Jobber News June 2012

Jobber News Study Reveals Importance of Automotive Service

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Ideal Trade Show a Hit

MAGAZINE

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Vast-Auto Honours Gates

JUNE

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Serving the Automotive Aftermarket Since 1931

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9th Annual Retail Intelligence Issue

WHAT ELSE

CAN YOU

SELL ’EM

Effective Showroom Diversification Strategies RETAIL BRAKE SALES

SPARK PLUG TECHNOLOGY MOTOR OIL SPECIFICATIONS NOISE REDUCTION: THE NEXT “GREEN” PUSH?

Canada Post Canadian Publications Mail Sales Agreement No. 40069240

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This Month

Contents

June 2012

Vol. 80,

No. 6

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9th Annual Retail Intelligence Issue

WHAT ELSE

CAN YOU SELL ’EM

Effective Showroom Diversification Strategies Jobbers are learning that effective retail strategies might mean going beyond automotive. In fact, doing just that has its unexpected benefits, provided you’re prepared to think outside the “automotive parts box.”

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Over the Counter

Canadian Study Reveals Importance of Automotive Service to Consumers; Ideal Supply’s Trade Show a Hit; Monroe Gives Truck/SUV Owners $30 Mail-in Rebate; Global Temperature Control Completes Acquisition of Santech Industries; Leadership Award Nominations Open; Automotive Industries Association of Canada Executive Vice-President Deborah Moynes-Keshen Announces Departure; Vast-Auto Ontario Names Gates Supplier of the Year.

Market Tracker

Noise Reduction: The Next “Green” Push?

As emissions controls improve dramatically, the push for quieter cars and quieter roads is rising to the surface of environmental and health concerns.

20 Market Feature: Retail Brake Sales:

A Few Good Questions Go A Long Way

The retail sale of brake parts is often viewed as quite separate from selling to professional technicians, but there is actually quite a close connection between the two. Focusing on the basics remains as important as ever.

26 Market Feature: Sparking Up Conversation

Spark plug materials and designs have undergone significant evolution as the demands of modern engine designs and increasingly harsh operating conditions push the limits of technology.

28 30

New Products Knowledge Building: MOTOR OIL SPECIFICATIONS

The proliferation in motor oil standards, specifications, and requirements is making a counterperson’s job just a bit tougher.

33 34

Autoserviceworld.com Internet Directory Comment MANAGING RETAIL IN A WHOLESALE ENVIRONMENT

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Mevotech Releases Over 100 Parts Including Chassis, Control Arms, and Hubs/Bearings Mevotech has added over 100 SKUs to its line of chassis, control arms, and hubs/bearings with its recent release of new parts. Included in this release are parts covering late-model vehicles such as 2011 Honda Ridgeline, 2012 Toyota Highlander and Venza, and the 2011 Mercedes GLK350.

“Mevotech is committed to providing installers with the coverage they need to service their customers,” says Scott Stone, vice-president of sales and marketing.

“This is part of our goal this year: to lead the market in terms of not just quality, but coverage as well.”

For more information on Mevotech and its steering and suspension parts, visit www.mevotech.com.

Mevotech’s parts catalogue is also available at partsonline.mevotech. com.

Canadian Study Reveals Importance of Automotive Service to Consumers The Automotive Industries Association of Canada has released the Canadian Automotive Service Sector Consumer Behaviour Study, revealing that one out of three participants rely on their vehicle to earn a living.

In addition, the average daily commute is estimated to be 39 minutes for Canadians across the country.

The report was contracted to J.D. Power and Associates by AIA Canada. Designed to benefit all AIA member companies, the overall goal of this study was to gain a better understanding of consumer attitudes and habits at the shop level.

“Our vehicle fleet in Canada is growing in size and aging,” says AIA Canada president Marc Brazeau. “At an average age of 8.5 years, it is surprising to find out through the Canadian Automotive Service Sector Consumer Behaviour Study that as vehicles age, there is a significant decline in the frequency of service visits, as well as a significant increase in the amount spent per visit. The industry would benefit from a concerted effort to promote the benefits of regular maintenance as vehicles get older. Frequent visits with a lower price tag result in happier customers, compared to those who come in less frequently and face a high repair bill.”

The study found that 56% of all last service occasions were prompted due to routine maintenance. In addition, 6% of service occasions were “Service-provider scheduled maintenance” and 13% were “Tire replacement/seasonal change.”

Also, three-quarters of vehicle service occasions are routine or seasonal, and therefore predictive in nature. And Canadian drivers regard the maintenance of their vehicles with importance. These figures are a credit to the success of programs such as the industry-led campaign, Be Car Care Aware. However, an exception may be younger drivers (aged 18 to 24), where only 50% cited routine main-

tenance as the reason for their last service occasion. The study suggests an educational campaign targeted to younger drivers might be beneficial, says the AIA. “Automotive Service Providers (ASPs) should also take note of the communication preference of their customers,” says Dave Fifield of Wakefield Canada, chairman of the AIA Market Research Task Force. Nearly 4 out of 10 (37%) auto owners demonstrated a preference for their ASP to communicate with them via email—not far behind those who prefer phone calls (46%) and well ahead of those preferring traditional mail (12%). In addition, texting and social media have now become an option for ASPs when communicating to their customers. A number of participants aged 39 and under—many of whom will be service customers for many years to come—indicated text messaging as their preferred means of communications.

Customers appreciated a vehicle inspection during their service visit—two-thirds believed their vehicles are being inspected during the service occasion, and in those instances, customers cited a significantly more satisfying visit. They also indicated a higher level of forward intended loyalty (70%) and advocacy to the automotive service brand.

Indications are that conducting an inspection—either a walk-around or multi-point inspection—can not only boost overall service satisfaction, but encourage the customer’s intention to recommend a shop.

AIA is giving its members access to the full report at no cost in order to help them understand the benefits of promoting aftermarket repair and maintenance. The report may also be purchased by non-members for $1,500.

AIA members can download a copy of the full report from the AIA website, www.aiacanada.ca.

DO PEOPLE RELY ON THEIR VEHICLE TO EARN A LIVING?

Follow us on Twitter.

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AutoServiceWorld.com Hosting Consumer Car Care Video Tips As a service to both the aftermarket industry and consumers who may happen upon AutoServiceWorld.com, Canada’s leading aftermarket website now hosts Car Care Canada’s Be Car Care Aware consumer video tips.

The video tips, in both French and English, cover topics such as holiday road trip preparation, what a 21stcentury tune-up includes, spring vehicle maintenance, and what a check-engine light means, as well as others.

Industry readers of AutoServiceWorld.com can use the videos to help inform consumers about the topics. Consumers who arrive at AutoServiceWorld.com will now have some specifically targeted information to digest.

And, as noted, the videos are available in French and English.

Ideal Supply’s Trade Show a Hit

Ontario NAPA Associate Ideal Supply Limited hosted its 18th Annual Trade Show, attracting 1,600 customers to the Stratford Rotary Complex in Stratford, Ont.

Monroe Gives Truck/SUV Owners $30 Mail-in Rebate Tenneco Inc. is driving sales of its Monroe shocks and struts for light trucks and SUVs this summer by offering consumers a $30 mail-in rebate through the “Summer Truck Shock Sale” promotion, running from July 1 through July 31.

Valid also on Rancho light truck shocks and struts, the “Summer Truck Shock Sale” rewards consumers for purchasing Monroe and Rancho ride control products by awarding up to a $30 mail-in rebate check for qualifying purchase combinations. Monroe and Rancho products are available through leading automotive service providers and parts stores across Canada.

“Owners of light trucks and SUVs will have the perfect opportunity to save on shock and

Jobber News FOUNDED 1931

Jobber News is Canada’s longestestablished publication serving the distribution segment of the Canadian automotive aftermarket. It is specifically directed to warehouse distributors, wholesalers, machine shops and national accounts.

