Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Market data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The oil change market grows during the recession
- Oil change-plus operators dominate; fast lube chains next
- Oil change retail is threatened by the hybrid and electric vehicle market
- Fewer miles traveled may create less reliance on oil changes, maintenance
- As consumers forgo the purchase of a new car, they need more frequent oil changes to maintain their older vehicle
- Key consumer findings
- Older respondents more likely to pay for an oil change
- After dealerships, the number one source for oil change is Jiffy Lube followed by Walmart
- Older respondents and those with household incomes above $75K most likely to go to a dealership
- Friendly and helpful employees most important part of the oil change service
- Windshield stickers still the key reminder to get your oil changed
Insights and Opportunities
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- Quick lube oil change services at places people go to for 45-60 minutes
- Preparing for plug-in cars, electric vehicles, and hybrids on the road
- Self-Service Maintenance Stations
- Customer Referral Program
Inspire Insights
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- Inspire Trend: Survival Skills
- Inspire Trend: Extend My Brand
Market Size and Forecast
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- Key points
- Oil change retail market continues growth
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- Figure 1: Average annual sales per oil change store, 2007-11
- Oil change retail sales and forecast
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- Figure 2: Total oil change retail revenues, at current prices, 2006-16
- Figure 3: Total oil change retail revenues, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 4: Fan chart forecast of oil change retail revenues, at current prices, 2006-16
Market Drivers
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- Key points
- Growth of electric and hybrid vehicles
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- Figure 5: Total U.S. sales and forecast of hybrid vehicles, 2006-14
- Figure 6: Projected U.S. supply of electric vehicles, by make, 2011-15
- Fewer miles traveled
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- Figure 7: Consumer vehicle miles traveled, all U.S. roads and streets, 1991-2011
- Figure 8: Monthly miles traveled in the U.S., 2009-11
- Age of car driven
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- Figure 9: Median age of automobiles and trucks in operation in the U.S., 1993-2008
- Use of alternative transport
Competitive Context
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- Key points
- Automotive manufacturer maintenance packages
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- Figure 10: Included maintenance coverage on new vehicles, by vehicle manufacturer and vehicle, 2011 (part 1)
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- Figure 11: Included maintenance coverage on new vehicles, by vehicle manufacturer and vehicle, 2011 (part 2)
- Figure 12: Included maintenance coverage on used vehicles, by vehicle manufacturer and vehicle, 2011
- Other dealer activity
- Service and parts sales—targeting oil changes
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- Figure 13: Dealerships’ total service and parts sales, 1998-2010
- Figure 14: Dealerships’ service and parts sales, 2009-10
- Increased Marketing and Investment in Service and Parts Departments
- Improved Engine Technology and In-Car Computer Systems
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- Figure 15: Factory recommended miles for oil changes, per vehicle brand, December 2010
Retail Structure—Overview
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- Key points
- Oil change plus stores dominate
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- Figure 16: U.S. oil change retailers, type of store by number of units, March 2011
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- Figure 17: Top U.S. oil change retailers, by store units, March 2011
Oil Change-Plus
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- Key points
- Overview
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- Figure 18: Top 30 U.S. oil change-plus chains, by store units, March 2011
- Profiles of Major Oil Change-Plus Shops
- Walmart Tire & Lube Express
- Goodyear Gemini Automotive Care
- Firestone Complete Auto Care
Fast Lube Chains
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- Key points
- Overview
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- Figure 19: Top 30 U.S. fast lube chains, by store units, March 2011
- Jiffy Lube Profile
Associated Lube Chains
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- Key points
- Overview
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- Figure 20: Top U.S. associated lube chains, by store units, March 2011
Innovations and Innovators
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- Jiffy Lube Application for the iPhone
- Oil Change Phone Application
Marketing Strategies
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- Key points
- Marketing strategies used
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- Figure 21: Oil change operators, types of advertising used, larger vs. smaller chains, 2010
- Rewards cards/programs
- Firestone
- Meineke
- Midas
- Pep Boys
- Uncle Ed’s Oil Shoppe
- Email coupons and special offers
- Jiffy Lube
- Meineke
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- Figure 22: Meineke basic oil change coupon, 2011
- Valvoline
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- Figure 23: Valvoline $ off full-service oil change coupon, 2011
- Firestone
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- Figure 24: Firestone $ off oil change and filter coupon, 2011
- Uncle Ed’s Oil Shoppe
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- Figure 25: Uncle Ed’s Oil Shoppe $ off any oil change coupon, 2011
- Television commercials
- Jiffy Lube Focuses on Women
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- Figure 26: Jiffy Lube TV ad, woman talks to coffee store clerk, 2010
