Utility Vehicle Manufacturer Customer Story
Company Profile
This utility vehicle manufacturer serves the agri-business, industrial and compact construction markets. They sell loaders, compact excavators, telescopic tool carriers and several attachments in over 90 countries. They maintain over 500 dealerships in the United States, and an additional 300 around the globe.
Business/Technical Situation
This brand sold lubricants and chemical products that were competitively priced and led the market in sales. But, they were commodity fluids. Lube-Tech recognized that there was an opportunity to sell premium lubricants and chemicals within the utility vehicle market. The products had to perform across multiple equipment types while still being cost competitive against generic products.
Lube-Tech Solution
Lube-Tech chemists worked closely with this company’s engineering team to formulate products that maximized their equipment and engine performance. Together, we developed a line of synthetic lubricants and chemicals to meet the specific appetite of their engines. These premium products outperformed competitor products, warranted greater consumer mindshare and offered enhanced value. This company partnered with Lube-Tech’s marketing team to successfully position their new products against the competition. Also, Lube-Tech’s vast and deep supplier network helped to ensure that these premium products were still price competitive.
Benefits
- Transformed a commodity business into a profit center
- Generated a 20% increase in lubricant sales in year one
- First to market with a line of premium products
- OEM brand image made more visible
- Deepened the brand’s relationship with their already large and loyal customer base
- Increased traffic through dealerships and retail locations