Edition 1 / Volume 1

Valvoline Oil A/S sponsors Team Suzuki Norway

Carl Berthelsen Hockenhiem, Germany Photo by Nico Schneider New Distributor Partner Announced! Prista Oil Group named official Special Valvoline® products distributor Announcement in Central and Eastern Europe New package sizes for SynPower® FE News Flash survey SAE 5W-30 + results revealed

New Valvoline Marketing Tools! News Flash survey results...... 2

Prista Oil Group named official Valvoline products distributor in Central and Eastern Europe...... 2

Team Suzuki Norway sponsored by Valvoline Oil A/S Winners of dealer competition attend race in style...... 3 on the cover Attribute more easily in order Valvoline® ATF type F/A...... 4 to ipsumsa ndreet volorercip elit and also more. Motorcycle oil has a tough job to do...... 5

3 Find specs in seconds with Photo by Nico Schneider Equipment World Online Guide...... 5

Anders Grøndal WRC team achieves perfect score in 2009 Hill Climb Championship...... 6

Valvoline has a new partner in Turkmenistan ...... 7

A philosophical look at training...... 8

“Brainshark” online tool focuses on Tectyl® product line...... 8

New package sizes for 6 SynPower FE SAE 5W-30...... 9 Shanghai General Motors honors Valvoline ...... 10

Valvoline Australia - Power Partners...... 10

Valvoline new marketing tools can help drive sales...... 13 News Flash Survey Results

Since its introduction in December The results indicate that you 2006, the News Flash newsletter are active readers of the has provided monthly updates on publication - an overwhelming the latest information from Valvoline. 94% read the newsletter. Based on As our business has evolved, so additional feedback, News Flash has has News Flash. been renamed Valvoline Insight and designed to cover more of the We recently asked for your input on topics you requested. It will also how News Flash could be improved. be provided bi-monthly. . . . results indicate that you Although the name and layout may have changed, the information are active readers of the provided will continue to be valuable “publication - an overwhelming to you and your business. With that, we would like to welcome to the first 94% read the newsletter . . . issue of – Valvoline Insight!

Prista Oil Group Named Official Valvoline Products Distributor In Central And Eastern Europe

ffective October 1, 2009, Prista products and services to automotive EOil Group became an authorized workshops, fleet owners, industrial and distributor for the complete line of retail customers in the region.” Valvoline high-performance lubricants, “It is a privilege and honor for us automotive chemicals and car care to partner with Valvoline, the oldest products. Prista will supply customers lubricant brand in the world,” said in Albania, Bosnia and Herzegovina, Plamen Bobokov, CEO of Prista , Czech Republic, Croatia, Oil Group. “I truly believe such , Kosovo, Macedonia, cooperation, which combines the , , , industry experience and technical Slovak Republic and Slovenia. knowledge of Valvoline with the energy “This agreement represents a and youth of the fast-growing Prista major step forward in improving our Oil organization, will directly contribute supply and delivery capabilities for to a high quality of service and customers in this fast-growth market,” excellent relationships with our says Dean Doza, vice president partners. I am very confident in this and general manager of Valvoline opportunity to bring added value for for Europe, Middle East and Africa the customers of Prista and Valvoline (EMEA). “Through Prista’s experience in Central and Eastern Europe and, and logistics network in CEE, we can at the same time, to secure the assure the continued availability of companies’ growth in the region.” our comprehensive range of Valvoline

2 Team Suzuki* Norway Sponsored By Photo by Nico Schneider Valvoline Oil A/S

Winners Of Dealer Competition Attend Race In Style

Hockenheim, Germany. Elverum from Leeres This championship Motorsport AS (right) is one of the toughest represent two of the road-racing series in largest Valvoline dealers Europe, with many in Norway. The two factory teams and former men had no experience world championship with motorcycle racing riders participating. except for many hours watching television. The winners of the Norwegian Valvoline This season has not dealer competition been good for the team

Photo by Nico Schneider traveled to Hockenheim since Carl Berthelsen for the race. fell ill two weeks before the season started in eam Suzuki* Norway These lucky attendees April. As a result, every was in action for are pictured above T race weekend has the last time this year with top racing team been a “test” with no on September 14 in rider Carl Berthelsen possibility of taking the the IDM (Internationale (left). Eivind Rødland podium in the Norwegian Deutsche Motorrad- from Motor-Teknikk AS championship or a top meisterschaft) in (middle) and Øyvind continued on page 4

