase all of your information from<br />
our databases then email your name, company and address to ben.coates@ppmedia.co.uk<br />
4 Contents.indd 1 22/11/2021 10:26
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INDUSTRYNEWS<br />
Industry insight<br />
Presented by MOTUL<br />
BUTTS<br />
AT 50<br />
Today the <strong>Garage</strong> Magazine talks to three<br />
generations of directors at JHM Butt<br />
and Company who are celebrating being<br />
in business for 50 years, an amazing<br />
achievement for a company that has seen<br />
so little change in management.<br />
Butts is 50, and is still a family orientated business, as well as having<br />
massive success, how have you maintained that friendly feel?<br />
Consistent values, investing time in our staff wellbeing, putting people<br />
above profit. 50 years is a long time but our strength is being able<br />
to maintain consistent values, like investing in our staff wellbeing<br />
and putting people above profit. We believe that if we have happy<br />
employees we will in turn have happy customers. As a management<br />
team we try to support our staff so they are in turn equipped to<br />
support our customers. We feel that one of our greatest strengths<br />
is although we are incredibly serious about our work, we don’t take<br />
ourselves too seriously. We laugh together, - we laugh with each<br />
other, we laugh at each other and we always laugh at ourselves. This<br />
approach has helped diffuse quite a few stressful situations and has<br />
promoted a sense of wellbeing within the company that then flows<br />
into our business relationships.<br />
Butts has only ever had three managing directors, two from the same<br />
family and a third who has been in the business since the age of 17,<br />
how proud of this consistency are you?<br />
It’s a challenge in our industry for businesses to have the same owners<br />
for a protracted period. That we have only had 3 MDs illustrates the<br />
commitment to the company and the care and attention to offering a<br />
reliable place of work for our staff. Like all companies we like to have<br />
high staff retention and we believe that consistency at managerial<br />
level will help foster consistency at all other levels.<br />
6 THE GARAGE<br />
6, 7 Industry Insight.indd 1 18/11/2021 16:16
Industry Insights celebrates the 50th Anniversary of<br />
the first fully synthetic motor oil: Motul 300V<br />
For details of the wide range of Motul workshop oils and<br />
other garage products, check out: www.motul.com<br />
Have you ever seen such big changes in the industry as<br />
we are now experiencing?<br />
Being in business for 50 years you have the privilege<br />
of perspective. We have seen lots of changes, this is<br />
something that has always been there, you always have<br />
to develop and evolve as a business. However with the<br />
introduction of electrical vehicles and the potential of<br />
other technologies we are seeing accelerated change<br />
in the landscape of garage equipment. But change is<br />
inevitable, we never shy away from this as a company, we<br />
love the challenge and the opportunity change brings.<br />
What’s Butts plans for 2022, 2030 and further beyond?<br />
We are excited about our relocation to larger premises<br />
for 2022. Our current warehousing facilities no longer<br />
have the capacity to house our ever expanding stock<br />
range. In addition, whilst many other companies may<br />
be scaling back on office space, we are increasing our<br />
space. We believe that the synergy, levels of productivity<br />
and wellbeing that is achieved when people work side by<br />
side cannot be matched in any other work setting and so<br />
we are adapting our premises to accommodate all the<br />
requirements we need to do this as safely as possible.<br />
We are committed to ongoing investment in new<br />
products, to address the requirements of the changing<br />
car park in terms of new types of vehicle and maintaining<br />
our place in the marketplace as a reliable supplier of<br />
quality products, backed by in house engineers and<br />
technical team.<br />
We are always keeping our eyes on the future in regards<br />
to the management structure of the company. Our<br />
upcoming management team is relatively young and that<br />
helps challenge established thinking and concepts and<br />
keep things at JHM Butt fresh and exciting.<br />
What would your one message be to the independent<br />
<strong>Garage</strong> owner?<br />
Cheapest is seldom best! Choose an established supplier<br />
whose products come from an identifiable manufacturer<br />
and who can provide ongoing support with your<br />
equipment.<br />
Carolyn Bean, Managing Director<br />
and Mark Bean, Managing Director, JHM Butt.<br />
THE GARAGE 7<br />
6, 7 Industry Insight.indd 2 18/11/2021 16:17
NEWS<br />
Dayco expands its chassis system offering<br />
with the launch of a comprehensive<br />
steering & suspension programme<br />
Recognising the global shift in<br />
momentum from traditional internal<br />
combustion towards hybrid and<br />
electric powertrains, Dayco, a leading<br />
engine products and drive systems<br />
supplier for the automotive, industrial and<br />
aftermarket industries with more than<br />
110 years of technical heritage, constantly<br />
addresses its product portfolio to reflect<br />
the needs of the independent service and<br />
repair sector.<br />
As a result, following the company’s<br />
move to embrace thermal management<br />
and, more recently, the introduction of<br />
wheel bearings, Dayco is significantly<br />
growing its chassis system offering, with<br />
the launch of a comprehensive range<br />
of more than 3,300 original equipment<br />
(OE) equivalent steering & suspension<br />
components, which include axle joints, tie<br />
rod ends/assemblies and steering boots,<br />
as well as track control arms, ball joints,<br />
stabilizer links and bushes.<br />
Naturally, in keeping with its position as<br />
an OE manufacturer and supply partner<br />
to many vehicle manufacturers around<br />
the world, across multiple sectors,<br />
quality is paramount. So, the company’s<br />
reputation for engineering excellence and<br />
technological prowess is reflected in the<br />
programme, which provides wholesalers<br />
with a range that allows them to offer their<br />
workshop customers a brand with true OE<br />
pedigree and the confidence that invokes.<br />
On a practical level this means that<br />
the range has been manufactured<br />
to OE equivalent standards for both<br />
performance and durability and has<br />
therefore been tested and verified during<br />
its production to stringent certified quality<br />
control protocols. Additional product<br />
testing to check for material fatigue and<br />
dimensional accuracy is supplemented<br />
by the application of an environmentally<br />
friendly electrophoretic coating, for long<br />
lasting protection against salt spray and<br />
other chemicals, as well as impacts and<br />
scratches, which all contribute to ensure<br />
that the programme adheres to Dayco’s<br />
demanding brand requirements.<br />
Alongside these confidence inspiring<br />
factors, additional benefits from an<br />
installer perspective include the fact that<br />
where ancillary items such as fastenings<br />
and clips also need to be replaced when a<br />
component is fitted, the Dayco kit comes<br />
with all the necessary replacement items,<br />
which makes life easier for technicians and<br />
improves workshop efficiencies.<br />
On the subject of efficiency, the<br />
accurate identification of the correct<br />
replacement part is a vital prerequisite<br />
for the successful introduction of<br />
any new product line. So, as would be<br />
expected of a company that consistently<br />
demonstrates such high levels of technical<br />
competence, a supporting catalogue, with<br />
comprehensive cross-reference data and<br />
imagery, is instantly accessible through<br />
the Dayco website and app, as well as via<br />
TecDoc.<br />
Finally, in accordance with the<br />
company’s consistent brand identity,<br />
the steering & suspension programme is<br />
powerfully presented in robust packaging,<br />
resplendent in Dayco’s distinctive<br />
corporate imagery, which again further<br />
endorses the professional approach it<br />
takes to every aspect of its aftermarket<br />
business and in support of its valued<br />
customers.<br />
8 THE GARAGE<br />
8 News Dayco.indd 1 18/11/2021 16:44
Our automotive family is struggling.<br />
<strong>The</strong>y urgently need your help.<br />
Dear colleague,<br />
Whilst everyone continues to deal with the aftermath of Covid-19, it has been encouraging to see<br />
the positive bounce-back enjoyed by our industry this year.<br />
However, we know that many of our automotive family - the people our industry relies on – are<br />
struggling. <strong>The</strong>y continue to face life’s toughest challenges; challenges we hope we will never have<br />
to face ourselves.<br />
We have seen a staggering 147% increase in the number of people turning to Ben for support this<br />
year, and we know there are many more families who are struggling and need our help too.<br />
People are turning to Ben for support with issues from mental and physical health to poverty,<br />
domestic abuse, homelessness and much more. <strong>The</strong>se issues are more urgent and more complex than<br />
ever before but with fundraising income still impacted by Covid-19, we are once again facing the<br />
prospect of not being able to help everyone.<br />
That is why we are launching our urgent Christmas Appeal to the industry, asking for your help to<br />
ensure Ben never has to decide who we support based on our available funds.<br />
To do that we need your help to raise at least another £500,000 this Christmas.<br />
Please, email pledge@ben.org.uk now to show your support for our Christmas Appeal.<br />
Your donation will help make a life-changing difference to someone in our automotive family this<br />
Christmas, and beyond. What an incredible gift.<br />
Thank you,<br />
Zara Ross,<br />
Chief Executive<br />
Steve Nash,<br />
Chairman of Ben Board<br />
When any member of our<br />
automotive family is struggling,<br />
we all rally to support them.<br />
Ben - Motor and Allied Trades Benevolent Fund. Lynwood Court, Lynwood Village, Rise Road, Ascot,<br />
SL5 0FG. A charity registered in England and Wales (no.297877) and Scotland (no.SC039842).<br />
BEN.indd 1 18/11/2021 16:56
NEWS<br />
TRICO scoops<br />
the Product of<br />
the Year award!<br />
Original equipment (OE) wiper blade<br />
manufacturer, TRICO, has been presented with<br />
the Product of the Year award for its Flex range,<br />
by A1 Motor Stores, at its annual convention.<br />
For more than a decade, TRICO and A1 Motor Stores have enjoyed<br />
a fantastic business relationship, with members able to offer their<br />
customers a range of wiper blades that boast OE quality, safety<br />
and performance.<br />
After relaunching in 2020, the Flex range offering provides<br />
increased vehicle coverage – including the latest fitment for late<br />
Mercedes A-Class, B-Class and C-Class models – as well as being<br />
precision engineered with the latest TRICO OE blade structure.<br />
<strong>The</strong> Flex range utilises TRICO’s innovative new TRICO SYNC TM<br />
connection system – five clips covering the nine most-popular<br />
wiper arm types, which can be added or removed in just one<br />
second – and newly-designed laser cut beam technology for<br />
superior pressure distribution.<br />
In response to customer feedback, a new ‘top mount’ retro-fit<br />
connection system has been developed to upgrade older style<br />
conventional blades to modern beam technology, with an even<br />
sleeker styling than previously.<br />
<strong>The</strong> Flex range allows customers to step-up from the<br />
conventional wiper to premium beam blade technology – but at a<br />
reasonable price.<br />
It’s for these reasons that the range was recognised with the<br />
Product of the Year award by A1 Motor Stores.<br />
First Brand’s Group Brand & Marketing Manager (Europe), Sam<br />
Robinson, enthused: “I am absolutely delighted that TRICO has<br />
won A1’s Product of the Year award. We worked very hard on the<br />
redesign and relaunch of the Flex range to ensure it remains ‘best<br />
in class’ in terms of multi-fit wiper blade ranges, and winning this<br />
award pays testament to that!<br />
“I would like to thank the members that voted for us and look<br />
forward to seeing the partnership between TRICO and A1 Motor<br />
Stores continue to thrive.”<br />
Bowmonk & Tapley have for decades been the most<br />
recognised and trusted names in portable brake testers.<br />
<strong>The</strong> Bowmonk BrakeCheck is the electronic version that carries<br />
on from that pedigree.<br />
BrakeCheck is DVSA approved for all classes of vehicle<br />
and it records braking efficiency and percentage of braking<br />
imbalance.<br />
• Portable & easy to use<br />
• No connections to vehicle required<br />
• GEA MTS Connected Approved (Upgrade Available)<br />
• DVSA approved for all classes of vehicle<br />
• Print results to optional portable wireless printer<br />
• Approved for 6-weekly checks<br />
• Download results to PC (optional software required)<br />
• Approved for quarterly brake test requirements<br />
• Records braking efficiency and percentage of braking imbalance<br />
Bowmonk Ltd, Diamond Road, Norwich, NR6 6AW T: +44 (0)1603 485 153 E: info@bowmonk.com www.bowmonk.com<br />
10,11 News Blog.indd 1 18/11/2021 17:20
NEWSBLOG<br />
Subscribers<br />
Competition<br />
DENSO TRAINING BACK IN FULL SWING<br />
TIME TO WIN<br />
NO TIME TO DIE<br />
As we see the end of Daniel Craig as James<br />
Bond, there has been a book released to<br />
commemorate the history of 007’s famous cars<br />
used. Titled James Bond’s DB5, this spectacular<br />
book charts the history of the DB5 in the bond<br />
films and is a must for any fan of the secret<br />
agent or vehicle lovers.<br />
To enter for your chance to win, make sure<br />
you are a subscriber to the <strong>Garage</strong> by going<br />
to www.garageandmot.com and clicking<br />
on subscribe, all current subscribers are<br />
automatically entered into the prize draw.<br />
So we can send the book in time for<br />
