Professional Documents
Culture Documents
Certificates:
Henrys Mantra:
Tell Lubrico's Story.
Innovate with Technology.
Support the Team.
Marketing
Interrupt &
Persuade
Attract &
Influence
TV Commercials
Newspaper/Magazine Print ads
Broadcast Radio spots
Billboards
Screens
Screens
Screens
Screens
Lubrico Warranty:
Expanding Traditional Marketing Channels
Historical:
Emerging:
Besides containing both outbound and inbound channels and initiatives, our marketing strategy
must consider these two distinct audiences. Certain campaigns and communications will overlap,
most will be segmented between channels and positioned to target dealers and consumers with
separate messaging. To be continued!...
1. Dealers
2. Consumers
Website is next
Google
Alerts
Who is talking about Lubrico right now?
www.lubrico.com
500 Sessions
Daily Average
Facebook Business
YouTube Channel
Twitter Business
LinkedIn Business
Forums, Reviews, Reports
Google Maps
EXAMPLE:
YelpEither join the conversation and
influence the marketplace or dont: Theyll
talk about you anyway (and its rarely pretty!)
3
2
4
Using digital customer service tools like web surveys, email broadcasting,
and a marketing automation database, Lubrico can evolve from static
surveys, self-published testimonials, and manual reports to electronic
surveys that allow for positive reviews to be published in real-time on our
social media properties.
https://www.google.com/maps/d/edit?mid=z9tKqXYQHSfM.kH4FDOkk5BCU
Future Stuff
(Future = Now)
A person often meets his destiny on the road he took to avoid it
Vroom (http://goo.gl/jyX90Y)
Cox Automotive/Dealertrack (https://goo.gl/lwm7Iz)
OpenRoad/Carproof (http://goo.gl/uZf0wn)
Aviva/Umbrella (http://www.umbrellawarranty.ca/)
Assurant/CTC (http://www.assurantsolutions.com/individual/vehicleprotection/b2c-vsc-t3.html)
Key players in our industry are in a race towards a common goal, and big dollars are involved via mergers, acquisitions,
partnerships and investments from outside traditional automotive circles (Silicon Valley, venture capital).
Traditional barriers are being eroded as consumers demand a new and improved used car shopping experience, one that
aligns with what theyve become accustomed to.
Progressive industry players are leading the push, putting old prejudices behind them, and embracing new business
models and technologies that serve the best interests of their customers, recognizing that momentum has been building
towards a tipping point for years and their future depends on riding that wave in to the new automotive economy
2.
Motor Vehicle Market = Single largest retail sector at 23% (No.2 = F&B at 22%)
3.
4.
5.
6.
2015 Sales Factors: Lower $CAD, loose credit conditions, lower gas price = Record Profits
7.
2015 Profits: Up from $1.3b in 2014 to $2.3b in 2015 (or 2.1% of sales)
8.
Motor Vehicle Sales growth expected to continue to 2017 at least and perhaps beyond
9.
10. Industry costs expected to rise by 3.9% due to increased materials costs
11. Ideal Used:New unit sales ratio = 1:1. Current rate is approximately 0.8:1
12. New car franchise dealers looking at increasing used car sales (In 2013 Used = 43%)
13. Average retail gross profit (2013) per unit: Used=$2,361. New=$1,200. Current?
14. Autotrader: 381k Inventory Snapshot 149k New. 210k Used. 29k CPO. 349k via Dealer. 31k via Private)
15. Kijiji Canada Inventory Snapshot 386k Used Cars. Predominantly C-to-C (33% of total market)
F&I Stack:
Total F&I:
$2.51B
Ext Warranty:
$989m ($467m New; $522m Used (39% of total F&I single largest).