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10 in the IDM – the main goal of up to a restaurant with a tremendous the competition. view high above the city. In Hockenheim, the team took part Guests had requested a visit to the in the free practice Friday, qualifying famous motorsport museum just Saturday and the first race Sunday. outside the racetrack. The museum After this, Carl had no more energy provided a trip through motorsport due to his illness and used the rest history both on two and four wheels. of the race day giving the Valvoline Valvoline’s long history of involvement winners an unforgettable day at this in motorsports was evident throughout spectacular racetrack in Germany. the museum. Photo by Nico Schneider Contest winners Rødland and The Hockenheim weekend was the Elverum got an up-close and personal last event on Team Suzuki Norway’s look at how a professional racing calender for this year. After a season team works. The two men also got filled with illness and bad luck the chance to appear before 30,000 they are feeling better spectators on the grid and feel the and looking forward excitement just before the start of to 2010. the race. The winners were treated to the best seats at the track and supreme

Team Suzuki Norway Team hospitality including as much food and drink as they could consume. Even the beer barrels had some leftovers when the thirsty Vikings left the area! Saturday a trip was arranged to Heidelberg, a charming small city with many old buildings and a lot of history. They took the spectacular bergbahn

ATF Type F/A

Valvoline Automatic Transmission Mercury, Morgan, Saab, Toyota EU, Fluid type F/A is formulated for vehicles Volvo and many other Asian car requiring the older Ford M2C 33F and makes. Moreover, this is the only G specification. The product does product approved for use in the not contain any friction modifiers and automatic transmission and power was introduced in 1967 for automatic steering units of these cars. The use transmissions requiring specific friction of a friction modified ATF (MaxLife® characteristics. This specification was ATF, ATF Dex/Merc or ATF type D) in originally intended as filled-for-life but, such transmissions will lead to slip over time, this concept proved to in the device. More importantly, fluid require restrictions. In 1972, M2C 33G failure would deteriorate the clutch was introduced which retained the plate causing the transmission to high static friction requirements of 33F. breakdown. This product is still used in older For more information please car models including Austin Rover, contact Arie de Graaf at Daihatsu, Ford EU/USA, Hyundai, [email protected]. Landrover, Lincoln, Lotus, Mazda,

4 Motorcycle Oil Has A Tough Job To Do

Driven by environmental legislation in the EU and the public demand for fuel economy, motorcycle sales in the last few years have shifted from 2-stroke to 4-stroke engines. Today, 75% of which can cause a wet clutch to stick motorcycles in Europe are 4-stroke. or slip. For excellent performance in these conditions, state-of-the-art 4T The relatively small quantity of motorcycle oil must provide improved motor oil in the sump has a big job. oxidation, thermal stability and It protects the engine, the gears and superior deposit control. the wet clutch from higher engine temperatures, higher speeds and SynPower 4T SAE 10W-40 fulfills higher power output. these requirements and meets the JASO MA specification with its clutch Motorcycle driving and operating friction test. JASO, the Japanese conditions can be very challenging, Automotive Standards Organization especially in EMEA. These difficulties revised its MA specification in 2006 include: so that this oil can now also be used • high and low outside temperatures, for the latest models of motorcycles with a catalyst. • city and highway driving, Valvoline remains on the cutting-edge • less oil and high power output, of motorcycle technology and is • poor (air) cooling and still fuel committed to meeting the category’s economy demands. high-performance demands. Oils formulated for general For more information please automotive use are not designed for contact Arie de Graaf at these demanding conditions. They [email protected]. contain a ZDDP additive system,

Find Specs In Seconds With Equipment World Online Guide

Now you can find construction equipment specifications in just seconds using Equipment World magazine’s online 2009-2010 Spec Guide. The interactive guide includes specs for all the latest construction equipment makes and models. With just a few simple clicks, you can view and compare detailed specifications for excavators, concrete pavers, wheel loaders and all other types of major equipment.

