NOLN - November/December 2025 by Endeavor Digital Editions

Shop owners— both seasoned veterans and those new to the industry—can benefi t from working with a mentor

IN YOUR CORNER

Chris Cotton owns AutoFix Auto Shop Coaching in Wichita Falls, Texas, as well as two auto shops.

Professional-grade True Brand products help you build the customer confidence and loyalty that keeps guests coming back.

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“Here

EDITORIAL

EDITORIAL DIRECTOR Chris Jones

EDITOR Tom Valentino

ASSISTANT EDITOR Kacey Frederick

SPECIAL PROJECTS EDITOR Emily Kline

CONTRIBUTING WRITERS

Adam Tatum, Scott Hempy, Carol Badaracco Padgett, Peter Suciu, Enid Burns

EDITORIAL ADVISORY BOARD

Adam Tatum, DIRECTOR OF OPERATIONS, VIRGINIA GROUP

Joanna Johnson, PRESIDENT, JOHNSON POLICY ASSOCIATES

Scott Hempy, CEO, OILSTOP DRIVE-THRU OIL CHANGE AND HAPPY’S DRIVE-THRU CAR WASH

Aleisha Hendricks, OWNER/OPERATOR, GREASE MONKEY QUICK LUBE AND MONKEY SHINE CAR WASH

Shawn Gilfillan, OWNER, AUTOMOTIVE MAGIC AND MAGIC LUBE & RUBBER

SALES

PUBLISHER Greg Smith gsmith@endeavorb2b.com

ACCOUNT EXECUTIVES

Kyle Shaw kshaw@endeavorb2b.com

Diane Braden dbraden@endeavorb2b.com

Marianne Dyal mdyal@endeavorb2b.com

Chad Hjellming chjellming@endeavorb2b.com

Cortni Jones cjones@endeavorb2b.com

Lisa Mend lmend@endeavorb2b.com

Sean Thornton sthornton@endeavorb2b.com

ART AND PRODUCTION

ART DIRECTOR Erin Brown

PRODUCTION MANAGER Mariah Straub

AD SERVICES MANAGER Jen George

ENDEAVOR BUSINESS MEDIA, LLC

CEO Chris Ferrell

COO Patrick Rains

CDO Jacquie Niemiec

CALO Tracy Kane

CMO Amanda Landsaw

EVP ENDEAVOR BUSINESS INTELLIGENCE Paul Mattioli

EVP TRANSPORTATION GROUP Chris Messer

VP OF CONTENT STRATEGY, TRANSPORTATION GROUP Josh Fisher LETTERS TO THE EDITOR

Send letters to news@noln.net Endeavor

Count on Coach Chris Cotton, owner of AutoFix Auto Shop

6 ONLINE Lost vs. lapsed customers

9 NUMBERS

Pending spending

QUICK HITS

11 INDUSTRY INSIGHT

Future careers, today: Mentorship program opening doors to automotive careers

15 AROUND THE INDUSTRY

AAPEX announces service & repair award winners

18 QUICK LUBE Q&A Steven Shemesh

New motor oil formulations offer improved efficiency,

Taking Flight in a New Sector

After years of managing retailers in major airports, Salim Chhotoo is thriving as the operator of three Grease Monkey franchises

BY PETER SUCIU

Coaching, says industry vets and newcomers alike can benefit from having a mentor who can hold them accountable.

coach in your corner

CUSTOMER SERVICE

Breaking the ‘quick means careless’ myth

CASE STUDY Tune up your online marketing

20 MAINTAINING THE MISSION Service starts where you stand BY SCOTT HEMPY 50 FROM THE SHOP

Demanding leadership styles have purpose, but come with risk BY ADAM

TATUM

COVER STORY

QUICK LUBE Q&A: JUSTIN RAE

Even for the most well-run quick lube shop, loyal customers can become lapsed or even lost entirely. The reasons for these departures are wide-ranging. How do you win these customers back? And at what point does it no longer become practical to try to do so? Recently, NOLN caught up with Justin Rae, founder of Cinch, a customer data experience platform for B2C marketing teams, to find out.

Head online to check out NOLN’s library of podcast interviews. Hear from quick lube leaders about new strategies, service stories, and innovative operations that push the industry forward.

COUNT ON CULTURE: 5 TIPS FOR BUILDING A POSITIVE WORK ENVIRONMENT

Listen and subscribe at: noln.net/podcasts or subscribe to the NOLN Podcast on your favorite listening app.

Whether it’s a vacation resort or a quick lube shop, a service-oriented business’ ticket to happy guests starts with establishing—and sustaining—a healthy workplace culture, says long-time HR professional Chuck Simikian. He speaks from more than 30 years of HR experience across a range of industries, from hospitality and themed attractions to retail and not-for-profits. For operators looking to improve the culture among staff in their shop, Simikian offers five recommendations.

NOLN NEWS

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PENDING SPENDING

Quick lube operators planning to make significant investments in their business list their top priorities

BY NOLN STAFF REPORTERS

With 2026 on the horizon, many quick lube operators are eying ways to grow their business in the new year and beyond. As part of its 2025 Operator Survey, NOLN asked owners and operators about their plans to invest in their business.

Here is a breakdown of the highest business development priorities on their list:

FUTURE CAREERS, TODAY: MENTORSHIP PROGRAM OPENING DOORS TO AUTOMOTIVE CAREERS

When Melissa Canfield, owner of Ruskin Grease Monkey, saw a need for local students to have access to automotive industry training, she stepped up and filled the gap in her community of Ruskin, Florida

BY KACEY FREDERICK

WORKFORCE SHORTAGES

HAVE been a hot topic in the auto service industry for years now, with shops across the country facing difficulty in finding talent to recruit. But what solutions are being put out there to counter this?

With more schools shuttering automotive programs, shops like Grease Monkey of Ruskin, Florida, are stepping up to ensure students aren’t missing out on what could be their calling. Having her own kids in the local school system, the shop’s owner, Melissa Canfield, saw firsthand the lack of support for automotive careers. Around three years ago, she decided to step up and fill that void herself.

Canfield now impacts hundreds of students through events she attends each year and her shop’s impressive mentorship program, which has streamlined multiple students into automotive careers already. She shares with NOLN what her journey of getting involved with local schools looked like, and why that should matter to shops like hers.

Connecting With the Community’s Needs

For Canfield, having options other than four-year university hits close to home. Her husband had his own experience of enrolling in university, thinking it was the only path forward but realizing it just wasn’t a good fit

for him. Exploring other options is how he found his calling in the automotive industry.

Getting involved with local schools hadn’t been Canfield’s focus until around three years ago, after raising her children through college and seeing the lack of opportunity most kids have in school to explore trades like automotive service.

“Our kids grew up in this area, in the public school system, and we saw a need,” explains Canfield. “Not all the kids that graduate from high school are ready to go to college. And, of course, being in the automotive industry, we realize that. My husband started college, and was like, ‘This is not really for me.’ And he found his way in the automotive industry. We wanted to instill that in kids.”

This realization led to Canfield doing some research on what she and her shop could do to help address that gap in education. She discovered Future Career Academy—a program that aims to connect high school seniors with jobs and training opportunities in their communities. According to the program’s website, it began in 2015 as a partnership between Hillsborough County Public Schools and the business community. The program is running in 37 schools across Hillsborough County.

Getting Involved, All Year Round

Getting involved with the program has opened several ways for Canfield to connect with local students. Each spring, FCA hosts a business expo and job fair, which thousands of students attend. There, Canfield participates on a panel with other local industry leaders, representing the auto service industry. She answers

questions from students about career paths, pay, benefits, and daily work in her field.

Later, in the fall, the shop hosts annual student field trips. Groups of students—around 50 at a time— will visit the shop in rotations. Upon arriving, the students are divided into subgroups of 15 each that are rotated throughout the facility.

Students meet with both technicians and service advisors, and even learn about other parts of the business, like marketing and networking. Canfield emphasizes that even if someone isn’t mechanically inclined, there is still a place for them to succeed in this industry.

“Our goal is to tell them that in automotive, you don’t necessarily have to work on a car in order to be in this industry,” says Canfield.

“I’m not changing anybody’s oil. I know that’s probably surprising, but there’s other aspects of automotive that they might be interested in.”

But possibly the most impactful project Canfield’s shop has taken on is its mentorship program. Though it isn’t held in conjunction with FCA, the shop has seen several students from FCA come after graduation to join Canfield’s mentorship program. Due to insurance, most apprentices need to be 18 or older and have a driver’s license.

A Culture of Learning

Mentorship is a concept rife throughout the shop, even apart from the designated mentorship program. Even seasoned employees of the shop are encouraged to broaden their horizons and to learn something

about the industry they may not have known before. This is accomplished through having employees familiarize themselves with each segment of the business and fostering an environment of growth.

“We really work on having the kids just look over the shoulders of the master techs, do some of the work—supervised, obviously—but it’s very much a team mentality and a mentoring type of atmosphere where they’re all working together. And that includes the front of the house, back of the house, management— everybody’s got to work together in order for the cars to get out. So yes, we definitely encourage mentorship,” tells Canfield.

When introducing entry-level employees to the industry, this can be especially important, as they’re still

figuring out where they may best fit in the shop. One of Canfield’s service advisors can attest to this. Having started out as a general service tech, he showed dedication, but became increasingly doubtful of how satisfied he was working on the shop floor.

Rather than discourage him, Canfield opened up a conversation, and decided to let him try working in the front of the house. Not only has he remained with the shop, but has become a superstar service advisor who inspires incoming apprentices.

“He said, ‘I don’t love it out here. It’s hot.’ I mean, welcome to Florida, right? It’s definitely hot,” acknowledges Canfield with a laugh.

“And so, we said, let’s try you inside. Very good communicator. He was well spoken. And he’s now moved into a role as a service

advisor, and he loves it. The customers love him. He’s been a great asset for us.”

With this service advisor being one of Canfield’s younger employees, he often will speak to apprentices in the mentorship program. Having someone closer to their age who has shown that not only a successful career is possible, but that you don’t have to be technically inclined to find your place, is something that has interested many apprentices.

This gets at the heart of what this apprenticeship program does: empowering future professionals and breaking down assumptions they may have had going into the industry. Nowhere can this be seen more than with young women, many of whom assume they aren’t welcome in the automotive field. But,

as Canfield can attest to, that is not remotely the case.

“A lot of the girls will be like, ‘Oh, I can’t do this.’ But we’ve had female technicians. You can do the job,” says Canfield. “And so, it’s breaking down that barrier, too, because it’s seen as a guy scenario, I guess. But it’s really not. So, I think breaking down those stereotypes is really beneficial as well—just as a girl myself.”

Shops like Canfield’s stepping up and providing the resources for students to explore automotive careers have undoubtedly filled a hole within their community. Canfield herself has seen her efforts come back to help her, with multiple apprentices from the program having been hired to work at the shop.

An extended version of this feature is available on NOLN.net.

Be Aware and Pay Attention

What you need to avoid in order to have a strong company culture

BY AMBER KOSSAK, PRESIDENT AND CEO OF SOLID START

Unemployment has been at an all-time low. This means that more and more people are bringing home a paycheck, which also means there’s more money available to purchase goods and services. As business owners, we’ve really appreciated the increase in business. However; the flip side in our current economy is that as our businesses grow, it can be increasingly difficult to find good players to be part of our teams.

