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Oil Change Retail - US - September 2011

This report provides insight into the different factors that influence those who work and do not work on their vehicle themselves, and how it influences the retail sector. This report also covers factors influencing trends in consumption and how different campaigns and innovations will affect sales in the automotive parts and supplies industry. Issues addressed include, but are not limited to the following:

  • What effect the hybrid market will likely have on the oil change industry
  • Taking the oil change to the consumer to extend your brand
  • How automotive manufacturers’ no cost maintenance programs will affect the oil change market
  • How oil change phone applications affect the market
  • What effect consumer driving habits have on the oil change market
  • The impact of key demographics on brand preference for oil change services
  • Where consumers get their oil changed, and which demographics prefer where
  • What media industry leaders are using to deliver different marketing campaigns, and the marketing programs that are most effective

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Table of contents

  1. Scope and Themes

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

                      • 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

                                            • 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

                                                      • Inspire Trend: Survival Skills
                                                        • Inspire Trend: Extend My Brand
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Oil change retail market continues growth
                                                              • Figure 1: Average annual sales per oil change store, 2007-11
                                                            • Oil change retail sales and forecast
                                                              • 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
                                                                • Figure 4: Fan chart forecast of oil change retail revenues, at current prices, 2006-16
                                                            • Market Drivers

                                                              • Key points
                                                                • Growth of electric and hybrid vehicles
                                                                    • 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
                                                                    • 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
                                                                    • Figure 9: Median age of automobiles and trucks in operation in the U.S., 1993-2008
                                                                  • Use of alternative transport
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Automotive manufacturer maintenance packages
                                                                        • Figure 10: Included maintenance coverage on new vehicles, by vehicle manufacturer and vehicle, 2011 (part 1)
                                                                        • 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
                                                                          • 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
                                                                            • Figure 15: Factory recommended miles for oil changes, per vehicle brand, December 2010
                                                                        • Retail Structure—Overview

                                                                          • Key points
                                                                            • Oil change plus stores dominate
                                                                              • Figure 16: U.S. oil change retailers, type of store by number of units, March 2011
                                                                              • Figure 17: Top U.S. oil change retailers, by store units, March 2011
                                                                          • Oil Change-Plus

                                                                            • Key points
                                                                              • Overview
                                                                                • 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

                                                                                      • Key points
                                                                                        • Overview
                                                                                            • Figure 19: Top 30 U.S. fast lube chains, by store units, March 2011
                                                                                          • Jiffy Lube Profile
                                                                                          • Associated Lube Chains

                                                                                            • Key points
                                                                                              • Overview
                                                                                                • Figure 20: Top U.S. associated lube chains, by store units, March 2011
                                                                                            • Innovations and Innovators

                                                                                              • Jiffy Lube Application for the iPhone
                                                                                                • Oil Change Phone Application
                                                                                                • Marketing Strategies

                                                                                                  • Key points
                                                                                                    • Marketing strategies used
                                                                                                      • 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
                                                                                                                      • Figure 22: Meineke basic oil change coupon, 2011
                                                                                                                    • Valvoline
                                                                                                                      • Figure 23: Valvoline $ off full-service oil change coupon, 2011
                                                                                                                    • Firestone
                                                                                                                      • Figure 24: Firestone $ off oil change and filter coupon, 2011
                                                                                                                    • Uncle Ed’s Oil Shoppe
                                                                                                                      • Figure 25: Uncle Ed’s Oil Shoppe $ off any oil change coupon, 2011
                                                                                                                    • Television commercials
                                                                                                                      • Jiffy Lube Focuses on Women
                                                                                                                        • Figure 26: Jiffy Lube TV ad, woman talks to coffee store clerk, 2010
                                                                                                                        • Figure 27: Jiffy Lube TV ad, news anchor, 2011
                                                                                                                      • Valvoline Instant Oil Change
                                                                                                                        • Figure 28: Valvoline TV ad, instant oil change, 2011
                                                                                                                      • Super Lube
                                                                                                                        • Figure 29: Super Lube TV ad, 2011
                                                                                                                    • Oil Change Participation

                                                                                                                      • Key points
                                                                                                                        • Majority of respondents paid for oil change as opposed to self-service
                                                                                                                          • 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
                                                                                                                          • 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
                                                                                                                          • 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
                                                                                                                          • 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
                                                                                                                          • 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

                                                                                                                        • Key points
                                                                                                                          • Oil changes perceived as regular checkups every three months, 3,000 miles
                                                                                                                              • 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
                                                                                                                                • 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
                                                                                                                                  • 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

                                                                                                                                • Key points
                                                                                                                                  • Where oil gets changed: most recently vs. last two years
                                                                                                                                    • Car dealerships most used outlet for past oil changes
                                                                                                                                        • 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
                                                                                                                                            • Figure 39: Where oil was last changed, by gender, May 2011
                                                                                                                                          • Oldest respondents most likely to frequent car dealerships
                                                                                                                                              • Figure 40: Where oil was changed in the last 12 months, by age, May 2011
                                                                                                                                            • Walmart, self-service highest among lowest earning households
                                                                                                                                                • 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
                                                                                                                                                    • 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
                                                                                                                                                      • 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

                                                                                                                                                    • Key points
                                                                                                                                                      • Establishing warm, friendly, and local feel to shop is essential
                                                                                                                                                          • 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
                                                                                                                                                          • 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
                                                                                                                                                          • Figure 46: Important factors when deciding where to get your oil changed, by household income, May 2011
                                                                                                                                                      • Services Performed Besides Oil Change