Anytime you need a quick specification check, the place to go is www.SpecGuideOnline.com

5 “ and finalraces . . . as thepre-final practice, aswell fastest timesin also achievedthe . . . The team took placeover three Championship events and finalraces. well asthepre-final times inpractice,as achieved thefastest points. Theteamalso a perfectscore of100 championship earning year’s HillClimb dominant showinginthis T The fiveHillClimb WRC teamhada he AndersGrøndal Anders

to conquerademanding Lillehammer. Drivershad with adoubleeventin race onSaturday. a singlechampionship weekend consistedof and Sunday. Thethird races bothSaturday two weekendswith took placethefirst Norway. Doubleevents Lillehammer andVarna, weekends in The racingkickedoff Grøndal In 2009HillClimbChampionship Perfect Score WRC Team 6 due tothedemanding of crucialimportance the rightcarset-upare races, tire choiceand three andfour. Forthese on toVarna forrounds times bothdays. weekend withthefastest team finishedthefirst The AndersGrøndal andfastcorners. turns complete withhairpin gravel road course The weekafter, itwas Achieves 100% tarmac road, with anewcourse- the driverswere faced Lillehammer. Thistime it wasbackto of 80possiblepoints. and finishingwith80out posting anewhillrecord dominated onceagain, because theteam chose therightset-up surface. AndersGrøndal gravel andtarmacroad For thefinal round

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which winds its way next to the ski Grøndal team paid off with a pre-final jumps used in the 1994 Olympic win by three seconds. Although the Games. Tarmac tire rules do not final was cancelled due to snow, the allow for winter tires. This led to some team drove away with a perfect score challenging and dramatic driving and the fastest times in every event. due to the snowy and icy conditions. However, the experience of the Anders Anders Grøndal

Valvoline Has A New Partner In Turkmenistan

wtoline, Turkmenistan’s leading has its own fleet of vehicles to service A tire, automotive battery and the distributor’s customers. automotive filter distributor is now The population of Turkmenistan is an authorized Valvoline distributor. around six million. This former Soviet The company will distribute Valvoline republic is located north of Iran and products throughout the country’s Afghanistan and borders the Caspian five states and capital city Sea. As of August 2008, the total of Ashgabat. number of vehicles in the country Awtoline was established was approximately 533,000. in 1999, and in 2008, The competition for lubricants in sales for the 90-employee Turkmenistan is tough. Leading brands company were more than include Castrol, which has a very large $17 million (USD). marketing presence, Shell, Liqui Moly The company has and Mannol. representatives, ware-houses and its own Awtoline is dedicated to using T U R retail stores in each of its resources to market Valvoline K M E Turkmenistan’s five lubricants and other Valvoline N I states. Awtoline also automotive products throughout S T the country. A N

7 A Philosophical Look At Training

t was midday and already one of had taken place earlier. my appointments with a customer I The old man could see that he had had not gone well. The experience finally reached me. I replied, “Thank was so awful, I began to question my you. This has been a wake-up call. I approach. I thought back and realized will begin practicing next week.” how unprepared I was for the meeting. I was unable to provide satisfactory “No offense,” said the old man answers to many of the questions sternly, “But you should begin my customer asked. As a result, immediately. Do not postpone.” he lost interest and I lost the sale. I realized what he said was true. I After considering everything that had had another appointment which gave happened I thought, “Well, run of bad me the perfect opportunity to start. luck. Next time I will do better.” I told him he was right to persuade Fortunately, I had an hour until my me not to delay and asked how he . . . Things may next appointment. Along the way I became so passionate about this change but the noticed a soccer field and decided to subject. He grinned, “My young friend, I spent half my life in the business “ principles to succeed stop and watch. Beside me, an older gentleman pursued the game with world. Things may change but the always stay the same. interest. “These guys have not trained principles to succeed always stay the Training is a key enough,” he said. same. Training is a key component if one wants to succeed.” We said our His comment stunned me and I component if one goodbyes and he walked away leaving replied, “What do you mean? They can wants to succeed.” me with renewed sense of purpose. play.” He explained that anyone can Since then, the word “training” has play but to play well requires training. taken on an entirely new meaning. I stood silent while he continued. “Certainly you can relate. Haven’t you Please contact Arne Boehden at ever been in a situation where you [email protected] to schedule were unprepared?” Suddenly I had your next training event. flashbacks of the horrible meeting that

“Brainshark” Online Tool Focuses On Tectyl Product Line

“ rainshark” is a new online tool application. Make sure and take Bfocusing on the Tectyl aerosol advantage of this valuable product tool product line. It is an interactive Power- by visiting the web site below: Point presentation that includes both http://www.brainshark.com/valvoline/ audio and video. Benefits of each vu?pi=311228720 product are provided along with a video Please contact Alex van Leeuwen demonstrating if you have any questions at proper [email protected].