Many companies are raising wages and using other incentives to attract hard-working, motivated people. The question is, are you paying close attention to your employees? Are you in danger of losing your workers to a competitor?

Much has been written about the importance of a good workplace culture in recent years. Publications like Inc., Entrepreneur and Harvard Business Review routinely publish advice on ways to create a healthy work environment where employees can thrive. I’d like to share a few things I’ve personally learned both from my reading and from experience.

Micromanaging

When you micromanage, you might as well wear a neon sign that says, “I don’t trust you.” The result is discouraged employees and low morale. This is not how you build a loyal team. Most people have an inherent desire to do their jobs well. They begin their careers motivated, seeking a job where they can spread their wings. It’s easier to kill motivation than to cultivate it. As Stephen Covey said, “Most people do not listen with the intent to understand; they listen with the intent to reply.”

Not Listening

a good handle on finances, or processes, but no clue how they themselves come across to when it comes to people. Steve Jobs’ career can be divided into two parts. His genius was apparent in both, but in the early stage of his career he was a most difficult boss due to his lack of self-awareness. When he returned to the helm of Apple after a period at Pixar, he was much more aware of who he was and how he came across.

Astute social intelligence also includes your ability to read others. The key here is that you can’t treat everyone the same. A good leader will adjust their behavior and style accordingly.

Failure to Recognize Employee Achievements

This doesn’t necessarily mean ringing a bell every time someone makes a sale. Yes, some people like public recognition, but others prefer to quietly do good work. No matter which camp they’re in, all people need to feel they’re contributions have value. Show appreciation.

“Focus on your people, the culture, and you will be sure to see results.”

—Amber Kossak, president and CEO of Solid Start

Have you ever been in situations where people talk to one another, but fail to communicate? That is, we can hear the words they use, but fail to catch what they are really trying to say. Listening takes time and we’re all so busy today we want to fix things fast. Being a good listener is not easy, but it’s necessary. Being a good listener is one of the best ways I know of to say, “You’re important.”

Low Self-Awareness

We need to care about our people and the process. Much has been written in recent years about social intelligence. A manager may have

A few additional mistakes to avoid include hiring and promoting the wrong people, failure to keep your word, and simply being indifferent to what’s really going on. There are usually signs that precede major historical events and personal health crises. Similarly, there are signals that key members of your team are unhappy or disengaged. Pay attention to the signs.

Follow your gut. Don’t make the mistake of assuming things will just fix themselves. Often, they do, but sometimes a leader has to stop, take the time, get a read and address what’s going on.

Great leaders are role models. They inspire trust and loyalty through their actions even more than their words. Don’t be complacent. Focus on your people, the culture, and you will be sure to see results. If there are a few bumps in the road, you will need your best people to help steer you through. Listen, communicate, be honest, and be kind!

Amber Kossak is president and CEO of Solid Start, manufacturer of True Brand Products. She has been in the automotive industry for almost 20 years and is serving on the AOCA board of directors. She can be contacted at kossak@solidstart.com. For more information please visit solidstart.com.

AAPEX ANNOUNCES SERVICE & REPAIR AWARD WINNERS

The Automotive Aftermarket Products Expo announced the winners of the AAPEX Service & Repair Awards in a recent press release.

Shop Owner of the Year: Tom Palermo of Preferred Automotive Specialists in Philadelphia, Pennsylvania

The shop owner category recognized Palermo as an independent repair shop owner who has demonstrated leadership, operational excellence, and commitment to safety in providing quality repair work.

Service Advisor of the Year: Katlyn French of Hillside Auto Repair in O’Fallon, Missouri

The service advisor category selected French, citing exceptional performance in communicating with customers with integrity and effectively coordinating service.

Technician of the Year: Tony Martinez of Silver Lake Auto & Tire Centers in Wisconsin

Silver Lake Auto & Tire Centers is a multi-store operation with locations surrounding Wisconsin. Martinez has been recognized as a technician with extraordinary diagnostic skills, technical proficiency, and stringent adherence to industry standards and safety requirements in his role with Silver Lake.

year’s Automotive Aftermarket Products Expo in Las Vegas.

The winners of the 2025 Women in Auto Care Awards are as follows:

• Lifetime Achievement: Courtney Pedler, CEO, Autology Data Management

• Outstanding Achievement: Olivia Droney-Newton, senior vice president, category management and customer insights, NA Williams

• Female Shop Owner of the Year: Shari Pheasant, co-CEO, A Master Mechanic

• Women of Excellence: Heather Antrim, commercial category manager, AutoZone

• Women of Excellence: Lauren Briggs, director, sales and marketing, NAPA Auto Care

• Women of Excellence: Tracy Capriotto, director of content, producer, Remarkable Results Radio

• Women of Excellence: Cass Tomac, senior manager, strategic sourcing, Highline Warren

• Company Ally of the Year: Highline Warren

• Women in Auto Care Champion of the Year: Amy Steele, vice president, Nexa Motion Group (NMG)

JOHNDOW PLEDGES SWIFT OIL EXTRACTION WITH NEW CENTRALIZED FLUID EVACUATION SYSTEM

The Centralized Fluid Evacuation System was developed as a solution for shops that have been using portable systems that have seen their compressors wear out after years of use, said Jack Blackburn Jr., JohnDow vice president of manufacturing and engineering. The new extractor uses a quarter horsepower electric pump with energy costs of about $30 to $40 per year. The extractor comes in single and double models, which can be configured to accommodate differing bay counts per shop.

Oil extraction using the centralized unit takes about 20 to 30 seconds per quart, which is about half the time of previous extractor models, said Blackburn.

PGI PROMOTES EXECUTIVE, LAUNCHES REBRAND AND NEW PRODUCT

Premium Guard Inc. has announced the promotion of John Etheridge to vice president of category & product management in a recent press release.

WOMEN IN AUTO CARE ANNOUNCES AWARD RECIPIENTS AT AAPEX 2025

Women in Auto Care announced its 2025 award recipients during the Women in Auto Care Awards Ceremony, held at this

As oil extractors continue to gain popularity with quick lube operators, JohnDow Industries has unveiled a new form factor that the company says will reduce oil change times and improve the overall customer experience.

Known for its line of portable fluid evacuation devices, JohnDow’s new Centralized Fluid Evacuation System is built directly into the service facility. The evacuator has been in development for two years.

First joining PGI in 2019, Etheridge brings more than 20 years of experience in the automotive aftermarket. He’s credited with building PGI’s Product Management organization. Beyond PGI, Etheridge also serves as Council Chair of the Auto Care Filter Manufacturers Community.

In his new role, Etheridge will oversee both Category Management and Product Management, working closely with PGI’s leadership team to drive growth and expand the company’s product platform.

At AAPEX, meanwhile, PGI showcased a rebranding of its Premium Guard product line. The company also debuted its new Vehicle Interior Air Quality diagnostic tool for cabin air filters.

VALVOLINE INC. NAMED ON FORBES’ ANNUAL BEST CUSTOMER SERVICE COMPANIES LIST

Valvoline Inc. was recently recognized by Forbes on its annual list of America’s Best Customer Service Companies, as shared in a press release.

The Forbes list is based on a comprehensive survey of 158,000 U.S. consumers conducted between August 2024 and July 2025. Participants were asked to rate companies based on the quality of customer interactions, accessibility, and overall satisfaction.

The company ranked 21st overall out of the 300 companies making the list, and second within the auto repair and maintenance category. It was joined by other quick lube brands, including Take 5 Oil Change

in spot no. 145, and Express Oil Change in spot no. 256.

Lucas Oil has released its first-ever product line designed exclusively for hybrid vehicles, according to a recent press release.

The new Hybrid Oil Treatment and Hybrid Fuel Treatment with HybridShield Technology are hybrid-specific formulations engineered to solve specific issues new and used hybrid engines face, such as longer intervals between oil changes and infrequent refueling that leads to fuel and oil sitting longer, increasing the risk of moisture buildup, corrosion,

and fuel degradation.

The Hybrid Oil Treatment with HybridShield Technology is a top-fill formula that can be added at any time, not just during an oil change, and works with any brand or viscosity of oil. It’s designed to support the lighter oils used in most hybrids to deliver an extra layer of protection.

JIFFY LUBE FRANCHISEE OPENS ROCKMART, GEORGIA STORE, MARKING 27TH LOCATION

A Jiffy Lube franchisee recently opened its 27th location in Rockmart, Georgia, according to a press release, joining 26 other locally owned and operated service centers from franchise Piedmont Lube Centers LLC.

LUCAS OIL LAUNCHES FIRST PRODUCT LINE DESIGNED FOR HYBRID VEHICLES

VERY CHERRY CAR WASH

QUICK LUBE Q&A: STEVEN SHEMESH

RBC Capital Markets equity research analyst Steven Shemesh discusses shifts in market share, major quick lube brands’ expansion plans, and more trends to watch

BY TOM VALENTINO

FROM THE GROWTH OF ELECTRIC vehicles’ market share to the real estate needs of major quick lube brands looking to expand, Steven Shemesh is keeping tabs on the trends and developments shaping the fast oil change industry.

Shemesh, an equity research analyst at RBC Capital Markets, recently spoke with NOLN about a range of topics, including why it still likely will be decades before the proliferation of EVs makes a material impact on the quick lube industry’s P&Ls, what large fast lube brands are looking for as they add facilities, shifts in oil change industry market share between dealerships and quick lube shops, and other trends to watch.

Editor’s note: This interview has been edited for length and clarity.

NOLN: When you last spoke with NOLN in July 2024, you had said then that it might not be until around the year 2050 that EV demand starts to have a real material impact on the P&Ls of quick lube shops, just because it’s going to take that long to reach a critical mass with adoption of those vehicles. Do you feel that projection still holds up?

Steven Shemesh: Yes, based on our EV models, that really hasn’t changed. If anything, you can actually make the argument that, based on the change in administration and the change of incentives, EV demand and the infrastructure behind that might not quite grow as quickly as we once thought. Certainly, we have an administration in place today that will be there for

another couple years. That might change going forward and the incentives might change, but from what we know today, what we shared with you in the past is probably a reasonable assumption.

The math basically suggests that based on the amount of vehicles sold today that are electric, which is high single digits at this point, it still represents less than a percent of the overall car parc. Most of the vehicles on the road—over 99%—are still internal combustion engine vehicles. The math here, basically, is that you can ratchet up the amount of vehicles sold that are electric to 60% by 2030 in five years, which again, we don’t really have the infrastructure to do that. But let’s just go there and then say 100% by 2040. And even then,

the car parc itself doesn’t tip to over 50% electric vehicles until year 2045 to 2050. So, the math still holds today. We’ll kind of reassess that as incentives change and electric vehicle demand changes, but we think we’re being pretty conservative with our assumptions here.

NOLN: With that in mind, and internal combustion engine vehicles still really accounting for the overwhelming share of the market, do you see there being room within the quick lube industry for more facilities? At the same time, we’re also seeing extended drain intervals, with people going longer between oil changes. That would almost seem to be at odds with the market showing an appetite for more quick lubes.

Steven Shemesh: Where I would probably start with this is, oil changes are accounted for in the U.S., right? Miles driven are going up, and the U.S. population is growing. So, maybe the number of oil changes has a small tailwind going forward, partially offset by increased EV demand, which is going to basically keep us flat. The bottom line is I wouldn’t expect the overall oil change market to grow. I would expect the share shifting to grow.