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- Figure 27: Jiffy Lube TV ad, news anchor, 2011
- Valvoline Instant Oil Change
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- Figure 28: Valvoline TV ad, instant oil change, 2011
- Super Lube
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- Figure 29: Super Lube TV ad, 2011
Oil Change Participation
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- Key points
- Majority of respondents paid for oil change as opposed to self-service
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- Figure 30: Has the oil been changed within the last 12 months, and who changed it, by gender, May 2011
- Older respondents aged 55+ are more likely to pay for oil changes
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- Figure 31: Has the oil been changed within the last 12 months, and who changed it, by age, May 2011
- Highest earning households most likely to pay for oil changes
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- Figure 32: Has the oil been changed within the last 12 months, and who changed it, by household income, May 2011
- Respondents who have higher degrees more likely to pay for oil change
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- Figure 33: Has the oil been changed within the last 12 months, and who changed it, by level of education, May 2011
- Multiple person households more likely to share oil change responsibilities
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- Figure 34: Has the oil been changed within the last 12 months, and who changed it, by number of people in household, May 2011
Oil Change Frequency—Consumer Perceptions
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- Key points
- Oil changes perceived as regular checkups every three months, 3,000 miles
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- Figure 35: Understanding of how often you should take your vehicle in for an oil change, by gender, May 2011
- Owner’s manual recommendations matter most to older respondents
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- Figure 36: Understanding of how often you should take your vehicle in for an oil change, by age, May 2011
- Three-month, 3,000-mile standard highest among lowest earning households
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- Figure 37: Understanding of how often you should take your vehicle in for an oil change, by household income, May 2011
Where Consumers Go for Oil Changes
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- Key points
- Where oil gets changed: most recently vs. last two years
- Car dealerships most used outlet for past oil changes
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- Figure 38: Where oil was last changed, and shops also used for oil change, May 2011
- Where oil gets changed: most recently
- Car dealerships used by most respondents for last oil change
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- Figure 39: Where oil was last changed, by gender, May 2011
- Oldest respondents most likely to frequent car dealerships
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- Figure 40: Where oil was changed in the last 12 months, by age, May 2011
- Walmart, self-service highest among lowest earning households
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- Figure 41: Where oil was changed in the last 12 months, by household income, May 2011
- Other shops used, not for last oil change
- Jiffy Lube, local service shop also used
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- Figure 42: Other shops used in last two years—not for last oil change, by gender, May 2011
- Respondents from low-earning households more likely to use Walmart
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- Figure 43: Other shops used in last two years—not for last oil change, by household income, May 2011
Factors Influencing Choice of Oil Change Outlet
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- Key points
- Establishing warm, friendly, and local feel to shop is essential
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- Figure 44: Important factors when deciding where to get your oil changed, by gender, May 2011
- Low prices appeal most to respondents aged 35-44
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- Figure 45: Important factors when deciding where to get your oil changed, by age, May 2011
- Low prices have almost universal appeal among household income groups
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- Figure 46: Important factors when deciding where to get your oil changed, by household income, May 2011
Services Performed Besides Oil Change
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- Key points
- Respondents more likely to just get routine maintenance at oil outlets
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- Figure 47: What other services were done at last oil change, by gender, May 2011
- Oldest respondents least likely to get repairs while getting oil changed
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- Figure 48: What other services were done at last oil change, by age, May 2011
- Middle-income earners most likely to pay for more expensive repairs
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- Figure 49: What other services were done at last oil change, by household income, May 2011
How Consumers Would Like to Be Reminded of Oil Changes
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- Key points
- Traditional windshield sticker favored by three quarters of respondents
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- Figure 50: Preferred ways to be reminded for an oil change, by gender, May 2011
- Windshield stickers favored by oldest respondents
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- Figure 51: Preferred ways to be reminded for an oil change, by age, May 2011
- Postcard reminders rated highest by households earning $100K-149.9K
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- Figure 52: Preferred ways to be reminded for an oil change, by household income, May 2011
- Windshield marketing impacts retirees most
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- Figure 53: Preferred ways to be reminded for an oil change, by employment status, May 2011