Subscription rates*: Canada $49.95 + $3.50 GST + Applicable Taxes per year; $79.95 + $5.60 GST + Applicable Taxes for 2 years; Single Copy Price $6.00 + $0.42 + Applicable Taxes.

U.S.A. & Foreign: $62.95 U.S. per year; Single Copy Price $8.00 U.S. * Yearly rates include Annual Marketing Guide (single copy price $72.95 plus $5.00 shipping plus GST $5.46)(U.S. orders payable in U.S. funds). Ontario residents add 8% PST. U.S. & Foreign $77.95 +$5.00 Shipping US Funds.

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This year’s event featured 170 exhibit booths. Some of the show’s highlights were an autograph session by Ron Capps, NAPA NHRA driver, and the Shell-sponsored Ferrari F1 racecar. Also, Sylvania displayed the Academy Award it won for the innovative Display Optic HMI Light.

Ideal’s event featured a casino theme where one lucky customer won a trip for two to Las Vegas.

“We are always very excited when we have the opportunity to showcase our valued vendor partners to our customers from all 30 branch locations,” says John MacDonald, vicepresident sales and marketing.

The event also raises funds for charity. This year, $3,000 was raised for High Fives for Kids.

Editor and Publisher Andrew Ross (416) 510-6763 E-Mail: aross@jobbernews.com Associate Editor Noelle Stapinsky (416) 510-6839 E-Mail: nstapinsky@jobbernews.com Contributing Editor Emeritus Bob Blans Contributing Editor Martha Uniacke Breen Contributing Writers Mark Borkowski, John G. Smith Sales Manager Jay Armstrong (416) 510-6745 Circulation Manager Selina Rahaman (416) 442-5600 ext 3528.

Customer Service Roshni Thava (416) 442-5600 ext 3555 Art Director Choo Hwee Kuan Production Manager Steven K Hofmann (416) 510-6757 Vice-President Alex Papanou President Bruce Creighton

strut replacement this summer through this exciting offer from Monroe and Rancho,” says Sheryl Bomia, North American programs manager, Tenneco. “It’s the perfect time to save on some of the most popular premium ride control products available today.”

To qualify for the $30 mail-in rebate check, consumers must purchase two qualifying Monroe or Rancho light truck shocks and two qualifying Monroe or Rancho light truck struts.

Consumers who purchase four sets of Monroe or Rancho qualifying light truck shocks will be eligible to receive a $20 mail-in rebate check.

Additional details can be found at www.monroe. com from July 1 through July 31, 2012.

Continued on page 8

Jobber News is published by BIG Magazines LP, a div. of Glacier BIG Holdings Company Ltd. a leading Canadian information company with interests in daily and community newspapers, and business-to-business information services. All rights reserved. Printed in Canada. The contents of this publication may not be reproduced or transmitted in any form, either in part or full, including photocopying and recording, without the written consent of the copyright owner. Nor may any part of this publication be stored in a retrieval system of any nature without prior consent.

Canada Post Canadian Publications Mail Sales Product Agreement No. 40069240 “Return Postage Guaranteed” Send change of address notices, undeliverable copies and subscription orders to: Circulation Dept., Jobber News, 80 Valleybrook Drive, Toronto, ON M3B 2S9 Jobber News Magazine (ISSN#0021-7050) is published monthly by the Business Information Group, 80 Valleybrook Drive, Toronto, ON M3B 2S9 US office of publication: 2424 Niagara Falls Blvd, Niagara Falls, NY 14304. Periodicals Postage Paid at Niagara Falls, NY. US postmaster: Send address changes to Jobber News Magazine PO Box 1118, Niagara Falls, NY 14304-1118.

From time to time we make our subscription list available to select companies and organizations whose product or service may interest you. If you do not wish your contact information to be made available, please contact us via one of the following methods: Phone 1-800-2687742, Fax 416-510-5140, e-mail: jhunter@businessinformationgroup.ca. Mail to: Privacy Officer, Business Information Group, 80 Valleybrook Drive, Toronto, ON M3B 2S9 Business Information Group 80 Valleybrook Drive, Toronto, ON M3B 2S9 We acknowledge the financial support of the Government of Canada through the Canada Periodical Fund (CPF) for our publishing activities.

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ISSN 0021-7050 Online 1923-3477

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Canada Night Moves to New Location Canada Night, one of the premiere invitation-only events during Automotive Aftermarket Industry Week, is moving to a new location: The Mirage Hotel & Casino.

After some years of being held at Caesar’s Palace in Las Vegas, the move promises a renewed vigour and a fresh venue for the cornerstone networking event.

The Automotive Industries Association of Canada is currently seeking sponsors for the event.

Interested parties can contact Patty Kettles at the Automotive Industries Association of Canada at patty.kettles@aiacanada. com or 613-728-5821 ext. 221.

Automotive Industries Association of Canada Executive VicePresident Deborah Moynes-Keshen Announces Departure

Automotive Industries Association of Canada executive vice-president Deborah MoynesKeshen has announced that she is leaving the association June 22.

Moynes-Keshen is leaving the association and moving with her family to Calgary, Alberta where husband Jeff Keshen has accepted a position with Mount Royal University.

“Deborah has been a highly valuable and dependable member of the AIA management team for the past 12 years and her leadership, expertise, and commitment to the industry and the Association will be missed,” says AIA president Marc Brazeau. “AIA is stronger today because of Deborah’s immense contribution to the growth of the association. She has been instrumental in the development and delivery of our new business plan and governance model and she has led numerous committees, projects, and programs on behalf of AIA, including the integration of I-CAR and HDDC into AIA and the many excellent market research projects undertaken in the past several years. The legacy that Deborah leaves behind at AIA will be felt for many years to come and for that we owe her a great deal of gratitude.

“We wish Deborah and her family well in their new adventure and we

especially wish Deborah continued success in her future professional endeavours.”

Global Temperature Control Completes Acquisition of Santech Industries

Global Temperature Control has announced that it has acquired Santech Industries, adding to its holdings in the automotive aftermarket temperature control market.

GTC also owns Global Parts Distributors (GPD). GPD and Santech will operate independently as related companies offering automotive aftermarket air conditioning compressors and components.

The combined company has a strong national presence, with operations in the southeast U.S. and the southwest, as well as regional warehouses stretching from Philadelphia to California.

The management teams of both companies will remain in their current positions. Founded in 1974 in Macon, Georgia, GPD is a national distributor of automotive aftermarket air conditioning parts and radiators to discount parts warehouses, retail chains, mass-market retailers, independent garages, and repair shops.

Founded in 1971 in Fort Worth, Tex., Santech is a leading supplier of small parts and service kits to the automotive air conditioning aftermarket.

Continued on page 10

Vast-Auto Ontario Names Gates Supplier of the Year

Stocking Parts For:

Light Duty Off-Road Performance

EDMONTON

1-800-665-7671

Tony Del Vasto of Vast-Auto Ontario (left) presents Mike Smith, Gates Canada,(at right) with the Supplier of the Year Award.

SURREY

1-877-560-0287

MISSISSAUGA

1-877-564-3116

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Vast-Auto Ontario has named Gates Canada its Supplier of the Year.

The announcement was made at Vast-Auto’s 2nd Annual trade show held at its new location in Brampton, Ont. With the participation of 40 suppliers and attendance of Vast-Auto members and customers, the day was a big success. There were plenty of door prizes that were given out, including a 50-inch TV as a first prize that was won by Rick Morris from Caledonia Auto Supply. The day ended with a dinner and a show at Stage West.

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Originally a manufacturer of sealing materials for aerospace, military, oil field, and semiconductor industries, Santech today is solely focused on automotive applications.