You look at Valvoline and Driven Brands, they have pretty aggressive store opening targets. And then you’re seeing some smaller players open units quite aggressively as well. Quick lube in general still accounts for, by volume, just one-quarter of overall oil changes. Against that backdrop, I think there is an opportunity for quick lubes to grow the number of units by taking share from dealerships and tire and repair shops who inherently have become less convenient relative to these new offerings.

And I think this really got accelerated to some degree during the pandemic when wage inflation, especially for

experienced techs, skyrocketed. If you think about a dealership or a tire and repair shop, they certainly like oil changes for traffic. It brings people to the store pretty consistently. But if you think about where they’re actually making money in the highest margin offerings, it’s going to be more complex jobs. When you think about that tech who is being paid quite well, you don’t want to bog down their time with something like a half-hour or an hour for an oil change, which you’re not going to make a ton of money on. So, (oil changes) bring in traffic, but even with an appointment, you’ll probably still sit there for an hour or two. And then inevitably, they’ll come out at some point during that process and tell you that you need to replace your rear differential fluid or a control arm. And that’s going to be a much, much bigger ticket, which at the end of the day has become an unfavorable experience for the consumer.

The quick lubes have popped up and grown in popularity because you solve for a lot of those issues. You don’t need an appointment. At most shops, it’s 15 or 20 minutes, (and you) stay in your car. And you generally have visibility into the ticket. Now, most of the quick lubes are going to have an offering of ancillary products, all relatively quick and all relatively cheap. Valvoline has about 17 that they offer across most of their stores. Driven has just expanded to their sixth at this point. So, you can get other stuff done. The check can vary a little bit. But at the end of the day, I think you can walk away knowing that if you drive into one of these shops, you’re going to get your oil change done. You’re going to be in and out within half an hour, and you’re probably going to spend less than $200 to keep your car on the road, which is especially important today when you see how much new car inflation has gone into the market.

NOLN: For the operators looking to expand, what kinds of factors should they be considering? Are their needs evolving with regards to real estate and building needs?

Steven Shemesh: I don’t know that the core has changed a ton. When you think about the big players in this industry—a Valvoline, a Jiffy Lube, and a Take 5 owned by Driven Brands—their real estate analytics have just gotten a lot better. Historically, you’ve probably run that in Excel, and it’s basically a function of understanding your population density and income in those areas. I think for all three of those players and even beyond the top three, the analytics behind that have just gotten a lot more sophisticated. So, just out of the gate, you probably have better productivity out of the new locations that you open. I think there’s a much finer blueprint for what those stores look like as well from a box standpoint. Certainly, you need to understand the demographics and the amount of traffic that you expect to come through the store. Most of these players at this point are still looking for two to three different bays.

It’s important in this market because we’ve seen such high inflation to really manage the opening costs to ensure that you have a pretty good cash-oncash return. That’s something that I know a lot of companies are focused on. Valvoline, for instance, has been talking about opening a modular facility where basically it’s a two-bay facility. And on the outer wall of that facility, you’re not going to put any water or anything. So structurally, at some point down the road, if you did want to expand to three bays, you can knock out that wall. And it’s not a highly cost-intensive operation.

Want more quick lube industry insights from Steven Shemesh? An extended version of this interview is available on NOLN.net.

Service Starts Where You Stand

Meaningful change begins not with a broadcast to millions, but within a 10-foot radius of our daily lives

Scott Hempy leads the team at Oilstop Drive-Thru Oil Change and Happy’s Drive-Thru Car Wash. Oilstop and Happy’s are rapidly growing their footprint of oil change and express car wash locations across the West Coast, combining convenience with an outstanding emphasis on guest experience. Prior to Oilstop & Happy’s, Scott was the founder and CEO at Filld, a SaaS-based software solution for last-mile oil and gas delivery companies. He was recognized as a member of the Forbes 30 Under 30 class of 2016 for starting Filld.

.COM

OUR SOCIETY OFTEN CELEBRATES BIG, sweeping change—the kind that trends on social media, fills stadiums, or breaks headlines. We’re drawn to influencers with millions of followers, viral challenges, catchy songs, and witty memes that capture the world’s attention for a moment. These largescale movements promise transformation, fame, or cultural relevance, and while they may spark change, they often distract us from where the most lasting impact actually begins.

The truth is, the most meaningful change doesn’t start with a broadcast to millions. It starts within a 10-foot radius of our daily lives. That is the root of the service principle at Oilstop that we named “Serving Starts Where You Stand.”

Every day in our service centers, hundreds of people move through our 10-foot circle. In a fast-paced environment, it’s tempting to see the work as a sequence of tasks. But every person we encounter is an opportunity to serve. There are several ways that as a service center leader, manager, or technician, you can serve those within the 10-foot radius you exist in each and every day.

Serving your guests. This starts with understanding that hospitality happens in seconds, not minutes. The way you step forward as a car pulls in, the warmth of your tone, and the eye contact you make all happen within those first 10 feet. Guests can feel it immediately. They notice if they’re welcomed in and whether someone sees them. That’s why our hospitality moments matter: the greet, a cold beverage, the invitation to come for their next service. These are small acts that build trust quickly. And when something goes wrong, “serving where you stand” means stepping into that moment with ownership. A complaint isn’t a disruption. It’s a chance to create loyalty. Guests rarely remember the problem, but they always remember how you made them feel in the moment you chose to serve.

Serving your team. Culture isn’t built in meetings or memos. It’s built during the

everyday interactions inside your service center. A manager’s presence sets the tone of an entire store. When you’re consistent, positive, and available, your team mirrors it. When you coach in the moment, you show your team that growth is part of the job, not an afterthought. Young team members learn best not through lectures, but through leaders who care enough to notice. That’s how future leaders are developed: one conversation, one piece of feedback, one moment of care at a time. Serving where you stand means seeing potential before the person sees it in themselves.

In a fast-paced environment, it’s tempting to see the work as a sequence of tasks. But every person we encounter is an opportunity to serve.”

Serving your community.

guests a day at every service center, we interact with a huge portion of our neighborhoods over the course of a year. Partnering with a local charity, sponsoring a youth baseball team, or being present at the town’s holiday parade all shape the story our community tells about your service center. Community impact doesn’t start with big events; it starts with the daily interactions happening inside our bays. Instead of just changing the community’s oil, serve the community by becoming a part of the community. When we live our mission in and out of our bays, we’re serving the community from where we stand.

“Serving starts where you stand” is a mindset that recognizes we have the agency to make an impact in the space we presently occupy. When our teams fully embrace this mindset, we begin to make a positive change in the world—10 feet at a time.

SCOTT @OILSTOPINC

SCOTT HEMPY

Evolving Oils, Evolving Challenges

Oils, Challenges

New motor oil formulations offer improved efficiency, longer drain intervals, but come with potential pitfalls

by Tom Valentino

Advancements in motor oil are improving fuel efficiency and extending drain intervals. Progress, however, sometimes comes with potential pitfalls.

In speaking with National Oil and Lube News, representatives from two national distributors that serve the automotive aftermarket pointed to gains in market share for synthetic oils versus their conventional counterparts, as well as a growing demand for lighter viscosity motor oils.

The move to synthetic has started before vehicles leave OEM assembly lines, says Bob Johnson, director of business development for RelaDyne brands. Industrywide, the shift to synthetic oil has resulted in about 90% of vehicles being factory-filled with synthetics.

“With (quick lube) operators, (synthetic) used to be an upsell,” says Johnson. “Now, it’s a right-sell. You’re just putting back in the car what it came with from the factory, so it’s not an upsell anymore. What I’m seeing is the operators obviously—and they rightly should be—looking for ways to grow profit.

“So, what we’re starting to see is for a car factory-filled with synthetic 0w-20, I’ve got an advanced synthetic product now that has a more robust formulation that offers performance above the factory-filled. I’m going to promote that oil and obviously charge more and make more on that. So, you’re seeing a multi-tiered synthetic offering now to help support and drive that.”

There are several benefits to using advanced synthetics that quick lube shops can tout to their guests to boost their profits, says Johnson.

“It’s cleaner, it offers better wear protection, and better deposit control,” Johnson says.

There’s another benefit, he adds, although it might not be a conversation starter for quick lube technicians speaking with customers.

“No one wants to talk about it— certainly in the oil change space and specifically in the quick lube operator space—but most of those advanced synthetics also tout a specific drain interval claim,” Johnson says. “We see 10,000, 15,000 (miles)…

With quick lube operators, synthetic used to be an upsell. Now, it's a right-sell. You're just putting back in the car what it came with from the factory.”

–BOB JOHNSON, DIRECTOR OF BUSINESS DEVELOPMENT, RELADYNE BRANDS

The thinner and lighter weight these oils get, the more they’re just going to consume and

burn

and, unfortunately, not

protect

the motor.”

–SEAN

MALMSTROM,

CO-OWNER, BS PRODUCTS

Mobil 1 (Extended Performance), 20,000 from a long time ago. Not that, that gets touted, but I think it does specifically speak to how much more robust that formulation is versus maybe a standard synthetic.”

While it hasn’t happened yet, Johnson says he sees the potential for quick lube shops to eventually move toward offering synthetic oil as their

only option as more OEMs fill their vehicles with synthetic oil.

“What that will do is drive even greater use of these advanced synthetics, where we’re seeing a two- or three-tier synthetic offering,” Johnson says.

VIRTUES (AND VULNERABILITIES) OF LIGHTER VISCOSITY

Another big trend is a shift toward lighter viscosities to improve fuel economy and meet government emission standards by reducing internal friction. Among 2025 NOLN Operator Survey respondents, OW-20 oil was used in more than 50% of all oil changes in their shops, however, RelaDyne is seeing regular customer demand for 0W-12 motor oil now, and even a rise in demand for 0W-8.

BS Products, a national supplier of automotive and quick lube supplies, is seeing the same shift, says co-owner Sean Malmstrom, who co-founded the company in 2019. The performance boosts offered by lighter viscosity oil formulations come with potential risks, he says, adding that the trend has been “a little scary” to see unfold, largely because of oil blow-by—the leakage of combustion gases past a piston’s rings into the engine’s crankcase.

“Where the problem comes in is the lighter and lighter these oils get, the more they’re going to consume and have blow-by,” says Malstrom. “It definitely becomes an issue when you’ve got a brand new vehicle and you take it in, and it’s a quart or two quarts of oil low. That’s the scare and the concern.

“The thinner and lighter weight these oils get, the more they’re just going to consume and burn and, unfortunately, not protect the motor.”

BRAND AMBIVALENCE

While demand for synthetic, low-viscosity oil is on the rise, sales data shows quick lube customers are less particular about the brand of oil going into their vehicles, Johnson says. For that reason, he adds, RelaDyne’s DuraMAX, positioned as a lower-cost alternative to major legacy labels, has gained market share in the quick lube space, especially since 2020.

“Consumers no longer have loyalty to a specific brand,” says Johnson. “They care about the shop’s convenience, trust, cleanliness, and speed of service. All of those things are way more important to Mr. and Mrs. Smith than, ‘hey, we have Brand X on the wall.’ … Most customers don’t even know (when a quick lube shop switches brands for the oils it uses).”