Christmas, all entries must be received no later<br />
than Wednesday December 8th 2021.<br />
Good luck.<br />
Subscribe to the <strong>Garage</strong> by going to<br />
www.garageandmot.com<br />
and clicking on subscribe<br />
To fulfil its objective of providing expert training to technicians<br />
keen to expand their knowledge, DENSO is using every tool at is<br />
disposal, from recorded webinars and real-time presentations via<br />
the Internet, to live events with face-to-face engagement<br />
“Training the technicians responsible for vehicle repair<br />
and service is a very important issue,” explained DENSO’s<br />
Fatiha Laauich, “and one that DENSO has long placed a high<br />
priority upon.<br />
“Although our e-Learning channel remains an important<br />
tool and <strong>The</strong> League of True Mechanics (LOTM) competition<br />
an ongoing opportunity for technicians to increase<br />
their knowledge while also being able to win rewards, as<br />
restrictions continue to ease, face-to-face training again<br />
becomes a reality, which is why we were eager and excited<br />
to join several other original equipment manufacturers at<br />
the AutoInform LIVE event in Wolverhampton on 6th & 7th<br />
November.<br />
“<strong>The</strong> event was a great success as our two technical<br />
experts, Richard Groot and Steve Turner, engaged with<br />
many of the 200 attendees to discuss the many products in<br />
the DENSO range. Richard then held an air conditioning (AC)<br />
seminar with 50 delegates during which he expanded on the<br />
service, repair and troubleshooting aspects of the complex,<br />
but increasingly relevant, subject.<br />
“<strong>The</strong> depth and breadth of DENSO’s training offering was<br />
also demonstrated the previous week when DENSO and<br />
Schaeffler jointly shared a live Zoom training session to<br />
address the importance of FEAD (front end auxiliary drive)<br />
system maintenance. This is an essential message and the<br />
popular format gave Richard a great platform to explain<br />
the different technologies used in the design of the pulleys<br />
used for the alternators and AC compressors driven by<br />
the system and stress the importance of checking their<br />
condition and to highlight what problems can typically<br />
occur.<br />
“As ongoing access to up-to-date training remains vital,<br />
all our previous webinars, current training modules and<br />
most recent ‘DENSO in the Workshop’ AC oil condition<br />
assessment video, are available online at: https://www.<br />
denso-technic.com/uk/ where technicians can also still sign<br />
up to the LOTM competition and be in with the chance to<br />
win some fabulous prizes.”<br />
Further details are available online at<br />
www.denso-am.co.uk<br />
THE GARAGE 11<br />
10,11 News Blog.indd 2 18/11/2021 17:21
NEWS<br />
In the current climate of environmental<br />
activism, is there an opportunity for your<br />
garage to stand out from the crowd?<br />
By Robert Welch, Tec4 Lubricants<br />
Extinction Rebellion, Insulate Britain,<br />
Greta Thumberg dancing to “<strong>The</strong> heat<br />
is on” and now Cop-26, all shouting<br />
about how we need to raise the profile of<br />
climate change. I don’t know about you but<br />
I think it unlikely that the profile of climate<br />
change can be raised any higher. You would<br />
be forgiven for thinking that the end is<br />
nigh and it’s only a matter of time until the<br />
sandal brigade outlaw the motor car and<br />
shut down your business on environmental<br />
grounds. But, as the Dalai Lama, not known<br />
for his ability to run an Independent <strong>Garage</strong>,<br />
but a great man all the same, once said…<br />
“with every challenge comes opportunity”<br />
All the talk of climate change and adverts<br />
containing snotty kids imploring our<br />
generation to “do something before it’s too<br />
late” has led some, usually retired vicars<br />
with a guilty conscience, to glue themselves<br />
to the M25. A bit extreme if you ask me, but<br />
hey, every retiree needs a hobby.<br />
As for the rest of the working, car driving<br />
population, we are implored to make a<br />
choice. Buy an electric vehicle and resign<br />
ourselves to never leaving the local area<br />
without a diesel generator hitched to the<br />
back or feel guilty about driving a petrol or<br />
worse still, god forbid, a diesel.<br />
I must at this point declare an interest.<br />
I run a company called Tec4 and make my<br />
living from supplying Engine Flush and Fuel<br />
Treatments to the professional motor trade.<br />
For the last 25 years I have spent my time<br />
demonstrating how effective a good quality<br />
engine flush is at reducing emissions and<br />
improving fuel economy.<br />
I have yet to meet a car owner that<br />
looks forward to the day their car needs a<br />
service, so it’s unlikely that many customers<br />
drive off your forecourt feeling good about<br />
the fact that they have just shelled out<br />
£200 to keep their car running for another<br />
year. <strong>The</strong>y might feel good about how<br />
pleasant you were to deal with, but paying<br />
to have a car serviced is like paying tax,<br />
you have no choice, you just have to stump<br />
up the cash. But what if the result of that<br />
expense was a reduction in the level of guilt<br />
they felt for owning such a gas guzzling,<br />
planet killing machine.<br />
Earlier this year we launched <strong>The</strong> Green<br />
<strong>Garage</strong> Network. <strong>The</strong> idea being to tap<br />
into the current narrative and help garages<br />
promote themselves as the environmentally<br />
friendly choice for car owners.<br />
Members get outside signage, leaflets,<br />
mirror hangers, service pads, service<br />
wallets, service books, posters, everything<br />
they need to promote the fact that when<br />
a car driver chooses a Green <strong>Garage</strong><br />
Network Member, they are doing their bit<br />
for the environment. All member garages<br />
are uploaded onto a searchable map on<br />
greengaragenetwork.com and the website<br />
is being promoted through social media and<br />
YouTube adverts to help members attract<br />
more custom.<br />
<strong>The</strong>re is no membership fee and all<br />
ongoing marketing support is provided free<br />
of charge. <strong>Garage</strong>s that join the network<br />
simply have to commit to disposing of<br />
the old engine oil in an environmentally<br />
responsible way, flush the engine to reduce<br />
emissions and improve fuel economy and<br />
check tyre pressures.<br />
To date over 450 garages have joined<br />
the network and are not only enjoying an<br />
increase in customer satisfaction, more<br />
importantly, they are seeing an increase in<br />
profit. It’s a win, win! <strong>The</strong> car driver gets<br />
to feel good about the fact that they have<br />
done their bit for the environment and<br />
probably saves the total cost of the service<br />
through improved fuel economy, and the<br />
garage attracts more customers and makes<br />
more profit by including an engine flush.<br />
With every challenge comes opportunity.<br />
In the current climate of environmental<br />
activism, there is a real opportunity to<br />
make your garage stand out from the<br />
crowd and promote your business as the<br />
environmentally friendly choice. So, it’s not<br />
all bad. We can sit and mourn the demise of<br />
the internal combustion engine and resign<br />
ourselves to our fate or we can seize the<br />
opportunity.<br />
If you would like to find out more or<br />
register your interest in becoming a<br />
member, visit greengaragenetwork.com<br />
12 THE GARAGE<br />
12,13 News Green <strong>Garage</strong>.indd 1 18/11/2021 16:43
Tyrexpo Asia Bangkok<br />
2022 in motion<br />
NEWS<br />
Thailand is now opening its borders to<br />
fully vaccinated travellers from a growing<br />
number of approved countries, so the stage<br />
is now set for the next Tyrexpo Asia show<br />
in Bangkok which will take place at the<br />
Bangkok International Trade & Exhibition<br />
Centre (BITEC), Hall EH102 from 26th to 28th<br />
October 2022.<br />
<strong>The</strong> latest edition of the Tyrexpo Asia<br />
series of tyre and automotive events by<br />
Tarsus Group, Tyrexpo Asia Bangkok will be<br />
presenting up to 120 exhibitors and 3,000<br />
attendees, with key objectives to explore<br />
and further increase growth opportunities<br />
for both the local and emerging markets as<br />
the only fully dedicated tyre and automotive<br />
trade show in Asia Pacific.<br />
Alwin Seow, Event Project Director at<br />
Tarsus says, “Asia is one of the growing trade<br />
platforms within the global tyre market and<br />
particularly for emerging economies in South<br />
East Asia. <strong>The</strong>refore, Tyrexpo Asia Bangkok<br />
2022, will provide the perfect opportunity<br />
for leading and growing international and<br />
regional suppliers in tyres, equipment and<br />
tools plus tyre accessories to effectively<br />
showcase their latest technology and<br />
equipment and discuss other future<br />
solutions to drive their business to an even<br />
higher level of sales and profit.”<br />
Clever cooling<br />
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As cooling systems become more complex,<br />
the installation and maintenance of modern<br />
water pumps is presenting a new challenge<br />
to independent workshops.<br />
Our range of <strong>The</strong>rmal Management Modules<br />
(TMM) plus electric, adjustable, switchable<br />
and traditional water pumps offers you<br />
comprehensive repair solutions for the very<br />
latest intelligent cooling system technology.<br />
And because it’s from INA, everything you<br />
need for a professional repair is included -<br />
right down to the last nut, bolt and washer.<br />
Trust Schaeffler quality - choose INA.<br />
aftermarket.schaeffler.co.uk<br />
www.repxpert.co.uk<br />
THE GARAGE 13<br />
12,13 News Green <strong>Garage</strong>.indd 2 18/11/2021 16:34
<strong>The</strong> Motor Ombudsman names winners of 2021 <strong>Garage</strong><br />
Star and Customer Service Star Awards<br />
• Nearly 1,100 customers submitted a nomination for an individual team member or business accredited to one or more of <strong>The</strong> Motor<br />
Ombudsman’s four Motor Industry Codes of Practice, who they felt had gone above and beyond to assist them during the last 12 months<br />
• From the finalists shortlisted by <strong>The</strong> Motor Ombudsman, judges then selected the winners of both the eight regional <strong>Garage</strong> Star Award<br />
trophies and the inaugural Customer Service Star Awards<br />
• <strong>The</strong> <strong>Garage</strong> (Whitburn) was chosen by the panel as the recipient of the overall 2021 National <strong>Garage</strong> Star Award after winning the Scottish<br />
regional trophy for the second year in a row<br />
<strong>The</strong> Motor Ombudsman is pleased<br />
to announce the winners of its 2021<br />
<strong>Garage</strong> Star Awards and inaugural<br />
Customer Service Star Awards. <strong>The</strong> <strong>Garage</strong><br />
Star Awards were launched in 2020 by the<br />
Ombudsman dedicated to the automotive<br />
sector to recognise businesses accredited<br />
to its four Motor Industry Codes of<br />
Practice, and individual team members<br />
working within these organisations, who<br />
go the extra mile to provide an exceptional<br />
level of work and service to customers.<br />
Building on the success of the<br />
competition last year, nearly 1,100<br />
nominations were received in the 2021<br />
contest from motorists across the<br />
country, who submitted short accounts<br />
about a business or individual that had<br />
gone above and beyond to help them to<br />
resolve an issue related to a vehicle. <strong>The</strong>se<br />
entries were then whittled down by <strong>The</strong><br />
Motor Ombudsman to create a shortlist<br />
that was passed to a panel of judges to<br />
determine the recipients of the 11 trophies<br />
on offer.<br />
With two regional award winners from<br />
2020 amongst this year’s finalists, coupled<br />
with a very high calibre of nominations<br />
from customers, it was a closely fought<br />
contest for the silverware on offer, with<br />
the judges reaching a consensus on the<br />
winners of the eight regional 2021 <strong>Garage</strong><br />
Star Awards:<br />
North: Westmoor MOT Centre in Newcastle Upon Tyne (Tyne<br />
and Wear), for going the extra mile to source a spare part for the<br />
customer’s electric vehicle, and for taking the time to keep the<br />
customer fully informed as to the work needed on their car;<br />
South: Crown Honda Bushey Heath in Bushey (Hertfordshire), for<br />
the business carrying out a thorough diagnostic to identify the<br />
issue with the customer’s vehicle at short notice, whilst providing<br />
a caring and personal approach to reassure them of their safety<br />
when using the car;<br />
East: Frettenham Service Station in Frettenham (Norfolk), for<br />
travelling to the customer’s location to change a flat tyre, due to<br />
them being unable to visit the garage in person;<br />
West: Cadley <strong>Garage</strong> in Marlborough (Wiltshire), for putting in<br />
several hours of work until the problem with the customer’s<br />
vehicle was fixed, and for keeping costs to a minimum;<br />
Midlands: Clarkes4Landys in Market Drayton (Shropshire), for<br />
helping a customer to source a replacement car at very short<br />
notice, enabling them to visit a family member before they<br />
passed away;<br />
Northern Ireland: JC Halliday & Sons in Eglinton (Londonderry),<br />
for ensuring the highest level of safety for customers during the<br />
pandemic, and for donating a significant amount of Personal<br />
Protective Equipment (PPE) to their local NHS Trust;<br />
Scotland: <strong>The</strong> <strong>Garage</strong> (Whitburn) in Whitburn (West Lothian),<br />
for their unrelenting commitment to providing customers<br />
with the highest level of customer service, for hosting<br />
vehicle maintenance classes for local motorists, and for their<br />
charitable work and support of the surrounding community;<br />
Wales: FRF Toyota Haverfordwest in Haverfordwest<br />
