2027
Media Kit
Australian Car Mechanic reaches workshop owners, automotive technicians and repair professionals with practical technical content, product information and industry updates that support equipment, parts and service purchasing decisions.
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Our print and digital publications have a proven database of engaged decision makers, with our content designed to be of interest to buyers in your targeted industry. They trust our publications and turn to us for the latest industry news, insights and developments, using that information to guide their purchasing decisions.
Our team of professional editors and journalists are industry experts, immersed in the latest trends, announcements and developments that help shape the national and global sectors. They work with our advertisers to craft original, insightful content that our audience will want to engage with.
The best external marketing department you’ll ever have With nearly 30 years of B2B marketing experience, you can trust our team to provide marketing services that deliver results. From content through to design and campaign delivery, we make it easy for you to leverage our knowledge and experience to develop unique campaigns that best showcase your business.
Audience snapshot
60.3K+
Australian Car Mechanic engages key decision makers with content that keeps professionals up to date with industry developments and supports purchasing decisions. We continually update our audience and track audience behaviour to deliver relevant, high-value content for our readers.
Monthly exposure opportunities for 12month partners
Readership
12.6K+ Magazine circulation
25.5% Enewsletter open rate
17.5K+
Average monthly page views
6.5K+
Enewsletter circulation
4.3%
Enewsletter click rate
4k+
Social followers
Magazine circulation includes hard copies, pass on rate, event distribution and digital edition reads.
Car Dealer/Manufacturer
10.9%
Mechanic - Chain
16.6%
Mechanic - Independent
55.9%
Panel Beating & Smash Repairs
2.2%
Parts & Accessories
5.7%
Radiator, Battery & Electrics
5.2%
Tyres & Wheels
2.3%
Service Stations
1.1%
Other
5.2%
Geography VIC
24.7%
NSW
33.0%
QLD
22.9%
SA
6.7%
WA
9.8%
OTHER
2.9%
A sample selection of our audience EYE ON THE INDUSTRY
EYE ON THE INDUSTRY
SPB’s SEQ Sales Representative Luke Allison (left) and Village Motors Parts Sales Consultant Gabe Cruz (right) have been part of a strong partnership between the two brands for decades.
It takes a village F
Connecting with the automotive community
How Schaeffler Engineered a shift at AAAE 2026
F
or decades, the Australian automotive aftermarket has recognised Schaeffler as an undisputed heavyweight in European Original Equipment (OE) and aftermarket components. When a European vehicle rolls onto the hoist, Schaeffler ‘s brands LuK, INA and FAG are often the first names mechanics think of. However, the Australian car parc is heavily dominated by Asian manufacturers. At the 2026 Australian Auto Aftermarket Expo (AAAE) in Melbourne, Schaeffler Vehicle Lifetime Solutions arrived with a clear, strategic mission: to announce to workshops and distributors that Schaeffler’s precision engineering extends 10
far beyond the European market. The event proved to be a massive success, drawing workshops, independent mechanics, and key business partners to the stand. The core takeaway for attendees was simple but impactful: Schaeffler delivers the same OE-level quality for Asian vehicles that it has historically provided for European makes.
Technical innovations taking centre stage The products displayed on the stand were carefully curated to demonstrate Schaeffler’s commitment to offering aftermarket support for Asian manufactured vehicles.
The showcase of the Vitesco range generated an exceptional amount of foot traffic. Mechanics are increasingly looking for reliable, high-quality replacement parts for modern, complex engine systems, and the OE Vitesco portfolio provides the technical solutions they seek. Beyond the broader Vitesco range, two specific technical highlights drew consistent, highly engaged crowds: • Hyundai Dual-Clutch Transmission (DCT) Systems: With Hyundai representing a massive slice of the Australian market, workshops need dependable aftermarket solutions for DCT maintenance and repair. The hands-on displays gave technicians a close-up look at Schaeffler’s specialised
engineering for these specific gearboxes. • Active Stability Control: This display highlighted Schaeffler’s advanced chassis and safety component engineering, proving that Schaeffler’s aftermarket support covers the most critical and complex safety systems on modern Asian vehicles.
