By Dylan Afuang
SHELL HELIX Auto Workshops — a hundreds-strong network of service centers around the country that are a franchise of Shell Lubricants — appear to balance the interests of both business and consumer. These are owners of out-of-warranty vehicles and the service centers themselves, respectively.
Shell Lubricants, part of Shell companies in the Philippines, provides its franchised outlets with Shell Helix’s line of engine oil and lubricants, along with various business tools. In turn, these outlets carry and deliver a wide range of services and products that promise to keep their customers’ cars in prime condition.
Underscoring the importance of the company’s partnership with the workshops, Shell Lubricants Vice-President Jackie Famorca, at a recent company event, stated, “Shell Helix is a credible partner that can help maximize your business potential by connecting you to people and providing you with an established network of experts who can help you succeed.”
Staged by Shell Philippines, that event was the “Shell Helix Fast Track: Auto Workshop Business Summit” held last week, which gathered the representatives of its affiliate workshops and members of the media for the purpose of sharing “current trends, tools, and topics” within the partnership among the auto outlets and vehicle lubricant manufacturer.
Franchise Shell Helix vehicle service centers include Auto Casa, Car Crew, and Car Doctor that carry the Shell Helix Auto Workshops branding, and they can be located using the brand’s workshop online locator (shell.com.ph/motorists/helix-workshop-locator.html).
And what manner of business-boosting services and strategies have and will benefit Helix franchises, existing and prospective? As detailed by Shell Lubricants Business Development Manager Jensen Garcia at the summit, these fall under the “LUBES” categories.
Firstly, franchise workshops can “Learn.” That means “For Shell Helix (franchises), we have certain programs that put (importance) on (workshops’) learning,” Mr. Garcia explained.
Through the brand’s Master Mechanic Program and Workshop Academy, mechanics of affiliate service centers aim to deliver better service by keeping abreast with the latest automotive technologies, gaining a mechanic certification, and earning rewards as they complete courses in the program.
Franchise workshops can “Upgrade,” because “In every customer journey, it begins with awareness,” as the executive explained.
To establish the shops’ branding and make them easier for customers to identify, Shell Helix can provide to them exterior and interior signage, display racks for products, advertising graphics, and facade design — some and all bearing Shell’s logo and signature red-and-yellow color combination.
Affiliate workshops can achieve “Business development” through the company’s providing of various equipment, consultancy services, and advantage promos exclusive to the merchants.
Included in the catalog of equipment are vehicle servicing paraphernalia that range from compact items such as car creepers and engine scanners, to larger units such as wheel balancer and two-post and scissor-type car lifters.
Workshops have the opportunity to “Elevate” their products and services online. “We want you to future-proof your businesses… on-ground but most especially online,” Mr. Garcia pitched.
Franchise workshops being included in the Shell Helix Workshop Locator is chief among these online marketing initiatives, and this is supplemented by virtual exposition for workshop owners, vouchers for Shell products on marketplaces, and social media advertisements.
Last in “LUBES” is “Shell Lubricants,” also known as the “most preferred lubricant of vehicle owners globally,” as boasted by the Shell Helix executive.
Serving a variety of engines is Shell Helix’s line of engine oils that come in fully and semi-synthetic and premium mineral formulas. Complementing this range are Shell’s brake and clutch fluid, coolant, and oil filter.
And likely coming to Shell Helix Workshops soon are the Shell Helix SUV, touted as the first oil suited for the motors of such vehicles, and Shell Helix with Pure Plus technology, an oil that the manufacturer claims is made from 99.5% natural gas.
‘LUBES’ flow within Shell Auto Workshops
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