(Pembrokeshire), for providing a consistently highly level<br />
of service on every occasion that the customer visited the<br />
business, which included clear communications from the time<br />
of booking through to when repairs were conducted.<br />
14 THE GARAGE<br />
14,15 News TMO.indd 1 18/11/2021 16:29
After crowning the eight regional winners,<br />
judges then turned their attention to<br />
deciding which of the businesses would<br />
emerge triumphant as the overall National<br />
<strong>Garage</strong> Star. After being assessed on<br />
their own merit, Scotland’s <strong>The</strong> <strong>Garage</strong><br />
(Whitburn) was deemed to be the worthy<br />
recipient of the top prize, thanks to their<br />
approach of putting the customer at the<br />
very heart of everything that they do, and<br />
their desire to go above and beyond to help<br />
others in their local area.<br />
Ian Robertson, Managing Director of <strong>The</strong><br />
<strong>Garage</strong> (Whitburn), said: “We are thrilled<br />
to be the recipient of not just one, but<br />
two trophies in the competition, and we<br />
are extremely honoured to have been<br />
crowned the National <strong>Garage</strong> Star. It is<br />
testimony to the hard work and philosophy<br />
of the entire team that they always look<br />
to go beyond the call of duty, and for the<br />
countless hours that they put in during their<br />
spare time to voluntarily help others and to<br />
carry out fantastic work in the community.<br />
We are delighted to end what has been<br />
a challenging year for our business with a<br />
celebration of this fantastic achievement,<br />
and we are extremely grateful to have our<br />
efforts recognised by our valued customers<br />
in the town and further afield.”<br />
This year’s competition equally saw<br />
the introduction of two new dedicated<br />
Customer Service Star Awards for the<br />
vehicle manufacturers accredited to <strong>The</strong><br />
Motor Ombudsman’s New Car Code, and for<br />
the businesses that are a part of its Vehicle<br />
Warranty Products Code, meaning that<br />
customers could nominate any organisation<br />
accredited to any one of <strong>The</strong> Motor<br />
Ombudsman’s Codes of Practice for the<br />
first time. <strong>The</strong> inaugural trophies in these<br />
categories were won by Polestar Automotive<br />
and Autoguard Warranties respectively.<br />
Bill Fennell, Chief Ombudsman<br />
and Managing Director of <strong>The</strong> Motor<br />
Ombudsman, said: “Last year’s competition<br />
attracted significant interest amongst our<br />
accredited business network and their<br />
customers, and we are delighted to have<br />
built on this strong foundation, and to see<br />
the awards growing in stature year-on-year<br />
with even more nominations in the 2021<br />
competition. We would like to congratulate<br />
all individuals and businesses that were<br />
nominated, highly commended, and that<br />
NEWS<br />
won an award, and we are very proud that<br />
they are a part of our nationwide accredited<br />
network.”<br />
Bill added: “Providing excellent customer<br />
service is one of the fundamentals of<br />
running a successful business, and the<br />
high standards required by our Codes of<br />
Practice reinforces the importance of this.<br />
It has been very encouraging to see all<br />
the inspirational accounts received from<br />
motorists amongst this year’s nominations,<br />
demonstrating the dedication and<br />
unrelenting efforts of businesses up and<br />
down the country to do all that they can to<br />
help keep motorists on the move in their<br />
time of need.”<br />
<strong>The</strong> Motor Ombudsman’s <strong>Garage</strong> Star<br />
Awards, visit www.<strong>The</strong>MotorOmbudsman.<br />
org/Awards.<br />
Right choice<br />
<strong>The</strong> LuK DMF has been originally fitted to over<br />
100 million vehicles as the preferred solution<br />
for damping drivetrain vibration in today’s<br />
smaller, lighter yet more powerful engines.<br />
As well as helping vehicle manufacturers<br />
meet increasingly stringent emissions and<br />
fuel consumption targets, the advanced and<br />
superior technology found inside every DMF<br />
also helps deliver the performance, economy<br />
and comfort benefits the driver expects.<br />
aftermarket.schaeffler.co.uk<br />
www.repxpert.co.uk<br />
OESAA<br />
member<br />
THE GARAGE 15<br />
14,15 News TMO.indd 2 18/11/2021 16:29
UNDERTHESPOTLIGHT<br />
Under the Spotlight<br />
One Year On: Carl Sault Leads<br />
PLI to Strongest Growth Ever<br />
Today the <strong>Garage</strong> Magazine talks to Carl Sault, UK Market Manager at Petronas, who has<br />
been in the role for twelve months and a part of the company for five years, seeing many<br />
changes in both the PLI itself and the market too.<br />
How would you describe the past year in your role as<br />
PETRONAS Lubricants International (PLI) UK Market<br />
Manager?<br />
Two words; eventful and successful. <strong>The</strong> past year in<br />
my role at PETRONAS Lubricants International (PLI) has<br />
been eventful, due to a remodelled supply chain as<br />
well as Brexit and Covid-19. However, the silver-lining to<br />
those circumstantial clouds has been the success of a<br />
refocused, customer-centric team that’s clear on where<br />
and who to target. We have a legacy customer base<br />
with OEM partners, but also a great opportunity in wider<br />
marketing, including commercial vehicle lubricants and<br />
passenger car oils. We are emphasising our catering to<br />
these markets through workshops with distributors.<br />
Another addition to our services is the industrial range<br />
which has doubled in volume over the past 12 months.<br />
All this success is thanks to the resilience of our team in<br />
these eventful times.<br />
What have been your key achievements over<br />
the last year?<br />
I’ve led on a number of projects that have given me a<br />
broader understanding of business in general. Although<br />
I am a commercial individual at heart, I can view the<br />
business from different aspects. For example,<br />
marketing, supply-chain and so on - I now have<br />
a more balanced view. My biggest achievement<br />
would be continuing to become a rounded<br />
person and view every individual differently. I<br />
have become an expert in RTM strategy and<br />
really aligned with the automotive team,<br />
who now understand our strategy and what<br />
we are trying to achieve as a team.<br />
Which of these achievements are you<br />
most proud of?<br />
<strong>The</strong> development of my leadership<br />
skills and bringing change are the<br />
achievements I am most proud of.<br />
We’ve had the best year in history<br />
in 2021, when the opposite could<br />
16 THE GARAGE<br />
16,17 Spotlight.indd 1 18/11/2021 16:30
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have been the case. <strong>The</strong> team are now focused on the<br />
customer and their role. Of course, there is still plenty<br />
of work to do and the expectation is to continue this<br />
journey over the next 3 years.<br />
Changing the mindset of our team and inspiring them<br />
to focus on rewarding growth with customers has meant<br />
having the right conversations with the right people. This<br />
approach has led to results such as our sales in a leading<br />
UK retailer increasing by 30% since last year. Statistics<br />
like this should’ve been unfathomable during the events<br />
of the past 18 months, but for us, they are our reality and<br />
I’m incredibly proud of our team for that success.<br />
Can you outline any differences from when you first<br />
joined to now?<br />
One major shift has been our focus on building good<br />
customer relationships and making tough decisions.<br />
We’ve still managed to negotiate deals at the height<br />
of Covid-19, retaining customers. By adapting to the<br />
situations we’ve all faced, as well as meeting challenges<br />
head on, the customer is now positioned centrally<br />
to everything we do. We strongly believe this is the<br />
fundamental difference that will generate great results.<br />
Can you describe some of the main challenges during the<br />
first 12 months? How did you overcome these?<br />
By using platforms such as Teams to build relationships<br />
and close deals, we were able to overcome some of the<br />
challenges posed by the pandemic. As a management<br />
group, we set up a strong team that gather virtually,<br />
weekly to discuss issues and how we will resolve them.<br />
<strong>The</strong> supply chain issues of 2021 have put logistical<br />
pressure on PETRONAS by halting supply of the raw<br />
materials essential for our business. We’ve managed<br />
to overcome this through operational collaboration,<br />
ensuring we continue to meet customer needs.<br />
Which life experiences or events influenced who you<br />
are, your leadership style and skills?<br />
it’s about how you engage with people. I’m not a typical<br />
hierarchical leader. I believe there are 3 major qualities<br />
to being a good leader: supporting, engaging and<br />
empowering. Leaders should lead by example, getting<br />
involved and be shoulder to shoulder with the team.<br />
I focus on looking at where I can help and improve<br />
the team, pushing them to do things differently when<br />
necessary. We introduced a sales pipeline process in 2021<br />
so the team is focused on growth areas and customers.<br />
This allows them to thrive in their environment.<br />
What drives you in your career at PETRONAS?<br />
I will have been an employee here for 5 years and as a<br />
company that’s constantly evolving, if you don’t embrace<br />
change, it’s a hard journey. Having said this, properly<br />
understanding why we are changing has been key to my<br />
career. In turn, articulating that to the team helps to<br />
ensure people are proactive in their role. That’s a major<br />
driving force for me; the changing mindset of the sales<br />
team to truly understand their role.<br />
Is there anyone in particular that inspires you<br />
professionally? How?<br />
Ultimately, there’s two people I have to thank for helping<br />
me on my journey to where I am today. Firstly, I have<br />
to look back to the boss from my previous role. He<br />
gave me the opportunity to work on big projects, take<br />
calculated risks and pushed me out of my comfort zone.<br />
Opportunities like that allowed me to step into things I’d<br />
never done before, which was highly rewarding. If you<br />
don’t stretch yourself, you won’t develop as a person.<br />
Secondly, I have to thank my country manager who<br />
was people centric, clear and tough, but very fair and<br />
supportive, working with the team. <strong>The</strong>se individuals<br />
inspired me to allow people to test themselves whilst<br />
ensuring they are supported. <strong>The</strong>y taught me to<br />
communicate well and be clear on what you expect. This<br />
drives and motivates the best results.<br />
Looking forward, what are your goals for the future in<br />
the UK?<br />
We have built a 5-year plan, setting big targets to build<br />
presence in the workshops sector, as well as working<br />
more closely with distributors. PETRONAS aims to grow<br />
the business, with fleet and industrial sectors as clear<br />
targets. I hope to develop the team more over the next 2<br />
years, growing in head count whilst maintaining the core<br />
business. To do this, we need the right resources in the<br />
right places to enable growth in target market areas and<br />
continue to grow the brand.<br />
What do you think are biggest challenges this industry<br />
will face over the next 12 months?<br />
It will be critical to manage pricing and the following<br />
year to come will focus mainly on defending our<br />
current position. Competition will be even stronger<br />
as things settle to a new normal. It will be less about<br />
unpredictable market conditions and more about<br />
competitor activity. So, the real challenge for the next 12<br />
months is to differentiate from competitors.<br />
I’ve learnt a lot in the past year and will no doubt<br />
continue to do so as my career develops. However,<br />
one thing I am sure will remain a constant, is my desire<br />
to build PLI, with the help of my team, into a highly<br />
respected, high-quality brand in the lubricant’s sector,<br />
placing customer focus at its core.<br />
THE GARAGE 17<br />
16,17 Spotlight.indd 2 18/11/2021 16:31
NEWS<br />
Schaeffler Group<br />
to be climate neutral<br />
by 2040<br />
• In-house production to be climate neutral by 2030 and supply chain by 2040<br />
• Specific mid-term targets and measures defined in line with the 1.5 degree<br />
Celsius target<br />
• Initial objectives of Sustainability Roadmap achieved<br />
<strong>The</strong> Schaeffler Group will be operating<br />
as a climate-neutral company from<br />
2040. This objective covers the<br />
entire supply chain and is underpinned<br />
by ambitious mid-term sustainability<br />
targets. <strong>The</strong> Schaeffler Group is therefore<br />
accelerating the pace of the Sustainability<br />
Roadmap it adopted in 2019.<br />
<strong>The</strong> company’s own production facilities<br />
(Scope 1 and 2) will already be climate<br />
neutral from 2030, and by 2025 it aims to<br />
prevent as much as three-quarters of its<br />
production emissions. <strong>The</strong> emissions from<br />
intermediates and raw materials occurring<br />
in the supply chain (Scope 3 upstream) will<br />
be reduced by 25 percent by 2030. <strong>The</strong><br />
Schaeffler Group aims to achieve climate<br />
neutrality in this area as well by 2040. <strong>The</strong><br />
base year for all calculations is 2019. To<br />
achieve these targets, the company will<br />
focus on tangible reduction measures,<br />
and only unavoidable emissions will be<br />
neutralized by means of carbon offsetting.<br />
Klaus Rosenfeld, Chief Executive Officer<br />
of Schaeffler AG, says: “Sustainability<br />
plays a key role in implementing our<br />
corporate strategy. <strong>The</strong> decarbonization<br />
of the Schaeffler Group by 2040 is a top<br />
priority for us. Through our defined targets<br />
and specific measures, we are doing our<br />
part to help achieve the objectives of<br />
the Paris Climate Agreement. In doing so<br />