GPD president David Montford believes the acquisition will create the leading service and product offering in the segment, saying, “These two companies are an excellent fit, creating a full line of AC compressors, components, and small parts to a broad customer base while providing world-class customer service.”

Michael Deese, Santech’s president, adds, “This combination creates immediate synergies with patented products that cannot be duplicated in the industry. Our team is excited about this partnership and we look forward to providing our expanded offerings to our customers.”

Formed in 2009, Global Temperature Control, LLC is a portfolio company of Owner Resource Group, LLC, focused exclusively on the temperature control segment of the automotive aftermarket.

Leadership Award Nominations Open Four for the Future: 2012 AAIA Impact Awards Annual Award Recognizes Outstanding Young Industry Leaders

Nominations are now being accepted for the Automotive Aftermarket Industry Association (AAIA) Impact Award: Four for the Future, which annually honours four aftermarket professionals, age 40 or younger, who have

made remarkable contributions within the aftermarket industry.

The award was created in 2010, and is administered by the AAIA Marketing and Communications Committee on behalf of the association.

The 2011 winners of the Impact Awards are: Bryan Funke, Polk; Jillian Horton, Dorman Products; Vic Keller, Van Tuyl Group and Phyzix Automotive; and Bryon Osterland, FederalMogul.

“Our Impact Award winners are dynamic young professionals who are already making significant contributions to our industry early in their careers,” says Kathleen Schmatz, AAIA president and CEO. “We look forward to recognizing four new winners in 2012, and applauding ambitious young professionals that exemplify top-notch excellence in the next generation of aftermarket leaders.”

The award is open to anyone aged 40 or younger with relevant professional work experience, of which a minimum of two years must be in the automotive aftermarket. Nominations are due by Friday, Aug. 24, 2012, and honourees will be notified in October 2011. Winners will be selected by the AAIA Marketing and Member Relations Committee, and recommended to the AAIA Executive Committee for final approval.

The four Impact Award winners will be recognized during the AAIA Town Hall Breakfast on Wednesday, Oct. 31 at AAPEX, in Las Vegas, Nev. Nomination forms are available on the AAIA website. A resume or professional biography must accompany the nomination form. Please fax or email the nomination form and resume/bio to Jennifer Ortiz, managing director, communications, AAIA, at 301-654-3299 or jennifer.ortiz@ aftermarket.org. For more information, call 301-654-6664.

APPOINTMENTS

Proforce Automotive has announced the appointment of Matt Mesdag to the position of District Sales Manager and technical trainer for Ontario.

Mesdag comes to Proforce with over six years’ experience with a major national parts distributor. In his former capacity he worked as a corporate store manager for three years and outside district sales manager for three years. He graduated from the Canadian Automotive Institute at Georgian College with honours in automotive marketing. He will be responsible for the sales and marketing of all Proforce products, including ceramic pads, semi-metallic pads, brake shoes, hub bearings, rotors, coated premium rotors, and complete strut assemblies. He will be providing customer added values through detail support, technical clinics, and professional sales support.

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MARKET TRACKER

NOISE REDUCTION:

THE NEXT “GREEN” PUSH?

While automakers do test for exhaust noise and noise, vibration, and harshness (NVH) is a key concern in vehicle design, much of this is related to the comfort of passengers. Researchers see an increasing focus on noise control for the comfort and health of the public at large.

W

ith much of the discussion on exhaust systems in the last few years focused on emissions control, it is easy to forget that before catalytic converters, the key role of the exhaust system—and the muffler in particular—was to reduce the noise produced by the engine.

As the great strides to reduce harmful emissions continue, the focus in some regions has turned once again to the noise pollution that our increasingly crowded roads generate.

Nowhere is the focus on reducing noise stronger than in the European Union.

A recent article by Prana Tharthiharan Natarajan, senior research analyst at Frost & Sullivan, examined road transport solutions to combat traffic noise in Europe. (The article was originally published in Public Service Review: European Union 23.)

“Despite efforts by governments in promoting greener modes of transport that help to reduce congestion and pollution from burning fossil fuels, road traffic still remains a challenge,” he writes. “Initiatives such as the London

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Underground, car sharing, bike sharing (Velib in Paris), and EV sharing, have done their part in addressing the transportation challenge. However, enabling timely commuting is only one part of the problem. The larger picture engulfs the associated problems such as the implications of traffic noise to human health and the economy.

“A study by the World Health Organization (WHO) states that traffic noise can increase cardiovascular risk, which accounts for four in every 10 deaths in the EU. Road noise potentially impairs the cognitive performance of children, whereas senior citizens are more prone to health risks while living in areas that have a higher noise level. Statistically, one million people in Western Europe stand to lose one year of their healthy lifespan owing to traffic noise alone.

“Evidently, this is a risk that should be addressed with a three-pronged approach: pre-road, on-road, and post-road.

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The pre-road approach addresses the vehicular noise emissions at the factory level, i.e., before cars hit the road for public usage. The on-road component of traffic noise needs to be dealt with by both road authorities and the tire manufacturers.

The post-road responsibility encompasses not only the introduction of noise barriers, but also efficient traffic management systems that aim to make the roads quieter.”

There are many solutions to the road noise problem that are structural—car sharing, public transportation, and increased use of electric vehicles—as well as technology solutions.

“Premium and luxury cars have maintained their aura of exclusivity by providing a silent operation, signifying a sophisticated driving experience. Car patrons, whether they own a car or not, have fancied their ability to identify a luxury car by the type of sound it makes. Mass-segment vehicles, too, possess unique sound characteristics; yet, due to their massive concentration on our roads, it may be difficult to tell between one and another. It may not come as a surprise that most Europeans are exposed to noise levels of about 55dB for the most part of the day. Now, more than ever, automakers are paying attention to noise emissions, breaking down the source of noise to engine, transmission, tires, steering, and braking systems. This is driven by the two-stepped initiative from the European Commission to reduce vehicular noise levels, eventually arriving at a 25% noise reduction in the next five years, compared to current levels.

However, more than 20% of current vehicle models are already capable of achieving the target 25% reduction, while most others are in line with the first step of reducing 2dB of noise. It is more economical to reduce the noise inside the vehicle than laying noise barriers throughout urban areas.

“Research reveals that the scope exists for reducing the

noise from a vehicle by up to 10dB, spread across the next decade. This would allow for the identification of noise reduction areas within the vehicle—from bumper to bumper.

Hence, it is evident that the reduction target could be tougher, as has been the case with carbon emission reduction targets.

With more than 210 million Europeans exposed to about 55dB of road noise, which increases the risk of heart disease, governmental efforts of reducing vehicular noise could be more stringent.”

On this, Natarajan’s discussion sounds eerily similar to the talk of decades ago about emissions, with gradual reductions over a series of years. But controlling noise is a slippery subject.

If you control exhaust noise with a muffler, but open up the air intake on an engine for better breathing, then induction noise starts to become a dominant source. Reduce both, and suddenly it is tire noise that comes to the forefront.

“Although cars have become almost six times more silent today compared to an average car of the 1980s,” he says, “the increase in the number of cars on European roads calls for action.”

Although Europe has been the focus in the Frost & Sullivan study, it is not completely off the radar here in Canada. Police forces across Canada have made loud exhaust a cause celebre and revenue source (Edmonton’s “Pipe Down or Pay Up,” for example), and many municipalities have discussions on noise walls and low-noise road surfaces to help reduce the effects of increasing traffic.

And, while the effects of any moves in Canada aren’t clear, it is worthwhile for the industry to keep it on the radar, to be prepared for the challenges and opportunities that any future initiatives might present.

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2000

1965

Valvoline launches MaxLife®, the first motor oil for high mileage engines

Valvoline introduces the first & best selling racing oil of all time

1866

Dr. John Ellis invents motor oil

1939

Valvoline develops X-18, a single grade oil which could be used in place of 18 different specified automotive lubricants

1996

Valvoline launches DuraBlend™, the first synthetic blend motor oil

2012

Valvoline launches NextGen™, the first national branded recycled motor oil

Valvoline invented the engine oil category almost 150 years ago – and we haven’t stopped pushing new innovations since.

