In this episode of Inside the Brands, CRP Automotive’s Mark Malone covers the topic of “genuine” motor oil.
“Genuine” oil simply means oil that is offered by an automaker. This actually isn’t a new concept, as Ford has been offering OEM oil under its Motorcraft brand for decades now. But it’s a growing trend — especially over the past few years as vehicles are using more specialized oils like ultra-low viscosity formulas.
These “genuine” branded oils are made by someone other than the automaker — who is, in essence, just private labeling oil made by one of the major producers. Automakers like the concept because it reduces warranty claims by ensuring that owners use the correct oil. It also drives customers back to the dealer for service and future sales opportunities. Additionally, the complexity of modern vehicles makes DIY oil changes more difficult, which just increases the appeal of going to dealer for maintenance.
So what’s an independent service shop to do?
For starters, rest assured that you do not have to use “genuine” branded oil as long as you are using an oil that fulfills the vehicle’s specs and if possible, holds the official approval. It’s a good idea to educate your customers by showing them the specs and approvals on the back label of a private motor oil brand.
Another thing your customers should know is that excessive oil consumption is NOT normal, no matter what a dealer has told them…for instance, BMW for instance is updating their Long-Life 01 and Long-Life 04 formulations to cover this challenge.
To find the right Pentosin fluid for any vehicle, visit www.showmetheparts.com/crp
Hopefully this video has helped you understand the genuine oil market a little better. If you have a question regarding this video or any Pentosin oils or fluids, feel free to post it below or on the CRP Automotive Facebook page. And don’t forget to subscribe to our YouTube channel to be among the first to learn about new videos like this one. Thanks for watching!