Impact of Race and Hispanic Origin
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- Key points
- Asians most likely to perform self-service oil changes
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- Figure 54: Has the oil been changed within the last 12 months, and who changed it, by race/Hispanic origin, May 2011
- Car dealerships most likely used by Asians, blacks
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- Figure 55: Where oil was changed in the last 12 months, by race/Hispanic origin, May 2011
- Asians, Hispanics most likely to use Walmart over past two years
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- Figure 56: Other shops used in last two years – not for last oil change, by race/Hispanic origin, May 2011
- Hispanic, blacks more interested than whites in oil change options
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- Figure 57: Important factors when deciding where to get your oil changed, by race/Hispanic origin, May 2011
- Hispanic, blacks most likely to pay for repair work while getting oil changed
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- Figure 58: What other services were done at last oil change by race/Hispanic origin, May 2011
- Blacks most likely to follow traditional oil change recommendations
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- Figure 59: Understanding of how often you should take your vehicle in for an oil change, by race/Hispanic origin, May 2011
- Asians most responsive to email
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- Figure 60: Preferred ways to be reminded for an oil change, by race/Hispanic origin, May 2011
Cluster Analysis
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- Oil Change Only
- Demographics
- Characteristics
- Opportunity
- Warning Lighters
- Demographics
- Characteristics
- Opportunity
- Multi-Servicers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 61: Oil change clusters, May 2011
- Figure 62: Other repairs done while having last oil change, by oil change clusters, May 2011
- Figure 63: Important factors when choosing where to have oil changed, by oil change clusters, May 2011
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- Figure 64: Understanding of how often oil should be changed, by oil change clusters, May 2011
- Figure 65: Best ways to be reminded about an oil change, by oil change clusters, May 2011
- Cluster demographics
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- Figure 66: Oil change clusters, by gender, May 2011
- Figure 67: Oil change clusters, by age, May 2011
- Figure 68: Oil change clusters, by household income, May 2011
- Figure 69: Oil change clusters, by race, May 2011
- Figure 70: Oil change clusters, by Hispanic origin, May 2011
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Oil change participation
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- Figure 71: Has the oil been changed within the last 12 months, and who changed it, by urban status, May 2011
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- Figure 72: Has the oil been changed within the last 12 months, and who changed it, by marital status, May 2011
- Consumer perceptions of oil change frequency
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- Figure 73: Understanding of how often you should take your vehicle in for an oil change, by marital status, May 2011
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- Figure 74: Understanding of how often you should take your vehicle in for an oil change, by level of education, May 2011
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- Figure 75: Understanding of how often you should take your vehicle in for an oil change, by urban status, May 2011
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- Figure 76: Understanding of how often you should take your vehicle in for an oil change, by number of children in household, May 2011
- Where consumers went for their last oil change
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- Figure 77: Where oil was changed in the last 12 months, by number of people in household, May 2011
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- Figure 78: Where oil was changed in the last 12 months, by marital status, May 2011
- Where consumers also went for oil change in last two years
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- Figure 79: Other shops used in last two years—not for last oil change, by age, May 2011
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- Figure 80: Other shops used in last two years—not for last oil change, by level of education, May 2011
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- Figure 81: Other shops used in last two years—not for last oil change, by number of people in household, May 2011
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- Figure 82: Other shops used in last two years—not for last oil change, by marital status, May 2011
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- Figure 83: Other shops used in last two years—not for last oil change, by urban status, May 2011
- Why consumers choose oil change outlets
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- Figure 84: Important factors when deciding where to get your oil changed, by marital status, May 2011
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- Figure 85: Important factors when deciding where to get your oil changed, by urban status, May 2011
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- Figure 86: Important factors when deciding where to get your oil changed, by number of people in household, May 2011
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- Figure 87: Important factors when deciding where to get your oil changed, by level of education, May 2011
- How consumers wish to be reminded of oil change
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- Figure 88: Preferred ways to be reminded for an oil change, by level of education, May 2011
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- Figure 89: Preferred ways to be reminded for an oil change, by marital status, May 2011
Appendix: Trade Associations
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