Up 5%
from 2014). Take-up Rate at POS is 39.1% (New & Used Car Dealers)
Used Cars:
Up 6% from 2014)
Honda
2014
Fiat-Chrysler
Ford
GM
Toyota
Honda
Hyundai
Nissan
Mazda
Kia
Volkswagen
Suburu
Mercedes-Benz
BMW
Audi
Mitsubishi
Accura
Lexus
Infiniti
Land Rover
Porsche
Mini
Volvo
Smart
Jaguar
Hyundai
Nissan
Mazda
Kia
Volkswagen
Suburu
Mercedes-Benz
BMW
Audi
Mitsubishi
Accura
Lexus
Infiniti
Land Rover
Porsche
Total:
Mini
2015 Growth
297,575
293,113
243,074
185,464
149,289
143,801
105,101
73,857
73,711
65,313
40,774
36,197
31,079
22,490
21,633
17,959
16,796
10,001
6,338
4,917
4,673
4,670
2,042
1,532
301,146
274,940
255,714
189,359
149,140
139,487
118,554
71,494
70,689
74,327
46,891
43,183
34,124
26,584
20,400
20,185
20,727
10,411
6,763
6,456
6,416
4,703
762
1,371
1.2%
-6.2%
5.2%
2.1%
-0.1%
-3.0%
12.8%
-3.2%
-4.1%
13.8%
15.0%
19.3%
9.8%
18.2%
-5.7%
12.4%
23.4%
4.1%
6.7%
31.3%
37.3%
0.7%
-62.7%
-10.5%
1,851,400
1,893,823
2.3%
Volvo
Smart
Jaguar
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
PEI, 3,820, 1%
MA, 17,527, 2%
NB, 18,572, 2%
NS, 26,480, 3%
ON
QC
AL, 59,892, 8%
BC
ON, 302,077, 40%
AL
NS
NB
MA
N&L
SA
PEI
QC, 229,151, 30%
Autotrader Inventory:
New & Used Vehicles by Province
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
ON
QC
AB
BC
SK
MB
NS
NB
PEI
NL
Kijiji Inventory:
Used Vehicles by Province
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
ON
QC
AB
BC
SK
MB
NS
NB
PEI
NL
QC
AB
BC
SK
MB
NS
NB
PEI
NL
2.
Extended Warranties
1.
Average List Price = $1,214. 45% of Ext Warranty buyers make a claim.
2.
65-75% of claims are made on BMW, Chrysler, Dodge, Mercedes (Avg claim = $2,000)
3.
Aftermarket Warranties
1.
Warranty dollars:
Repairs: 30-60%; Dealer Commission: 25-50%; Warranty Company: 10-20% Both new and used
car dealers mark up third party warranties 50-100%
2.
Competitive Review 3rd Party Aftermarket Warranty Providers (Lubricos Top 5x Competitors):
I.
Global Warranty
II. Peoples Choice
III. Coast to Coast
Pending
IV. NationWide
V. First Canadian
VI. Industrial Alliance
VII. Simtech
2015
Manufacturer
Acura
Audi
BMW
Buick
Cadillac
Chevrolet
Chrysler
Dodge
Ford
GMC
Honda
Hyundai
Infiniti
Isuzu
Jaguar
Jeep
Kia
Lexus
Lincoln
Mazda
Mercedes-Benz
Mercury
Mini
Mitsubishi
Nissan
Pontiac
Porsche
Saab
Saturn
Scion
Smart
Subaru
Suzuki
Toyota
VW
Volvo
Basic Warranty
4 years/80,000 KM
4 years/80,000 KM
4 years/80,000 KM
4 years/80,000 KM
4 years/80,000 KM
3 years/60,000 KM
3 years/60,000 KM
3 years/60,000 KM
3 years/60,000 KM
3 years/60,000 KM
3 years/60,000 KM
5 years/100,000 KM
4 years/100,000 KM
3 years/80,000 KM
4 years/80,000 KM
3 years/60,000 KM
5 years/100,000 KM
4 years/80,000 KM
4 years/80,000 KM
3 years/60,000 KM
4 years/80,000 KM
3 years/60,000 KM
4 years/80,000 KM
5 years/100,000 KM
3 years/60,000 KM
3 years/60,000 KM
4 years/80,000 KM
4 years/80,000 KM
3 years/60,000 KM
3 years/60,000 KM
2 years/40,000 KM
3 years/60,000 KM
3 years/60,000 KM
3 years/60,000 KM
4 years/80,000 KM
4 years/80,000 KM
Powertrain Warranty
6 years/100,000 KM
4 years/80,000 KM
4 years/160,000 KM
5 years/160,000 KM
5 years/160,000 KM
5 years/160,000 KM
Lifetime Limited
Lifetime Limited
5 years/100,000 KM
5 years/160,000 KM
5 years/100,000 KM
10 years/160,000 KM*
6 years/110,000 KM
7 years/120,000 KM
4 years/80,000 KM
Lifetime Limited
10 years/160,000 KM*
6 years/110,000 KM
6 years/110,000 KM
5 years/100,000 KM
4 years/80,000 KM
5 years/100,000 KM
4 years/80,000 KM
10 years/160,000 KM
5 years/100,000 KM
5 years/160,000 KM
4 years/100,000 KM