8 New Package Sizes For SynPower FE SAE 5W-30

ynPower FE SAE 5W-30 is now SynPower FE Motor Savailable in 1000L IBC, 208L and Oil Advantages 60L pail. Small packs will become Deposit Control - Reduced available at later notice. Prices will be formation of sludge, improved soot communicated separately. handling capability. SynPower FE SAE 5W-30 motor oil Wear Protection - Increased is a premium fully synthetic motor oil. robustness due to Bio-diesel. It’s formulated with the highest quality Shear stable viscosity. synthetic base oils and enhanced with the most advanced additive Fuel Efficiency - Increased fuel technology. SynPower FE motor oil economy properties, up to 3% in provides the ultimate performance industrial engine test. in meeting global standards for Environment - Improved Fuel passenger cars and light trucks (vans) Economy and reduced CO2. including gasoline, diesel, and LPG engines, where a 5W-30 is recom- The PI sheet for SynPower FE Motor mended. SynPower FE provides Oil can be found on our Web page: outstanding performance, durability http://www.valvolineeurope.com and fuel economy benefits. Please do not hesitate to contact SynPower FE SAE 5W-30 is Muriel Wolda at [email protected] especially recommended for for further information. Ford engines demanding a Ford WSS-M2C913-C specification and is backwards compatible with M2C913-A and M2C913B motor oils. Please consult owners’ manual for exceptions in application.

Products Packaging Material number SynPower FE SAE 5W-30 1000L IBC 722697 SynPower FE SAE 5W-30 208 L 722699 SynPower FE SAE 5W-30 60 L 722698

Approvals/Performance Levels SAE Viscosity Grade ACEA A5/B5-08 5W-30 Ford M2C913-C 5W-30 Ford M2C913 A & B 5W-30

9 Shanghai General Motors Honors Valvoline

alvoline China has received the chemical product kits including V2009 Products of Outstanding Engine Cleaner and Conditioner, Market Performance Award from Fuel System Cleaner and Heater Shanghai General Motors. The and Air Conditioner Odor Eliminator. award, presented September 18 in “Valvoline is a famous brand in Yunnan, China, recognizes the North America and it is a good market acceptance of the Valvoline partner for General Motors in China,” Professional Series air conditioner said Glenn Fitzpatrick, director of the performance chemical products in after-sales service division, Shanghai the local after-sales market. Only General Motors. Valvoline and one other company received this award from among the “This award is one more step in the 10 GM Shanghai suppliers. growth of the Valvoline business in China,” said Tony Wu, national sales Valvoline is known worldwide for manager of OEM for Valvoline China. its Professional Series performance

Australia – Power Partners Principle Program Power Partners is the largest Power Partners involves the program undertaken by Valvoline following steps: Australia in the trade channel. It was 1. Research and locate target conceived as a part of a long term workshops suitable for the program. strategy to develop the DIFM (Do It For Me) channel over the next three years. 2. Secure the workshop with the The aim of the program is to lay a Power Partners offer. strong sales foundation by capturing 3. Retain the workshop by nurturing 300 new quality independent the workshop customer to become workshop accounts that will a long term loyal customer of return the lube volumes Valvoline. required to take the Australian DIFM business The success of the Power beyond its 2012 target. Partners program relies on efficient administration and excellent Since its inception in communication to ensure everything May this year, Power from correct communication Partners has become to customer satisfaction is achieved. the fastest growing sales group in Valvoline The critical components of Power having signed over 200 Partners include: new accounts, which has 1. Valvoline staff presentation collectively contributed to and playbook explaining all 300,000 new litres to date. program items. With a mandate to sign up a total of 300 new customers before April 1, 2. Customer presentation. 2010; the return in one year of running 3. Customer tracking forms. the program is expected to generate 4. Power Partners pack. an additional 1.5 million liters at over 5. Giveaway redemption cards. 40% gross profit. 6. Giveaway items.

