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Oil Change Retail - US - August 2009

This report explores the oil change market in the US. It provides insight into the external and internal factors affecting sales, consumption, trends and what they mean for future sales, promotional campaigns and industry innovations. Sales and analysis covers three oil change segments: fast lube chains, oil change-plus operators and associated lube chains.

Specific questions that are answered in this report include, but are not limited to, the following:

  • What effects do rising gasoline costs and the economic downturn have on the overall market?
  • How are oil change operators tapping the “green” movement to increase sales and convince environmentalists the services they offer are relevant?
  • What segments of the oil change market are stagnating, and what can be done to increase activity?
  • What companies are driving innovation in their segments, and how can others learn from their success?
  • What effect will a pending bill to expand vehicle information, from dealers to outside operators, have on the oil change retail market?
  • Why are non-oil change retailers like mass merchants or tire shops entering the oil change market and what effect does that have on outlets whose primary business model is oil changes?
  • What effect does consumer driving patterns have on the oil change market?
  • How are revamped automaker motor oil recommendations affecting the oil change market?
  • How can oil change operators take advantage of the economic downturn to appeal to consumers seeking budget-conscious options?
  • What media are industry leaders using to deliver effective marketing campaigns, and what actions need to be taken to improve visibility?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Oil change market affected by U.S. recession, U.S. automotive market
                      • Oil change-plus operators control 69% of market; fast lube chains 30%
                        • Oil change retail threatened by dealership transitioning to service centers
                          • Fewer miles traveled may create less reliance on oil changes, maintenance
                            • Industry doubling suggested miles driven requiring oil changes, check-ups
                              • Car sales plummet as consumers maintain older cars, benefiting oil change
                                • Consumer survey results
                                  • Youngest respondent households earning least are likely to own car
                                    • Most respondents pay for oil changes than participate in self-service
                                      • About half of respondents change oil every three months as recommended
                                        • Those aged 35-44 are most invested in changing oil every three months
                                          • Higher earning households uniform in changing oil more consistently
                                            • Jiffy Lube most preferred among respondents; Walmart is second
                                              • Routine, quality of work equally responsible for bringing consumers back
                                                • Belt-tightening resulting in respondents preferring basic service the most
                                                  • Aftermarket items a tough sell in recessionary times; 60% not interested
                                                    • Consumers spending between $30-50 in total at oil change outlets
                                                    • Insights and Opportunities

                                                      • Offer mobile oil service for commuters, upscale consumers, fleet operators
                                                        • Invite customers to stay in their car for novelty, convenience, assurance
                                                          • Partner with area restaurants, theaters to offer valet service checks
                                                          • Inspire Insights

                                                              • Trend: Simplicity and Convenience
                                                                • Convenience means far more ease and portability
                                                                  • Oil change outlets will benefit by allowing convenience to start from home
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Oil change retail market falls hardest in 2010 but picks up past recession
                                                                        • Figure 1: Total oil change retail revenues, at current prices, 2004-14
                                                                        • Figure 2: Total oil change retail revenues, at inflation-adjusted prices, 2004-14
                                                                    • Competitive Context

                                                                      • Dealerships strengthen service component, threatening oil change revenue
                                                                          • Figure 3: U.S. new car dealerships, 1987-2008
                                                                        • Fewer miles traveled may create less reliance on oil changes, maintenance
                                                                            • Figure 4: Consumer vehicle miles traveled, all U.S. roads and streets, 1998-2008
                                                                          • Industry doubling suggested miles driven requiring oil changes, check-ups
                                                                              • Figure 5: Factory recommended miles for oil changes, per vehicle brand, December 2007
                                                                          • Market Drivers

                                                                            • Car sales plummet as consumers maintain older cars, benefiting oil change
                                                                                • Figure 6: Total sales at new car dealerships, at current prices, 2003-09
                                                                              • New vehicle sales dominate, but losing slight market share to used
                                                                                  • Figure 7: U.S. sales at new car dealerships, by segment, 2005 and 2007
                                                                                • Right to Repair Act poised to give oil change operators repair advantage
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Oil Change-Plus operators control 69% of market; fast lube chains 30%
                                                                                      • Figure 8: Top U.S. oil change retailers, by store units, March 2009
                                                                                      • Figure 9: Top U.S. oil change retailers, by store units, March 2009
                                                                                  • Segment Performance—Oil Change-Plus Shops