The BJR Supra: Shifting the conversation The undeniable visual centrepiece of Schaeffler’s AAAE stand was the Brad Jones Racing (BJR) Toyota GR Supra show car. While Schaeffler’s partnership with BJR is a proud branding sponsorship, the story is much deeper, helping to tell the story that Schaeffler has a deep connection to
AUSTRALIAN CAR MECHANIC | www.mechanics-mag.com.au
Schaeffler (July/Aug 2026 p12-13)
or about 50 years, Village Motors has been servicing the automotive needs of Brisbane, North Brisbane, Deception Bay and Mango Hill. As Parts Manager Adrian Frank puts it, Village Motors’ grassroots approach is what has held the business in good stead over the years. “I think we’re very well connected within the local community,” he said. “It’s something that, as a dealership, we pride ourselves on. “I think it’s about providing good customer service, looking after our customers and being tight-knit with the community.” Village Motors operates two dealerships and service centres at North Lakes and Kippa-Ring, with a sizeable team of around 140 people across the two locations. That includes 23 team members working across parts, helping keep the workshops and dealerships running smoothly. Both locations cater to a wide range of common automotive brands, with genuine parts forming a key part of the business’s offering.
Asian vehicle manufacturers, placing the iconic Japanese sports car front and centre served a brilliant strategic purpose. It acted as the icebreaker to actively challenge the lingering ‘Euro-only’ perception. Visitors stopping to admire the BJR Toyota GR Supra also gave the Schaeffler team the perfect opportunity to pivot into deeper discussions about the brand’s extensive OE relationships with Asian auto manufacturers. It was a tangible way to let mechanics know that the expertise Schaeffler applies at the factory level translates directly into the aftermarket solutions they need for the Asian vehicles rolling into their workshops every single day.
The motorsport energy hit its peak on Friday when BJR driver Cameron Hill joined the Schaeffler team on the stand. Hill spent a few hours talking cars with workshop owners, signing autographs, and driving incredible engagement with Australia’s passionate racing fans. It provided a perfect bridge between the high-octane world of Supercars and the everyday reality of the automotive aftermarket. Ultimately, AAAE 2026 was a major milestone for the VLS Pacific team. It reinforced strong distributor partnerships, showcased critical technical solutions, and delivered a definitive message to Australian mechanics: whether the badge on the grille hails from Munich or Tokyo, Schaeffler has the premium aftermarket parts to keep it performing at its peak.
Powered right Village Motors is also one of the biggest stockists of ACDelco batteries, supplied through Sealed Performance Batteries (SPB).
Visit vehiclelifetimesolutions.schaeffler. com.au to learn more
www.mechanics-mag.com.au | AUSTRALIAN CAR MECHANIC
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Adrian said the partnership with ACDelco has been going strong for more than 20 years, making it a well-established part of the business. “We have distributors and workshops that we supply, which obviously use ACDelco batteries as well,” he said. “So, we’re pretty well connected with the ACDelco brand, particularly SPB and the battery side of the business.” Much like Village Motors, Adrian said it has been SPB’s down-to-earth approach to service and customer care that has kept the partnership going year after year. “SPB goes hand in hand with what we do,” he said. “They’re renowned for quality and customer service, and that’s what we look for as well. “It’s good to have the backing of ACDelco Batteries and SPB. “For us, I guess it creates confidence that we’re selling a quality product and that we have that backup and customer service support as well.” That combination of product quality and support is particularly important for a business dealing with customers wsho rely on their vehicles every day. Having a trusted battery supplier with a national footprint like SPB gives the
The next phase for Village Motors comes in the form of its expanded Village Performance Parts arm. The business is looking to build on its existing offering and bring its range of automotive products to an even broader customer base, with ACDelco set to play a major role. “ACDelco is going to be a big part of that,” Adrian said. “We’ve also got a new website launching in the next couple of weeks, which will showcase all our brands. “ACDelco batteries and SPB in general will be a big part of that.” For a business that has spent five decades building its reputation around local service, quality products and strong industry relationships, the expansion represents another step forward — while keeping the same grassroots approach that has helped Village Motors become a trusted name across Brisbane’s northern suburbs.
