What are the deciding factors for shops when choosing or recommending engine oil? According to a recent survey conducted by Kendall Motor Oil, Costa Mesa, Calif., brand reputation plays the most significant role. According to Mark Williams, vice president, marketing and communications, “Over a third of the respondents choose recognized brand names and base their decision on what has worked for them in the past,” he says.
Mechanics from over 350 automotive repair and fleet maintenance shops were surveyed. The survey determined the following items were the most essential factors in making an oil-purchasing decision: Brand reputation – 35.5 percent; area climate – 16 percent; oil weight & viscosity – 12.5 percent; amount and type of driving – 8.5 percent; and price – 7.5 percent.
Other important criteria were vehicle age, manufacturer’s recommendation, mileage, engine size and type, frequency of oil changes, additives, engine condition and oil warranty.
