Auto Service World
News   June 29, 2005   by Auto Service World

Wakefield Canada Officially Kicks Off Operations


Wakefield Canada, which officially takes over the distribution and marketing of Castrol products in Canada July 4, held its official kick-off event today.
In an event attended by customers, employees, former employees, and BP Castrol executives from as far away as London, England, Wakefield Canada officially celebrated its inauguration at its offices in Toronto, Ont.
The event marked the official take over of sales, distribution, and marketing efforts of Castrol brand products from BP Castrol.
“I want to acknowledge the fact that [the Wakefield team is the same team] that made Castrol the number-one brand in Canada,” said Kent Rennie, who will move from begin general manager of Castrol in Canada to vice-president sales and marketing and a partner Wakefield. “This partnership [with BP Castrol] definitely revolutionizes the way companies will do business in Canada.
“This relationship represents the very best in thinking globally, and acting locally,” said Peter Meola, CEO of Castrol Americas.
“Today is a watershed day for both Castrol and Wakefield Canada,” said Bob MacDonald, president of Wakefield Canada. Wakefield has the potential to transform customer expectations in this market. I believe this model is going to be paradigm shifting as companies in the Canadian market thing about how they are going to be served.”
McDonald said that he was deeply grateful for the positive reaction of customers and employees of the organization to the change.
“We’ll show the Canadian aftermarket what a Canadian owned, Canadian operated, and Canadian focused company can offer.”


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