What the upcoming Federal Budget means for your workshop
tourin’
Village Motors team confidence when recommending products and servicing vehicles.
Part of the future
Budget impact
Gets you
How Village Motors and Sealed Performance Batteries get the job done Head to page 48 to see Australian Car Mechanic’s full coverage of AAAE
Reducing apprenticeship support during an acknowledged skills shortage is a false economy that will cost the community far more in the long run.
W
e can safely say Australia’s automotive sector is at a structural crossroads. With skills shortages, electric vehicle transition and rising compliance costs impacting the day-to-day operations, MTA NSW Group is focusing on advocacy ahead of the 2026–27 Federal Budget and drawing attention to key reforms for our industry. In February this year, we formally submitted recommendations to the Federal Government through its Pre-Budget Submission, outlining six priority reforms. For trade business owners, these are not abstract policy positions, they are the decisions that will directly shape your hiring capacity, capital investment choices and the ability to service an increasingly complex vehicle fleet.
Electrical, lighting and communications
Designed for 4x4s that handle the daily workload and go off road, with a growing range to suit trade, touring and recreational setups.
From battery management systems, chargers and inverters to UHF radios, antennas, and lighting, it’s all backed by an expert team and comprehensive range – ensuring the right gear, right away, to get your rig tourin’
WORDS: STAVROS YALLOURIDIS, CHIEF EXECUTIVE OFFICER, MTA NSW GROUP.
Visit sealedperformance.com.au or villagemotors.com.au
AUSTRALIAN CAR MECHANIC | www.mechanics-mag.com.au
Sealed Performance Batteries (Sep/Oct 2026 p26)
Companies most engaged with our content include:
online.repcotrade.com.au
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Addressing the workforce crisis Let’s start with the workforce crisis. There is a national shortfall of more than 38,000 qualified technicians. For a busy workshop, that is not just a statistic, it is a job ad that goes unanswered for months, a bay that sits idle, customers who wait longer and costs that only move in one direction. The Priority Hiring Incentive, which once supported businesses taking on apprentices, was cut from $15,000 to $2,500 at the start of this year. We are calling for it to be restored to $15,000, with retention-linked milestones that reward businesses for seeing apprentices through to qualification, not just signing them up.
Supporting the EV transition The electric vehicle (EV) transition is impacting our industry, with dealerships across Australia reporting a marked increase in consumer interest since the fuel crisis began. Australians are actively seeking a way to mitigate their exposure to volatile petrol prices, and more than 114,000 Australians have already switched to EVs. With the first wave of EVs already exiting manufacturer warranty and moving into the independent repair market, we know servicing these vehicles requires different equipment, specialised training and meaningful capital investment. To be able to provide high-quality services, our submission proposes a $50,000 instant asset write-off for EV
The VACC and the state motor trade associations have invested heavily in promoting automotive careers and demonstrating to young Australians that the industry offers strong employment prospects and diverse specialisation options. We have worked to show that automotive trades provide secure, wellpaid careers with genuine advancement opportunities. Our members have stepped up, ready to train the next generation. But goodwill and promotional campaigns can only achieve so much when the policy settings work against us. We are not asking for preferential treatment. We are asking for policy consistency that recognises the skills Australia needs right now, not just the skills we might need in a decade’s time. We are asking for support structures that align with the government’s own skills shortage analysis.
workshop equipment, grants of up to $25,000 for facility upgrades, and a $3,000 tool allowance for EV-qualified technicians. These are not concessions; they are practical measures that allow businesses to invest with confidence, rather than uncertainty.