                                                                                    • Key points
                                                                                      • Overview
                                                                                        • Walmart Tire & Lube Express
                                                                                          • Goodyear Gemini Automotive Care
                                                                                            • Firestone Complete Auto Care
                                                                                              • Focus on recycled motor oil changes; EcoPower launch on both coasts
                                                                                                • Midas Auto Service
                                                                                                  • Midas experimenting with co-branding SpeeDee shops, 25 due by 2010
                                                                                                      • Figure 10: Top 50 U.S. oil change-plus chains, by store units, March 2009
                                                                                                  • Segment Performance—Fast Lube Chains

                                                                                                    • Key points
                                                                                                      • Overview
                                                                                                        • Jiffy Lube transitions from speed, convenience to preventive maintenance
                                                                                                            • Figure 11: Top U.S. fast lube chains, by store units, March 2009
                                                                                                        • Segment Performance—Associated Chains

                                                                                                          • Key points
                                                                                                            • Overview
                                                                                                              • Figure 12: Top U.S. associated chains, by store units, March 2009
                                                                                                          • Innovation and Innovators

                                                                                                            • Firestone launches inaugural “greener” oil change service in Oregon
                                                                                                              • Technology company markets “green” oil filter to make oil changes last
                                                                                                                • Jiffy Lube launches program that evaluates, encourages fuel efficiency
                                                                                                                • Advertising and Promotion

                                                                                                                  • Mobile phone applications, promotions direct consumers to lube outlets
                                                                                                                      • Figure 13: Online advertising by the U.S. automotive industry, 2007-12
                                                                                                                    • Loyalty cards allows convenience, speed for individual and fleet customers
                                                                                                                      • Analysis of commercial television spots
                                                                                                                        • Using environmental messages to drive home value of regular oil changes
                                                                                                                          • Figure 14: Lube Stop ad, 2009
                                                                                                                          • Figure 15: Jiffy Lube ad, 2009
                                                                                                                        • Preventative maintenance message used to offset gas prices, recession
                                                                                                                          • Figure 16: Jiffy Lube Signature Service ad, 2009
                                                                                                                        • Engine warranty promoted as incentive for regular oil changes
                                                                                                                          • Figure 17: Valvoline ad, 2009
                                                                                                                      • Oil Change Retail—Preference

                                                                                                                        • Key points
                                                                                                                          • Youngest respondent households earning are least likely to own car
                                                                                                                            • Figure 18: Automotive ownership, by gender, age, and household income, April 1-14, 2009
                                                                                                                          • Most respondents pay for oil changes than participate in self-service
                                                                                                                            • Figure 19: Oil change preference, by gender, April 1-14, 2009
                                                                                                                          • Younger respondents more than oldest least likely to pay for oil changes
                                                                                                                            • Figure 20: Oil change preference, by age, April 1-14, 2009
                                                                                                                          • Divide in household income not as relevant in determining pay, self-service
                                                                                                                            • Figure 21: Oil change preference, by household income, April 1-14, 2009
                                                                                                                        • Oil Change Retail—Frequency

                                                                                                                          • Key points
                                                                                                                            • About half of respondents change oil every three months as recommended
                                                                                                                              • Figure 22: Oil change frequency, by gender, April 1-14, 2009
                                                                                                                            • Those aged 35-44 are most invested in changing oil every three months
                                                                                                                              • Figure 23: Oil change frequency, by age, April 1-14, 2009
                                                                                                                            • Higher earning households uniform in changing oil more consistently
                                                                                                                              • Figure 24: Oil change frequency, by household income, April 1-14, 2009
                                                                                                                          • Oil Change Retail—Segment Preference

                                                                                                                            • Key points
                                                                                                                              • Oil change outlets, car dealerships equally preferred by respondents
                                                                                                                                  • Figure 25: Oil change segment preference, by gender, April 1-14, 2009
                                                                                                                                • As respondents turn 55, they shift from oil change outlets to dealerships
                                                                                                                                    • Figure 26: Oil change segment preference, by age, April 1-14, 2009
                                                                                                                                  • Wealthiest respondents more likely to use dealerships, less use mechanics
                                                                                                                                    • Figure 27: Oil change segment preference, by household income, April 1-14, 2009
                                                                                                                                • Oil Change Retail—Brand Preference