we are strengthening our position as a<br />
preferred technology partner and supplier<br />
of sustainable solutions and products,<br />
for example in the electric mobility and<br />
renewable energy segments.”<br />
Measures for a climate neutral<br />
company<br />
<strong>The</strong> Schaeffler Group is pursuing a clear<br />
strategy to achieve its self-imposed<br />
targets and operate climate neutrally from<br />
2040. Specific measures for divisions,<br />
regions and functions are being defined<br />
and implemented across the company, as<br />
Schaeffler rigorously pursues the course it<br />
embarked on some years ago. Effectively,<br />
the carbon intensity is now being included<br />
into the company-wide management<br />
model across the entire supply chain of<br />
the Schaeffler Group, allowing the effect<br />
on the climate of individual process<br />
steps to be recorded and managed.<br />
<strong>The</strong> integration of the sustainability<br />
targets into the compensation structures<br />
for top executives is also evidence of<br />
the company’s clear commitment to<br />
sustainability.<br />
First targets already met<br />
Since 2020, 100 percent of the electricity<br />
purchased for all production sites in<br />
Germany has come from renewable<br />
sources. This also allowed around 260,000<br />
metric tons of CO2 to be avoided last year.<br />
By 2024, all Schaeffler sites worldwide will<br />
purchase electricity generated from 100<br />
percent renewable sources. Cumulative<br />
energy efficiency gains of 100 gigawatt<br />
hours will also have been realized by 2024.<br />
This is roughly equivalent to the annual<br />
power consumption of 28,500 threeperson<br />
households in Germany. In 2020,<br />
more than 100 measures had already<br />
resulted in annual savings of more than 27<br />
gigawatt hours.<br />
“One of our objectives is also to have<br />
a strong CDP score. <strong>The</strong> fact that in<br />
2020, after just two years, we were able<br />
to improve our rating from a ‘D’ to an<br />
‘A-’, was an enormous incentive for us.<br />
Sustainability in all its facets is an integral<br />
part of Schaeffler’s DNA. We are constantly<br />
reappraising ourselves and are making this<br />
process transparent, as also evidenced<br />
by our comprehensive sustainability<br />
reporting,” says Corinna Schittenhelm,<br />
who is responsible for human resources<br />
and sustainability in the Schaeffler AG<br />
Executive Board. Other objectives, like the<br />
continuous improvement of occupational<br />
safety by reducing the annual accident rate<br />
by 10 percent on average, and a 20 percent<br />
decrease in fresh water use by 2030, show<br />
that Schaeffler is taking an integrated<br />
approach to sustainability.<br />
Partnerships with sub-suppliers<br />
and customers<br />
With its new climate targets, the Schaeffler<br />
Group is also intensifying its relationships<br />
with sub-suppliers in the area of climate<br />
neutrality. Involving sub-suppliers will<br />
mean that in the future, Schaeffler will<br />
obtain raw materials and intermediates<br />
that have been produced using more<br />
climate-friendly processes. This is a major<br />
challenge in energy-intensive segments like<br />
steel and aluminum in particular. To this<br />
end, various aspects like the availability of<br />
green steel and other sustainably produced<br />
raw materials, and the optimization of the<br />
circular economy, are being developed<br />
and promoted within the context of<br />
partnerships.<br />
<strong>The</strong> transformation in the markets<br />
that represent mobility and motion is<br />
fundamentally important for Schaeffler as<br />
a leading global automotive and industrial<br />
supplier. For example, in the fields of<br />
electric mobility, regenerative energy<br />
production or the production and use<br />
of hydrogen, Schaeffler and its partners<br />
are focusing on sustainable innovations,<br />
because the 1.5 degree Celsius target<br />
can only be met if all stakeholders work<br />
together. This is also why the Schaeffler<br />
Group is a signatory to the UN Global<br />
Compact and was chosen as one of the “50<br />
Sustainability & Climate Leaders” by the<br />
United Nations in April 2021.<br />
18 THE GARAGE<br />
18,19 Schaeffler.indd 1 18/11/2021 16:25
Schaeffler e-axle wins Golden<br />
Steering Wheel award<br />
NEWS<br />
Schaeffler, the automotive and industrial<br />
supplier has received the Golden Steering<br />
Wheel (“Goldenes Lenkrad”) award for<br />
its 2-in-1 electric axle system. Offered by<br />
German car magazine “AUTO BILD” and<br />
national newspaper “BILD am SONNTAG,”<br />
the award is one of Europe’s most coveted<br />
automotive industry prizes. Schaeffler’s<br />
integrated axle system went up against a<br />
quality line-up of competitors to secure<br />
a majority of readers’ votes and the final<br />
jury decision and come out on top in the<br />
Innovation of the Year category. “We are<br />
very proud to have received this important<br />
accolade,” said Matthias Zink, CEO<br />
Automotive Technologies of Schaeffler.<br />
“We have been recognised once again<br />
for our pioneering spirit and successful<br />
commitment to e-mobility. Our innovative<br />
solutions make us a key partner in the<br />
transformation to an electrified, more<br />
sustainable future.”<br />
Modular system caters to all<br />
customer requirements<br />
<strong>The</strong> Schaeffler 2-in-one axle is an<br />
integrated system comprising a reduction<br />
gear and electric motor in a single<br />
compact unit. Its stand-out features<br />
include extremely high power density and<br />
exceptional acoustic performance. Thanks<br />
to its modular design, the system can<br />
accommodate a wide range of customer<br />
requirements and is suitable for several<br />
vehicle platforms, whether hybrid or fully<br />
electric. Following its launch in the Chinese<br />
market this year, this electric axle system<br />
is now also about to be deployed by a<br />
European vehicle manufacturer. Schaeffler<br />
is constantly making its electric axle systems<br />
more integrated, delivering added scope for<br />
highly innovative solutions. For example, last<br />
year the company won several orders for<br />
complete 3-in-1 electric axles – systems that<br />
comprise power electronics as well as the<br />
electric motor and transmission.<br />
Electro mobility success story<br />
Schaeffler’s E-Mobility business division is<br />
at the forefront of the company’s initiatives<br />
to drive the electro mobility transformation<br />
forward. Set up in 2018, the division has<br />
already secured volume production orders<br />
across all levels of electrification, for both<br />
passenger cars and commercial vehicles.<br />
Schaeffler anticipates that its E-Mobility<br />
business division will generate between 2<br />
to 3 billion euros of new business annually<br />
from 2022 on. “I am very proud of my staff<br />
and would like to thank each and every<br />
one of them,” said Dr. Jochen Schröder,<br />
Schaeffler’s head of the business division<br />
E-Mobility. “Our electro mobility teams<br />
work with great passion and commitment<br />
to develop highly innovative solutions for<br />
tomorrow’s mobility – solutions that feature<br />
high levels of vertical integration, modularity<br />
and scalability. What sets us apart is our<br />
commitment to quality, our understanding of<br />
complex systems, and our superior expertise<br />
in production systems and technology. This<br />
means we are able to transition innovations<br />
into series production rapidly and costeffectively<br />
while catering to individual<br />
customer requirements.”<br />
3YEAR<br />
Warranty<br />
Schaeffler is renowned as a supplier of hightech<br />
components and systems to leading<br />
vehicle manufacturers around the world.<br />
We have combined this OE know-how with<br />
our engineering excellence to create an FAG<br />
steering and suspension range that offers a<br />
genuine quality alternative to workshops.<br />
Every single part has been designed, tested<br />
and approved to stringent OE specifications<br />
and, as always from Schaeffler, includes all<br />
the genuine OE ancillary parts needed to<br />
carry out a professional repair.<br />
<strong>The</strong> chassis experts<br />
aftermarket.schaeffler.co.uk<br />
www.repxpert.co.uk<br />
THE GARAGE 19<br />
18,19 Schaeffler.indd 2 18/11/2021 16:25
NEWS<br />
Can you now see the light?<br />
Good quality lighting is essential as<br />
winter brings about darker nights<br />
and shorter days. Lighting specialist,<br />
OSRAM, is urging technicians to embrace<br />
the latest developments and technology,<br />
and to follow best practice when servicing<br />
vehicles during these months.<br />
A blown light bulb is one of the most<br />
common MOT failures, and one of the<br />
easiest to resolve, and therefore it should<br />
be a key priority when servicing any<br />
vehicle.<br />
Check, change and upgrade<br />
<strong>The</strong>re is no doubt that better visibility<br />
can help drivers detect traffic signs and<br />
hazards quicker, and therefore allows them<br />
to react faster, improving road safety.<br />
Checking all of a vehicle’s lights<br />
thoroughly is a quick and easy process,<br />
and also essential to ensure they are<br />
functioning and working as they should<br />
do. This should be applied to every vehicle<br />
going through the workshop for servicing.<br />
Faulty bulbs are still one of the most<br />
common reasons for MOT failure and the<br />
most inexpensive part to fix.<br />
Not only are faulty bulbs a potential<br />
danger for the driver, but their passengers<br />
and other road users are also at risk.<br />
Heading into the winter months with<br />
reduced light and more challenging road<br />
conditions if a bulb is blown or not working<br />
properly means the vehicle becomes<br />
unroadworthy and customers could be<br />
falling foul of the law.<br />
New upgrade bulb ranges help to bring<br />
new opportunities for both the garage<br />
and motorist, and therefore it’s important<br />
that they opt for the latest, OE-quality<br />
products to keep vehicles roadworthy and<br />
drivers and passengers safe.<br />
Change in pairs<br />
<strong>Garage</strong>s and service centres should always<br />
look to change bulbs together, even if only<br />
one has blown, as it is not only a safer and<br />
more practicable option, but it presents a<br />
profitable opportunity to upsell.<br />
Vehicle lighting is often taken for<br />
granted, but headlights will gradually<br />
grow dimmer over time. From the day<br />
a new bulb is fitted they will lose up to<br />
30 percent of their brightness after 500<br />
hours of use.<br />
Most importantly, both headlights are<br />
subject to the same stresses, so they will<br />
both be deteriorating together. Replacing<br />
just one failed bulb can result in an<br />
unbalanced or unpredictable headlight<br />
beam that can cause serious hazards for<br />
the driver and other road users.<br />
A vehicle is designed so that it works<br />
best when both headlights are functioning<br />
equally. Only then will the driver get the<br />
full advantage of the combined headlight<br />
beam on the road ahead.<br />
Embracing innovations<br />
By using cutting-edge technology,<br />
OSRAM has most recently launched the<br />
Night Breaker 200 halogen upgrade<br />
range to meet the need for the best and<br />
brightest bulbs on the market.<br />
This latest addition to its already<br />
impressive aftermarket lighting range<br />
delivers a high light output. <strong>The</strong> powerful<br />
headlamp bulbs are up to three times<br />
brighter and provide up to 20 percent<br />
whiter light than required by law. <strong>The</strong> light<br />
beam extends up to 150 metres and the<br />
strong luminosity of the bulb provides<br />
improved, wider visibility.<br />
<strong>The</strong> Night Breaker 200 provides<br />
motorists with a halogen upgrade bulb that<br />
is up to 200 percent brighter, significantly<br />
improving road illumination and safety.<br />
As the brightest halogen retrofit bulb in<br />
OSRAM’s range, it expands the high-tech<br />
company’s Night Breaker portfolio.<br />
Automotive lighting technology is<br />
advancing at a significant rate with the<br />
introduction of LED, intelligent forward<br />
lighting, LiDAR (Light Detection and<br />
Ranging), in cabin ambient lighting and<br />
sensing to name a few.<br />
<strong>The</strong> good news is that traditional lighting<br />
technologies, such as Halogen and HID,<br />
will be around for a considerable time to<br />
come and that means the most up-to-date<br />
solutions, such as whiter or brighter light,<br />
can still be retrofitted to older cars. This<br />
means profit opportunities for garages and<br />
workshops to upsell to upgrade bulbs, and<br />
satisfied customers who will be able to see<br />
more and feel safer on the roads at night.<br />
20 THE GARAGE<br />
20,21 ECP and Osram.indd 1 18/11/2021 16:24
NEWS<br />
LKQ<br />
Euro Car Parts<br />
offers solution to e10<br />
concerns with new<br />
fuel system protector<br />
LKQ Euro Car Parts has added Wynn’s E10 Protector to<br />
its product range, to help the independent aftermarket<br />
counter concerns around the new fuel.<br />
E10 unleaded petrol – which contains up to 10 per cent<br />
renewable ethanol – was introduced in the UK at the start<br />
of September, to align with European standards and help<br />
reduce carbon emissions.<br />
While most car owners are unlikely to notice a<br />
difference, the RAC recently reported that there could<br />
be as many as 600,000 vehicles on our roads that are not<br />
compatible with E10 fuel – typically that have older engines<br />
or fuel systems.<br />
When filled with E10, these vehicles’ fuel systems can<br />
suffer from corrosion and blockages over time due to<br />
the fuel’s higher ethanol levels – problems that can be<br />
prevented with a dose of Wynn’s E10 Protector each time<br />
the vehicle is refuelled.<br />
<strong>The</strong> treatment also lubricates and protects the entire<br />
fuel system, stabilises the fuel and prevents oxidation, and<br />
restores engine performance and fuel economy.<br />
Colin Cottrell, marketing director at LKQ Euro Car Parts,<br />
