Much like the average consumer’s misperception of synthetic motor oil vs. conventional motor oil, many drivers think of oil filters as a generic product. However, being able to speak to customers about the importance of oil filters and helping them pick the correct oil filter for their vehicle can result in them coming back for trusted advice and repeat business.

Now that turbocharged direct injection (TGDI) engines make up nearly 25 percent of U.S. vehicles sold, the American Petroleum Institute (API) has officially announced its new supplemental oil category API SN Plus to meet the demands of both consumers and original equipment manufacturers (OEMs) in protecting against low-speed pre-ignition (LSPI) in engines.

The bitter winds of winter make it obvious for some to prepare their car for months of extreme cold. However, many customers may not realize that it’s just as important to get your vehicle ready for the hottest months of the year before they put the top down and hit the road.

Even though synthetic motor oil has been on the market alongside conventional oil for over 40 years, many consumers still have misperceptions about the product. However, being able to speak to the differences and benefits can help shatter any confusion or myths around synthetic oil and clear the air. “Setting the record straight about synthetic oil is important to educate consumers about the advantages of using this product instead of conventional oil,” said Herbert Steurer, Passenger Vehicle Lubricants brand supervisor for ExxonMobil Fuels & Lubricants. “Ultimately, when installers properly educate consumers around synthetic oil, they’re helping extend both engine

Winter is coming. For car owners in most of the country, snow and ice present the worst possible conditions for operating a vehicle. That means, in addition to routine maintenance, you’re going to need to help prepare customers ahead of time for extreme weather. “Don’t wait until the cold hits to ready vehicles,” said Herbert Steurer, passenger vehicle lubricants brand supervisor for ExxonMobil Fuels & Lubricants. “With a little foresight, you will [help them] save money, save fuel and even help the environment by prepping for the winter season.” Battery Maintenance Car batteries are often hit hardest by the

The bitter winds of winter make it obvious for some to prepare their car for months of extreme cold. However, many customers may not realize that it’s just as important to get your vehicle ready for the hottest months of the year before they put the top down and hit the road. This is where installers can step in to educate consumers and provide services and information directly related to their summer car care. Herbert Steurer, passenger vehicle lubricants brand supervisor for ExxonMobil Fuels & Lubricants, shared some information about why this is a great practice. Q: Simply put,

As times change, so too do modern passenger vehicle engines. To support this evolution and ensure necessary engine support, motor oils have also evolved. According to The New York Times, less than 7 percent of new vehicles in America were sold with turbochargers in 2011 — but, in only four years, that percentage has tripled. Leading automotive data analysts at IHS Automotive expect turbocharger engines to represent 38 percent of new vehicles sold in the U.S. by 2021. By 2025, it’s believed that U.S. turbocharger popularity may even match Europe’s, where an astonishing 70 percent of all new vehicles

Virgle Ward isn’t new to the automotive industry — in fact, he’s been in the business for more than 35 years. Starting his career in the commercial tire business, Ward spent most of his time handling business-to-business accounts and working on large retail orders. After feeling disconnected from the lack of customer service he desired, Ward began seeking out a more hands-on, customer-focused career. It was at that time Ward came into the fast lube industry and began working for Benny’s Car Wash.“Working at Benny’s gave me a one-on-one relationship with my customers,” Ward said. “They needed my service,

In September 2012, Avery Graham and her brother, John Graham decided to merge their skill sets and build a fast lube service from the ground up. Avery, with a degree in business administration, majoring in marketing, communications and management, from Vancouver Island’s Camosun College would handle the day-to-day administration work, marketing, networking and customers. John would use his eight years of experience working in the oil change industry to train the staff and service delivery.This genius pairing was born and raised in a family with a passion for the automotive industry. A factor that probably led to the quick