End-of-life vehicle challenges There is also the question of what happens at the end of a vehicle’s life. Approximately 850,000 vehicles reach end-of-life annually in Australia, generating an estimated 1.36 million tonnes of waste. As the national fleet transitions, endof-life management, including EV battery stewardship, becomes more complex. Businesses operating across the vehicle lifecycle need consistent national settings, and the budget is the right place to establish them.
Brewing brilliance
Penrite Oil launches 2026 racing livery at Cars & Coffee event
Regulation and compliance The Government has taken some welcome steps, including extending Unfair Contract Terms protections to franchised businesses and moving toward point-ofsale compliance under the New Vehicle Efficiency Standard. These reforms matter; however, implementation must be adequately resourced and subject to regular review, so that compliance reflects real-world trading conditions rather than creating new pressure on dealers and operators.
P
enrite Oil hosted its own Penrite Cars & Coffee event over the weekend, officially unveiling the Penrite Racing livery for the 2026 season and marking the commencement of the Australian owned and made company’s 100-year celebrations. Held at Penrite Oil’s headquarters in Dandenong South, Victoria, the familyfriendly event brought together automotive enthusiasts, motorsport fans and families for a morning celebrating car culture, performance and community. Attendees enjoyed coffee and food trucks, face painting and balloon entertainment for children, alongside a curated display of Penrite vehicles. More than 250 attendees brought and displayed their own vehicles, creating a vibrant showcase of car culture. The event attracted over 1,000 fans and customers, with the Bathurst 1000 winning car also on display and drawing strong interest throughout the day.
Industry representation matters The MTA NSW Group represents more than 3,150 businesses and their 28,000+ workers. We are not calling for special treatment, but for a budget that takes the industry central to Australia’s emissions targets seriously, its regional economy and the mobility of everyday Australians. The Federal Government has an opportunity to get this right. Without the right budget settings, small and independent operators will bear the cost. As budget night approaches, we encourage every automotive business owner to consider what the outcome means for your own planning.
MTA NSW (May/Jun 2026 p36)
made since 1926, and launching our 2026 Penrite Racing livery as part of our 100year celebrations felt like a powerful way to honour where we’ve come from. By evolving our traditional fan day into Penrite Cars & Coffee, we were able to celebrate our history while welcoming families, fans and car lovers to be part of the next chapter.” Penrite Oil Head of Strategy and Customer Engagement Priscilla Robb said the event reflected the values that have underpinned the brand for nearly a century. “Penrite’s story is deeply Australian, and that sense of pride was felt throughout the day,” Robb said. “Unveiling the 2026 Penrite Racing livery at a community-focused event like Cars
& Coffee captured everything we stand for - heritage, performance and people as we begin celebrating 100 years since our founding in 1926. We were honoured to have Margaret Dymond in attendance, and we proudly recognise that without our customers and fans, Penrite would not be the brand it is today after 100 years.”
W
hen the Federal Government recently released its updated Skills Priority List, it confirmed what many in the automotive industry have known for years: Australia faces a critical shortage of qualified technicians. Numerous automotive occupations featured prominently on that list, reflecting the urgent need for skilled workers across the sector. So, it is particularly difficult to understand why, just a short time later, the same government has decided to halve the financial incentives that help employers take on apprentices in these very same identified shortage occupations. From 1 January 2026, the Priority Hiring
A year of celebration The Penrite Cars & Coffee event marks the first of several initiatives planned as the brand celebrates its 100th year in 2026. Throughout the year, Penrite will honour its legacy while engaging customers, fans and the wider automotive community across a range of events and activities.
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More than 1,000 fans gathered to celebrate Penrite’s racing heritage and the start of its 100-year milestone.