said: “<strong>The</strong> addition of Wynn’s E10 Protector reflects our<br />
focus on product quality, and commitment to ensuring the<br />
independent garages we support can service every vehicle<br />
to the highest standard.<br />
“<strong>The</strong> E10 Protector represents a great opportunity for<br />
garages to drive loyalty and trust – first by fixing a problem<br />
caused by E10 use, and then by sending the customer away<br />
with a solution that will stop it from happening again.”<br />
To help technicians effectively diagnose faults caused<br />
by E10 petrol, LKQ Euro Car Parts also offers a range of<br />
diagnostic tools, providing the capability to pinpoint the<br />
reason for a breakdown or running issue.<br />
And its Payment Assist scheme, which allows drivers to<br />
pay for unexpected repair bills in instalments, is designed<br />
to help garages resolve potentially high-value failures and<br />
get their customers back on the road.<br />
Colin Cottrell added: “Our range of diagnostic<br />
machines helps to take guesswork out of the equation<br />
when assessing a fault, which in this case could easily be<br />
confused with battery or other engine-related failures.<br />
“A worst-case scenario here is that garages see an<br />
increase in fuel part failures such as pumps, filters and<br />
even injectors as a result of E10 use. To support them and<br />
their customers, we have reviewed our stock and pricing<br />
on all of these parts to ensure we have the right part, at<br />
the right price, available immediately.”<br />
THE GARAGE 21<br />
20,21 ECP and Osram.indd 2 18/11/2021 16:24
NEWS<br />
Improved choice and new accolades<br />
for Vredestein winter tyre ranges<br />
Wintrac and Wintrac<br />
Pro available in 23 new<br />
dimensions; acclaimed for<br />
‘exemplary’ performance<br />
Apollo Tyres is significantly broadening<br />
its portfolio of award-winning<br />
Vredestein winter tyres this year<br />
with the launch of products in 23 new<br />
dimensions. Available in diameters from<br />
15 to 22 inches, the new tyres are suitable<br />
for compact, family cars and SUVs<br />
(Wintrac), and high-performance cars<br />
and SUVs (Wintrac Pro). <strong>The</strong> arrival of the<br />
new products coincides with a host of<br />
new accolades for the Vredestein winter<br />
ranges, conferred by leading European<br />
tyre testers.<br />
<strong>The</strong> latest Vredestein Wintrac, which<br />
is being launched in 11 new sizes, is<br />
engineered to deliver confidence-inspiring<br />
grip on snow- and ice-affected roads.<br />
Available for 15- and 16-inch wheels,<br />
the Wintrac features a new-generation<br />
high-density silica compound that extends<br />
tyre life up to an additional 10,000km<br />
compared to the previous-generation tyre.<br />
<strong>The</strong>re is a 10% improvement in resistance<br />
to aquaplaning thanks to improved tread<br />
design, and 5% more rubber in contact<br />
with the road significantly improves grip on<br />
wet and snow surfaces.<br />
<strong>The</strong> Vredestein Wintrac Pro range, which<br />
provides unrivalled performance in the<br />
harshest weather conditions at speeds<br />
of up to up to 300km/h, is expanded this<br />
year with the launch of 12 new dimensions<br />
for wheels 17- to 22-inches in diameter.<br />
Compared to its predecessor, the latest<br />
Wintrac Pro offers 15% better handling in<br />
the snow and 10% better braking in the<br />
wet, and has a speed rating of Y in most<br />
sizes.<br />
Podium places in leading winter<br />
tyres tests<br />
Both the Wintrac and Wintrac Pro<br />
have performed exceptionally well in<br />
a number of leading group tyre tests,<br />
establishing the superiority of Apollo Tyres<br />
and its Vredestein products in extreme<br />
environments.<br />
In Autobild’s largest winter tyre review<br />
where 50 products were tested, the<br />
Wintrac achieved third place overall;<br />
praised for its “convincing all-round<br />
talent with dynamic driving characteristics<br />
on wet and dry roads, precise steering<br />
response, and low rolling resistance.”<br />
<strong>The</strong> Wintrac also placed third in Auto<br />
Motor und Sport’s 2021 winter test,<br />
with the German automobile magazine<br />
recognising the popular Vredestein tyre<br />
in particular for its ‘performance-price’<br />
characteristics. <strong>The</strong> Wintrac beat<br />
products from a host of leading European<br />
tyre makers, and received a ‘very good’<br />
overall rating.<br />
<strong>The</strong> Wintrac Pro has also won recent<br />
acclaim, finishing third overall in the<br />
AutoBild Sportscars test of winter tyres,<br />
receiving an ‘exemplary award’ for<br />
“convincing all-round talent with very<br />
good winter and wet qualities, stable wet<br />
and dry handling, and low price level.”<br />
Additionally, the Wintrac Pro finished<br />
fourth overall in the recent AutoBild Allrad<br />
test of SUV winter tyres, winning praise<br />
for being a “winter specialist with good<br />
performance on wet and snowy roads,”<br />
and for its “short snow and wet braking<br />
distances, high aquaplaning safety, and [its<br />
low] price.”<br />
In a collaboration between European<br />
car clubs, Allgemeiner Deutscher<br />
Automobil-Club (ADAC), Europe’s largest<br />
motoring association and Touring Club<br />
Suisse (TCS), the largest Mobility Club in<br />
Switzerland, tested both of the Vredestein<br />
winter tyre ranges against leading rivals.<br />
<strong>The</strong> Wintrac finished fourth overall,<br />
performing well on wet and snow, and<br />
achieved first place for its grip on ice.<br />
Labelled “very recommendable” by the<br />
TCS reviewers, the Wintrac impressed TCS<br />
for being a “very balanced tyre”, for its<br />
durability, and for its low fuel consumption<br />
compared to rivals. <strong>The</strong> Wintrac Pro also<br />
performed well and was praised for its<br />
performance on both snow and ice, as<br />
well as on dry and wet surfaces. Like<br />
the Wintrac, it performed well in fuel<br />
consumption tests.<br />
In Auto Zeitung, the Wintrac Pro<br />
outperformed other tyres in wet and<br />
icy conditions. In particular, the tyre<br />
impressed the testers with the best<br />
traction and deceleration in the snow, as<br />
well as extremely high grip levels in the<br />
wet. <strong>The</strong> German publication said the<br />
Wintrac Pro tyre is ‘Highly recommended’<br />
and also named it the “price-performance<br />
champion.”<br />
Daniele Lorenzetti, Chief Technology<br />
Officer at Apollo Tyres, said: “<strong>The</strong><br />
winter segment is highly competitive<br />
and Vredestein products remain in high<br />
demand thanks to our continued focus<br />
on innovation and performance, and our<br />
investment in design and materials. <strong>The</strong>se<br />
new tyres are engineered to tackle some<br />
of the very worst winter conditions, and<br />
it’s very rewarding to see the efforts of<br />
our R&D team recognised by some of the<br />
leading tyre testers in Europe.”<br />
22 THE GARAGE<br />
22,23 Verdestein Yuasa.indd 1 18/11/2021 15:56
NEWS<br />
Traction<br />
gained as<br />
GS Yuasa’s<br />
new motive<br />
battery range<br />
hits the<br />
materials<br />
handling<br />
market<br />
<strong>The</strong> first container of GS Yuasa’s brand-new Traction batteries has landed in the UK. Delivered late last<br />
month to the Bristol-based Battery Technologies UK Ltd, the specialist 2 Volt traction batteries are<br />
new to GS Yuasa’s European offering and developed specifically for the traction market.<br />
GS Yuasa’s new range of batteries has been<br />
designed for use in applications ranging<br />
from forklift trucks to materials handling<br />
equipment and floor cleaning machines.<br />
24, 48 and 80 Volt solutions are available<br />
utilising GS Yuasa’s specialist 2 Volt traction<br />
cells to offer high performance and minimal<br />
maintenance.<br />
GS Yuasa batteries are trusted by<br />
engineers worldwide for use in a wide<br />
variety of applications. <strong>The</strong>ir superior quality<br />
supplies power for millions of systems which<br />
enable everyday life such as telecommunications,<br />
banking and grid power support.<br />
Mike Broom, Director at Battery<br />
Technologies UK Ltd, a traction battery<br />
specialist and distributor of GS Yuasa<br />
Traction batteries said: “Our experience<br />
with Yuasa batteries has always been<br />
overwhelmingly positive – when we first<br />
heard about the new GS Yuasa Traction<br />
Range we knew it was something we could<br />
confidently put our name to and supply to<br />
our customers.”<br />
<strong>The</strong> new range is a fully plug and play<br />
solution, meaning it can be easily integrated<br />
into a wide range of applications. All<br />
batteries are supplied in a high durability,<br />
dip coated tray, manufactured to DIN/EN<br />
60254-2 standards, with both DIN and BIS<br />
sizes available. Individual cells and a broad<br />
range of accessories are also available.<br />
Jonathan Wrigley, OEM & OES Sales<br />
Manager for GS Yuasa Battery Sales UK<br />
Ltd added: “We’re delighted to bring our<br />
reputation for high-quality products to such<br />
an exciting market. <strong>The</strong> GS Yuasa Traction<br />
batteries are a welcome addition to our<br />
range, offering long service life and minimal<br />
maintenance.”<br />
Businesses overwhelmingly demand<br />
reliability so we’re proud to be able to bring<br />
our unparalleled reputation for quality and<br />
reliability to the materials handling market.”<br />
An optional Air-Mix system enhances<br />
electrolyte mixing, prolonging service life<br />
and reducing the risk of stratification and<br />
premature battery failure. <strong>The</strong> system brings<br />
a number of additional benefits including<br />
a 20% reduction in energy consumption<br />
during charging and reducing overall charge<br />
times by 30%. A fully integrated filling<br />
solution makes maintenance quick and<br />
easy while an optional LED indicator means<br />
electrolyte levels can be checked with just<br />
a glance.<br />
THE GARAGE 23<br />
22,23 Verdestein Yuasa.indd 2 18/11/2021 15:57
NEWS<br />
Motul steps up to become Official Lubricant<br />
Partner of the Lancaster Insurance Classic<br />
Motor Show, with discovery+<br />
MOTUL’s latest partnership sees it appointed as the<br />
Official Lubricant Partner of the UK’s leading classic car<br />
expo - the Lancaster Insurance Classic Motor Show, with<br />
discovery+<br />
Announced in time for the 2021<br />
event, which took place at the<br />
NEC over the weekend of 12-14<br />
November, it is the first year of a new<br />
three-year minimum deal to further<br />
cement Motul’s presence in the UK’s<br />
historic vehicle community, coming<br />
hard on the heels of the announcement<br />
of Motul’s recent partnership with<br />
the Federation of British Historic<br />
Vehicle Clubs (FBHVC) - the umbrella<br />
organisation for a vast number of the UK’s<br />
historic vehicle clubs and associations.<br />
In order to ensure yesterday’s<br />
vehicles are fit to face both today’s and<br />
tomorrow’s roads, Motul has developed<br />
a comprehensive line of products for<br />
historic vehicles, using, where necessary,<br />
the very latest in technology. For historic<br />
vehicle owners, the product range is<br />
truly extensive and, with more than 270<br />
car clubs and 70,000 visitors attending<br />
the event, it represented another<br />
opportunity for the historic vehicle<br />
community not only to become better<br />
acquainted with Motul’s comprehensive -<br />
and expanding - product offering for the<br />
sector, but also to benefit from the Motul<br />
expertise on hand, to assist them with<br />
running and maintaining these cherished<br />
vehicles, using the latest solutions<br />
available for historic vehicle lubrication.<br />
In line with its recently announced<br />
partnership Motul was one of the<br />
participants in the FBHVC’s Village Green<br />
area, taking part in the various activities<br />
that the Federation staged over the<br />
course of the show. Motul had have<br />
several vehicles on display including an<br />
original ultra-rare 1971 Datsun Skyline<br />
GTR (KPGC10), Andy “Ace” Harrison’s<br />
super-successful Mini race car, the first<br />
of the wonderful BRM V16 continuation<br />
cars and a fantastic Rickman CR 900,<br />
which is based on the legendary Kawasaki<br />
Z1.<br />
For Motul the focus was on the recently<br />
launched Club Motul, which aims to give<br />
historic vehicle enthusiasts more direct<br />
access to everything Motul has to offer:<br />
technical assistance, product advice,<br />
merchandise and opportunities to be<br />
part of the growing number of events in<br />
which Motul is involved.<br />
<strong>The</strong> Historic Vehicle sector continues<br />
to expand in the UK and now comprises<br />
more than 1.5 million vehicles that are at<br />
24 THE GARAGE<br />
24,25 Motul.indd 1 18/11/2021 15:40
NEWS<br />
least thirty years old and is currently valued at<br />
more than £7 billion annually.<br />
Motul UK Country Manager, Callum Goodland<br />
comments: “To be the new, long term Lubricant<br />
Partner of the show is a move that really excites<br />
everyone at Motul. To be linked with this long<br />
established and important event in the historic<br />
motoring calendar is an opportunity that we view<br />
as another important step forward.”<br />
www.motul.com<br />
THE GARAGE 25<br />
24,25 Motul.indd 2 18/11/2021 15:40
Yumpu Castrol Pages 2.indd 4 23/11/2021 09:26
Yumpu Castrol Pages 2.indd 1 23/11/2021 09:26
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NEWS<br />
New Philips<br />
Xperion 6000<br />
range raises<br />
the bar for<br />
workshop<br />
lights<br />
Philips automotive lighting products<br />
are renowned the world over for<br />
their quality and the innovative<br />
thought that has made them market<br />
leaders in lighting. <strong>The</strong> latest automotive<br />
product line follows this long-established<br />
trend, as Lumileds - who are the global<br />
manufacturers for Philips automotive<br />
lighting products - launch the Philips<br />
Xperion 6000 series of workshop lights,<br />
which will come to the UK and Ireland<br />