10 All communication items within the and personalized lube stickers. program carry the Power Partners 3. Free air operated pump. logo to identify the program and its exclusivity. 4. Free workshop apparel consisting of work shirts, vests or jackets. Presentation 5. Coupons to local car racing events To communicate the value and to the value of $250. exclusivity of the Power Partners program, a comprehensive 6. Free product on agreement. presentation has been created for 7. Free entry into a yearly workshop Valvoline representatives in electronic makeover competition valued at and hard copy formats. over $15,000. All Valvoline representatives are To honor the giveaway items the required to use this presentation when marketing department developed presenting to customers to ensure a series of redemption cards to consistency of offer. represent each of the items. The benefits of a redemption card system: Process 1. Gives the item a form of value. Only after the Valvoline representative has researched, 2. Allows the sales team to identified and presented the offer physically give the customer to the target customer, a Power something tangible at the point Partners form with the customer’s of offer. details including potential workshop 3. Allows the marketing department to size is mailed back to the marketing track each customer and the status department for processing. of their redemption offer. All customer details are captured and 4. Enables accurate cost-tracking a personalised Power Partners pack of the program. is returned to the Valvoline represen- tative who in turn presents the pack 5. Consistently reinforce the value to the customer. It is critical for the of Power Partners back to the Valvoline representative to spend the workshop. time with customer to explain the importance and value of the pack. Tracking The Power Partners pack contains all details regarding the program, product To enable the Marketing Department and company information as well as a to successfully run the program, a series of coupons that are redeemed unique tracking system was developed by the customer for all the offers internally to ensure all costs are promised as part of the program. tracked against customer sales and all items are fulfilled to customer’s Workshops who sign up to the Power expectations. Partners program receive the following special offers (see below) that are administered by a series of redemption Next Steps cards and coupons: Once all 300 customers have been 1. Personalized signage pack signed up to the program, those including their workshop name and customers will receive the same phone number printed on a large benefits on their one year anniversary metal sign. less the signage and free equipment benefits. 2. Personalized workshop consumables consisting of fender Special promotions for the Power covers, seat protectors, floor mats Partners group will also be created for

11 this group in addition to the to Please be advised this program comprehensive DIFM promotion is being tested in Australia only. campaigns. Ashland Consumer Markets (Valvoline) is looking into expanding this program Expansion into other markets. Due to the success of the program in For more information regarding the the DIFM sales channel, the program Power Partners Program, please will be reconfigured to cross over into contact ValvolineMarketing.com. the Commercial and Industrial channel where we anticipate the same level of success.

1. Workshop Signage Card 2&3. Workshop consumables & air operated pump

4. Workshop apparel coupon. 5. Racing events coupon.

12 New Marketing Tools Can Help Drive Sales

alvoline has several new marketing tools available that can help drive Vyour sales. Make sure and take advantage of these promotions and materials to support sales efforts in your area.

Winterkit Promotion Tools The sales collateral and advertising templates support premium sales of MaxLife and SynPower motor oils. • Wobblers and posters are designed to help Wholesale Distributors and installers advertise the Winterkit promotion and subsequently sell more premium Valvoline products. • Advertising templates are available to promote the Valvoline Winterkit promotion in trade and consumer publications.

SynPower FE Artworks The take-away sheet and direct mail card are designed to promote SynPower sales. • The SynPower FE take away sheet informs customers about the many benefits of SynPower FE. • A direct mail card is designed to help installers promote the sale of SynPower FE.

Tectyl Aerosols Brochure The brochure is designed to help promote Tectyl aerosol sales in your market. • The Tectyl aerosols brochure informs customers about the full Tectyl aerosol product line and its benefits.

Heavy Duty Quick Reference Chart The Heavy Duty Quick Reference Chart is designed to give an overview of OEM approvals verses Valvoline products. Open (native) artwork files of the above mentioned new marketing tools can be downloaded from Ashland’s FTP server: Web address: https://sftransfer.ashland.com Username: S881468 Password: control7 (lowercase)

13 Contributors: Commercial Manager Passenger Car Muriel Wolda

Field Training Specialist/ Training Coordinator Arne Boehden

Product Manager Norway/Sweden Per Even Arnseth

Technical Services Manager Arie de Graaf

Territory Business Manager Artem Mazaev

Marketing Manager Alex van Leeuwen

Marketing Manager Barbara Leandre Kotlarska

Senior Product Manager - DIFM/C&I Australia Peter Kolomyjec

Editorial: Cheif Editor, Trade Marketer Courtney Lepianka

Sub Editor, Marketing Manager Paul Taylor

Sub Editor, Communications Manager Scott Johnson

Legal Advisor Patricia Fredrick

Special thanks to the US team for helping put this issue together.

Please e-mail any stories or topics you would like to see featured in the Valvoline Insight to [email protected].

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