NextGen™ motor oil is the latest in a long line of category-changing introductions.

Made with 50% recycled oil, NextGen™ delivers 100% Valvoline engine protection. NextGen™ motor oil is great for engines and better for the environment, it exceeds industry specifications with reduced environmental impact compared to non-recycled motor oil.

Naturally, NextGen™ is supported by the full force of Valvoline’s innovative marketing programs.

Welcome to the Next Generation in motor oil.

Learn more about NextGen™ at NextGenMotorOil.ca © 2012, Ashland Inc. TM Trademark of Ashland or its subsidiaries in various countries.

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COVER STORY

By Martha Uniacke Breen

L

ike the proverbial shark, any business must keep moving forward or it will die, and this is as true of jobber businesses as every other. Therefore, you might think that expanding into retail is a natural extension of the sales enterprise you’re already involved in.

After all, you probably serve a certain proportion of walk-in or pick-up trade at your counter; perhaps you even

already have a modest retail presence, with a few racks of windshield wiper blades, cleaners, or motor oil. Some jobbers even sell at a retail markup to DIY customers as a complement to their core trade customers. But is expanding more formally into retail sales a viable way to grow your business? The answer is not as straightforward as you might think.

The problem is that for many jobbers, selling automotive inventory at retail puts you in direct competition with shop owners, your core customers. Many auto repair shop owners are rightly concerned about wholesalers who sell to the public the very same parts that they, the shop owners, purchase for use in repairing vehicles; or worse, who sell those same parts to unlicensed, walkin DIY customers. Even wiper blades and bottles of car wax can be seen as competition with your own customers, and it can be a sensitive subject.

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COVER STORY

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However, there is another way that Canadian jobbers can, and have, entered the world of retail successfully—and that’s by looking outside automotive. At least one jobber cooperative, Modern Sales Co-op, is so bullish on the prospect that it has begun actually supplying non-automotive products—including lawn and garden tools, camping supplies, and barbecues—to its members and encouraging them to begin looking “outside the part.”

Tim Cox, president of KC Distributing in Owen Sound, Ont., followed MSC’s lead and expanded KC’s showroom significantly a few years ago, and says the move has been instrumental in raising the company’s profile and beefing up sales even with everyday trade customers. “Right now, in the showroom we have barbecues, lawn equipment, muck boots, wheelbarrows, and a few other things,” says Cox. “We actually changed our name to KC Distributing [from KC Autoparts] to reflect the expansion. We’ve actually removed automotive items altogether from the showroom, since it’s important to us to protect our wholesale market, which is still 95 to 98% of our business.”

Cox says the retail store’s main customers are primarily trade customers who were already coming in to pick up parts, so it’s been a virtually painless way to build business.

“Ninety per cent of our business is still by phone or computer, so our walk-ins are usually someone who is coming to pick up an order. They’ll see the display, and think, well, hey, I need a new shovel or something, and pick it up while they’re here.” Even though most of the products KC offers are non-automotive, Cox has noticed a significant increase in supplemental items that auto shops might need themselves, such as hand-cleaning supplies.

“We’ve expanded quite a bit since we began, and added new lines; we didn’t really know who would buy what. But it’s been primarily driven by Modern Sales; they’ve been very wise about what they’ve brought in, and we’ve followed their lead.”

In smaller centres, having more than one niche goes beyond smart business; it’s a matter of survival. For Rafuse Auto Parts, a Bestbuy Autoparts shareholder in Bridgewater, Nova Scotia, retailing Benjamin Moore paint was a small but crucial sideline for owner Howie MacKenzie. “In a small town like Bridgewater, with a population of just 8,000 people, you have to look outside the box,” he says. “My own background is in house painting, and then I ran a Ford dealership and got into automotive. But the automotive market here is only just so big, so you do what you can to get sales. At Christmastime, we even sell Christmas tree toppers!”

For years, the Rafuse store had a small Benjamin Moore display in a corner of the store that no one on staff paid much attention to, and that generated perhaps $40,000 in annual sales. But when the store was extensively renovated and expanded six or seven years ago, MacKenzie and his staff decided to build a proper Benjamin Moore showroom, and now it generates ten times that amount. “Now, if a husband and wife come in together,” he says, “the husband might go to the automotive counter and the wife to the paint side; in a small town, the two businesses go hand in hand.”

However, the world of paint is a very different world than automotive, says MacKenzie. For this reason, it might not be the best choice for a newcomer to retail. “The paint business is much more tricky than it was even just a few years ago.” In a commodity like paint, he explains, you’re now competing with the Walmarts and the Home Depots of the world, and there’s no point in trying to compete on price. However, if 18

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you offer an elevated level of service and personal attention, there are genuine opportunities. For example, “We now have a home decorator on staff who goes to people’s homes and does colour consulting and advice.”

Despite its pitfalls, MacKenzie highly endorses diversifying into retail as a route to growth. “We went from $700,000 to over five million dollars in annual sales, even in a little town.

It doesn’t necessarily have to be paint, but it should be something—especially outside of automotive. If auto parts are down, [the other category] can be up, and vice versa.”

Fortin’s Supply Ltd., a Modern Sales Co-op member for the past 25 years, embraced the retail challenge fullbore when it purchased a Home Hardware franchise in Chilliwack, B.C., nine years ago. According to company president Jeff Fortin, hardware seemed like a perfect opportunity to appeal to a customer who was similar to the automotive customer, but posed no danger of competing with Fortin’s wholesale trade. “Cars are made better and lasting longer these days, so if you want to grow you have no choice; in my opinion, you have to diversify,” he says. “We had been looking down that road for some time.”

The Fortin’s location in Chilliwack combines a wholesale automotive counter on one side with an 8,000-square-foot fully functioning Home Hardware store on the other, with a clear divide between the two. “You can go into one section and, if you’re a tech, buy a water pump, then go over to the other side of the store and buy a filter for your furnace,” he says. “But it’s all the same administrative department, accounts receivable and so on.” He goes on to say that Fortin’s also has a sizable industrial and agricultural trade audience, which helps build impulse retail sales as well.

“One thing we liked about Home Hardware’s culture,” he explains, “is that it’s a co-op of over 1,000 independently owned stores across Canada, which is very similar to Modern Sales Co-op culture, which is also a co-operative. And I like that it’s a family-oriented, down-to-earth culture rather than being super-corporate; that fits with Fortin’s, which is a family-oriented company as well.”

All three of our spokespersons point out that while retail is an excellent way to expand a business that has outgrown pure wholesale auto parts, it’s not something the average jobber can just decide to do one day and jump right in. “You really have to know what’s involved [in your chosen product category],” Fortin advises. “You have to be very careful with keeping a balance between retail and selling to the trade.

The world of retail is very tricky; you can’t just put a bunch of ads in the newspaper and sit back and wait for the sales to roll in.”

If you are part of a co-operative or banner group, find out what other members, or the group as a collective, are doing from a retail standpoint; involvement varies across the industry, but some groups, like Modern Sales, have actually begun supplying non-automotive products to their members, and assisting with promotion, display and other retail-oriented specifics.

In short, that rack of wiper blades, motor oil and other auto-related commodities may be the last thing you want in your retail showroom. Replace them with gardening tools, snow shovels or hardware, or bone up on the ins and outs of selling paint—and you may be on your way to a very rewarding new line of business.

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COVER STORY

So, is he a professional tech, a DIYer, or something in between? You can’t judge by his shirt alone. Asking the right questions of a walk-in customer can help determine their level of skill and knowledge at the outset.

