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I am calling you on behalf of Frost & Sullivan – an international business consulting and market research company. You
qualified to participate in our new study on engine oils.
I am interested in your opinion on this topic. I would like to focus on engine oils for VW-Group passenger vehicles you
service.
Our interview today will take up to 60 minutes and I will ask you several questions on the matter.
Your responses will be kept strictly confidential and will not be revealed to any company. That means when looking at the
results nobody outside Frost & Sullivan can find out which answers have been made and by whom. Frost & Sullivan will
absolutely not deliver any data which allows identifying you to the third party.
MODERATOR: Read out only if respondent asks about the sponsor of the research: The client is a major player in a lubricant
business.
VW Genuine Oil Research
Franchised VW Dealers and Authorized VW Workshops
Discussion Guide V2
Warm-up (4 minutes)
ALL
MODERATOR: Please ask briefly and proceed with the next questions.
Q1. I would like to start with understanding your current job position.
o [1] What are your main responsibilities?
Response: I am the Services Manager and I am following up the service, payments and paper
work related to administration.
o [2] Please describe your involvement in the process of engine oil selection.
Response: I have to keep the stock and the logistics care also am in charge of the
administration and I do the most important part, I do the payments.
ALL
MODERATOR:
Q2. Can you tell me more about your workshop and its size?
o [1] Is your workshop a part of a network/ group?
Response: 8
o [3] How many mechanics/ service technicians does your workshop employ?
o [4] How much engine oil in total do you sell in a typical week/month?
Please note the unit of time (week or month). Please ask for quantity in
liters/gallons.
Response: In a week use 280 liters
o [5] How many complete engine oil changes does your workshop perform in a typical
week/month?
If necessary, please explain the engine oil change – a service of complete
replacement of the engine oil with a new one.
o [6] How many engine oil top-ups does your workshop perform in a typical week/month?
If necessary, please explain engine oil top-up – a service of adding engine oil
without removing the old one
Response: We do not perform that service
o [7] How many 1liter engine oil bottles do you sell to your customers a typical
week/month?
If necessary, please explain – only focus on sale of 1 liter bottles, service excluded.
Note on units: In the US ask about 0.25 gallon bottles, in the UK for 0.2 gallon
bottles.
1 liter bottle applicable in Poland, Germany, France, Canada, Mexico, South Africa.
ALL
Q3. Now, I would like to ask you about the engine oils you use in your workshop.
o [1] Which engine oil types do you use?
We differentiate between 3 main engine oil types:
1)- Genuine engine oil - OEM recommended Oil, can be either OEM Branded (VW
Genuine Oil)
2)- co-branded (e.g., VW-Castrol – carrying both OEM and oil labels)
3)- Non-genuine engine oil – oil company branded oil, such as Castrol or Shell (no
VW label)
o [3] If multiple oil types are in use: Why do you use both genuine and non-genuine oil?
Response: NA
o [4] Which co-branded and non-genuine engine oil brands do you use?
Please ask by engine oil type in use.
Response: We use VW- Mobil
o [5] Which non-genuine engine oil brands do you use the most in terms of volume?
Please ask by engine oil type in use.
Response: NA
o [6] From whom do you purchase engine oils?
Please ask by engine oil brand/type.
Moderator: We are interested in the organization type they purchase lubricants from
– e.g., VW-Group regional or global headquarters, VW-Group national sales
company, e.g., VW-Group Germany, lubricant company (such as Castrol or Shell),
distributor of lubricant company.
Response: Even if the name on the bottle is Mobil, we request for oil and we pay the bill to
VW-Group de Mexico
o [7] And who is handling the logistics, sending you the oil you order?
Please ask by engine oil brand/type.
Moderator: Potentially, a supplier is a different entity than a distributor. Possible
combination – they purchase engine oils from VW-Group Germany and these
engine oils are supplied by another company – e.g., a lubricants distributor.