In the NOLN Operator Survey, 73% of respondents reported offering branded oil exclusively, compared to just 5.4% going with strictly unbranded options. The remaining 21.6% of respondents said their shops offer both branded and unbranded oil varieties.

“If a large quick lube chain switches from a traditional major brand to (an unbranded alternative)…most customers don’t even know,” Johnson says. “They don’t even realize it’s a change, because in a lot of cases, the brand of oil isn’t on a sign or whatever. It’s just kind of a moot point to consumers because of those other (priorities).”

Handle With Care

It’s not just motor oil that’s evolving. Concurrent with developments in oil have been changes to oil filters. Whereas past oil filters could be installed by hand—“putting them on hand-tight and then another halfturn,” says Malmstrom—some modern filters must be torqued down to a certain spec to seal gaskets in the base plates, and the process requires particular tools to ensure proper installation.

“You’ve got to be really careful as far as how much you’re torquing down,” Malmstrom says. “Plastic gets old and brittle and frail, and it breaks after time. So, we’re seeing a little bit of an uptick as far as claims and issues go with installs. Operators just have to make sure they’re torquing them down to spec.” What is your main bulk oil

Source: 2025 NOLN Operator Survey

OIL

Cleared for Takeoff

After years managing high-end retailers in airports,

Salim Chhotoo is now a Grease Monkey franchisee.

TAKING FLIGHT IN A NEW SECTOR

After years of managing retailers in major airports, Salim Chhotoo is thriving as the operator of three Grease Monkey franchises

Five years ago, Salim Chhotoo wasn’t part of the Grease Monkey family, nor was he involved in the automotive service industry in any way. He likely saw as many planes as cars, even if he didn’t leave the ground. At the time, Chhotoo had spent the previous dozen years managing high-end retailers at the HartsfieldJackson Atlanta International Airport, having previously held a similar position at Chicago’s O’Hare International Airport.

Fast forward half a decade, and he is now a Grease Monkey franchisee with three locations in the Atlanta metro area, with a total of 20 employees. Current plans are for further

by Peter Suciu

expansion, but only once the business is running as smoothly as possible. Already, Chhotoo credits his success to the brand’s proven model, the close collaboration with his support team, and a determination to live the American dream.

Having taken his career in retail as far as it could go, he was seeking the next step.

“I had heard from a friend that there were opportunities in the service sector, and I looked at different franchise models,” Chhotoo tells National Oil and Lube News. “I wasn’t actually looking for anything in the automotive world, but Grease Monkey stood out to me as a company that was focused on customer service. I also understood that the sector continues

New Challenge

Having taken his career in retail to its limit, Salim Chhotoo became a Grease Monkey franchisee.

to have trust concerns from customers, but I thought this was a good opportunity for me.”

After talking to the leadership team at Grease Monkey, Chhotoo was sold. Having previously worked in production in his native Pakistan, he understood the challenges of starting at the bottom and climbing the corporate ladder.

“I had to learn my own way,” he explains. “With this new opportunity that also included hiring and marketing, I was able to lean on Grease Monkey, which provided an excellent support network. They were a great partner and taught me about the industry.”

ONE BECOMES TWO, AND THEN THREE

Out of the gate, Chhotoo set an ambitious goal to run two franchises in 2023, with the second one opening at the end of December. He then spent all of 2024 focusing on the processes to ensure the businesses would succeed. Along the way, he also remained committed to the time-proven “TRI Star” formula of “trust, respect, and integrity,” which he said is the “shining armor” worn by his team members.

Chhotoo has since seen his third location open in August 2025, and each shop has earned high ratings for customer satisfaction on Google. Chhotoo is proud of his stores’ high marks and hopes to maintain that level of customer satisfaction.

“You have to have a lot of resilience in this business,” Chhotoo acknowledges. “The market keeps changing, there is employee turnover, and competition from other shops. That requires innovation to remain successful. But the end goal is always to offer first-class service to the customer.”

He adds that he wouldn’t have opened that third location if there wasn’t the potential. Maintaining customer trust has been critical to his success.

“We have to show the customer that we’re the doctors for their cars, rather than trying to sell them anything,” Chhotoo says. “This is what Grease Monkey has instilled in me. People trust the brand because they know they are getting advice from the experts.”

GUIDED BY PAST EXPERIENCES

Beyond the support from Grease Monkey, Chhotoo also draws on what he learned during his time in the manufacturing and retail sectors.

“There are no shortcuts, and anyone who tries to take them is bound to fail,” Chhotoo warns.

His experience at two hectic airports, where customers are often rushed and just as often frustrated, instilled a sense of compassion that is frequently needed in the automotive service industry.

“No one wants to spend $600 or $800 to fix their car, and many people aren’t ready for it,” he adds. “We need to explain why it is necessary, what can be done now, what can be put off, and even talk to the customer about payment plans.”

His retail experience also highlighted that just as some customers can be rushed, others literally may have time to kill. Understanding both kinds of customers is essential to success in the service industry.

“At Grease Monkey, we understand it is possible to cater to both,” says Chhotoo. “We have the option to drive in, you stay in your car, and you’re on your way. Then we have those customers who want to undergo a full checkup. For them, it is necessary to provide a place to sit with coffee and a TV. Our managers are trained to cater to both.”

One thing he learned from his years in past industries is never to overpromise and underdeliver.

“That is something that sold me on Grease Monkey, as it is about ‘done fast, done right,’ which is more important than just doing it fast,” Chhotoo continues.

STILL PART OF A TEAM

Even as he was opening the first location, Chhotoo said he quickly understood that having a good team was the road to success. In

addition to hiring qualified staff, he also strives to be an integral part of the community, partnering with the chamber of commerce, local charities, and even sponsoring youth sports teams. Those efforts have helped build trust and loyalty.

“You are only as strong as the team,” says Chhotoo. “Hire on attitude and train on skills, rather than the other way around.”

That has already resulted in a formula that has shown success. With further expansion in mind, for Chhottoo, all eyes are on the future.

“I also want to build something that I can leave behind, both for my family and for those people who are working for me,” he says.

Team Player

Salim Chhotoo says he quickly realized as a Grease Monkey franchisee that surrounding yourself with good people is critical for being a successful operator.

API-LICENSED ENGINE OILS

DRIVE PERFORMANCE

Improve engine performance and fuel economy, fight everyday wear and tear and help reduce emissions.

API-licensed oils display an API certification mark to signify the highest performing oils.

To search the complete list of licensed companies and products, visit our licensee directory at:

LEARNING TO PRESENT AND EDUCATE YOUR CUSTOMERS on the benefits of chemical additives and cleaners can unlock a reliable stream of unexpected revenue for your quick lube shop. From fuel injector cleaners to transmission fluid modifiers, these products give operators an opportunity to boost their bottom line.

That’s why NOLN created its Guide to Additives and Cleaners. This handy resource helps operators uncover sales opportunities or turn unsold inventory sitting on your shelves into profit. With this guide, NOLN aims to help operators drive more sales—and strengthen their financial performance.

For a more complete list of this year’s additives guide, visit noln.net . In the charts that follow, A = Additive, C = Cleaner.

GUIDE TO ADDITIVES 2025

BG Products, Inc.

(800) 961-6228

bgprod.com

PRODUCT NAME TYPE

BG EPR® Engine Performance Restoration®, PN 109

BG Advanced Formula MOA®, PN 115

BG Platinum® 44K® Fuel System Cleaner, PN 208

BG CF5®, PN 203

BG Universal Cooling System Cleaner, PN 540

BG Universal Super Cool®, PN 546

BG Quick Clean for Transmissions, PN 106

BG ATC Plus®, PN 310

BG CVT Plus, PN 303

BG Platinum® Air Intake, Valve & Combustion Chamber Cleaner, PN 261

BG DOC®, PN 112

BG Diesel Fuel System Performance Restoration, PN PD15

BG DFC Plus® HP, PN PD14

BG Diesel Thaw®, PN 256

BG Universal MGC®, PN 328

BG Frigi-Fresh®, PN 708

BG Battery Cleaner – Acid Detector, PN 485, and BG Battery Terminal Protectors, PN 987

PURPOSE/DESCRIPTION OF CAPABILITIES

C Cleans micro passageways to maintain the critical hydraulic function of components. Removes carbon deposits. Restores compression. Improves overall power and engine eﬃciency. Excellent for maintenance of diesel and gasoline direct injection engines.

A Fortifies gasoline engine oil and protects engine components. Prevents sludge and varnish, keeps piston rings from sticking, reduces wear, and stabilizes oil viscosity. Allows safe extended oil change intervals. Low speed pre-ignition (LSPI) safe. Compatible with API SP and GM dexos1™ Gen 3 licensed engine oils.

C Cleans the entire fuel system. Reduces problems caused by deposit buildup, such as engine surge, misfire, stumble, hesitation, and power loss. Restores power output and engine performance. Improves drivability.

A/C Keeps the entire fuel system clean and deposit free. Protects against the harmful eﬀects of ethanol. Prevents fuel degradation and corrosion. Restores fuel economy and horsepower.

C Removes scale, oil, harsh mineral deposits, and tough residues in the coolant system. Helps solubilize and remove corrosion.

A Provides outstanding protection for all metals used in cooling systems, and restores additive balance and proper coolant pH. Compatible with all domestic, Asian, and European applications. Protects all classes of gasoline, diesel, and hybrid engines.

C Removes accumulated deposits from the valve body, filter screen, and other automatic transmission, CVT, and wet clutch DCT and DSG components. Extends transmission and fluid life.

A Improves shifting characteristics of all types of automatic transmissions. Prevents deposit formation and thermal breakdown of fluid, protects against clutch wear, and keeps seals soft and pliable. Extends fluid life and life of the transmission.

A Enhances the properties of new and used fluid in continuously variable transmissions, wet dual clutch transmissions, and direct-shift gearboxes. Prolongs fluid life, prevents deposit formation, and improves fluid oxidation stability and anti-wear characteristics. Compatible with all CVT, DCT, and DSG fluids.

C Removes heavy deposits from the backs of valves and in air intake systems of gasoline direct injection (GDI) and port fuel injection (PFI) engines. Restores fuel eﬃciency, engine performance, and power. Reduces harmful exhaust emissions.

A Prevents acid corrosion and sludge formation, reduces friction and wear, and stabilizes viscosity. Compatible with all conventional and synthetic diesel engine oils.

C Keeps injectors and combustion chambers clean, reduces carbon packing of piston rings, and restores optimum fuel eﬃciency. Reduces cold start problems and mixes with all diesel fuels.

A/C Keeps injectors clean, reduces exhaust smoke, prevents fuel gelling, corrects nozzle fouling, improves lubricity, and prevents corrosion, while also stabilizing the fuel. Mixes with all diesel fuels and optimizes cold weather performance.

C Quickly thaws gelled diesel fuel and restores fuel flow, stays fluid in very low temperatures, and prevents entrained water from freezing. Mixes with all diesel fuels.

A Protects both conventional and limited slip diﬀerentials, enhances lubricant film thickness, and improves thermal stability. Reduces component wear, chatter, and gearbox temperature.

C Controls mold, mildew, fungi, and other odor-producing organisms in climate control systems. Works without costly manual cleaning of the system. Deodorizes automobile interior. EPA-registered virucide, bactericide, and fungicide.

C Cleans battery terminals, cables, and carriers, and detects the presence of acid by turning red in color. Protects battery terminals from corrosive buildup. Lengthens battery life.

