The North American vehicle population is extremely diverse. There are many vehicles on the road with ethylene-glycol antifreeze. Its life expectancy is approximately 24,000 miles. Long-life formulations can last as long as 150,000 miles or up to five years. This broad spectrum has the repair industry erring on the side of caution, recommending vehicle owners to inspect fluid levels every three months. Some are even recommending annual coolant system service.
North American vehicle owners are less familiar with antifreeze products than they are with engine oil products. Owners typically defer to what is offered by the location or the technician's recommendations. With engine oils, there is often a clear connection between the service location brand and the engine oil brand. This is not true for coolants, as most do-it-for-me (DIFM) owners have limited involvement with antifreeze products or brands. Frost & Sullivan's research indicates that vehicle owners are very attuned to service packages. Coolant fluid top-ups and coolant flushes are included in packages. Owners are highly dependent on the service provided for both the brand and type of fluid.
Thirty-six percent of respondents to Frost & Sullivan's maintenance service behavior study indicated that they had completed a coolant system service in the last 12 months. Vehicles undergoing the service were more likely to be under warranty, but surprisingly did not show any strong favor to the dealer channel.
On the retail side of the business, consumers are brand aware, but not necessarily brand loyal. They are highly influenced by promotions. Antifreeze sales are seasonally driven, and promotional placement during the peak seasons is essential for strong annual performance.