Response: From VW-Group de Mexico
From whom
Engine oil Share of do you
type in use oil type in purchase Logistics
(Yes/No) use Brands engine oils? Satisfaction partner
Engine oil types [1] [2] [4] [6] Q4. [7]
Organization Organization
type type
Genuine
[A] NO NA NA
engine oil NA NA NA
NA NA NA
OEM or
MOBIL OEM 5 Mobil de
Mexico
Co-branded
[D] YES 100%
engine oil NA NA NA NA
NA NA NA NA
NA NA NA NA
Non-Genuine
[G] NO NA NA NA NA NA
engine oil
NA NA NA NA
ALL
Q4. How satisfied are you with your engine oil suppliers?
Please use a scale from 1 to 5, where 1 is not at all satisfied and 5 extremely satisfied.
Please ask for suppliers mentioned.
Response: 5
because they do a good job
If satisfaction rated 1-3 (not satisfied), please ask:
What are the main aspects you are dissatisfied about?
Response: NA
ALL
Q5. Now, I would like to ask you about engine oil grades.
o [1] Which engine oil grades do you use?
Please list the engine oil grades mentioned by the respondent in the table. Example:
5W40 (format: number, W, number)
Response: 5W40 Gasoline and Diesel
o [2] What is the share of the engine oil grades?
If the respondent cannot provide exact numbers, please ask for the best estimate,
and make sure the sum equals 100%.
Response: In Mexico the passenger cars are almost all in gasoline 80%
o [3] How much do your customers pay for genuine engine oil of the following grades
(service excluded)?
Moderator: Please carefully note currency and unit (e.g., $10 per gallon). Please ask
by engine oil grade.
[E]
[G]
Genuine Oil Selection and Purchasing – Genuine Oil Users (10 minutes)
Supply security/
availability
Moderator: Supply
security means
when oils are
[A] ordered they can be 5
shipped
immediately. No
issues like delays
and out of stock
take place.
[B] Price 5
VW-Group’s 5
[C]
requirement
VW-Group’s 5
[D] approvals/
specifications
[E] Quality 5
Customer 5
[F]
preference
[H] Brand 5
Recommendation of 4
[I]
colleagues/peers
Packaging options 4
[J] available are
meeting our needs
Recommended by
multiple car
[K] manufacturers (e.g., 4
both VW-Group and
Toyota)
o [4] Are there other extremely/very important genuine engine oil selection criteria?
If yes: What are they?
Response: None.
o [5] How satisfied are you with genuine engine oil supply in 2022? Please use a scale
from 1 to 5, where 1 is not at all satisfied and 5 extremely satisfied.
Response: 4
o [6] Why are you satisfied/ dissatisfied with genuine engine supply in 2022?
Response: In general, we are very happy but in particular there are some issues with the
supply we need it ASAP and sometimes they deliver after 24-48 hours, so we have to request
for on time delivery.
[A] 975 ml
[B] 5 liters
[D]
[E]
o [8] Are you satisfied with genuine engine oil packaging available? Which packaging
options are you missing?
Response: Yes there is nothing missing.
o [9] How much do you pay for genuine engine oil by different grades?
Moderator: Please carefully note currency and unit (e.g., $10 per gallon/ EUR per
liter).
Please ask for price points for different engine oil grades.
975 milliliters
5W40 Gasoline 135
[A]
130
5W40 Diesel
5 liters
5W40 Gasoline 650
[C]
625
5W40 Diesel
208 liters
5W40 Gasoline 27.000
[E]
5W40 Diesel
25.600
[H]
Genuine Oil Selection and Purchasing – Genuine Oil Non-users (10 minutes)
o [2] If [1] is No: Who is selecting the non-genuine oils you use?
Response: NA
o [3] How important are the following non-genuine oil selection criteria? Please use a
scale from 1 to 5, where 1 is not at all important and 5 extremely important.
Supply security/
availability
Moderator: Supply
security means
when oils are
[A] ordered they can be NA
shipped
immediately. No
issues like delays
and out of stock
take place.
