The new brand identity that will soon be used by independent workshops within the Castrol SERVICE network is to be showcased next month at The Blend, Garage Hive’s annual conference and networking event. Castrol is the co-headline sponsor of The Blend, which takes place in Birmingham on 7 October 2023.
The refreshed Castrol branding, which includes a new logo, is the result of a comprehensive international brand strategy process encompassing extensive research and input from stakeholders, customers, and industry experts. Due to be applied across the Castrol SERVICE network, the new branding aims to help workshops secure attention and build trust among current and prospective customers.
Attendees at The Blend will have the opportunity to meet and listen to Castrol Technologist, Simon Gurney who will be providing tips on how mechanics can educate consumers on the correct engine oil for their vehicle (a topic chosen in advance by those who’ve registered to attend). Mike Ruff, Garage Wire’s Editor, will host a selection of workshop owners including Tim Benson, Richard Mackereth, and Matt Cleevely who will discuss how they have utilised the elements of the Castrol SERVICE offer to enhance their business and customer experience.
As part of the conference, Castrol and Garage Hive are highlighting their support for BEN, a charity enhancing the health and wellbeing of people working in the automotive industry. BEN’s support is tailored to the needs of the individual, with services available for both industry staff and their dependents.
Following the conference, Castrol Distributor Business Manager, Mark Scarisbrick, will represent the Castrol team along with The Race Groups’ Castrol SERVICE Network Development Manager, Dan Bridges on a hike up Kinder Scout and Mam Tour on 11 October to raise awareness and money for BEN.
The Castrol SERVICE Network already contains over 6,000 workshops across Europe, and growing numbers of vehicle service, maintenance, and repair businesses are choosing to become associated with the Castrol brand. Benefits for participating workshops include a Castrol guarantee for the engine oil used in customers’ vehicles, quality certification, branded technician clothing, along with marketing support and training – all designed to facilitate increase in customer retention.
Joining Castrol as The Blend’s headline sponsor is The Race Group, Castrol’s leading UK distributor since 2001. Based in Cheshire, The Race Group supplies a diverse range of Castrol products to workshops across the UK, as well as offering high-performance lubricant solutions and technical materials to the automotive sector and other industries.