                                                                                                                                  • Key points
                                                                                                                                    • Jiffy Lube most preferred among respondents; Walmart is second
                                                                                                                                      • Figure 28: Oil change brand preference, by gender, April 1-14, 2009
                                                                                                                                    • Walmart most heavily patronized by those aged 18-24; those 65+ the least
                                                                                                                                      • Figure 29: Oil change brand preference, by age, April 1-14, 2009
                                                                                                                                    • Wealthiest least loyal to Walmart; most likely than others to go to Jiffy Lube
                                                                                                                                      • Figure 30: Oil change brand preference, by household income, April 1-14, 2009
                                                                                                                                  • Oil Change Retail—Reason for Choice

                                                                                                                                    • Key points
                                                                                                                                      • Routine, quality of work equally responsible for bringing consumers back
                                                                                                                                        • Figure 31: Oil change reason for choice, by gender, April 1-14, 2009
                                                                                                                                      • Older respondents motivated most by quality, routine than youngest
                                                                                                                                          • Figure 32: Oil change reason for choice, by age, April 1-14, 2009
                                                                                                                                      • Oil Change Retail—Service Choice

                                                                                                                                        • Key points
                                                                                                                                          • Belt-tightening resulting in respondents preferring basic service the most
                                                                                                                                            • Figure 33: Oil change service choice, by gender, April 1-14, 2009
                                                                                                                                          • Gap between oil change services narrow as respondents age
                                                                                                                                            • Figure 34: Oil change service choice, by age, April 1-14, 2009
                                                                                                                                          • Wealthy more inclined to get basic service than more expensive full
                                                                                                                                              • Figure 35: Oil change service choice, by household income, April 1-14, 2009
                                                                                                                                          • Oil Change Retail—Aftermarket Activity

                                                                                                                                            • Key points
                                                                                                                                              • Aftermarket items a tough sell in recessionary times; 60% not interested
                                                                                                                                                • Figure 36: Oil change aftermarket, by gender, April 1-14, 2009
                                                                                                                                              • Least wealthy households most likely to purchase aftermarket items
                                                                                                                                                • Figure 37: Oil change aftermarket, by household income, April 1-14, 2009
                                                                                                                                            • Oil Change Retail—Consumer Spend

                                                                                                                                              • Key points
                                                                                                                                                • Consumers spending between $30-50 in total at oil change outlets
                                                                                                                                                    • Figure 38: Oil change consumer spend, by gender, April 1-14, 2009
                                                                                                                                                  • Those aged 18-24 are spending the most at oil change outlets
                                                                                                                                                      • Figure 39: Oil change consumer spend, by age, April 1-14, 2009
                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                    • Key points
                                                                                                                                                      • Hispanics show potential growth for marketing oil change service, repair
                                                                                                                                                        • Figure 40: Oil change preference, by race or Hispanic origin, April 1-14, 2009
                                                                                                                                                      • Blacks most active in changing oil every three months; Hispanics more so
                                                                                                                                                        • Figure 41: Oil change frequency, by race or Hispanic origin, April 1-14, 2009
                                                                                                                                                      • Hispanics most prefer oil change outlets; blacks prefer dealers most
                                                                                                                                                        • Figure 42: Oil change segment preference, by race or Hispanic origin, April 1-14, 2009
                                                                                                                                                      • Hispanics value personal recommendations more than blacks, whites
                                                                                                                                                        • Figure 43: Oil change reason for choice, by race and Hispanic origin, April 1-14, 2009
                                                                                                                                                      • Hispanics spending more than peers on aftermarket parts, fluids
                                                                                                                                                        • Figure 44: Oil change aftermarket, by race and Hispanic origin, April 1-14, 2009
                                                                                                                                                      • Hispanic respondents most likely to spend the most, whites the least
                                                                                                                                                        • Figure 45: Oil change consumer spend, by race and Hispanic origin, April 1-14, 2009
                                                                                                                                                    • Cluster Analysis