RETAIL BRAKE SALES:

A FEW GOOD QUESTIONS

T

GO A LONG WAY

By Andrew Ross

he retail sale of brake parts is often viewed as quite separate from selling to professional technicians, but there is actually quite a close connection between the two.

While selling to the genuinely retail DIY customer does require some additional vigilance, focusing on the basics remains as important as ever.

“Besides the obvious application information (year, make, model), the counterperson should try to ascertain what type of braking performance is required,” offers Ted Zahara of Affinia Canada. “Is the vehicle used for daily driving in heavy stop-and-start traffic? Is it a secondary vehicle used only for short trips? Is the vehicle used for transporting children?

Does the vehicle have open-style wheels that would require brakes that offer low dust? If the vehicle is a light-duty truck, is 20

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it used for hauling heavy loads or for towing purposes, thereby requiring enhanced durability? The counterperson should always offer premium product first, but depending on the age of the vehicle the consumer may be offered an economical alternative, if there appears to be noticeable hesitation on the part of the consumer.”

“Counterpeople should find out what sort of mileage, warranty, and performance the consumer is expecting from brakes; also, what spending budget does he expect? This will give the counterperson an idea of what brakes to offer: entry level, middle-line, or first-line product,” adds Ramzi Yako, president of Promax Auto Parts Depot. It is, he says, a question of balance.

“Entry-level product has no warranty, low mileage, and poor performance; but is very inexpensive. Middle-line and first-line Continued on page 22 JOBBER NEWS / JUNE 2012

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COVER STORY

Continued from page 20

If a customer is using his truck only occasionally on a job site, he may not be aware of how much additional stress descending a steep hill might place on his vehicle’s braking system.”

products have reasonable warranty, good life expectancy of the pads, great performance, and are affordable.”

Once the conversation about usage is started, it’s natural to segue into more technical areas such as friction formulations.

This can be tricky, but if handled the right way can help get the consumer the right parts for his specific needs.

“A counterperson can access the type of friction he should recommend with some fact-finding questions,” says Dean Weber of Proforce Automotive. “Obviously application data will have been obtained, so from there you can access if the vehicle is, for example, an open-wheel design, higher-end vehicle; then [the counterperson] will want to recommend a higher-quality ceramic low-dust brand. If the customer is doing a lot of towing or the vehicle is being used for commercial purposes, then a semi-metallic formulation will work best. Other questions to be considered are the aggressiveness of the driver, how many kilometres will be driven annually, or if the car is being sold—then the quality of the friction can be recommended based on the needs of the consumer.”

Of course, retail sales in any category remain important to many store finances in our evolving aftermarket industry.

The goal of most traditional auto parts stores—or at least, what they would hope to attain—is a 50/50 mix of retail and wholesale, says Tom Connelly, channel manager/national sales manager North America, Tenneco Automotive, which is currently launching its Monroe Brake line into the Canadian aftermarket.

“It’s a good mix of having cash business and wholesale business combined. But there are still many stores that are 75/25 wholesale/retail, and there are stores that are the reverse of that.”

Connelly says too that there is a grey area that exists in the over-the-counter realm.

There are shade-tree mechanics and there are experienced techs who are trying to go out on their own, and do repairs for family and friends and others, buying parts across the counter and paying cash or credit. And there is the actual DIYer who is a part of that too.”

Connelly says that good customer communication should be 22

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practiced, regardless of the experience level of the customer.

“Even with professional technicians, you’d be doing a good service for the technician who is calling on a regular basis if he asks for a set of pads. Ask him if he needs rotors, lubricant, hardware, hydraulic, or other related brake system parts, so that he doesn’t have to keep calling, causing delays in completing the repair.”

The way the counterperson can help the professional, though, may be to ask a couple of questions in a way that maintains an air of professional respect, he says, but with the intention of ensuring that the tech has all the parts he needs.

And, in the same way, the counterperson can help the retail customer by asking the same questions.

“With the DIYer, it can be much different, particularly if [you] have never met the person before. The counterperson will many times have time constraints, of course—he might have a lot going on—but I think that you need to remember that this person is not buying brakes because he likes buying brakes. He either has a problem with his car, or he is performing normal maintenance, and he wants to replace his pads because it is time.”

That point cannot be overemphasized. While in a certain light it may seem obvious, in practice a counterperson can easily find himself wondering aloud why the DIYer doesn’t just bring his car to a professional.

Considering this, it is wise to use whatever resources are at hand to help the retail customer achieve the best repair possible, including which friction to choose.

“Most premium brake manufacturers offer point-of-sale material to assist the counter staff in explaining the differences between the various types of friction,” says Zahara. “Friction formulations differ from manufacturer to manufacturer, but even one manufacturer can offer different formulations such as non-asbestos organic, semi-metallic, ceramic, performance, and severe-duty, to meet the various needs of vehicle owners.

Brochures are also provided on a regular basis to enable the counterperson to explain the major features and benefits of the aforementioned friction formulations.”

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“A counterperson should explain the key features of the product to the consumer without going into details: simple questions about dust, noise, good stopping power, and longevity of the pads,” says Yako.

“When I purchased my new iPad, I had no idea what questions to ask. However, the salesperson gave me a brief introduction on the key features of the iPad and I bought it. Selling brake pads is basically the same: a counterperson should address the key features of each formulation and have the consumer decide which brake pad to use. Ceramic, metallic, carbon, and NAO have totally different characteristics; the counterperson should know the key features of different formulations and address them with the consumer.”

Connelly advises that recommendations for standard usage stick to OE formulations. More severe braking usage may require installing a semi-metallic formula option.

He also cautions counter staff to use care when recommending ceramic formulations.

“We do have cases where there’s a misunderstanding, even at the professional level, that ceramic is an upgrade and that it is best for all vehicles.”

The image of ceramic materials having hard, durable characteristics feeds into this, but the reality of ceramic brake friction formulations is quite different.

“They have a lesser chance of causing a noise issue and the dust is non-ferrous, so when it falls it does not stick to the wheels. But the fact is that when a ceramic pad is under sustained high heat or more severe braking, it will wear faster.”

All expert sources consulted for this article agree that while there is a limit to how involved a counterperson can get in determining the probability of a successful outcome, there is a role to play in at least determining the broad strokes of an individual retail customer’s experience and ability. Resources such as Mitchell and Alldata can be recommended for DIYers to pursue; plus there are model-specific repair books available that jobbers can sell—and many do—to help the DIYer along.

“Access their knowledge of the braking system,” says Weber.

“Do they have experience with replacing brakes? Simple questions like, ‘Do you know how to bleed the brake system? Do you have all the tools required to do a proper and safe brake job, like a torque wrench for the lug nuts?’ If you ask them if they have all the products necessary to do the job, like anti-seize and

T

As with professional trade sales, it’s important to determine how the vehicle is being used before making recommendations about brake friction.

brake clean, and you get a blank look, then you know you have to work closely with this customer to help educate him on the importance of doing a safe and proper complete brake job.”

“Asking some key questions such as, ‘Are you familiar with working on ABS systems?’ can help the counterperson evaluate the level of competence on the other side of the counter,” adds Zahara. “Many DIY sales are taken to Do-ItFor-Me installers that may possess the proper skills, but it doesn’t hurt to ask if the consumer is personally doing the installation himself and showing him that friction is only part of the overall brake system, pointing out that other parts may be required to do the repair correctly.”

“Jobbers can explain how necessary it is to change brake rotors and hardware during a brake job, and lubricate or replace calipers to eliminate any comebacks,” adds Yako.

“Installing a brake pad on used rotors or not replacing an old rusted hardware kit will not provide a successful result at the end. Pads, rotors, calipers, and a hardware kit are all key components to service during a brake job in order to get successful results.”