                                                                                                                                                        • Key points
                                                                                                                                                          • Respondents more likely to just get routine maintenance at oil outlets
                                                                                                                                                            • 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
                                                                                                                                                            • 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
                                                                                                                                                            • 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

                                                                                                                                                          • Key points
                                                                                                                                                            • Traditional windshield sticker favored by three quarters of respondents
                                                                                                                                                                • Figure 50: Preferred ways to be reminded for an oil change, by gender, May 2011
                                                                                                                                                              • Windshield stickers favored by oldest respondents
                                                                                                                                                                  • 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
                                                                                                                                                                  • Figure 52: Preferred ways to be reminded for an oil change, by household income, May 2011
                                                                                                                                                                • Windshield marketing impacts retirees most
                                                                                                                                                                  • Figure 53: Preferred ways to be reminded for an oil change, by employment status, May 2011
                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                • Key points
                                                                                                                                                                  • Asians most likely to perform self-service oil changes
                                                                                                                                                                    • 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
                                                                                                                                                                    • 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
                                                                                                                                                                    • 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
                                                                                                                                                                    • 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
                                                                                                                                                                    • 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
                                                                                                                                                                    • 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
                                                                                                                                                                    • Figure 60: Preferred ways to be reminded for an oil change, by race/Hispanic origin, May 2011
                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                    • Oil Change Only
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Warning Lighters
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Multi-Servicers
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                              • 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
                                                                                                                                                                                              • 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
                                                                                                                                                                                              • 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

                                                                                                                                                                                              • Oil change participation
                                                                                                                                                                                                • Figure 71: Has the oil been changed within the last 12 months, and who changed it, by urban status, May 2011
                                                                                                                                                                                                • 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
                                                                                                                                                                                                • Figure 73: Understanding of how often you should take your vehicle in for an oil change, by marital status, May 2011
                                                                                                                                                                                                • Figure 74: Understanding of how often you should take your vehicle in for an oil change, by level of education, May 2011
                                                                                                                                                                                                • Figure 75: Understanding of how often you should take your vehicle in for an oil change, by urban status, May 2011
                                                                                                                                                                                                • 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
                                                                                                                                                                                                • Figure 77: Where oil was changed in the last 12 months, by number of people in household, May 2011
                                                                                                                                                                                                • 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
                                                                                                                                                                                                • Figure 79: Other shops used in last two years—not for last oil change, by age, May 2011
                                                                                                                                                                                                • Figure 80: Other shops used in last two years—not for last oil change, by level of education, May 2011
                                                                                                                                                                                                • Figure 81: Other shops used in last two years—not for last oil change, by number of people in household, May 2011
                                                                                                                                                                                                • Figure 82: Other shops used in last two years—not for last oil change, by marital status, May 2011
                                                                                                                                                                                                • 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
                                                                                                                                                                                                • Figure 84: Important factors when deciding where to get your oil changed, by marital status, May 2011
                                                                                                                                                                                                • Figure 85: Important factors when deciding where to get your oil changed, by urban status, May 2011
                                                                                                                                                                                                • Figure 86: Important factors when deciding where to get your oil changed, by number of people in household, May 2011
                                                                                                                                                                                                • 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
                                                                                                                                                                                                • Figure 88: Preferred ways to be reminded for an oil change, by level of education, May 2011
                                                                                                                                                                                                • Figure 89: Preferred ways to be reminded for an oil change, by marital status, May 2011
                                                                                                                                                                                            • 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)
                                                                                                                                                                                              • Automotive Oil Change Association (AOCA)
                                                                                                                                                                                              • Automotive Trade Association Executives (ATAE)
                                                                                                                                                                                              • Bridgestone/Firestone Retail & Commercial Operations LLC
                                                                                                                                                                                              • Chrysler LLC
                                                                                                                                                                                              • ConocoPhillips
                                                                                                                                                                                              • Ford Motor Company (USA)
                                                                                                                                                                                              • General Motors Corporation
                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                              • Hyundai Motor America
                                                                                                                                                                                              • Jaguar Cars North America
                                                                                                                                                                                              • Jiffy Lube International
                                                                                                                                                                                              • Kia Motors America, Inc.
                                                                                                                                                                                              • Land Rover North America, Inc.
                                                                                                                                                                                              • Lithia Motors, Inc.
                                                                                                                                                                                              • Mazda North American Operations
                                                                                                                                                                                              • Meineke
                                                                                                                                                                                              • Mercedes-Benz USA
                                                                                                                                                                                              • Midas Group
                                                                                                                                                                                              • Mitsubishi Motors North America, Inc.
                                                                                                                                                                                              • National Automobile Dealers Association (NADA)
                                                                                                                                                                                              • National Independent Automobile Dealership Association (NIADA)
                                                                                                                                                                                              • Nissan North America, Inc.
                                                                                                                                                                                              • Porsche Cars North America, Inc.
                                                                                                                                                                                              • Saab Cars North America
                                                                                                                                                                                              • Subaru of America, Inc.
                                                                                                                                                                                              • Suzuki Motor Corporation
                                                                                                                                                                                              • The Goodyear Tire & Rubber Company
                                                                                                                                                                                              • The Kroger Co.
                                                                                                                                                                                              • Toyota Motor Corporation USA
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • U.S. Department of Transportation
                                                                                                                                                                                              • Volkswagen of America, Inc.
                                                                                                                                                                                              • Walmart Stores (USA)

                                                                                                                                                                                              Oil Change Retail - US - September 2011

                                                                                                                                                                                              US $3,995.00 (Excl.Tax)