Motor Age: How has Motor Oil Matters evolved since its inception in 2009?
Boehm-Miller: We established Motor Oil Matters as an educational campaign for consumers, installers and distributors. When we launched the campaign in 2009, our focus was to create awareness that all motor oils are not the same. Not only did we want to convey the message that using quality motor oils will protect the investment in their business to repair shop, quick lube, dealer and tire shop owners and distributors, but also to consumers that using quality motor oils can protect their second largest investment. It's all around creating awareness that all motor oils are not the same.One thing that we did in 2009 to gain this awareness and gain some momentum was the Motor Oil Matters tour. This was a series of customer appreciation events where we announced to our loyal installers the ways we were supporting their business through the Motor Oil Matters campaign. For example, we launched the Certified Installer program in which we have an installer locator in our Motor Oil Matters website, MotorOilMatters.org, where consumers can find installers using quality motor oils. We also provided consumer education materials and point of sale materials to our installers. In addition, we launched the product quality program, which is an installer testing program designed to help consumers get what they pay for. We verify that installers are pouring what they say they're pouring.
Motor Age: The American Petroleum Institute is taking over leadership of the program now. How will this help further the program's cause?
Boehm-Miller: When we started Motor Oil Matters, several trade associations supported it and many others expressed interest in publicly supporting the campaign once it became a true industry initiative. Now that API, as a third party trade association, is leading the cause, we know that other trade associations will join. We think that's going to add to the strength of Motor Oil Matters. And while we've pointed to Pennzoil and Quaker State brands as examples of quality products that consumers should seek out, the quality message has a lot of appeal to other manufacturers that produce API-licensed motor oils.
Motor Age: How can shops take advantage of Motor Oil Matters and educate their customers?
Boehm-Miller: The best way repair shops can promote and help grow Motor Oil Matters is to promote the use of quality motor oils and to direct consumers to MotorOilMatters.org. At the website, consumers can learn about motor oil and how quality motor oils can protect their engines. As for the Certified Installer program, that currently is proprietary to our customers, so we will have to see how API expands that dimension.