early in 2022.<br />
Instantly distinguishable from previous<br />
models with the new Philips high visibility<br />
green colour scheme, the Xperion 6000<br />
range initially launches with five workshop<br />
light products: <strong>The</strong> 6000 UV Pillar, the<br />
6000 Pillar, the 6000 Pocket, the 6000<br />
Slim, and the 6000 Line as well as a<br />
Multi Dock station and a handy “Find My<br />
Device” accessory.<br />
All of the lights have features in<br />
common - the customary durability and<br />
resistance to workshop hazards, whether<br />
that is the devices being dropped, or<br />
exposed to water and chemicals - and<br />
they all feature at least one magnet, with<br />
which to attach them to metal surfaces,<br />
a 360° hook, and ABS (Acrylonitrilebutadiene-styrene<br />
copolymer) rubber<br />
grips for optimum handling.<br />
Philips Xperion 6000 UV Pillar<br />
Top of the range is the Philips Xperion<br />
6000 UV Pillar, which is a multi-purpose<br />
work light with several powerful light<br />
26 THE GARAGE<br />
26,27 Philips.indd 1 18/11/2021 16:20
NEWS<br />
300 lm in Boost mode. And the 6000<br />
Pocket really scores with an ultra-flexible<br />
100 lm, 25 cm long spotlight, which pulls<br />
out of the main body of the light and can<br />
be bent to just about any angle to allow<br />
light into even the most difficult-to-access<br />
areas.<br />
sources. It has a premium LED movable<br />
main light, with three different outputs<br />
ranging from 100-500 lumen(lm) and<br />
a wide 100° beam angle; a high Colour<br />
Rendering Index (CRI) light and a unique<br />
UV light which allows leak detection. <strong>The</strong><br />
6000 UV Pillar has a long-lasting battery<br />
and allows the user to locate it with the<br />
“Find My Device” function, which comes<br />
as standard.<br />
Philips Xperion 6000 Pocket<br />
<strong>The</strong> compact, powerful Philips Xperion<br />
6000 Pocket is perfect for confined<br />
spaces. Its wide-beam light offers up to<br />
<strong>The</strong> Philips Xperion 6000 Pillar<br />
<strong>The</strong> Philips Xperion 6000 Pillar offers<br />
many of the features of the 6000 UV<br />
Pillar, with the same advanced main light<br />
and a powerful 180 lm spotlight instead<br />
of the CRI and UV units. <strong>The</strong> “Find My<br />
Device” function, is available as an<br />
accessory for the unit and the light offers<br />
outstanding battery performance, allowing<br />
a technician to work all day using the light,<br />
without it requiring charging.<br />
Philips Xperion 6000 Slim<br />
If ultra-narrow spaces are an issue, the<br />
Philips Xperion 6000 Slim features a wide<br />
100° beam angle from its long slim lighting<br />
unit which rotates through 270°, allowing<br />
the operator almost unlimited vision,<br />
through even the narrowest of gaps. Like<br />
its 6000 Pillar siblings, the 6000 Slim<br />
has three different outputs ranging from<br />
100-500 lm and a long operating time of<br />
up to 9 hours - depending on the levels<br />
of light required. <strong>The</strong> Find my Device<br />
function is also available as an option on<br />
this model.<br />
Philips Xperion 6000 Line<br />
Completing the current range is the Philips<br />
Xperion 6000 Line, which offers the<br />
widest beam of all the current Xperion<br />
range, with a 110° broad beam of 150 lm in<br />
Eco and 300 lm in Boost mode. 6000 Line<br />
is ideal for lighting up larger areas and it<br />
is also equipped with a powerful 120 lm<br />
spotlight beam to direct the light where it<br />
is needed.<br />
Find My Device<br />
<strong>The</strong> Find My Device accessory has a<br />
remote control, which triggers a buzzer<br />
and a flashing light, to help find any lost<br />
Philips Xperion 6000 devices within 10<br />
metres of the user. <strong>The</strong> Xperion range is<br />
complemented by the Multi Dock Station<br />
- a cordless accessory for the Xperion LED<br />
work lights, which can cordlessly charge<br />
two devices at a time - as well as the Find<br />
my Device remote control or which simply<br />
act as a storage point.<br />
<strong>The</strong> new Philips Xperion range will be in<br />
stock throughout the UK and Ireland from<br />
Q1 2022 and full details can be found<br />
at: https://www.philips.co.uk/c-e/au/<br />
led-work-lights/hand-light/xperion-6000<br />
THE GARAGE 27<br />
26,27 Philips.indd 2 18/11/2021 16:21
NEWS<br />
Ben launches Christmas Appeal as<br />
demand for support soars<br />
Ben, the automotive industry charity, has<br />
launched a new Christmas Appeal which<br />
aims to raise at least £500,000 to ensure it<br />
can support the record numbers of people<br />
calling on its services this year.<br />
Ben has seen a 147% increase in demand<br />
for support during 2021 as more people<br />
than ever before turn to the charity with<br />
issues ranging from mental and physical<br />
health to poverty, domestic abuse,<br />
homelessness and more. <strong>The</strong>se issues are<br />
more urgent and more complex than ever<br />
before but with fundraising income still<br />
impacted by Covid-19, Ben fears it will<br />
face the prospect of not being able to help<br />
everyone in need.<br />
With many of this year’s fundraising<br />
events having fallen victim to cancellation,<br />
the charity is asking businesses to pledge<br />
support for those industry colleagues and<br />
their families who may be struggling.<br />
Ben Chief Executive Zara Ross said:<br />
“While everyone continues to deal<br />
with the aftermath of Covid-19, it has<br />
been encouraging to see the positive<br />
bounce-back enjoyed by much of our<br />
industry this year. However, we know that<br />
many of our automotive family - the people<br />
our industry relies on – are struggling or<br />
in crisis as they continue to face life’s<br />
toughest challenges.<br />
“I am proud that together, through the<br />
pandemic, we have shown that whenever<br />
any member of our automotive family is<br />
struggling, we all rally to support them. <strong>The</strong><br />
Christmas Appeal provides a tangible way<br />
that organisations can pledge their support<br />
and make a tangible difference.”<br />
Ben’s Director of Partnerships,<br />
Engagement & Income, Matt Wigginton<br />
added: “Twelve months ago, things were<br />
looking desperate. More people than<br />
ever contacted Ben for support, and we<br />
faced the terrible prospect of turning<br />
individuals away if we were unable to<br />
raise more money. We were so humbled<br />
and overwhelmed by the generosity of<br />
our industry, with businesses of all sizes<br />
pledging donations totalling £600,000 in<br />
just a few short weeks.<br />
“Without that support we would not<br />
have been able to support people when<br />
Ben was their last or only hope. However,<br />
the past few months have seen a significant<br />
increase in the number of calls for support<br />
once again. Despite strong business<br />
performance being reported, things are not<br />
getting better for many in our automotive<br />
family. Already this year we have helped<br />
147% more people than last year, and 78%<br />
more than our previous record levels in<br />
2019.<br />
“And with the continued cancellation of<br />
our fundraising events this year we urgently<br />
need to raise at least another £500,000<br />
this Christmas to ensure we can help the<br />
growing numbers turning to us for support.<br />
Ben’s Health & Wellbeing Director,<br />
Rachel Clift concludes: “People are turning<br />
to Ben for support with more urgent and<br />
more complex issues than ever before.<br />
<strong>The</strong> good news is that we are continuing<br />
to make a significant difference in the lives<br />
of those people who reach out to us. This<br />
is testament to our tailored support and<br />
our exceptional team. But with fundraising<br />
income still impacted by Covid-19, we are<br />
once again facing the prospect of not being<br />
able to help everyone.<br />
“We hope that we can rely on the<br />
industry’s support for this campaign, and<br />
that organisations will feel able to make<br />
a gift to people in our automotive family<br />
who are facing the kind of challenges this<br />
Christmas that we hope we will never face<br />
ourselves.”<br />
Ben is delighted to have received a<br />
significant donation of £100,000 from<br />
Arnold Clark to kick-start this year’s<br />
campaign with Eddie Hawthorne, Group<br />
Managing Director, saying “Ben has always<br />
supported our people at Arnold Clark, no<br />
matter what issues they have faced, and<br />
I am delighted to recognise that with a<br />
substantial donation to Ben’s Christmas<br />
campaign. <strong>The</strong>re will be many businesses<br />
in our industry who have had a very good<br />
year, but whose colleagues will have<br />
benefited from Ben’s support during<br />
what has been an incredibly tough time<br />
for them. I would urge them to recognise<br />
that by supporting our charity Ben and<br />
helping ensure they’re always there for our<br />
people.”<br />
Those wishing to contribute can pledge<br />
support by emailing pledge@ben.org.<br />
uk. To discuss further ways of supporting<br />
Ben, call Matt Wigginton, Director of<br />
Partnerships, Engagement & Income, on<br />
07880 813051.<br />
28 THE GARAGE<br />
28 News Ben.indd 1 18/11/2021 15:39
LIFTS • TYRE CHANGERS • WHEEL BALANCERS • A/C MACHINES • WHEEL ALIGNERS • TOOLS<br />
Tel: 01302 710868<br />
www.buttsofbawtry.com<br />
Station Yard, Station Road, Bawtry,<br />
Doncaster, South Yorkshire DN10 6QD<br />
Prices are for delivery only. Please call for installation prices, to be carried out<br />
by our GEA accredited installation team.<br />
All prices are subject to VAT and valid until December 2021<br />
SIMPLY<br />
BIOCLEAN<br />
MORE THAN<br />
JUST CLEAN<br />
THE GARAGE 29<br />
29 Adverts.indd 1 18/11/2021 16:50
SALESANDMARKETING<br />
<strong>Garage</strong>s<br />
urged to<br />
get online<br />
– and fast<br />
By Jim Lang, MD, <strong>Garage</strong> Services Online<br />
Jim Lang runs a specialist website company that helps<br />
independent garages get found online – and grow. Here, he<br />
explains why garages don’t need a crystal ball to see what<br />
their customers are doing.<br />
Whether you consider yourself internet savvy, or the whole<br />
getting your garage online thing makes you want to bury your<br />
head under a car bonnet, there’s just no getting away from it.<br />
Having a website – and one that can be found and works – is<br />
absolutely essential for independent garages’ survival, growth<br />
and profitability.<br />
I know you’ve heard that before but recent events mean those<br />
garages lagging behind online are at risk, now more than ever, of<br />
losing business – and quickly.<br />
In the last 12 months there’s been a marked shift in the way<br />
customers look for what they need; things that pre-pandemic<br />
and pre-petrol shortages, they might have found by word of<br />
mouth or just simply took for granted would be available.<br />
But not now. Forced by lockdowns to buy online, and recent<br />
events like petrol panic buying meaning it was wise to find out<br />
where actually had fuel before you wasted those last precious<br />
drops driving around, has sped up the inevitable journey towards<br />
complete online reliance.<br />
Now, when we need something, we reach for our smart phones<br />
and look online. It’s instinctive. Whether it’s a Google search, an<br />
app or social media, the habit is engrained in us. It’s easy and,<br />
most importantly, it saves us time and money.<br />
So this evening, when one of your regular customers<br />
remembers they need to book their car in for a service or<br />
arrange for some new tyres fitting, they’re much more likely to<br />
have a quick look online to shop around and see who can provide<br />
the service. If they find your competitor’s website, it loads quickly<br />
and - here’s the sting - they’re able to send an enquiry form or<br />
even book in online there and then, there’s a good chance you’ll<br />
lose them.<br />
Can you really afford for that to happen? What can you do? If<br />
you’ve got a website already, great, you’re on your way. But make<br />
sure it’s being found at the top of a Google search (75% of people<br />
never scroll past page one) and that it works properly on a mobile<br />
device.<br />
If your garage hasn’t got a website, please act now. If you talk to<br />
the right people, like <strong>Garage</strong> Services Online, the process doesn’t<br />
have to be expensive or take up much time; just around 40<br />
minutes – about as long as it takes to do an MOT.<br />
Make absolutely sure your garage can be found online and that<br />
it’s up to the job. If not, your customers may well end up going to<br />
a competitor.<br />
30 THE GARAGE<br />
30 Feature Valley.indd 1 18/11/2021 15:42
+<br />
Our non-Ford Omnicraft branded products are<br />
now supported by Parts and components from some<br />
of the world’s most trusted automotive brands.<br />
Meaning you can get all the Parts you need, for the<br />
non-Ford vehicles you’re working on, with less hassle<br />
and all with one call, from a supplier you know you<br />
can trust to support your business.<br />
TM<br />
With OmnicraftPlus<br />
<strong>The</strong> answer is yes<br />
For more information and to find your<br />
nearest PartsPlus Centre visit: PartsPlusUK.com<br />
OE Connection FP.indd 1 18/11/2021 16:59
SALESANDMARKETING<br />
PROMOTING AND GROWING<br />
YOUR GARAGE BUSINESS<br />
Top Tips from 2021 Aftermarket Industry Partner of the Year - PR & Marketing<br />
agency, Chicane - for your garage workshop marketing strategy<br />
If you own or manage a garage workshop,<br />
you constantly need to work to bring<br />
in new customers while making sure<br />
that existing ones return. You need PR and<br />
marketing that consistently drive customers<br />
to your business and can benefit from a<br />
thorough strategy..<br />
Thankfully, it isn’t as difficult to create as<br />
you may think.<br />
Chicane has put together a list of actions<br />
that could be part of your effective <strong>Garage</strong><br />
Workshop Marketing Strategy, which you<br />
can use to help drive business now and in<br />
the future.<br />
Media Relations<br />
Keep your local media informed<br />