In the end though, the DIYer is most likely an unwilling one. While there are certainly hobbyists who enjoy spending time in their driveway tinkering, the majority of true retail customers are begrudgingly taking on the role of DIYer for economic reasons, either theirs or someone close to them.

And as such, they deserve the best help you can give them— help that begins with a few good questions.

Premium on the Rise in Older Applications

he reflex for many counterpeople may be to recommend an economy option for an older application. Current consumer trends are, however, moving to premium, even on older applications.

“Not too many years ago, most premium friction products were installed on newer vehicles. Today we’re seeing more and more premium pads installed on vehicles that are much older than what we have historically seen, largely due to changing consumer behaviour,” says Walter Keating, product manager, branded friction, Federal-Mogul Global Aftermarket. “As consumers hold on to their vehicles longer, they are also modifying their maintenance practices and service expectations. It’s not enough to simply keep that seven-year-old car on the road; they also want it to provide very high levels of performance, reliability, and safety. To achieve that and restore the braking system to its original capability, they recognize the need to invest in higher-quality replacement products.”

Keating says that the higher-tech, finely tuned, lighter brake systems make problems more apparent for consumers, raising the bar for service and parts.

“So, that reality is very important when considering the differences

24

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between one grade of product and another.”

And it’s not just a question of having the consumer or professional installer having to take your word for it that a premium product is just that, a premium product.

“You can often see the differences as soon as you open the box— they can be seen in the physical design of the brake pad, the shaping of the friction material, and in all of the added-value components packaged along with the pads, such as the hardware, attached wire wear sensors, and other parts needed to finish the job,” says Keating.

Still, the most significant difference between premium pads and lesser quality products can be found in the raw materials that were used. Keating says that the right materials will provide more than just the stopping power that would be expected from any trusted supplier.

“The properties of our premium materials—combined with exclusive features like the one-piece Integrally Moulded Insulator (IMI) design and Laser Shaped Friction technology found in our Wagner ThermoQuiet pads—enable the shop to meet and exceed the demands of today’s consumers in key areas such as noise elimination, pedal feel, reduced dust, and overall pad life,” says Keating.

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COVER STORY

Sparking Up Conversation Innovations in spark plug technology have counterpeople and technicians talking, and inventories growing.

By Noelle Stapinsky

T

he use of precious metals in spark plug technology is certainly not new (platinum plugs have been in play for decades), but the need for more durable materials to accommodate new automotive technologies has led to an increased demand for the rare—and possibly out-of-this-world—precious metal, iridium.

As manufacturers strive to meet stricter emission levels and increased fuel economy with engine technology, today’s leaner running engines require higher-ignitibility spark plugs. According to Sukhneet Mavi, NGK Spark Plugs Canada product manager, traditional nickel plugs had 14- to 19-mm threads.

“But now that engines have been downsized and are required to produce more mileage per gallon and lesser emissions, there are more components going into the cylinders.

In order to ensure that enough output is available, such engines frequently run with turbochargers or superchargers, he adds. Multiple intake and exhaust valves require a great deal of space in these engines, as do the coolant passages. This places special demands on dimensions, ignition reliability, the thermal behaviour of spark plugs, etc. For instance, the new direct fuel injection systems use a lot of space in the cylinder head, which means there is less room for the spark plug.

To fit into these confines, the spark plug thread has to be made thinner and often longer, some as long as 26.5 mm, says Mavi.

So, instead of a 14-mm plug, some manufacturers are switching to 12- or 10-mm plugs. “Because the plugs are going through harsher environments than they have in the past, the need for more precious metals is growing so that the plugs can withstand higher compression ratios,” says Mavi.

Jay Buckley, technical training manager for UCI International/Fram Group, says, “Increased fuel economy requirements have also led to other engine technology changes, such as coil-on-plug—an individual coil for each cylinder to increase spark control and timing per cylinder.

Having eight coils on a V8 [engine] is expensive, so they have been cost-reduced as much as possible.”

This is where iridium shines. With a thinner centre electrode, iridium plugs lower the voltage required from the coil for the plug to spark.

But with precious metals such platinum, double platinum and gold palladium already being utilized in plug technology, why is the demand for iridium growing so rapidly?

For starters, iridium is more dense than platinum, and has a higher melting point. Found in the earth’s crust, this element is part of the platinum family, but is the most corrosion-resistant 26

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Direct injection and turbocharging, like that found on Ford’s Eco Boost engines, is forcing spark plug designs into tighter confines, while also demanding more durability.

Iridium is being increasingly called on to help.

metal that can withstand intense heat temperatures as high as 2,000 degrees C. “Iridium is very robust to oxidation and arc erosion,” says Buckley. “Because of this, spark plug electrodes can be smaller and still maintain 100,000 miles of durability. The smaller electrodes improve ignitibility, providing a leaner limit and lower required voltage.”

For a single iridium or platinum plug, the service life is anywhere from 60,000 to 90,000 km. And for double iridium or platinum—or the new generation of plugs being introduced

by OEMs—the life cycle can be over 160,000 km. “That’s significantly more than traditional nickel plugs, which were about 40,000 km,” says Mavi. “With the older plugs, drivers start to notice the engine isn’t performing as well after about 15,000 km. It’s because the electrodes have worn down, putting more stress on the ignition coil to fire the plugs.”

As more manufacturers make the switch to iridium, the aftermarket is keeping pace with demand. Chrysler, which used strictly nickel plugs in past models, is now switching to single platinum or iridium. According to Mavi, imports such as Honda, Toyota, and Hyundai are all converting to iridium plugs. And Ford recently introduced a single platinum plug for the 2013 Focus.

“It doesn’t matter who the manufacturer is, to meet strict emission levels means higher temperatures in engines,” says Mavi. “Putting a nickel plug in will not give you the service life.”

JOBBER NEWS / JUNE 2012

08/06/12 7:39 AM

To meet the demands of newer-model vehicles, NGK is bringing in about 30 to 40 different part numbers every year. “In the past we had multiple substitutes in terms of metals being used. For a mid-’90s vehicle, we’d have five different types of plugs, depending on the various price ranges and metals. But now for 2011 and ’12, because the plugs are so new and only come in precious metals, we only have one option for them: double iridium.”

Analysis done by NGK earlier this spring revealed that nickel plugs—which used to dominate 100% of the market—are now less than 10% for 2012 model years in terms of what’s being used at the OEM level.

It is because of this that it’s essential that jobbers start to grow their inventory. Certainly, platinum plugs remain a big seller—they were introduced by import makes in 1985.

Iridium just came into the market in 2000, but as new vehicles age, this category will grow significantly.

“Our biggest seller is the platinum plug,” adds Mavi. “But every year, we’re seeing an increase in sales in our iridium plugs.”

For Bosch, its iridium plugs are the biggest sellers in Canada.

“The premium spark plug segment has been growing steadily,” says Mark Wilkinson, group product manager, spark plugs, for Bosch Automotive Aftermarket, North America. “Bosch’s aftermarket iridium is a fine-wire spark plug, with a 360-degree continuous laser welded iridium centre electrode and iridiumplatinum alloy tipped ground electrode.”

Since these new precious metal plugs are more durable, last longer, and are more readily available in the aftermarket, jobbers and installers will have more opportunities to sell upgrades to customers.

Besides, if a standard plug costs about $4 per plug, and platinum at $7 or iridium at about $12 a plug, the price might

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A

Rare Facts

lthough the earth’s crust only yields about three tonnes of iridium per year, scientists have found an abundance of it in meteorites that have made their way into the earth’s atmosphere—which begs the question: what’s in these spark plugs? Rare metal or extraterrestrial?

Apart from premium spark plugs, other uses of iridium include: Treating prostate and other cancers by high-dose radiation treatments Manufacturing crucibles, special containers, and other apparatuses resistant to intense heat A hardening agent in platinum alloys Alloyed with osmium, it’s used for fountain pen nibs and in pivot bearings used in compasses, surgical tools, and other special equipment.

be higher, but it will last twice as long.