AUSTRALIAN CAR MECHANIC | www.mechanics-mag.com.au
Penrite (Mar/Apr 2026 p48)
Apprenticeship incentives are often the difference between being able to afford to train someone or not.
Australia’s skills shortage in the automotive repair space trickles down to everyday motorists. The automotive sector is ready to play its part in building Australia’s workforce. We simply need government policy that enables us to do so effectively. Cutting incentives while simultaneously acknowledging critical skills shortages sends the wrong message entirely and
will have consequences that extend well beyond our industry. The government still has time to reconsider this decision. For the sake of Australian employers, young people seeking careers, and motorists across the country, we hope they will.
OPINION: Cutting apprenticeship support during a skills crisis defies logic
Drivers, fans and a new chapter Penrite Racing drivers and co-drivers Matt Payne, Kai Allen, Will Davison and Tim Slade were in attendance, taking part in fan engagement activities including a live Q&A and signing session. Penrite Oil Events Manager Ryan Lednar said the event marked an important moment for the brand as it enters its centenary year. “This event meant a lot to everyone at Penrite,” Lednar said. “We’ve been Australian owned and
To follow MTA NSW Group’s pre-budget advocacy and access the full Pre-Budget Submission, please visit mtansw.com.au/ news-media. Stavros Yallouridis is CEO of MTA NSW Group, which represents more than 3,150 automotive businesses and 28,000+ workers across NSW and the ACT.
AUSTRALIAN CAR MECHANIC | www.mechanics-mag.com.au
Major shortage
WORDS: PETER A. JONES, CEO, VICTORIAN AUTOMOTIVE CHAMBER OF COMMERCE (VACC) 28
Incentive will drop from $5,000 to $2,500, whilst the Australian Apprentice Training Support Payment will similarly be reduced from $5,000 to $2,500. This represents a significant reduction in support at precisely the time when we need to be encouraging more young Australians into automotive trades. The government acknowledges we have a skills shortage. The government knows which occupations are affected. Yet the policy response is to reduce the support available to address it. The contradiction is stark.
Keeping up For automotive employers, particularly small and medium-sized businesses operating on modest margins, apprenticeship incentives are not simply a bonus – they are often the difference between being able to afford to train someone or not. Taking on an apprentice requires substantial investment: wages, supervision time, training resources, and the productivity loss that comes with teaching someone new to the trade. Many of our members have been blindsided by this decision. They have planned their 2026 workforce strategies based on existing support structures, and this sudden change undermines their capacity to follow through on training commitments.
More concerning still is the impact on young Australians leaving school this year, who will now find fewer opportunities available in an industry that should be expanding its workforce, not contracting it.
Needed spark The government has chosen to maintain the Key Apprenticeship Program incentive for clean energy trades, and whilst we support the transition to cleaner vehicles, the policy creates an imbalance that does not reflect market reality. Electric vehicles currently account for around 10 per cent of new car sales in Australia. Most vehicles on our roads today – and for years to come – are conventional petrol and diesel models requiring traditional automotive skills. By maintaining higher incentives exclusively for clean energy apprenticeships whilst cutting support for conventional automotive trades, the government is betting on a future workforce whilst ignoring present-day needs. The result will be longer wait times for vehicle servicing, delayed repairs, and ultimately higher costs for Australian motorists as the skills shortage deepens. This is not just an industry problem – it is a consumer problem. When workshops cannot find qualified technicians, every Australian who relies on their vehicle for work, family commitments, or daily life feels the impact.
Images: Supplied by VACC
Image: Iryna/stock.adobe.com
Images: Supplied by Schaeffler
Schaeffler stand highlights commitment to supporting increasingly complex vehicle systems.
EYE ON THE INDUSTRY The 2026 Penrite Racing livery was unveiled at the brand’s Cars & Coffee event in Dandenong South.
Injecting support
AAAE 2026 provided a platform for Schaeffler to showcase evolving aftermarket strategy.