[B] Price NA
VW-Group’s
[C] NA
requirement
VW-Group’s
[D] approvals/ NA
specifications
[E] Quality NA
Customer
[F] NA
preference
[H] Brand NA
Recommendation of
[I] NA
colleagues/peers
Packaging options
[J] available are NA
meeting our needs
Recommended by
multiple car
[K] manufacturers (e.g., NA
both VW-Group and
Toyota)
o [4] Are there other extremely/very important non-genuine engine oil selection criteria?
If yes: What are they?
Response: NA
o [5] How satisfied are you with non-genuine engine oil supply in 2022? Please use a
scale from 1 to 5, where 1 is not at all satisfied and 5 extremely satisfied.
Response: NA
o [6] Why are you satisfied/ dissatisfied with non-genuine engine supply in 2022?
Response: NA
[A] NA
[B]
[C]
[D]
[E]
o [8] Are you satisfied with non-genuine engine oil packaging available? Which packaging
options are you missing?
Response: NA
o [9] How much do you pay for non-genuine engine oil by different grades?
Moderator: Please carefully note currency and unit (e.g., $10 per gallon/ EUR per
liter).
Please ask for price points for different engine oil grades.
Price paid by
Oil grades in use
workshop
Please use engine oil grades from Q5. [9]
[A] NA
[B]
[C]
[D]
[E]
ALL
Q8. Now, I would like to ask you some questions about genuine/ VW-Group
recommended oils.
o [1] To what extent are you obliged to use genuine engine oil?
Is there a minimum you must purchase or a purchase scheme?
Please explain in detail.
Response: Yes, we cannot even offer other brands for people with other cars (non VW) we
have to follow the VW guidelines
o [2] What are the key reasons for you to purchase VW genuine engine oil?
Please ask unprompted first, if necessary probe for supply security/ availability,
OEM recommendation, contract with VW-Group, genuine oil required by the
warranty, meets VW-Group’s approvals/ specifications, quality, price, customer
preference, lower impact on the environment, or recommendation of
colleagues/peers, packaging options available are meeting our needs,
recommended by multiple car manufacturers (e.g., both VW-Group and Toyota).
Response: To continue as authorized Workshop of VW de Mexico, we cannot use another
brands, we have to respect whatever the OEM said.
Plus imagine that any car from my clients, have an accident and VW discover that the oil is not
the one that they send, it is another oil, like Liqui Moli or Shell, immediately they remove the
warranty, imagine how big a problem I can have, we can have as an organization
We are forced to use it, but is a very good oil, the clients are happy, the engine works fine, so
it is not big deal to follow that indication.
o [3] Does VW genuine oil supplier offer any incentives to you to purchase genuine
engine oil?
o [4] What are the advantages of selling genuine engine oils for your business?
Response: It is a bit expensive but is good quality oil
o [5] What are the challenges of selling genuine engine oils for your business?
Response: Mobil is a bit expensive
o [6] Ask if non-GO is in use: Why do you not use genuine engine oils exclusively?
Please ask unprompted first, if necessary probe for supply security/ availability,
OEM recommendation, contract with VW-Group, genuine oil required by the
warranty, meets VW-Group’s approvals/ specifications, quality, price, customer
preference, lower impact on the environment, or recommendation of
colleagues/peers, packaging options available are meeting our needs,
recommended by multiple car manufacturers (e.g., both VW-Group and Toyota).
Response: NA
ALL
Q9. Are you and your staff sufficiently trained to sell and promote engine oil to your
customers? Why?
Response: No, am sure that the people who work with me they do not understand about it, they
sent flyers only (Mobil) but no training has been provided.
Any training is better that no training
ALL
Q10. Now, I would like to focus on marketing activities of engine oil brands, both genuine
and non-genuine.
o [1] Do you recall any marketing activities offered to your business in 2022 by VW-Group
or any engine oil company?
Please ask in format – engine oil brand and activities of the brand.