Get close to your local media. Find<br />
local magazines (paper and digital),<br />
newsletters, flyers, freesheets etc. Source<br />
contact details for editors/motoring<br />
correspondents.<br />
Introduce yourselves as the local garage<br />
workshop who wants to make sure its<br />
customer base (which is, after all, their<br />
readership/viewership) has its hands held<br />
regarding garage repairs of all types.<br />
Supply press releases, contributions and<br />
messages about your services, offerings,<br />
promotions, quality of brands & products<br />
and business generally etc.<br />
At some point they may discuss<br />
advertising with you, as many media outlets<br />
totally depend on advertising revenue and<br />
you should respect this. It’s seriously worth<br />
considering as part of your strategy.<br />
Website and Online<br />
Marketing<br />
Explanatory Videos<br />
Videos are a great way to capture customer<br />
attention and provide useful, visual,<br />
information about customers’ vehicles and<br />
the services needed.<br />
You can often use videos produced by<br />
your supplier brands, which demonstrate<br />
the quality of products that you can offer<br />
your customers.<br />
Connect with Potential Local<br />
Customers Online<br />
<strong>The</strong> internet is powerful for touching<br />
base locally. You can target local customers<br />
searching for a repair workshop or<br />
mechanic by:<br />
• Using Facebook and Google adverts (these<br />
don’t need to cost much at all) to target<br />
customers in your area<br />
• Search Engine Optimisation<br />
• Creating profiles and linking in with<br />
organisations such as Checkatrade.com and<br />
Facebook for Business etc<br />
Referral Rewards Programme<br />
Let your customers benefit from helping you<br />
- by offering a referral rewards programme.<br />
Market this in the workshop reception area.<br />
Blogging<br />
Blogging not only informs and connects<br />
with customers, but also boosts your SEO<br />
and search return rankings. Try to create a<br />
regular schedule.<br />
32 THE GARAGE<br />
32,33 Chicane.indd 1 18/11/2021 15:46
In-Store Marketing and<br />
Point of Sale<br />
Implement a <strong>Garage</strong> VIP Club<br />
Account<br />
If you offer regular maintenance services<br />
at your garage, consider implementing a<br />
loyalty programme that will ensure that<br />
your customers return to you for all their<br />
upcoming requirements.<br />
Offer informative in-store content<br />
Workshop customers can be notoriously<br />
sceptical, so you have to create trust.<br />
One way is to provide informative content<br />
that lightens their fears, concerns, and<br />
confusion. In-store signage can provide<br />
content that:<br />
• Explains how services are performed and<br />
why these are necessary<br />
• Shares facts and evidence about the value<br />
of products and services<br />
• Includes product/parts videos that show<br />
how items work<br />
Again, talking to your distributor and<br />
brand suppliers can help, as many will<br />
already have POS and generally will be<br />
happy to supply it as this will only help<br />
confidence and increased sales all round.<br />
Use In-Store Digital Signage to<br />
Promote Products and Services<br />
Grab customers’ attention by scrapping<br />
boring or out of date posters/flyers that<br />
they usually ignore. Instead, use engaging<br />
and attractive digital signage marketing<br />
tools.<br />
Social Media Marketing<br />
Encourage Engagement on Social<br />
Media<br />
You don’t need to be on every social media<br />
platform. But at least create a profile on<br />
Facebook and regularly update your page<br />
with content to interest your audience. This<br />
doesn’t have to be all about automotive<br />
repair work. It can be about vehicles,<br />
driving, your community, and your garage<br />
business. Offer discounts and vouchers for<br />
‘likes and shares’<br />
Use Social Media as Another<br />
Customer Contact Platform<br />
Being on social media is also about listening<br />
to what others are saying. ‘Social Listening’<br />
is the act of tracking conversations online<br />
to discover what customers think and need,<br />
what their problems are - so you can help<br />
address customer issues and concerns.<br />
Look for:<br />
• Comments about your business<br />
• Mentions of your competitors<br />
• Remarks that relate to your industry,<br />
products, and services<br />
Encourage Customer Reviews<br />
Get customers to post reviews and<br />
endorsements about your business. Positive<br />
endorsements are important as they build<br />
trust and encourage new customers.<br />
Set up systems that encourage past<br />
clients to share reviews on feedback<br />
cards, review sites and maybe film their<br />
testimonials on your phone.<br />
Post Before and After Photos<br />
Show new customers they can trust you, by<br />
sharing examples of your work.<br />
Email Marketing<br />
Send Regular Emails<br />
Collate your customers’ email addresses<br />
and consider an email newsletter. Email<br />
allows you to stay directly in touch with<br />
customers. But, it’s only effective if you<br />
follow a few best practices.<br />
• Understand and know your audience -<br />
When you know exactly who you are talking<br />
to, you can create better content.<br />
• Sort your audience into groups - As<br />
you build your email database, use tags<br />
to identify the qualities and habits of<br />
each customer (i.e. oil change customer,<br />
mechanical repair customer, MOT customer,<br />
body repair, PCV, LCV, CV etc.). <strong>The</strong>n, you<br />
can send specific key email messages to<br />
each.<br />
• Provide more value than promotions -<br />
Balance your messages by sharing more<br />
useful and valuable content than simply<br />
sales-focused messages.<br />
Personalised Service Reminders and<br />
Promotions<br />
Providing personalised customer<br />
experiences helps your workshop business<br />
stand out. Collecting customer data,<br />
creates profiles and allows you to know<br />
when a customer’s service is due, then<br />
send targeted and personalised reminders/<br />
promotions via email or SMS. Examples:<br />
• Free offer with the purchase of another<br />
service (a thorough tyre check with repair<br />
work)<br />
• Discounted offer with the purchase of<br />
another service (30% off oil change with<br />
MOT)<br />
• Money-off discounts (£20 off an oil and<br />
filter change)<br />
• Percentage discounts (20% off a brake and<br />
disk change)<br />
• Seasonal specials (£10 off an AirCon check<br />
in May/June)<br />
Create a Follow-Up Programme<br />
Stay in touch with customers by following<br />
up after they’ve visited your workshop.<br />
Implement a programme that requires a call<br />
to each of your customers once they have<br />
completed a service.. This gives feedback<br />
about your performance and creates a<br />
greater,more personal relationship with<br />
customers.<br />
Community Marketing<br />
Host Events<br />
Running information sessions about car<br />
maintenance can bring new faces to your<br />
workshop and strengthens relationships<br />
with regular and previous customers.<br />
Again, your factor distributors and<br />
product suppliers/manufacturers will<br />
generally happily support this kind of event.<br />
Get Involved Locally<br />
Show you are really part of your community<br />
by supporting other local initiatives.<br />
• Sponsoring local events<br />
• Working with nearby charities<br />
• Partner with other local (non-competing)<br />
businesses<br />
Partner with Other (noncompetitor)<br />
Local Businesses<br />
Swap marketing materials with your<br />
business neighbours to expand your<br />
customer reach.<br />
Get Started!<br />
Remember: ideas for a garage workshop<br />
marketing strategy are only powerful if you<br />
implement them. So, prepare your own<br />
official ‘garage workshop marketing plan’<br />
and create a schedule for it.<br />
If you need any help implementing any of<br />
what we have suggested here, Chicane<br />
would be delighted to help you. We<br />
aim to help you grow your business and<br />
improve your relationships with your<br />
customers, distributors and product brand<br />
manufacturers.<br />
For further information please contact<br />
chicane. Tel: 01923 265894<br />
or email gary@chicane.marketing<br />
THE GARAGE 33<br />
32,33 Chicane.indd 2 18/11/2021 15:46
Seeing is believing - Aftercare<br />
Response video brings servicing<br />
and repairs to the small screen<br />
Customers of Aftercare Response can now review video evidence of repairs<br />
that need to be made to their commercial vehicle bodywork and ancillary<br />
equipment like tail-lifts and roller shutter doors, as well as more specialist<br />
items such as impact protection vehicle ‘crash cushions’.<br />
In what it believes to be a ‘first’ for<br />
the sector, the specialist provider of<br />
round-the-clock emergency back-up<br />
and planned maintenance is equipping its<br />
field-based engineers with the technology<br />
needed to capture and relay video footage<br />
to customers, together with spoken<br />
commentaries.<br />
<strong>The</strong> new initiative ensures complete<br />
transparency. Customers can see for<br />
themselves via the Aftercare Response<br />
portal any issues requiring attention, hear<br />
the engineers’ recommendations and make<br />
fully informed decisions as to whether or<br />
not they want work to be undertaken.<br />
Although similar services are offered<br />
by car, van and truck dealers, and others<br />
responsible for chassis maintenance,<br />
Aftercare Response is confident that by<br />
once again taking a lead on innovation it<br />
has stolen another march on its direct<br />
competitors.<br />
<strong>The</strong> company is part of the multi-faceted<br />
Bevan Group, but now trades as a standalone<br />
business. Its engineers are managed<br />
by a service desk team based at Bevan HQ<br />
in Wednesbury, West Midlands.<br />
Aftercare Response has worked on<br />
the video project with Vehicle Vision, of<br />
Leicester, whose practical, innovative<br />
software provides a smarter and more<br />
convenient way in which to communicate<br />
with operators and build trusted<br />
relationships. It allows authorisations to be<br />
Dean Miller, Head of Sales Development<br />
34 THE GARAGE<br />
34,35 Aftercare.indd 1 18/11/2021 15:53
secured more quickly, thereby minimising<br />
delay and vehicle downtime.<br />
“From a customer perspective<br />
this development is all about building<br />
confidence and providing reassurance,”<br />
explained Dean Miller, Head of Sales<br />
Development at Aftercare Response.<br />
“Those for whom we work are bound to<br />
be happier when commissioning a repair if<br />
they can see precisely what’s required and<br />
why.<br />
“Crucially, though, we will also be using<br />
the new platform as a training aid, to<br />
improve repair standards and achieve an<br />
even higher level of consistency within our<br />
team of 53 engineers.”<br />
Aftercare Response has continued to<br />
support its customers, many of whom<br />
provide ‘front-line’ services such as grocery<br />
deliveries, throughout the pandemic. While<br />
revenues were hit in 2020, only a small<br />
handful of engineers were furloughed and<br />
profits held up. <strong>The</strong> company has been<br />
forging ahead strongly again this year, and<br />
its focus is now firmly on growth.<br />
In another recent development,<br />
Aftercare Response has promoted two<br />
of its senior engineers to new, regional<br />
leadership roles – Nathan Brown is<br />
supporting colleagues in the north, and<br />
Matthew Lacey is doing likewise for those in<br />
the south.<br />
Underlining the company’s commitment<br />
to compliance, the two are also engaged<br />
not only in helping it to secure new<br />
accreditations and certifications, but also in<br />
ensuring that it retains those it has already<br />
achieved. In 2019, for example, Aftercare<br />
SALESANDMARKETING<br />
Response was awarded the prestigious<br />
PAS 43 ‘best practice’ quality standard<br />
developed to improve safety for roadside<br />
recovery technicians and customers.<br />
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THE GARAGE 35<br />
34,35 Aftercare.indd 2 18/11/2021 15:53
SALESANDMARKETING<br />
CitNOW<br />
By Alistair Horsburgh, Chief Revenue Officer<br />
Digital communications have<br />
become even more crucial in<br />
enhancing the digital customer<br />
experience over the past few years. After<br />
a period of unprecedented uncertainty,<br />
it comes as no surprise that the rate of<br />
digital transformation in aftersales has<br />
continued to accelerate in parallel with<br />
the rapid digitalisation of the car buying<br />
process. As customers transition from<br />
the retail experience to ownership, the<br />
demand for personalised, transparent<br />
communications remains, with an<br />
expectation of greater convenience than<br />
ever before.<br />
With an average of over one million<br />
videos now being created every month,<br />
it’s clear that more retailers and<br />
workshops than ever are embracing<br />
personalised video to communicate most<br />
effectively with their customers.<br />
Even before the pandemic, the use of<br />
video in workshops was rising steadily,<br />
improving transparency and enabling<br />
customers to make informed decisions<br />
about spending on repairs. In a survey<br />
conducted by CitNOW, 70% of motorists<br />
said they value the transparency that<br />
video provides in the workshop and 62%<br />
of car buyers under 50 years old say they<br />
are more likely to approve any repair work<br />
if they are first sent a video that clearly<br />
shows what’s required. Customers clearly<br />
like it too, with our workshop videos<br />
receiving an average score of 4.8 out of 5.<br />
Not only does video in the workshop<br />
increase the likelihood of work being<br />
approved, we have also found that it<br />
facilitates fast responses. 65% of work is<br />
approved by the customer within half an<br />
hour of them receiving the video – with<br />
26% of work approved within just ten<br />
minutes. Quicker approvals mean less<br />
ramp time per vehicle, a faster turnaround<br />
for customers and more efficient<br />
