Chrysler Group dealers say training now available from Shell can boost their quick-lube business, but some say it is pricey.
Shell, which owns the Jiffy Lube chain of quick lube shops, will provide Pennzoil and Shell Rotella motor oils to Chrysler dealers, says Lisa Davis, president of Shell Bulk Fuels and Lubricants, Americas.
Shell also will train dealers to use the brand names as a marketing tool to attract customers. The dealers also can use Shell's national promotions.
"We expect to build consumer pull for Pennzoil products among Chrysler vehicle owners, which will ultimately benefit all retailers and installers who feature the Pennzoil brand," says Davis.
The partnership between Shell and Chrysler Group was announced last month.
"There is a new emphasis on getting more fast change business into our dealerships, and Shell is an expert on the retail side," says a spokesman for Mopar, Chrysler's aftermarket arm.
The program costs a one-time $18,000 per dealership, which includes signs and training, dealers said.
Not all dealers are jumping at the chance to be part of the Shell program.
Scott Wood, owner of Stanley Wood Chevrolet and Scott Wood Chrysler-Dodge-Jeep in Batesville, Ark., a town of 9,500 people, says the concept is good but too pricey for him. He is developing a similar program for his dealerships.
"Our brand will be based on our own dealership name and reputation," says Wood.
On the other hand, Chuck Eddy, owner of Bob & Chuck Eddy Chrysler-Dodge-Jeep of Austintown, Ohio, is excited about working with Shell. In addition to the $18,000, which he says Chrysler is "helping out with," Eddy spent $50,000 to add two service lanes with lifts to his dealership.
Says Eddy: "It's a huge opportunity. It will be the feeder system to my service department."