Diesel Injector Flush C

Diesel Extreme

A/C

Everyday Diesel Treatment A

EDT+ Winter Defense

Diesel Winter Rescue A

Premium DEFender

A/C

LX4 Lubricity Extreme A

Gasoline Extreme

Stiction Eliminator

FR3 Friction Reducer

A/C

A powerful, professional-grade cleaning solution designed for use with fuel system cleaning equipment. It quickly removes internal diesel injector deposits, restores injector performance, and improves combustion eﬃciency during a service.

A deep-cleaning diesel additive that removes internal injector deposits, eliminates water, boosts cetane up to 7 points, and improves fuel lubricity. Ideal for periodic maintenance (6000 miles or 100 hours) to restore power and fuel system performance.

A daily-use fuel additive formulated to increase cetane, improve combustion, lubricate injectors and pumps, and prevent fuel system corrosion. Recommended for every tank to maintain peak performance and eﬃciency.

A premium winter diesel additive combining the benefits of Everyday Diesel Treatment with advanced antigel protection. Prevents fuel gelling and icing while maintaining lubricity and cetane levels in cold weather.

An emergency treatment that reliquefies gelled diesel fuel and de-ices frozen fuel filters. A must-have for cold weather recovery to get diesel engines running again fast.

A premium diesel exhaust fluid (DEF) system cleaner and stabilizer that prevents crystallization and buildup in SCR systems. Keeps DEF fresh longer and ensures reliable emissions system performance.

An ultra-high lubricity additive that provides maximum wear protection for fuel pumps and injectors. Compatible with all diesel and gasoline fuels, it’s ideal for use with low-lubricity ULSD and alternative fuels.

A concentrated fuel system cleaner formulated to remove carbon and varnish buildup from injectors, intake valves, and combustion chambers. Restores power, improves fuel economy, and reduces emissions.

A/C A proven oil additive that removes varnish and stiction from rings, turbos, HEUI injectors while decreasing wear over oil alone. Safe and eﬀective for all engines and oil types.

Shift Restore A/C

TBN Booster

Racing Top Lube

R82+ Race Diesel Additive

Premium RV Gas Additive

Premium RV Diesel Additive

RV Engine Protector

RV Trans Protector

An advanced oil additive featuring nano carbon technology that reduces friction, decreases wear, and improves oil film strength. Increases horsepower, fuel economy, and extends oil and engine life.

A transmission additive formulated to clean, lubricate, and restore worn or sticking solenoids, seals, and valves. Improves shifting performance and reduces transmission wear and slippage.

A concentrated oil additive designed to restore Total Base Number (TBN) in diesel engines. Extends oil life and protects against acidic buildup between oil change intervals.

A high-performance upper cylinder lubricant for race engines running low-lubricity fuels like methanol, ethanol, or race gas. Protects fuel systems and enhances combustion eﬃciency.

A A competition-grade diesel additive formulated for maximum cetane, power, and lubricity under extreme race conditions. Improves cetane and combustion while providing injector protection.

A/C

A comprehensive fuel system treatment for RV gasoline engines that cleans injectors, stabilizes fuel, and protects against ethanol-related corrosion during storage and use.

An all-in-one diesel treatment for RVs that boosts cetane, improves lubricity, cleans injectors, and stabilizes stored fuel for long-term protection and reliability.

An oil treatment specifically formulated for RV engines to reduce friction, clean deposits, and extend engine life under heavy load and long-duration operation.

A transmission additive engineered for RVs to improve shifting, reduce wear, and extend transmission life during towing and high-temperature operation.

Lubegard by International Lubricants, Inc.

(206) 762-5343 / (800) 333-5823

42851 – Limited Slip Supplement A

63010 - Platinum Automatic Transmission Fluid Protectant

19610 – Instant Shudder Fixx A

Concentrated friction modifier for all limited slip diﬀerentials. Eliminates chatter and noise. Extends clutch pack and equipment life. Replaces OEM friction modifiers.

2-in-1 product that can be used as a premium ATF conditioner, or as an economical OEM ATF alternative. Stops shudder especially in 6 – 10 speed transmissions.

Instantly eliminates torque converter shudder, vibrations and noises in automatic transmissions. Not for use with Type F ATF, or in CVT and DCT transmissions.

60902 – Automatic Transmission Fluid Protectant A Extends fluid and component life by reducing heat, friction and wear. Frees sticking valves and governors. Softens hard shifts. Reduces slippage.

67010 – CVT Recharge & Protect A For use in all CVTs including hybrids. It reduces noise and enhances anti-shudder performance for smoother operation. Protects belt/chain, pulleys and other components from excessive wear

19001UNV – Kooler Kleen Transmission Line Flush C Uses proprietary mix of detergents to safely clean transmission lines without water to remove grease, dirt, grime and metal shavings.

95001 – Transmission Flush C For use in all automatic, manual, CVT and DCT transmissions. Safely removes harmful deposits preparing the transmission for new fluid. For use with or without a flush machine.

19300 – Aluminum Protectant A Reduces aluminum-on-aluminum and steel-on-aluminum wear by adding anti-wear protection which is not currently present in today's automatic transmission fluids. Perfect for commercial applications with high mileage and stop and go driving.

96030 – Kool-It Evaporator Foam Cleaner C Eliminates HVAC odors and improves air quality. Leaves a clean, fresh scent while maximizing cooling system eﬃciency. No equipment or drilling required. Safe for EVs.

96001 – Kool-It Radiator Treatment A

Compatible with all types of coolant and antifreeze. Enhances heat transfer and reduces operating temperatures. Protects from electrolysis, corrosion and pitting. It prevents deposits and contamination which lead to overheating.

95020 – Kool-It Radiator Flush C Prepares system for new fluid by quickly and safely removing scum, oily residue, sediments, rust, deposits and other degradation products from the cooling system of any car or truck.

30901- Bio-Tech Engine Oil Protectant A Reduces friction and wear. Eliminates lifter and other objectionable noise on startup, especially in cold weather. Ensures smoother running engines. For use in gas and diesel engines.

30015 – Engine Oil Protectant for Turbocharged Engines

95030 – Engine Flush

20404 – Power Steering Fluid Protectant

95040 – Power Steering Flush

SEAL FIXX

77012 – Fuel System Booster

30903 – Gear Fluid Supplement

A For use in all TGDI engines. Reduces low-speed engine knock. Reduces wear on pistons, timing chains, and bearings. Extend oil life.

C For use in gas or diesel engines. Safely removes gum, varnish and deposits preparing the system for fresh oil. For use with or without a flush machine.

A Eliminates power steering noises, whines, rack-and-pinion stiﬀness. Safe for all power steering systems including EPS.

C Safely removes deposits and impurities, preparing the system for new fluid. For use with or without a flush machine.

A Multi-purpose stop leak for engines, power steering systems, diﬀerentials, automatic, manual, CVT and DCT transmissions. Eﬀective on all rubber seals and gaskets.

C Three-in-one product that provides total system clean-up, fuel lubricity additive, and fuel stabilizer. Ideal for GDI engines. Top Tier compliant. For gas and diesel engines.

A Lowers temperature and extends fluid life. Improves all manual & synchromesh transmission shifting characteristics. Lowers friction on bearings and gears with high wiping stresses, especially hypoid gears.

255-8138

FT2001A Full Throttle™ Complete Fuel System Cleaner

FTK21 Full Throttle™ 2-Step GDI+ Complete Fuel System Cleaning Kit

FTPKS2 Full Throttle™

Traditional 2-Step Fuel System Cleaning Kit

FTPK30 Full Throttle™ 3-Step Complete Fuel System Cleaning Kit

FTPO40 Full Throttle™ Oil System Cleaner

FT40206 Full Throttle™ Engine

Treatment & High Mileage Enhancer

FT40203 Full Throttle™ Internal Engine Cleaner

FT83401 Full Throttle™ High Mileage Oil Enhancer

FT10603A Full Throttle™ Continuously Variable Transmission Fluid

A/C

FTPK60 Full Throttle™ 2-Step Automatic Transmission Fluid Kit A/C

FT80085 & FT84 Full Throttle™ Multi-Vehicle Power Steering Fluid

FTK80090 Full Throttle™ 2-Step Multi-Vehicle Power Steering Service Kit A/C

FT50100B & FT50101 DOT 4 Motor Vehicle Brake Fluid A

FTPK50 2-Step Cooling Kit A/C

FT30301 Limited Slip Friction Modifier A

Full Throttle™ Complete Fuel System Cleaner is a highly concentrated pour-in-tank Polyetheramine (PEA) detergent fuel system cleaner that eﬀectively cleans harmful deposits from fuel injectors, intake ports*, intake valves* and combustion chambers.

*Excludes GDI engines where the fuel injectors are positioned inside the combustion chamber. In GDI engines, the fuel and fuel system cleaner added to the tank does not pass through or contact the intake ports and intake valves. To clean the intake ports and intake valves, use part

Full Throttle GDI+ 2-Step Complete Fuel System Cleaning Service Kit, which contains an induction cleaner.

The Full Throttle™ GDI+ 2-Step Complete Fuel System Cleaning Kit is a professional service that utilizes highly concentrated nitrogen-based Polyetheramine (PEA) and Tri-Blend detergents and a state-of-the art patented induction intake valve cleaning technology that removes even the toughest of hard gum, sludge, carbon and varnish deposits.

Full Throttle™ Traditional 2-Step Fuel System Cleaning Kit helps restore performance by safely and aggressively cleaning gums, sludge, carbon and varnish deposit build-up from an engine’s fuel system.

The Full Throttle™ 3-Step Complete Fuel System Cleaning Kit is a professional service that utilizes highly concentrated detergents and a state-of-the-art patented induction intake valve cleaning technology to remove the toughest of hard gum, sludge, carbon and varnish deposits.

Full Throttle™ Oil System Cleaner helps prevent contamination of new oil when used before performing an oil change, improves oil circulation and helps extend engine life by reducing wear-metal contaminants.

Full Throttle™ Engine Treatment & High Mileage Enhancer improves the lubrication, protection and cleaning properties of engine oil. This premium oil additive combats engine wear, reduces friction and inhibits rust and corrosion.

With longer oil change intervals and the advent of GDI engines using low-tension piston rings, harmful contaminants build in the oil, causing oil degradation that restricts proper oil flow and increases wear. Full Throttle™ Internal Engine Cleaner helps give new oil a fresh start by removing harmful contaminants to prevent oil contamination, improve oil circulation and reduce wear, providing a complete oil change in GDI engines or in any engine when the oil change interval has been over-extended.

Full Throttle™ High Mileage Oil Enhancer is specifically formulated to make any conventional, synthetic-blend, full synthetic or super synthetic motor oil a high mileage oil, eliminating the need to stock multiple grades and viscosities of more expensive high mileage specialty oils. Full Throttle™ High Mileage Oil Enhancer is suitable for use in GDI, PFI, hybrid, and turbo-charged engines over 75,000 miles.

Full Throttle™ Continuously Variable Transmission Fluid is a full synthetic, multi-vehicle, robust formulation that optimizes performance, inhibits corrosion and extends transmission life.

Full Throttle™2-Step ATF Kit is formulated to completely clean and treat the vehicle’s automatic transmission. The Transmission Exchange cleaner is designed help remove harmful oxidation, sludge, varnish and wear-metal deposits. The Transmission Treatment revitalizes seals and O-rings and helps prevent corrosion and foaming leading to smooth shifting and extended fluid eﬀectiveness and life.