According to Paul Clark, manager of Lordco Auto Parts in Vancouver, they’re stocking everything—nickel, and single and double platinum and iridium. “They are all selling,” he says.

“Most vehicles are using double platinum now. For imports, we carry double platinum. But anything the manufacturers are putting out, we’re updating and carrying in our inventory.

“Technicians tend to go with whatever the manufacturer used. But the backyard mechanic would probably go for the iridium. It’s double the price, but the benefit is that he’ll be changing his plugs half as much as he normally would,” he adds.

Today’s spark plugs, though still a small component, have big technology behind them. As the automotive industry moves away from standard plugs to a longer-reach plug with thinner centre electrodes, the demand for aftermarket options continues to grow. And such market growth is not that far off—2013 and 2014 vehicles will be using these technologies.

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NEW PRODUCTS Suspension and Steering Parts

Mevotech has announced a release of 110 new SKUs of suspension and steering parts covering millions of late model domestic and foreign nameplate vehicles. Included in this release are parts for 2007 to 2009 Ford Five Hundred, 2010 BMW 540i, and 2008 Cadillac CTS. The new release also includes designs that incorporate the Mevotech X Factor Technology, such as reinforced forgings and heavyduty ball joint construction. The release is part of a monthly product launch schedule that will see Mevotech bring thousands of new parts to the market in 2012.

Mevotech www.mevotech.com Air Disc Brakes for Class 7/8 Trucks, Transit Buses, and School Buses Raybestos brand air disc brakes’ new part numbers cover more than 87 popular Class 7/8 truck, transit bus, and school bus applications. The brakes meet or exceed the original design and performance requirements from OE manufacturers, including Bendix, Knorr-Bremse, and Meritor. Raybestos products easily tolerate the higher speeds and increased horsepower of today’s heavy-duty vehicles and school buses, and accommodate the shorter stopping distances required by current FMVSS 121 regulatory standards for Class 8 vehicles. Raybestos air disc brakes have the stopping power to tackle mountains, transit, and stop-andgo service requirements, with improved fade resistance and reduced heat build-up for consistent stopping power.

Raybestos www.Raybestos.com New Diagnostic Tool Line Innova Electronics Corporation’s new Innova Pro CarScan line of professional-grade automotive diagnostic tools is designed to help automotive technicians efficiently and effectively diagnose and repair “check engine” problems on 1981 to current vehicles, and troubleshoot anti-lock brake system (ABS) and supplemental restraint system (SRS) problems on newer model OBDII vehicles. Each tool features a state-of-the-art 28

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processing chip that makes diagnosing vehicles faster than ever, new architecture to stand up to the rigours of daily shop use, and bigger, easier-toread screens. The line offers five different tools at various price points, with a variety of features and functions to meet a wide range of professional automotive diagnostic needs and requests.

Innova Electronics Corporation www.innovaelec.com Battery Charger Clore Automotive introduces Model No. 4506, a 6/12 volt 6/2 amp smart battery charger/ maintainer, from Charge It!.

With multiple charge rates and the ability to properly charge a wide variety of battery types, the 4506 is compatible with a wide variety of battery types and sizes.

Operation is fully automatic; simply select battery voltage, battery type, and the desired charge rate, and the charger executes the automatic charging process, resulting in quick, easy, and beneficial operation. In addition, the 4506 features polarity protection, outputting current only when a proper battery connection has been made.

Clore Automotive www.cloreautomotive.com New Fuel Pump Assembly Packaging Spectra Premium has announced new fuel pump assembly packaging that features more rigid internal protection and offers up to 32% of shelf space savings. The packaging includes an inflated bubble insert with vertical air chambers for added protection, and an opening flap for ease of access to the part. The float arm has been removed to prevent damage during transport, and trilingual work instructions have been included to ensure ease of installation.

Additional products will be migrated into the new packaging style. The company had previously announced more protective packaging for its line of radiators.

Spectra Premium www.spectrapremium.com JOBBER NEWS / JUNE 2012

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For the Counterperson

June 2012

Knowledge Building:

MOTOR OIL SPECIFICATIONS T

he changing face of the motor oil market provides opportunity for the counterperson, but also provides some challenges.

As with most changes to the lube, oil, filter (LOF) market, automakers are the key driving force.

Dig a little deeper behind the drive for lower-viscosity oils, continually evolving ILSAC Starburst requirements (now at GF-5), API certifications, and the raft of OE-specific standards (like General Motors’ Dexos), and you’ll find government mandates from around the world pushing for improved fuel mileage, a smaller carbon footprint, and lower impact on the environment.

While not exactly new to the market, European nameplates have been moving in this direction for years; most OEMs today have standards that require lubricants to address the unique needs of their engine designs, such as enhanced fuel efficiency, emissions systems protection and durability, increased compression ratios, tighter engine clearances, and higher operating temperatures.

In typically European style, even in the face of developing their own standards and certifications, automakers—actually, the engine makers—got together to co-develop ACEA standards. These standards were co-developed with all European engine makers to better suit each country’s legislative and technical needs; thus the ACEA specification on the back label completely or nearly conforms to many OEM specifications.

And while Canada has largely escaped specific legislation, the vehicles on our roads are affected by legislative approaches such as the Corporate Average Fuel Economy (CAFE) requirements that have been imposed on American vehicle manufacturers.

So what you end up with in all this are lower-viscosity oils and extended oil change intervals, both leading to an increasing reliance on synthetic formulations.

It can be a tricky business for the consumer and the professional technician alike. While motor oil suppliers continue to make technological inroads that allow formulations to meet a variety of standards in ways that until recently were thought to be impossible, there continue to be a growing variety of options on the shelf to give any buyer (or seller, for that matter) pause for thought.

It’s a good idea for the counterperson to advise customers to read the fine print on the labels, to ensure that the motor oil being purchased does, in fact, meet the specifications for the vehicle in question.

This information is contained in the vehicle owner’s manual, so some coordination may be required even for a simple purchase.

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Continued on page 32

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European vehicles tend to have a relatively confusing set of letters and numbers, as well as a combination of manufacturer specifications in play.

Here are some basics to review.

European ACEA Specs A/B: Gasoline and Diesel Engine Oils A1/B1: Stable, stay-in-grade oil intended for use at extended drain intervals in gasoline engines and car and lightvan diesel engines.

A3/B3: S table, stay-in-grade oil intended for use in highperformance gasoline engines and car and light-van diesel engines, and/or for extended drain intervals.

A3/B4: Stable, stay-in-grade oil intended for use in highperformance gasoline and direct-injection diesel engines, but also suitable for applications described under A3/B3.

A5/B5: Stable, stay-in-grade oil intended for use at extended drain intervals in high-performance gasoline engines and car and light-van diesel engines designed to be capable of using low-friction, low-viscosity oils with a high temperature/high shear rate (HTHS) viscosity.

C: Catalyst Compatibility Oils NOTE: SAPS = Sulphated Ash, Phosphorus, Sulphur; DPF = Diesel Particulate Filter; TWC = Three-way Catalyst; HTHS = High Temperature/High Shear rate viscosity.

C1: Stable, stay-in-grade oil intended for use as catalystcompatible oil in vehicles with DPF and TWC in highperformance car and light-van diesel and gasoline engines.

C2: Stable, stay-in-grade oil intended for use as catalystcompatible oil in vehicles with DPF and TWC in high-performance car and light-van diesel and gasoline engines.

C3: Stable, stay-in-grade oil intended for use as catalystcompatible oil in vehicles with DPF and TWC in high-performance car and light-van diesel and gasoline engines.

C4: Stable, stay-in-grade oil intended for use as catalystcompatible oil in vehicles with DPF and TWC in highperformance car and light-van diesel and gasoline engines requiring low SAPS oil.

