Auto Service World
News   June 6, 2011   by CARS Magazine

Quaker State launches warranty, cash-back program for loyal customers


When it comes to oil changes, it pays to use Quaker State black gold. Literally.

Quaker State has just launched a loyalty program that offers motorists a limited warranty and a cash-back rebate offer if Quaker State oil is used exclusively over the lifespan of the vehicle.

The details: drivers with vehicles manufactured within the last six years with 125,000 kilometers or less are eligible to register for the Quaker State Lubrication Limited Warranty. By using Quaker State oil exclusively during the life of the vehicle, motorists receive a warranty that will cover 15 engine parts against lubrication caused failure.

The Quaker State Lubrication Limited Warranty takes effect six months after the first eligible purchase of Quaker State Texas tea.

In addition to the warranty protection, the owner can also qualify for a monetary reward under the Quaker State Cash Back Bonus program. If the vehicle racks up 400,000 km in mileage, the program rewards consumers with the trade-in value of their vehicle (as listed in “Good” condition according to the Kelley Blue Book) up to $3,000.

To be eligible for the cash-back program, consumers must use a Quaker State motor oil product starting no later than when their vehicle reaches 160,000 km.

The warranty requires that a consumer service his vehicle’s engine with Quaker State motor oil in the service classification, viscosity grade, and interval that is appropriate for their vehicle (as recommended by the vehicle manufacturer.) The warranty is transferrable, but all receipts must be retained.

Also, consumers enrolled in the program must follow all scheduled engine maintenance recommendations by the vehicle manufacturer, including replacement of air filter and air cleaner element and maintenance of the emission control system. Oil change records must be updated on the Quaker State Lubrication Limited Warranty website at least once every 12 months – even if no oil change has taken place –in order to maintain coverage.

“When you look at where the economy is, we want the consumer to get the most out of their vehicles,” says Chris Hayek, Quaker State Global Brand Manager. “Our oil stands for durability.”

Hayek notes there are a growing number of drivers – especially younger drivers – who have absolutely “no preference when it comes to motor oil.” Quaker State is hoping to change the prevailing “oil is oil” mindset.

“Brands have forgotten about their consumers and how to make them loyal,” he says. “It’s always a badge of honour to get to a certain [mileage] level and we’re saying that when you get there, we’re going to reward you for that achievement [with cash.]”

As well, Hayek notes vehicles exceeding 400,000 km on the odometer aren’t as rare as one might think. Citing data from DesRosiers Automotive Consultants, there are about 825,000 vehicles in Canada that have racked up more than 400,000 klicks.

“I’d be surprised if we didn’t see a bump [in sales of Quaker State oil] due to the loyalty program,” Hayek adds, noting that while several motor oil manufacturers offer warranty programs, no company is offering any sort of cash-back incentive.

Hayek says the program will be supported by major advertising and social media campaigns using real-life drivers who own high-mileage vehicles – including one person with a car that has more than 800,000 km on the odometer.