5 years/160,000 KM
5 years/160,000 KM
5 years/100,000 KM
2 years/40,000 KM
5 years/100,000 KM
7 years/160,000 KM
5 years/100,000 KM
5 years/100,000 KM
4 years/80,000 KM
Manufacturer Warranty
Comparison
(2015 v 2011)
Manufacturer
Acura
Aston Martin
Audi
Bentley
BMW
Buick
Cadillac
Chevrolet
Chrysler
Dodge
Ferrari
Ford
GMC
Honda
Hummer
Hyundai
Infiniti
Jaguar
Jeep
Kia
Lamborghini
Land Rover
Lexus
Lincoln
Lotus
Maserati
Maybach
Mazda
Mercedes-Benz
Mercury
Mini
Mitsubishi
Nissan
Pontiac
Porsche
Rolls-Royce
Scion
Subaru
Suzuki
Toyota
Volkswagen
Volvo
Basic
Warranty
4/50,000
3/100,000
4/50,000
3/Unlimited
4/50,000
4/50,000
4/50,000
3/36,000
3/36,000
3/36,000
2/Unlimited
3/36,000
3/36,000
3/36,000
4/50,000
5/60,000
4/60,000
4/50,000
3/36,000
5/60,000
3/Unlimited
4/50,000
4/50,000
4/50,000
3/36,000
4/50,000
4/50,000
3/36,000
4/50,000
3/36,000
4/50,000
5/60,000
3/36,000
3/36,000
4/50,000
4/Unlimited
3/36,000
3/36,000
3/36,000
3/36,000
3/36,000
4/50,000
Powertrain
Warranty
6/70,000
3/100,000
4/50,000
3/Unlimited
4/50,000
5/100,000
1
5/100,000
1, 11
5/100,000
2
5/100,000
2, 9
5/100,000
2/Unlimited
3
5/60,000
1, 11
5/100,000
4
5/60,000
5/100,000
10/100,000
6/70,000
4/50,000
2, 13
5/100,000
10/100,000
3/Unlimited
4/50,000
8
6/70,000
6/70,000
3/36,000
4/50,000
4/50,000
6
5/60,000
4/50,000
5
5/60,000
4/50,000
10/100,000
12
5/60,000
5/100,000
4/50,000
4/Unlimited
5/60,000
5/60,000
7/100,000
7
5/60,000
5/60,000
4/50,000
Corrosion
Warranty
5/Unlimited
10/100,000
12/Unlimited
3/Unlimited
12/Unlimited
6/100,000
6/100,000
6/100,000
5/100,000
5/100,000
2/Unlimited
5/Unlimited
6/100,000
5/Unlimited
6/100,000
7/Unlimited
7/Unlimited
6/Unlimited
5/100,000
5/100,000
3/Unlimited
6/Unlimited
6/Unlimited
5/Unlimited
8/Unlimited
Not offered
4/50,000
5/Unlimited
4/50,000
5/Unlimited
12/Unlimited
7/100,000
5/Unlimited
6/100,000
12/Unlimited
4/Unlimited
5/Unlimited
5/Unlimited
5/Unlimited
5/Unlimited
12/Unlimited
12/Unlimited
Roadside
Assistance
4/50,000
2/100,000
4/Unlimited
3/Unlimited
4/Unlimited
5/100,000
5/100,000
5/100,000
3/36,000
3/36,000
Not offered
5/60,000
5/100,000
Not offered
5/100,000
5/Unlimited
4/Unlimited
4/50,000
3/36,000
5/60,000
2/24,000
4/50,000
4/Unlimited
6/70,000
Not offered
4/50,000
Unlimited
3/36,000
Unlimited
5/60,000
4/50,000
5/Unlimited
3/36,000
5/100,000
4/50,000
4/Unlimited
2/25,000
3/36,000
3/36,000
10
2/25,000
3/36,000
4/Unlimited
2011
*This article represents the perception of the average informed car buyer.
Powertrain
Basic
60
Accura Audi BMW
36
Months
48
Ford
Chrysler
GMC
Toyota
Nissan
Honda
Mazda
24
18
12
6
0
20
40
60
80
100
120
Kilometers
140
160 180
200
Ford (New)
-Powertrain
-Base
-Extra
-Premium
1. www.consumerreports.org
2. www.apa.ca
3. www.consumeraffairs.com
4. www.popularmechanics.com
5. www.theglobeandmail.com
6. www.edmunds.com
7. www.usedcartips.org
8. www.about.com
9. www.redflagdeals.com
10. www.ripoffreport.com
11. www.yelp.ca
12. www.thoroughlyreviewed.com
13. www.caranddriver.com
Twitter Sign-up
E-mail Signature
Usage of Social Media by Reps
Negative Reviews
CASL
New Branding Design Concepts
Website
2016 Advertising Schedule
Video
Perceived Value
Advertising adds value to a product by changing our perception, rather than the
product itself. Rory Sutherland makes the daring assertion that a change in
perceived value can be just as satisfying as what we consider real value -- and his
conclusion has interesting consequences for how we look at life
https://www.youtube.com/watch?v=audakxABYUc&list=PL8fnPYqHBQVKErJ_BfJaw_0Qqnk4YHSsY