36 THE GARAGE<br />
36,37 Citnow.indd 1 18/11/2021 15:43
SALESANDMARKETING<br />
utilisation of staff hours - something<br />
that has become even more crucial as<br />
workshops suffer from a shortage of<br />
trained technicians.<br />
An effective digital communication<br />
strategy can be further enhanced by<br />
using integrated technology. For example,<br />
the CitNOW integration with Keyloop<br />
reduces the time spent by technicians<br />
on data entry, whilst improving accuracy.<br />
Another example is the integration of<br />
Bumper, which embeds buy-now-paylater<br />
capabilities into CitNOW Workshop<br />
video landing pages. <strong>The</strong> variety of<br />
finance options on offer creates a better<br />
customer experience, while improving the<br />
chances of repair work being approved<br />
while the car is still on the ramp. <strong>The</strong>se<br />
kinds of integrations allow workshops to<br />
provide a more convenient and seamless<br />
digital journey, helping to improve the<br />
likelihood of return custom.<br />
In a highly competitive marketplace and<br />
at a time where demand is fluctuating,<br />
workshops that can take full advantage<br />
of the digital tools available will be best<br />
placed for ongoing success. Those<br />
that deliver personalised services and<br />
maximise opportunities for upselling while<br />
completing work more efficiently, will<br />
have a significant advantage over their<br />
competitors.<br />
Alistair Horsburgh, Chief Revenue Officer<br />
THE GARAGE 37<br />
36,37 Citnow.indd 2 18/11/2021 15:43
SALESANDMARKETING<br />
Top five digital marketing tips from<br />
a Sales and Marketing Kickstarter<br />
Marketing is continually changing and with the shift to digital<br />
marketing, it requires business owners and marketing<br />
directors to understand how to do it efficiently and<br />
effectively.<br />
Sometimes it is hard to recognise how and where to start but<br />
marketing isn’t as complex as you may think, here are some of my<br />
top tips for digital marketing beginners.<br />
Social Media Presence<br />
One of the easiest ways to grow your brand’s awareness and to<br />
increase consumer engagement is making sure your business has<br />
a social media presence. Having an online presence will help you<br />
reach potential clients and customers and help them reach you.<br />
With social media you can advertise your service for free. For<br />
example, if you are a body repair technician, you can post before<br />
and afters. It will also allow you to do market research and check<br />
out the competition.<br />
Customer Reviews<br />
Another significant aspect of having an online presence is that<br />
customers can leave reviews which will give your business<br />
credibility. People are more likely to turn to you for business if<br />
previous customers say your service is great. Reviews will boost<br />
your brand awareness and create customer loyalty.<br />
Paid Advertising<br />
With the rise of digital marketing, the competition is increasing,<br />
and paid advertisements are the most effective way of making<br />
sure you are seen. Paid advertising on Google, Facebook and<br />
Instagram is the most affordable and fastest way for your brand to<br />
reach a bigger audience. Over time this will increase your brand’s<br />
awareness and sales.<br />
Target Marketing<br />
In addition to paid advertising, it is important to understand target<br />
marketing, so you can funnel promotional material to the right<br />
people instead of spending money on wasted marketing. It will<br />
also allow you to change your business strategy to their needs,<br />
whether that’s the price of a product or service or how you<br />
market it.<br />
SEO<br />
Search engine optimization is the cheapest way to reach and<br />
understand customers, which is why it’s important to research<br />
how to make the most of it. SEO is a process that works overtime<br />
to help your brand’s website show higher up on search engines.<br />
Sites like Google will track your organic engagement, to measure<br />
where to rank your website on the page. <strong>The</strong> majority of your<br />
website’s traffic will come from search engines and being visible<br />
on a site as highly trusted as Google will increase credibility.<br />
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38 THE GARAGE<br />
38 Feature Human Results.indd 1 18/11/2021 16:27
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Dayco.indd 1 18/11/2021 16:57
PEOPLE<br />
People stories and movements from around your industry<br />
Simon Hunt joins iVendi as head of<br />
information security and compliance<br />
Simon Hunt has been appointed to<br />
the new role of head of information<br />
security and compliance at iVendi.<br />
He has worked as a freelance consultant<br />
for the company since 2017 and will take<br />
on the full-time role from the beginning of<br />
September.<br />
Entering the IT sector in 1988, Simon<br />
has operated as an analyst programmer, a<br />
business unit manager in the IBM Business<br />
Partner programme and, since 2009, as<br />
an independent specialist in information<br />
security. His experience encompasses<br />
everything from banks, insurance<br />
companies and large retailers through to<br />
SMEs.<br />
He said: “I have always been impressed<br />
by iVendi’s ambition and technical<br />
capability and am delighted to come on<br />
board as a fully-fledged team member.<br />
“<strong>The</strong> company already enjoys a leading<br />
position in information security and data<br />
protection management in the motor<br />
retail technology sector and my aim is to<br />
enhance the visibility of how it protects<br />
customer and consumer data to give<br />
existing and prospective customers<br />
absolute confidence and peace of mind.<br />
<strong>The</strong>y can be assured that their data is<br />
protected by first class management<br />
systems and technical controls.”<br />
He added that he would like to reinforce<br />
a ‘security-first’ approach to data<br />
management and software development<br />
within iVendi, and to work with the<br />
company’s data and development teams<br />
to foster continuous learning with that<br />
aim.<br />
“I also want to work closely and openly<br />
with our finance customers to promote<br />
a collaborative approach to security<br />
management. We should share objectives<br />
and ultimately operate as one larger team<br />
with a common goal.”<br />
Simon’s role, explained Richard<br />
Tavernor, COO, is part of the company’s<br />
stated aim to double in size over the next<br />
three years.<br />
He said: “Simon is very well known to us<br />
and is already a highly valued member of<br />
our team. We are very pleased to welcome<br />
him to this important position and are<br />
sure he will make a valuable contribution<br />
to our progress.”<br />
Darren Sinclair appointed as iVendi’s<br />
first chief commercial officer<br />
Darren Sinclair has been appointed as<br />
iVendi’s first chief commercial officer as<br />
the company embarks on ambitious plans<br />
to double its revenue over the next three<br />
years.<br />
Until August, he was a Cox Automotive<br />
Europe board member with responsibility<br />
for operational and strategic leadership<br />
of the company’s digital retail solutions<br />
businesses, Modix and Codeweavers.<br />
He also spent five years as managing<br />
director of Modix both in the UK and<br />
internationally, and served more than<br />
20 years at Auto Trader UK, ultimately<br />
becoming digital operations director.<br />
Darren said: “iVendi has created an<br />
enviable market position for itself with a<br />
strong presence in the digital automotive<br />
retail sector both in the UK and Germany,<br />
offering an advanced and scalable solution<br />
ideal for manufacturers, retailers and<br />
lenders.<br />
“<strong>The</strong> company has ambitious and<br />
credible plans to expand rapidly over the<br />
next three years and I am delighted to be<br />
asked to be part of that adventure. <strong>The</strong>re<br />
is huge potential here to build on alreadyimpressive<br />
achievements.”<br />
James Tew, CEO at iVendi, added:<br />
“Darren is one of the most experienced and<br />
capable people in the automotive digital<br />
retail sector and a significant addition to our<br />
board as we embark on our next phase of<br />
expansion.<br />
“We now feel that we have the right team,<br />
the right product and the right support in<br />
place to really make a further and significant<br />
impact in the UK, Europe and even further<br />
afield. <strong>The</strong>se are exciting times at iVendi.”<br />
Darren’s appointment follows recent news<br />
that Paul Bennett has been appointed to<br />
iVendi’s newly-created role of Senior Vice<br />
President of International Business and<br />
Banking Alliances<br />
40 THE GARAGE<br />
40, 41 people.indd 1 18/11/2021 16:32
PEOPLE<br />
New appointment for SMP Europe<br />
SMP Europe announces internal promotion<br />
Engine management and ignition<br />
specialists, SMP Europe, has<br />
appointed Martin Turner as Marketing<br />
Director, to oversee all commercial<br />
and product marketing activities<br />
with suppliers, buying groups and<br />
distributors.<br />
Turner, previously Internet Sales<br />
Manager at the company, will also<br />
be involved in research and analysis<br />
activities to define and establish SMP<br />
Europe’s strategies.<br />
Martin’s experience lies in graphic<br />
design, business development and<br />
project management - and he will use<br />
his aftermarket expertise and skills to<br />
positively impact progression for the<br />
company.<br />
Last year saw the business rebrand<br />
to SMP Europe to demonstrate<br />
the company’s continued growth and<br />
development in the automotive industry.<br />
<strong>The</strong> company has invested heavily in<br />
its technical and engineering resource<br />
to become the authority on engine<br />
management product solutions.<br />
Turner comments: “I’m delighted to<br />
accept this new position. SMP Europe is a<br />
great company to work for and has a great<br />
ethos. I’m really looking forward to pushing<br />
the brand further. We have some exciting<br />
plans ahead so watch this space!’<br />
Ross Toomey, SMP Europe Managing<br />
Director, said: “We continually invest in the<br />
business and we’re proud to be a company<br />
that promotes from within. Martin’s new<br />
position is thoroughly deserved and I’m<br />
sure he will do a great job of using his<br />
skills and experience to promote the key<br />
messages of SMP Europe.”<br />
Cosworth strengthens executive management<br />
team with COO appointment<br />
Cosworth has appointed digital and<br />
business transformation specialist<br />
Stephen Dyke into the newly created<br />
role of Chief Operations Officer (COO) to<br />
support the company’s growth within the<br />
transportation technology sector.<br />
Dyke joins Cosworth from engineering<br />
firm Ricardo, where he spent two years as<br />
Managing Director, leading the company’s<br />
automotive and industrial offering across<br />
EMEA. He was also Chair of the EMEA<br />
Board, as well as statutory director of<br />
Ricardo UK Ltd, so brings to Cosworth<br />
recent and relevant credentials in the<br />
fields of automotive, commercial, defence,<br />
marine, aerospace and energy sectors.<br />
Since Cosworth was established in<br />
1958, its name has been synonymous<br />
with technological prowess and high<br />
performance. From pioneering innovations<br />
in motorsport, Cosworth has transitioned<br />
into a profitable transportation technology<br />
company with leading expertise in the<br />
areas of performance, digitalisation, and<br />
electrification.<br />
Recent growth has been driven by high<br />
profile programmes and partnerships in<br />
the fast-evolving intelligent transportation<br />
space. Today, Cosworth is a high-quality<br />
business with a unique brand heritage, an<br />
impressive track record and high revenue<br />
visibility.<br />
Dyke’s appointment as COO, reporting<br />
to Chief Executive Officer Hal Reisiger,<br />
will allow the company to accelerate its<br />
roadmap to electrification and to solve<br />
new mobility challenges through hybrid<br />
and EV propulsion, data connectivity and<br />
automation technology.<br />
Prior to his work with Ricardo, Dyke<br />
was responsible for leading data and<br />
digital transformation within Amey, EY<br />
and Network Rail, as well as running the<br />
transport and logistics Business at CSC,<br />
now known as DXC Technology.<br />
Underpinning his career, Dyke spent<br />
over twenty years in the Royal Air Force<br />
(RAF), during which he studied electronic<br />
systems engineering at Cranfield University.<br />
Intelligence and data have always played a<br />
critical role in his career, whether planes,<br />
trains or automobiles, using a passion<br />
for tech-enabled transformation to help<br />
translate business needs into sustained<br />
organisational change.<br />
Stephen Dyke said: “Cosworth is an<br />
exciting business and much broader in<br />
its capabilities than many yet know from<br />
the outside. Since joining, I have learned<br />
more about our high-performance<br />
engineering and an opportunity to scale<br />
the company’s suite of offerings into new<br />
sectors and geographies. I am looking<br />
forward to supporting the business growth,<br />
taking everything for which Cosworth<br />
is renowned, and evolving our product<br />
strategy that integrates into future<br />
mobility solutions. Speaking to Hal and the<br />
Executive Team, I got a clear understanding<br />
of the company vision, to take Cosworth’s<br />
golden thread of internal combustion<br />
engine technology, electronics and<br />
software, and use them to drive a future of<br />
sustainable and intelligent mobility.”<br />
THE GARAGE 41<br />
40, 41 people.indd 2 18/11/2021 16:32
Products and Services<br />
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INFORMATION TECHNOLOGY<br />
Subscribe to<br />
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Cla sified Example.indd 1 27/01/2021 13:53:17<br />
42 THE GARAGE<br />
50 Product and Services.indd 1 18/11/2021 15:41
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