Our Multi-Vehicle Group II Power Steering Fluid meets OEM requirements for most vehicles. FT80085 - 11oz; FT84 - 1 gallon

Full Throttle™ 2-Step Multi-Vehicle Power Steering Service Kit provides the vehicle with a complete clean and fill service, safely removing deposits that are trapped in the system. After cleaning the system with Full Throttle™ Power Steering Cleaner, refill the reservoir with Full Throttle™ Multi-Vehicle Power Steering Fluid.

Over time, brake fluid degrades and oxidizes, which can lead to sub-optimal brake performance and possible expensive repairs. Replacing used brake fluid with Full Throttle™ DOT 4 Brake Fluid, restores brake fluid to likenew conditions. Full Throttle™ DOT 4 Brake Fluid meets and exceeds the requirements of Federal Motor Vehicle Safety Standards (FMVSS) 116 DOT 3, SAE J1703 and ISO 4925. FT50100B - 1qt; FT50101 - 12oz"

Full Throttle™ 2-Step Cooling System Kit contains both a cleaner and conditioner/sealant to help the cooling system work at peak performance. Full Throttle™ Cooling System Cleaner quickly attacks scales, grime, grease, dirt and solder in the cooling system. The Sealant & Conditioner stops common radiator and coolant leaks in one step.

Our Full Throttle Limited Slip Friction Modifier is a gear oil top treatment product specially formulated to promote smooth clutch engagement and lessen chatter. This product is designed to enhance the performance of modern vehicles and is eﬀective for all Limited Slip and posi- traction applications. vehicles and is eﬀective for all Limited Slip and posi- traction applications.

Mighty Auto Parts (800) 829-3900

PRODUCT NAME

TYPE

A/C Refresher Kit CL120 C

Battery Cleaner/Acid Detector MN112 C

10_AdditivesGuide.indd 43

Battery Protector/Corrosion

Inhibitor MN113 C

Complete Engine Clean OL106 C

Coolant & Conditioner Kit CL108 A/C

PURPOSE/DESCRIPTION OF CAPABILITIES

Mighty VS7 A/C Refresher Kit cleans mold, mildew, and bacteria from the evaporator, then cleans and eliminates odors from the interior of a vehicle.

Mighty VS7 Battery Cleaner and Acid Detector is designed to help protect battery terminals, clamps, and connectors. It removes corrosion from these areas and can also locate acid leaks.

Mighty VS7 Battery Terminal Protector is designed to protect vital battery components and also inhibit corrosion on battery terminals. This soft pliable formula flows into cracks and crevices for the ultimate protection.

Mighty VS7 Engine Clean removes virtually all old oil and sludge deposits from the engine and promotes smoother performance and extended engine life. It is safe for all oil changes, including synthetics and semi-synthetics.

Mighty VS7 Coolant two-step treatment is designed to clean and condition all cooling systems. The formulas are compatible with all coolants, including regular and extended-life antifreeze. Step one thoroughly cleans the cooling system, and step two lubricates the water pump and conditions the system.

Electric Screen Cleaner DL6310 C Safe and effective for infotainment screens, digital dashboards, and instrument panel screens in vehicles. Will not scratch, and effective at removing oils and residues from constant contact with the screens.

Engine Oil Fortifier (EOF) OL120 A Advanced oil fortifier additive enhancer for gasoline and diesel applications.

Engine Shield OL150 A

Engine Shield OL155D A

Mighty VS7 Engine Shield with advanced fluoro-ceramic technology is specially formulated to provide unsurpassed extreme protection of vital engine parts and components above and beyond synthetic, synthetic blend and conventional engine oils. Cermilon is a fluoro-ceramic polymer that treats porous areas in metal surfaces creating a fluoro-ceramic shield providing for extreme friction reduction.

Mighty VS7 Engine Shield with advanced fluoro-ceramic technology is specially formulated to provide unsurpassed extreme protection of vital diesel engine parts and components above and beyond synthetic, synthetic blend and conventional engine oils. Cermilon is a fluoro-ceramic polymer that treats porous areas in metal surfaces creating a fluoro-ceramic shield providing for extreme friction reduction.

Frigid Fresh CL814 A/C A/C vent odor eliminator and air purifier. Great for use when replacing cabin air filters.

Foaming Throttle Plate Cleaner FL110 C

Fusion 2-Step Ultimate Fuel System

Cleaning Service SB500

A/C

GDI Solution Kit SB600 A/C

Mighty VS7 Foaming Throttle Plate Cleaner is a special blend of solvents that quickly removes gums, resins, and varnish from both sides of the throttle plate to help correct rough idle and stalling problems. Unique foaming action penetrates hard-to-reach areas without scrubbing.

Mighty VS7 Complete Intake System Cleaning removes carbon buildup and cleans the upper engine and intake systems. Dual Tech Tank Additive removes fuel-related deposits. Ideal for GDI engines.

Mighty VS7 GDI Solution Kit is designed to safely and effectively clean carbon and buildup in GDI fuel systems using cutting edge enhanced technology. Targets the intake valves, pistons, fuel injectors, and oil system. Addresses inherent problems and restores loss of power and drivability issues throughout the entire fuel system.

Glass Guard+ DL7007 C Water repellant for windshields and glass.

NEW! High Mileage Oil Treatment OL107 A High mileage additive designed to include newer lower viscosity motor oils.

Hood and Door Latch Lubricant MN111 C

Power 2D 2-Step Engine Revitalizer SB400 A/C

Supreme Fuel System Cleaner FL108

Synthetic 2-Step Power Steering Clean & Protect System Kit SB105

Synthetic 2-Step Synthetic Transmission Clean and Fluid Protectant Kit SB100

Synthetic Limited Slip Differential Supplement SB106

A/C

Synthetic Power Steering Fluid PS111 C

Syntramax Dual Tech Fuel System Cleaner SB304 C

Total Intake System Cleaner SB300 C

Mighty VS7 Hood and Door Latch Lubricant penetrates deep into the tightest areas. As this product dries, it turns into a gel that keeps hood and door latches lubricated to ease opening and closing.

Mighty VS7 Power 2D cleans the total fuel system, including intake valve seats, compression chambers, fuel injectors and fuel lines in two easy steps. Power 2D helps return compression to factory levels, increasing power and performance while reducing emissions and protecting against carbon buildup.

Mighty VS7 Supreme Fuel Additive reduces pings and knocks. Cleans fuel and valve intake deposits. Helps to reduce emissions.

Mighty VS7 Power Steering Clean & Protect System Kit is a two-step process to clean and protect the power steering system. Step one safely cleans the system and removes harmful deposits. This process can be done with or without a flushing machine. Step two protects and prolongs fluid life.

Mighty VS7 Synthetic Transmission Clean and Fluid Protectant Kit is a two-step process to clean and protect the transmission system. This unique synthetic technology is safe for internal clutch and seal surfaces. Step one cleans the system and can be used with or without exchange equipment. Step two protects internal transmission parts.

Mighty VS7 Limited Slip provides superior protection against metal-to-metal wear and resists thermal breakdown. It will extend the life of the gear oil and help eliminate rear end chatter.

Mighty VS7 Synthetic Universal Power Steering Fluid is truly universal. It is designed for use in all power steering services/exchanges requiring regular power steering fluid or specialty high-performance lubricating fluids, such as CHF+ applications.

Mighty VS7 Syntramax Advanced Dual Tech features PEA and PIBA microencapsulation cleaning soft and hard carbon deposit improving performance in one application. Removes performance-robbing deposits.

Mighty VS7 Total Intake Cleaners advanced GDI technology provides complete intake system cleaning by safely and effectively removing carbon buildup, cleaning a vehicle’s upper engine and intake systems from the plenum to the catalytic converter. Application is quick and safe for all levels of technician.

PRODUCT NAME

1501 - 2 Step GDI Mantenance Kit A/C The two-step kit with Nano technology to clean and improve performance. Hybrid safe. Part of the GBB program.

1510 - Sledgehammer A/C A double espresso shot of rapid cleaning detergents that delivers results. Exceeds OEM standards.

1633 - TMK-Targeted Maintenance Kit A/C A unique three-step kit that targets each area with specific chemistry for performance. Hybrid safe.

1077 - 3 Step GDI/PFI Kit

A/C The complete kit for GDI/PFI engines. Restores performance, fuel economy, and power.

7020 - 2 Step Fuel System Cleaning Kit A/C Quick kit for fuel and induction cleaning to restore performance.

3001 - Kleen-Rite Oil System Cleaner

3110 - Kleen-Rite Ultimate Engine Cleaning Detergent

3075 - Run-Rite Premium Oil Stabilizer

3089 - Premium Synthetic Oil Stabilizer

3400 - Forcefield Engine Protectant

3470 - Forcefield NRG with unique nano technology

6011 - Steer-Rite Power Steering Fluid

6013 - Steer-Rite Power Steering Kits

6055 - Steer-Rite Universal Synthetic Power Steering Fluid Kit

C Concentrated formula designed to quickly remove oil system deposits as it circulates through the engine, allowing these to be drained with used engine oil during the oil change.

C Improves your oil change. Improves performance of VVT engines. Restores power and reduces oil consumption.

A Provides the extra protection your car needs. Helps eliminate dry starts. Seals worn cylinders to slow oil consumption. Cools and quiets engines and gear boxes.

A Improves fuel economy, reduces engine wear, and extends engine life. Helps protect against low-speed pre-ignition by improving oil stability and reducing oil flash oﬀ. Formulated for all engine oils and viscosities, including all low-viscosity oils. Specially designed for GDI and turbo/supercharged engines. Protects oil film strength and lubricity. Helps increase fuel economy, and reduces friction and wear.

A Unique organic friction modifiers reduce wear and improve fuel mileage. No Teflon or solids.

A Utilizes a unique nano formula to reduce wear and reduce oil consumption. Improves fuel economy, increases horsepower & torque. Reduces emissions.

A A premium power steering fluid designed to provide superior performance in extreme conditions.

A Removes varnish and sludge deposits. Improves fluid circulation. Improves steering performance. Reduces wear and noise (whining). Conditions seals. Extends steering system life.

A/C A full synthetic power steering fluid for all vehicle applications. Simplify inventory.

2020 - Shift-Rite Transmission Service Kit A/C

5050 - Cool-Rite Cooling System Kits A/C

Extends the life and reliability of your transmission. Improves performance. Maintains warranty requirements. Promotes a more complete drain of used ATF and contaminants. Improves ATF circulation. Reduces heat, the No. 1 enemy of a transmission. Improves shift quality. Reduces wear. Improves lubrication of all transmission parts. Cleans and conditions seals.

Rapidly removes rust and scale and mineral deposits. Dissolves and disperses sludge, silical gel, and oil residues. Conditions and restores coolant. Increases the RA. Neutralizes acids. Prevents corrosion. Extends coolant system life. Adds value and profit to cooling system services.

6210 - Battery Maintenance Kit A/C Makes battery service profitable. Cleans and protects against corrosion on battery and cables. Protects electrical components.

7797 - Professional Headlight Restoration Kit A/C Designed to quickly restore and protect headlight surfaces, renewing the appearance and performance of the headlight. No UV cure, no multiple sanding.