Breaking the Euro mould
EYE ON THE INDUSTRY Federal Budget decisions will directly impact hiring, investment and EV readiness for workshops.
Image: Village Motors
Strong engagement from workshop professionals highlights Schaeffler’s presence at AAAE 2026.
Images: Penrite
CORE PRINCIPLES with Schaeffler
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AUSTRALIAN CAR MECHANIC | www.mechanics-mag.com.au
VACC (Jan/Feb 2026 p28-29)
Roles our readers perform include: CAR DEALER/MANUFACTURER
Dealer Principal
MECHANIC - CHAIN
General Manager
MECHANIC – INDEPENDENT
Procurement Manager
PANEL BEATING & SMASH REPAIRS
Branch Manager
PARTS & ACCESSORIES
Franchise Owner
RADIATOR, BATTERY & ELECTRICS
Owner-Operator
TYRES & WHEELS
Workshop Manager
SERVICE STATIONS
Managing Director
IAME
TAFE VIC
AAAA
SAI Auto Care
Bosch Car Service
VACC
Midas
MyCar
JAX Auto
BOB Jane T-mart
MTA
Ultratune
MTA NSW
Melbourne TyreShop
MTA VIC
Bridgestone Service Centres
Purchasing Manager
TAFE NSW
Kangan Institute
Store Manager
TAFE NSW Automotive
131 601
RTO 90003 | CRICOS 00591E | HEP PRV12049
www.mechanics-mag.com.au | AUSTRALIAN CAR MECHANIC
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Content : the foundation of B2B marketing In the age of AI, buyers don’t discover brands through advertising alone – they find them through content that educates, builds trust and showcases proof.
Buyers conduct 80% of research before speaking to suppliers
This research is increasingly being done through AI
AI preferences content from trusted media over company websites
In 2027, campaigns that create impact will start with great content
* http://brixongroup.com/en/the-modern-b2b-buying-journey-why-buyers-complete-80-of-their-journey-alone-and-how-you-can-still-remain-visible ** https://searchengineland.com/google-zero-click-searches-2026-study-479717 ^ https://www.marketingmag.com.au/featured/why-ai-rewards-an-evidence-ecosystem-over-opinion/
Crafted by industry experts Great content doesn’t live in one place. With Australian Car Mechanic, a single piece of content can be amplified across multiple formats and channels delivering compounding value on your marketing investment.
Enews
Podcast
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Build authority and credibility
Extend reach and AEO visibility
Deliver directly to engaged audiences
Bring real-world stories to life
Connect through expert conversations
Educate and engage audiences live
One story. Multiple channels. Compounding impact.
Foundational marketing products Print display advertising options include content created by our editors and journalists, showcasing your brand to our audience. Inside front cover
Early right hand page
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Advanced marketing products Once brand awareness and trust are established, these formats allow you to tell richer stories, engage audiences in greater depth and connect in a more personalised way.
Case Study Videos Showcase real-world success stories in a highly engaging format that builds credibility, demonstrates outcomes and strengthens buyer confidence.
Podcasts Position your brand as an industry voice through expert-led conversations that deepen engagement and build trust with our audience.
Lead generation Engage decision makers with valuable content, converting your brand presence into a pipeline of qualified leads.
Resource downloads Offer high-value content in exchange for contact details, capturing engaged prospects actively seeking solutions.
Webinars Deliver expert-led sessions that educate audiences while enabling real-time interaction, capturing intent and building direct relationships.
Roundtables Facilitate exclusive, small-group discussions that create deeper engagement, peer validation and high-quality connections with senior decision makers.
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Nov/Dec
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Booking: 23 Nov 2026 On sale: 07 Jan 2027
Booking: 10 Feb 2027 On sale: 11 Mar 2027
Booking: 08 Apr 2027 On sale: 07 May 2027
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Business Development Manager, Australian Car Mechanic P: 0466 466 945 E: hollie.tinker@primecreative.com.au