Manufacturer Specifications Some of the most widely seen European manufacturers’ specifications in North America are: • Audi/VW 502.00, 503.00, 503.01, 505.00, 505.01, 504/507, and 506.01 • BMW LL-01, LL-04 • Mercedes-Benz 229.3, 229.50, 229.51

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Automotive Internet Directory Visit these companies directly at their web addresses or check out the growing list of Hot Links at www.autoserviceworld.com.

To find out how your organization can be included in this directory and on the web, contact aross@jobbernews.com

AUTOMOTIVE PARTS & ACCESSORIES Aisin World Corp. of America, Inc. (AWA), a leading Tier One automotive components supplier and one of the world’s largest manufacturers of aftermarket parts. AISIN’s original equipment technology and know-how is used to ensure product quality and reliability.

To learn more about our products, request a catalogue today. www.aisinaftermarket.com Goodyear Engineered Products www.goodyearep.com/aftermarket www.goodyearbeltsandhose.com The officially licensed belt of NASCAR. Gatorback, the quiet belt. You can never replace Goodyear quality.

NGK Spark Plugs Canada Limited www.ngksparkplugs.ca The World Leader in Spark Plugs, Oxygen Sensors and Ignition Wire Sets.

Used by 87% of the World’s OE Manufacturers S.B International Inc. www.sbintl.com “We keep engines humming”

AUTOMOTIVE RECYCLERS Carcone’s Auto Recycling and Wheel Refinishing www.carcone.com With over 32 years of experience Carcone’s Auto Recycling & Wheel Refinishing is your one stop for quality recycled products and wheel refinishing needs. Call today at 1-800-263-2022 or visit us on line at www.carcone.com

AUTOMOTIVE RECYCLERS Standard Auto Wreckers View Our Online Inventory @ www. standardautowreckers. com or call 416-286-8686. Experienced Shipping Department to Ensure Parts Arrive Safely.

BUSINESS MANAGEMENT SERVICES The Automotive Aftermarket E-Learning Centre Ltd www.aaec.ca AAEC - BEST - Business Evaluation Support & Training - Instructing and Coaching with the Proven Business Management Tools that drives a shop’s Bottom Line, Team Culture and Marketplace Credibility.

HAND CLEANERS GOJO Industries, Inc. www.automotive.gojo.com GOJO is a leading manufacturer of skin care products and services for many marketing including automotive and manufacturing. GOJO continues to pursue a commitment of creating well-being through hand hygiene and healthy skin.

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WAREHOUSE DISTRIBUTORS & BUYING GROUPS Bestbuy Distributors Limited www.bestbuyautoparts.ca Independent buying group and warehouse distributor that allocates its profits to member shareholders and provides unbeatable value for independent jobbers.

The E.R.I. Group www.theerigroup.com Canada’s Premier Machine Shop Buying Group Kerr Machine Shop Group Inc.

www.kerrmachineshopgroup.com Buying group for machine shops and performance shops.

REFRIGERANT www.duracool.com Nationally Distributed by: Deepfreeze Refrigerants Inc. The Leaders in Hydrocarbon Refrigerant Technology. Guaranteed In writing not to harm any Mobile A/C System. You can feel the Difference that Quality Makes. “Our Formula Never Changes”.

Marketplace Page #

AAPEX (Automotive Aftermarket Products Expo, www.aapexshow.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Agna Brakes (www.agnabrakes.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IFC AIA Canada (www.aiacanada.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Airtex Fuel Delivery Systems (www.airtexproducts.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Bestbuy Distributors Limited (www.bestbuyautoparts.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Canada-Wide Parts Distributors Ltd. (www.canadawideparts.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Cardone Industries Inc. (www.cardone.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Chevron Global Lubricants (www.chevronlubricants.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Exhaust Direct (www.exhaustdirect.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Equus Products Inc. (www.equus.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Fram Group (www.framgrp.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IBC Mevotech Inc.(www.mevotech.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . OBC Mann + Hummel USA (www.mann-hummel.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Philips Automotive Lighting (www.philipsautolighting.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Proforce Automotive (www.proforceautomotive.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Promax Auto Parts Depot (www.autopartsdepot.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Transbec Inc. (www.transbec.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Valvoline Canada Limited (www.valvoline.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Valvoline Motor Oil Mythbusters Quiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Veyance Technologies (Goodyear Engineered Products, www.goodyearep.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Wakefield Canada (www.wakefieldcanada.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

JOBBER NEWS / JUNE 2012

AIR LIQUIDE CANADA INC. www.airliquide.ca Your one-stop shop for all your industrial gases and welding supplies.

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ADVERTISERS INDEX Company

TOOLS & EQUIPMENT

HERE WE GROW AGAIN!

North America’s leading import auto parts distributor is searching for motivated team members across Canada.

Altrom Canada is currently hiring for the following roles: • Branch Managers • Sales Representatives • Warehouse Personnel • Delivery Drivers If you are interested in applying for any of these great opportunities please send your resume to HR@Altrom.com 33

12/06/12 10:26 AM

Editorial Comment

MANAGING RETAIL IN A WHOLESALE ENVIRONMENT

T

NEXT MONTH

July features our Jobber of the Year, plus Filter Focus, A/C Tech, and Emissions Component Tips.

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he business world is full of paradox, and the automotive aftermarket is no different.

In the ticklish issue of retail sales, all but the most closed-door, trade-sales-only jobbers have run up against the conflicts that can occur between a trade customer who decries the jobber for seeking— or even passively accepting—walk-in consumer trade, all the while demanding the best price, the fastest service, and the most generous payment terms.

While I will not paint all shop owners and technicians with the same brush, there are certainly enough out there who see any retail sales you might make as a direct attack on their business.

What many fail to see is that a responsible approach to retail sales actually helps to subsidize the many services—not to mention pricing—that you offer the trade customer.

It reminds me of the airplane ticket scenario that puts you—travelling on business at nearly full-tilt pricing—right beside the vacationing family and their squalling children, who booked at a fraction of what you paid.

The math on that one is simple: business needs to travel when they need to travel, but vacationers are flexible; and so they get the “remnants.” And yet nobody is really completely satisfied. One wants to get work done, while the other wants a chatty seatmate to share their vacation excitement with.

Moving back to the retail-versus-trade debate, there is certainly ample evidence to support either side of the debate.

The facts are, however, irrefutable: retail sales generate a higher net margin than trade sales, once you factor in all the costs associated with the trade sale.

There is, of course, no doubt that the trade customer provides the kind of volume necessary to run an auto parts business, of the sort that has made up an important segment of this industry for as long as Jobber News has been around.

And as such it deserves your respect, and I’m sure you understand this.

However, respect is not the same as having a license to dictate how you should run your business. In fact that showroom may well be one of the best resources for your trade customers too.

They can walk into your store just like a regular person and see what you have to offer; they might even see something—like safety apparel, specialty tools, ATV tires, and maybe a whole raft of things that they might want as, well, consumers—if you can get them into your store.

Of course, many of the conflicts that you might encounter with trade customers for any retail sale you make is pricing; it is a tightrope walk for any jobber. Do you price relative to your trade pricing or other retailers? It’s a question only you can answer, and will likely vary for different product lines. Naturally, you already have an agreement in place, or at least at the ready, to compensate trade customers for any lost profit should a retail customer show up at a shop with parts in hand.

All in all, it has proven to be a very manageable arrangement for thousands of jobbers and deserves serious consideration, and the occasional revisiting, in the interests of considering new customers, new markets, and new opportunities.

Which is just to say that you can stay true to your customers and still seek new ones.

And that is something you should never let your existing customers stop you from doing.

—Andrew Ross, Publisher and Editor aross@jobbernews.com JOBBER NEWS / JUNE 2012

30/05/12 7:55 AM

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