7611/12 - FAQ Service Solution A/C

FAQ Cabin Air Cleaning Solution is the fast and easy way to clean and freshen the HVAC system. Ask us about our cabin air filter program to increase sales. FAQ produces no harmful byproducts for the technician or the environment. It is free from ozone-harming VOCs and is 100% biodegradable. It is classified as a "broad spectrum disinfectant-cleaner" that is non-corrosive, non-irritating to skin, and requires no special handling instructions on its label.

2-Step Cooling System Re-Charge Kit

2-Step Fuel Injection and Induction Tune-Up Kit

2-Step Synthetic Power Steering Fluid Tune-Up Kit

2-Step Transmission Tune-Up Kit

3-Step Fuel Injection and Air Intake Cleaner Kit

Detailing Products

Engine and Oil System Cleaners

Engine Cleaner and Degreaser

Fuel Injector Cleaners

Mass Air Flow Sensor Cleaner

Non-Chlorinated Brake Cleaners

Premium Glass Cleaner

Professional Carburetor Cleaner

Synthetic High Mileage Treatment & Oil Booster

A/C

Cleans entire engine cooling system, water pump, and radiator, protecting against rust and scale. Eliminates overheating and can be used with all antifreeze/coolants, including long-life products.

Formulated with powerful detergents for a total fuel system cleanup, including fuel injectors and intake runners, ports, and valves.

A/C Removes old and contaminated fluid, and conditions power steering system parts. Reduces pump noise.

A/C

Removes dirt and contaminants from internal automatic transmission parts. Conditions seals, valves, and rings. Restores smooth shifting and helps reduce wear.

Cleans harmful deposits and carbon from fuel system for increased power and acceleration. Will improve idle and air flow to reduce emissions.

C Professional fabric cleaner, instant shine, and organic all-purpose cleaner.

A/C Professional use petroleum-based formula to safely remove used oil deposit. Safe for engine seals and bearings.

C Removes tough grease, oil, and grime for car, truck, and marine engines. Spray on and rinse oﬀ with water.

A/C

Thoroughly removes and cleans gum, carbon, dirt and resin deposits. Improves power, acceleration, idling, and quicker starting, and reduces emissions.

C Reduces rough idle and hesitation. Safe for plastic and delicate equipment.

Professional grade brake cleaners that clean without disassembly. Also available in ultraquick dry, nonflammable, and California VOC formulas.

C Heavy duty foaming glass cleaner that clings to surfaces and is ammonia-free. Safe on tinted windows.

C Professional strength formula that removes gum, varnish, carbon, dirt buildup, and much more.

A Helps revitalize seals and gaskets, GF-6 compliant, and safe for GFI, PFI, hybrid, and diesel engines.

Solid Start/True Brand

Fuel Juels

Upgrade Fuel System Cleaner

GDI Complete Clean 2-Step Kit

MVP Protection Package

Vital Car Care Kit

True Diesel MAX

Diesel Restore 2-Step Kit

DEF+ Diesel Kit

GDI Emissions and Crankcase System Cleaner

Engine Clean Plus+

EMG (Engine Maintenance Guard)

EMG Clean & Protect 3-Step Kit

Engine MAX

High Mileage Booster

Premium Synthetic Power Steering Fluid Kit

Gear Oil Supplement

TRUEVIEW Glass Water Repellent

TRUECOLD A/C Performance Booster

A/C Refresh Kit

True Brand Headlight Restoration

A/C

The only time-released fuel treatment in the world. Restores fuel mileage, increases compression, fights ethanol problems, and removes water. Lasts up to 6,000 miles.

Concentrated PEA formula aggressively cleans harmful deposits from vital fuel system components, safely removes water, and fights the harmful effects of ethanol.

Requires no engine teardown. Protects GDI and PFI fuel systems against deposits, removes water and fights ethanol, cleans emissions control systems, induction systems, intake valves, injector tips, and combustion chambers.

Fast. Easy. Profitable. Safely cleans deposit issues associated with today’s deposit-sensitive engines, and protects the engine by reducing friction wear and heat stress.

Professional-grade service kit protects vital vehicle systems and enhances long-term performance. Reduces friction and wear, optimizes fuel efficiency, and helps prevent costly repairs.

A/C Increases horsepower and torque through improved diesel fuel combustion; also cleans the fuel system, and fights moisture damage.

A/C

Removes deposits from diesel fuel injectors and combustion chambers. Helps improve fuel flow and spray patterns. Increases horsepower and torque. Reduces emissions, diesel knock, and exhaust smoke, and fights moisture damage.

Removes crystalline deposits from DEF and SCR system and prevents new deposit formation. Boosts cetane rating of diesel fuel by up to 3 numbers (30 points).

C Safely addresses issues associated with modern, deposit-sensitive engines; cleans the PCV emissions system, dissolves crankcase varnish, sludge and carbon deposits, and improves oil drain.

C As effective as a one-gallon engine clean service. Save money, save service bay time, and space. Deep cleans and removes harmful deposits, contaminants from the engine oil system.

A/C

Full-synthetic leave-in formula. Engine Maintenance Guard actively removes harmful deposits from internal engine components, prevents future deposit formation, and shields against wear damage.

Delivers comprehensive engine and fuel system maintenance and protection to ensure longterm reliability and peak performance.

GF-7/API SQ compliant. Bonds to metal friction surfaces to reduce friction wear by 50%-90%. Increases compression, reduces oil consumption, improves performance, and extends engine life.

GF-7/API SQ compliant formula fortifies all grades of engine oil with a concentrated blend of antioxidants, detergents, dispersants, and lubricants.

A Suitable for use in all power steering systems. Leave-in power steering treatment designed to reduce wear, foaming and squeal, and extend power steering system life.

A/C

Reduces drive train power loss, friction, heat, and wear. Provides high temperature stability and prevents harmful deposits on synchros and gears. For use in all manual transmissions, transaxles and final drives that require gear oil.

Engineered with TrueRepel Technology to create a super-slick invisible shield on glass surfaces that repels rain, sleet, and snow on contact and aids in easy removal of ice, frost, salt, dirt, mud, and bugs.

The only product of its kind. Boosts A/C performance — A/C gets colder faster. Cleans and protects the A/C system, extends compressor life and reduces fuel usage, also helps diagnose A/C system leaks.

C Cleans, deodorizes, and decontaminates the evaporator core while quickly and efficiently eliminating A/C odors caused by mold, mildew, bacteria, pets, smoke, and other contaminants.

C Patented formula renews hazy headlights to like-new clarity. Increases visibility by up to 50%. Advanced formula leaves the clearest, hardest lens coating available for superior chemical, water, heat, and abrasion resistance.

A COACH IN YOUR CORNER

Shop owners—both seasoned veterans and those new to the industry—can benefit from working with a mentor

BY CAROL BADARACCO PADGETT

Chris Cotton, owner of Wichita Falls, Texas-based AutoFix Auto Shop Coaching, is one of those guys. The nationwide company offers coaching from current successful quick maintenance owners that know the ins and outs of the business and can help owners figure theirs out, as well. Cotton owns two shops himself.

Here is some of his best overarching intelligence on what shop owners ﬁnd when they opt for business coaching.

where (coaching) can really help shortcut the process.”

He adds: “Shop owners are some of the greatest, most caring people on the planet. They’re very giving. But most of them don’t have a business background. Most have a mechanical background.”

An Outlet for Ongoing Accountability

Cotton says accountability coaching, as he calls it, is the biggest piece of what he and his team offer.

So, Co on says he routinely helps shop owners deal with paying sales tax, paying workers comp insurance, pu ing together an employee handbook—even knowing their parts and labor margins. “(O entimes,) somebody has to teach you all these things about how to run a shop,” he says.

THE BEST COACHES KNOW your strengths and weaknesses, understand your goals, and can objectively assess all the variables at play in your field of competition. This is highly valuable intelligence—the kind that can give independent shop owners and small franchisees in the highly competitive quick lube industry a serious boost in business performance.

Just like in sports, though, you need a coach you can trust. Somebody who knows how to play the game and win, and can help you do it, too.

“It’s a once-a-week phone call or Zoom call where the coach is working one-on-one with the shop owners, and it’s directed toward what the customer’s needs are,” he says. “A lot of coaching companies offer cookie cutter-type systems where Week 1 you do this, Week 2 you do this, and so on. We really think about where the shop operator is currently and where they want to go, and then we work toward getting them there.”

Real-world coaching is the approach, Cotton says. “We go through the same things in our dayto-day operations, as well, since all of our coaches are shop owners. We’ve done it ourselves and with hundreds of shops around the country. We’ve seen what works and what’s working, and we’re able to guide people through that.”

A Shorter Window of Trial-and-Error

Shop owners don’t know what they don’t know until they know it, Cotton has found.

“Until somebody has taught it to you, the only way to learn is through trial-and-error,” he says. “And that’s

Improved Business Skills in the Face of Ongoing Competition

Whether a shop owner’s hair is gray or they’re green behind the ears, everybody must be learning on an ongoing basis if they want to succeed.

Cotton makes this observation: “We have a thing in the industry now called a “silver tsunami”, where there’s a certain group of people who are trying to get out of the business— those may be the ones who are set in their ways. They’ve been doing it the same way for 30 or 40 years, and they don’t (necessarily) want to change.”

There’s a new group of owners coming up, though, that are especially open to learning and are willing to ask questions.

“We also have a lot of people coming from outside our industry right now,” Cotton notes. “Many of these people are used to getting help from consultants, trainers, and mentors in other industries.”

These people are essentially in training to be the competition for current shop owners. “They will outpace the other shops that don’t get help (from a coach),” Cotton says. “I have a podcast called ‘Weekly Blitz’, and I did an episode about this not long ago.”

Peace of Mind from Reaping the Profits in More Ways Than One

When an owner’s business becomes more profitable as the result of having coaching and support, there are both tangible and intangible takeaways.

As an example, Cotton says, “The biggest benefit of shop owners having more money is to be able to take better care of their employees, making sure the doors are open, making sure the customers can come back in, and making sure they can offer the best goods and services … and everybody’s happy.”

He adds, “Once the business is running properly, the possibilities are endless. If you’re making money and everybody’s taken care of, then you can go to Hawaii for a month and not worry about the business.”

Coaching makes a huge difference in a shop owner’s success—and probably in their ultimate personal fulfillment of the experience owning a shop, the AutoFix coach contends.

“That’s why Tom Brady has a coach, and why elite athletes have (personal) coaches. It makes a big difference, and it will help you succeed,” Cotton says. “I’ve never had a

situation in our business where we worked side-by-side with an owner, and it didn’t work.”

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BREAKING THE ‘QUICK MEANS CARELESS’ MYTH

A relationship-driven model built on transparency can dispel stigmas and keep customers coming back to quick lube shops

BY EMILY KLINE

NATIONWIDE, QUICK LUBE shops come in all forms— from franchise locations to independently owned facilities, and from two-bay centers tucked into the corners of shopping plazas to freestanding multicare centers with attached car washes.

Their goal is to offer customers oil changes that are speedy and

convenient. To stay true to the quick lube name, some operations even allow customers to stay in the comfort of the driver’s seat during the oil change.

Although efficiency is the name of the game, for some skeptics of the industry, “quick” puts shops at risk of delivering questionable quality. These stereotypes often

are accompanied by misconceptions about unnecessary upselling, quick lube techs’ professional experience and education, and the effectiveness of shops’ fast-moving procedures.