                                                                                                                                                        • Retailers
                                                                                                                                                          • Shoppers
                                                                                                                                                            • Dealers
                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                • Figure 46: Oil change clusters, April 2009
                                                                                                                                                                • Figure 47: Oil change segment preference, Oil change clusters, April 2009
                                                                                                                                                                • Figure 48: Oil change reason for choice, change clusters, April 2009
                                                                                                                                                                • Figure 49: Oil change service choice, Oil change clusters, April 2009
                                                                                                                                                                • Figure 50: Oil change aftermarket, Oil change clusters, April 2009
                                                                                                                                                                • Figure 51: Oil change brand preference, Oil change clusters, April 2009
                                                                                                                                                                • Figure 52: Oil change clusters, April 2009
                                                                                                                                                              • Cluster demographics
                                                                                                                                                                • Figure 53: Oil change clusters, by gender, April 2009
                                                                                                                                                                • Figure 54: Oil change clusters, by age group, April 2009
                                                                                                                                                                • Figure 55: Oil change clusters, by income group, April 2009
                                                                                                                                                                • Figure 56: Oil change clusters, by race, April 2009
                                                                                                                                                                • Figure 57: Oil change clusters, by Hispanic origin, April 2009
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                • Reason for choice and household income
                                                                                                                                                                  • Figure 58: Oil change reason for choice, by household income, April 1-14, 2009
                                                                                                                                                                • Aftermarket purchasing and respondent age
                                                                                                                                                                  • Figure 59: Oil change aftermarket, by age, April 1-14, 2009
                                                                                                                                                                • Consumer spend and household income
                                                                                                                                                                  • Figure 60: Oil change consumer spend, by household income, April 1-14, 2009
                                                                                                                                                                • Brand preference and race and Hispanic origin
                                                                                                                                                                  • Figure 61: Oil change brand preference, by race or Hispanic origin, April 1-14, 2009
                                                                                                                                                                • Oil change service choice and race and Hispanic origin
                                                                                                                                                                  • Figure 62: Oil change service choice, by race and Hispanic origin, April 1-14, 2009
                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • AB Volvo
                                                                                                                                                                • Alliance Of Automobile Manufacturers, Inc.
                                                                                                                                                                • American Automobile Association (AAA)
                                                                                                                                                                • American Honda Motor Co., Inc.
                                                                                                                                                                • Audi of America Inc
                                                                                                                                                                • Automotive Industry Action Group (AIAG)
                                                                                                                                                                • CarMax, Inc.
                                                                                                                                                                • Chrysler LLC
                                                                                                                                                                • ConocoPhillips
                                                                                                                                                                • Ford Motor Company (USA)
                                                                                                                                                                • General Motors Corporation
                                                                                                                                                                • Greenfield Online
                                                                                                                                                                • Hyundai Motor America
                                                                                                                                                                • Jaguar Cars North America
                                                                                                                                                                • Kia Motors America, Inc.
                                                                                                                                                                • Land Rover North America, Inc.
                                                                                                                                                                • Lithia Motors, Inc.
                                                                                                                                                                • Mazda North American Operations
                                                                                                                                                                • McKinney
                                                                                                                                                                • Mercedes-Benz USA
                                                                                                                                                                • Midas Group
                                                                                                                                                                • Mitsubishi Motors North America, Inc.
                                                                                                                                                                • National Automobile Dealers Association (NADA)
                                                                                                                                                                • National Basketball Association
                                                                                                                                                                • Nissan North America, Inc.
                                                                                                                                                                • Porsche Cars North America, Inc.
                                                                                                                                                                • Saab Cars North America
                                                                                                                                                                • Subaru of America, Inc.
                                                                                                                                                                • Suzuki Motor Corporation
                                                                                                                                                                • Terrible Herbst Inc.
                                                                                                                                                                • The Goodyear Tire & Rubber Company
                                                                                                                                                                • Toyota Motor Corporation USA
                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                • U.S. Department of Transportation
                                                                                                                                                                • Volkswagen of America, Inc.
                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                • Zipcar, Inc.

                                                                                                                                                                Oil Change Retail - US - August 2009

                                                                                                                                                                US $3,995.00 (Excl.Tax)