Activities can include: advertisement support, volume discounts, free training,
promotions, incentives schemes, etc
Response: No, nothing only from my group (Surman Das) nothing from VW
o [2] Have you participated in marketing campaign directed at your customers (VW-
Group car owners) by VW-Group or any engine oil company in 2022?
Please ask in format – engine oil brand and activities of the brand.
Activities can include discounts, freebies, loyalty points, etc.
Response: No, nothing for customers, I think that is because of the warranty
o [3] Are there any other forms of support you would like to get from the engine oil
company?
Response: I think that due to the warranty and the need to use a specific oil, we can say the
that the oil sells itself, you do not need anything since it is required by the warranty issue
o [1]
ALL
MODERATOR: We only want to focus on VW-Groups passenger cars.
Q11. Can you tell me more about the VW-Group passenger vehicles you service?
o [1] What is the warranty length offered by VW-Group for new car buyers?
Is it the same for all models or are there differences?
Response: It is the same length for all the models of VW, the warranty length is 3 years
o [3] Do you service VW-Group passenger cars within warranty and outside of warranty
period?
Response: Yes, we do it here
o [4] What is the share of the following car age segments in your business?
If the respondent cannot provide exact numbers, please ask for the best estimate, and make sure the
sum equals 100%.
Serviced
Yes/ No Share
[3] [4]
o [5] What is the share of customers who change the service provider after the warranty
period finishes?
If the respondent cannot provide exact numbers, please ask for the best estimate.
Response: 40%
o [6] What are the main reasons for customers to change the service provider after the
warranty period finishes?
Response: I think that is a because of the price
o [7] How satisfied are you with a share of cars outside of warranty period in your business?
Response: We do not have such data as official track, I can guess 4
o [8] If not satisfied, please ask: Why are you not satisfied with your business for cars
outside the warranty?
o [9] How can engine oil manufacturers/ distributors support your customer retention for
vehicles outside of the warranty period?
Response: Give better promotions, lower the prices of the oil, so we can give better prices and
service.
All
Q12. Do you have a customer retention program for VW-Group cars outside of warranty
period?
Moderator: As a customer retention program we understand incentives you offer for owner of the cars outside of the
warranty period to continue servicing their cars at franchised dealerships or authorized service.
EV Readiness (3 minutes)
All
MODERATOR: If needed, please provide a definition: Battery electric vehicle – a vehicle powered only by the
battery, without a combustion engine.
Q13. Does your workshop service battery electric vehicles?
o [2] Considering services for electric vehicles, what support would you like to get from
partners other than VW-Group?
Response: No, I cannot evaluate that because we are not providing services to EV
Sustainability (7 minutes)
ALL
Q14. Now, I would like you to focus on the aspect of sustainability related to engine oils.
o [4] How important is sustainability related to engine oils for your clients? Please use a
scale from 1 to 5, where 1 is not at all important and 5 extremely important.
Response: I can guess 5.
o [6] Could you please give examples of activities by engine oil brands that are aimed at
improving their sustainability?
Please ask in format – engine oil brand and activities of the brand to improve the
sustainability of engine oils.
Response: The trash is handled by a company, because we have a government
regulation that request it and we separate it in our offices (papers, lunch waste) and
on other side the Service Area trash: cans, bottles, used oil, all got separated for
recycling.
ALL
Q15. Finally, I would like to ask you about your relationship with VW-Group and other
engine oil suppliers.
Response: All, because we have a direct deal with the OEM fluids and spare parts
to do the preparations.
Response: No, we work only with VW of Mexico, other contract for outside is
compliance
Response: NA
Response: NA
o [7] If no purchase agreement in place: From whom do you purchase the following?
Coolants
Transmission fluids
Greases
E-fluids (for electric vehicles)
Response: We work only with VW of Mexico, for all those, other contract for outside
that is compliance and we do not use E-fluids because there is not a EV lunched by
VW in Mexico yet, only was lunched a hybrid Volkswagen Touareg and Volkswagen
Jetta Hybrid