These negative stigmas can be damaging for quick lube businesses, many of which rely on repeat customers and high car counts to keep their bays open.

A Lake Hopatcong, New Jersey, maintenance facility—known as Magic Lube & Rubber— has found a multitude of ways—through years of experience—to combat the stigmas sometimes associated with quick lubes.

Learning Through Experience

Shawn Gilfillan, owner of Automotive Magic & Magic Lube & Rubber, has been in the automotive industry for more than two decades. In 2003, he founded Automotive Magic, a 6,000-square-foot preventative maintenance and repair facility located in Kenvil, New Jersey.

Nineteen years later, he opened the auto maintenance facility known as Magic Lube & Rubber.

Although not necessarily labeled as a pure quick lube operation, Magic Lube & Rubber provides similar services, including oil changes and preventative maintenance, as well as tire installation and services.

“Even though we are considered a maintenance facility and not a quick lube, I still feel we are combatting this negative reputation industrywide,” says Gilfillan, who is also a member of the NOLN editorial board.

As an owner with skin in the game, Gilfillan has learned that creating trust with the customer is key to combatting negative perceptions of the industry.

Trust Through Transparency

One of the biggest issues Gilfillan faces at his shop is new customers often believe that his employees are trying to unjustly upsell them.

To combat this, he encourages his employees to build strong relationships with the customers.

“I tend to believe that a lot of vehicles come through the quick lube lanes, and they just want a quick oil change,” Gilfillan says. “Something convenient. Get in and out the door, and spend as little as possible. But if we don’t do a good job of discovering what the customer wants to get out of their vehicle, they’ll end up being dissatisfied with our services.”

By connecting with new customers on a personal level, perhaps asking what they do for a living and how far they drive in a conversational tone, techs can discover how often the customer is going to need an oil change, as well as other services they might require to keep their vehicle running smoothly.

“Learning about the customer allows techs to transparently steer the conversation towards educating the customer about programs, what the operation does, and what their car needs,” Gilfillan says.

Predict, Document, Deliver

In addition to creating a relationship, techs should also maintain detailed records on their customers and their cars.

Creating detailed records on customers can helps techs ensure that they are ready for problems before they even appear. This will help the customer to view the operation as a place that does more than just a quick oil change.

For example, during a visit for quick lube service, a tech can identify and discuss with the customer additional issues for their vehicle that could surface at a later date.

The next time the customer comes in, the tech then can proactively look at their file and know if there are any probable issues they should revisit at the current appointment.

Taking photos of such probable issues can also help techs in these discussions with customers, as they are able to present before and after

–SHAWN GILFILLAN, OWNER, AUTOMOTIVE MAGIC & MAGIC LUBE & RUBBER

views of a potential leak or worn part.

“I think building confidence in what we’re communicating and educating is the biggest thing that’s often missing at quick lube operations,” Gilfillan says. “A lot of times it comes down to the operators training their staff to be able to do that.”

If techs can communicate problems with the customer before they appear, customers will come to rely on quick lube techs for more than just an oil change. They will start to recognize them as dependable automotive technicians.

“I believe that it all ties back to good records, good history on the vehicles, and creating a relationship with the persons vehicle you’re servicing,” Gilfillan says. “For better or for worse, it all boils down to relationships.” •

•

TUNE UP YOUR ONLINE MARKETING SUCCESS

Tinker with AI and other strategies to reach customers and bring them into the shop for service

BY ENID BURNS

SETTING UP A QUICK LUBE shop requires more than installing bays and equipment to handle service. An online and mobile presence is just as important for getting and retaining customers. A site optimized for the web and mobile is essential. Listing a business name, address, hours of operation, services, coupons, and other helpful information provides customers with the information they need for a service visit.

“As we move forward, websites are very important,” says Greg Sterling, co-founder of Near Media, an applied market research firm. “They’re not optional. This is the new storefront—the digital storefront.”

A website is essential. However, it is only one key piece of a shop’s digital marketing plan for success.

The Challenge

There are obstacles to establishing an online marketing plan. “Lack of resources, lack of time, money, and technical skills,” details Angeli Gianchandani, brand strategist and NYU faculty. “Their business is running a shop, not a website. It becomes a resource for them that requires time, money, and expertise. They’re lean. They’re doing everything.”

Operators might opt to hire an agency to maintain a site, manage email lists, handle listings on sites like Google and Yelp, and even venture into social media. Other shops might look for ways to get up and running on their own.

“There’s a lot of things you can do on a DIY basis as a small business that will be helpful with your marketing,” Sterling tells NOLN.

A franchise location can look to the corporate parent for support with websites and other marketing tasks. “With a franchise, you may get varying degrees of support from the head office,” Sterling tells NOLN. “They can give you some of the perspective that an agency might provide.”

An independent operator has to do the work on their own or find support within a budget. It is easy to become overwhelmed.

“There’s a lot of information online. It’s hard to know what to trust,” explains Sterling. “A lot of SEO (search engine optimization) advice and information, it’s hard to parse through that.”

The Solutions

One option for the shop that wants to go it alone is to use artificial intelligence, which can tailor a marketing strategy for the shop.

“It can give you a plan,” suggests Gianchandani. Plug in details of the shop, or state goals such as increasing the monthly car count or attracting new business.

“You can easily go to ChatGPT and give it directions,” Gianchandani continues. An example of a prompt might be, “A small business, location, hours, and ‘I do oil and lube services with 20 customers a day, and I want to improve the number of customers.’“

Gianchandani says you are your own limitation. “It can give you a whole plan based on what you have and can prescribe you a plan of what to do,” she says.

“You can tell it what you want, and once you start doing that, it gives you the empowerment and the ideas,” Gianchandani explains.

Mobile is a channel that can’t be ignored, Sterling believes. “When you think of a website, I think you need to also think about how that spills over into mobile optimization.”

When searching for a quick lube

location, most customers are on their phone, and some may have an urgent need for the service. Over 70% of “near me” searches happen on mobile, Sterling says. “And quick lubes rely on that exact search behavior.”

Give your shop some personality. “Biographies for each of your team members on the website,” says Brian Walker, CEO of Shop Marketing Pros. The agency practices putting information in writing and in video. The video can also be shared on social media to promote the shop.

“Putting it out there on YouTube and on social media and everything,” Walker instructs. “Meet the team or meet the techs or something like that. When you start talking about their specialties, a lot of technicians will have some things that they specialize in.”

Services and certifications are also important to highlight on the website. Details that call out the shop help draw in customers. Such information also aids SEO and AI, and helps customers find your business. While you might be using AI to create a marketing plan, customers might also use AI to search for a quick lube. AI searches will be more specific than “oil change near me” and might include parameters such as location, wait time, car make and model, or the friendliness of the techs.

“They will use much more detailed prompts, and AI is able to look at all these different things online,” Walker explains. “Instead of just returning a result like a search engine would base on words, it is returning a result based on the knowledge that it has gained.”

The Aftermath

Once the basics are addressed, start looking deeper into an online presence. Be sure to claim your business on listing sites such as Google and Yelp. Once claimed, manage the profiles with updated information,

including location and service hours. Take things further by listing services and calling out awards and offerings that customers might not realize a quick lube does.

Sterling calls listings management a “nice to have” practice. He also suggests developing a strategy for encouraging customers to leave reviews on listing sites.

“Getting reviews is important,” Sterling explains. “You need to have some strategy for getting reviews. Reviews are a ranking factor.”

A best practice, Sterling notes, is to use email after a service. “If you ask for a review at the point of sale, it runs afoul of Google guidelines.”

Consult guidelines on listings services and AI to develop a proper strategy. “It is very easy for people to make innocent mistakes” when

soliciting reviews, Sterling says, adding that using the wrong tactic “potentially puts pressure on the customer.”

The Takeaway

Maintaining a digital marketing plan is as important for a shop as continued training and improving efficiency. It is also possible to take on marketing in-house.

“AI is going to help an owner make smarter business decisions to optimize their business for someone who currently doesn’t have a website or mobile footprint. This is a way to start a website or strategy. It’s a fraction of the cost of an agency,” says Gianchandani.

Once the basics are in place, shops can tackle the next level. Once the website goes live, review messaging and social media, and monitor your listings and SEO for improvement.

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Demanding Leadership Styles Have Purpose, but Come with Risk

Autocratic and bureaucratic leaders can improve shop operations, but the heavy-handed styles are not for everyone

Adam Tatum is director of operations for the Virginia Group, a Jiffy Lube franchisee with 11 locations.

He has over a decade of experience in the industry with a proven track record of building customer counts and sales, as well as using innovative ways to bring a new look to the automotive field for both the customer and the employee. Performance comes from growing your business through people.

WE HAVE REACHED THE HALFWAY POINT in our series on leadership styles. Have you seen your style run through yet, or are you still waiting for something that feels right? Well, the ﬁrst four that we covered—transactional, transformational, servant, and democratic—are the ones that you can see across all styles of operations in this industry. This month’s duo of styles is something that you have seen more commonly, especially in a franchise system, where there are certain rules and regulations that must be followed to maintain that brand name. Today we will go over autocratic and bureaucratic leadership styles.

Autocratic Leadership

Remember previously we mentioned managers with a “my way or the highway” mindset? Well, here they are. This is the style of leadership that they have gravitated to in order to be successful. These managers have an all-control mentality. They make sure that their employees do what they say, how they say, and get the result that they want before it is complete to their vision.

Now this style is not as bad as it sounds. It does have some beneﬁts, and there are situations in shops that do require this method on occasion. One instance would be taking over a shop with an unruly crew or one that has issues with warranties and following the processes. Decisions can be made quickly, and duties are followed to get the result expected. Now there is a big negative to this style, and that is the morale of the team that you are leading, not to say that they may not need it. The constant direction can lead to some employees feeling as if they do not ma er and could lead to turnover issues.

This is your style if you like to be the one in control of decisions and think that going against what has always worked slows things down. If this is you, be aware of the team dynamic, and put together a team that needs this direction

and is looking to come in and go home. It is difficult to find another leader in the group if they are unable to show what they have to offer.

Bureaucratic Leadership

If you are in a franchise, this may be your direction on leadership. In this system, you are following a checklist of directives. Being able to complete this daily can show your level of leadership. In this style, many managers have earned their position by being the best at getting the job done in a certain way. They like having a clear set of rules and ways of doing the job that they can follow. Franchises have a way that they do things, and this is the leadership that you see in many locations. They cannot just make changes to the system, regardless of whether it is a better way to go to business.

One of the pros of this style is that it is very strategic. There is a way that we do things, and if we follow this path, we will not rock the boat. It is a lot of routine, recurring checklists, and can be easily managed. The downside to this method is that it stalls creativity and in bringing innovative ideas to the table. You can tell that this is the leadership structure that you are under if you consistently hear, “This is how we have always done it.”

The leadership styles we discussed today are two sides of the spectrum. One is total control of the situation in front of them, and the other leaves the control in a plan that has been predetermined to follow. If you have worked in this industry long enough, you have seen these managers and how these play out in a location. In my opinion, both styles could lead to higher turnover, as employees get stuck in a routine that has little flexibility. But knowing this in advance will help you stay ahead of this issue. If either of these is your style, look for ways to wrap in another leadership style to become a well-rounded leader.

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Autocratic Leadership

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