Some tricks used by OEMs to both incentivize and punish dealerships into buying into their oil programs:
- Parts rebates. Oil programs often counts as a part. So it makes it much easier to hit their monthly goals for their parts rebates. If they hit certain monthly metrics, the dealership will get rebates back on their parts. This could be as high as 3%. Sell a million dollars in parts (including oil) - get 3% back at the end of the month, for example.
- Warranty repair payment rates. If you’re on the bulk program, you will get paid the case price back. (Which is much higher than the bulk rate) on warranty repairs. This means more money for dealerships doing warranty repairs. Not on the program? You get paid the bulk rate, but you have to use case goods. Which means you make a lot less money on warranty repairs.
- Speciality car allocation. Is the dealer fully aligned with the brand? Imaging, sales performance, parts sales performance (including oil program) - you may have a different car allocation when it comes to specific models in that brand.
- Bulk oil equipment allowances - they will pay for bulk oil dispensing equipment, at a certain rate depending on the gallons. Sell 10,000 gallons a year? You might get paid $5,000 or more dollars for your equipment, per contract year. Typically 5 year contracts, sometimes 3 year contracts. Downside? Don’t do the gallons you committed to doing? Your contract is extended without payments. So committed to 10,000 gallons and only do 7,000? Well, that 5 year contract might just turn into a 7 or 8 year contract, or you have to buy your equipment back, to get out of the contract.
- Pricing - OEM pricing sometimes can be fairly aggressive if they don’t have other carrots or sticks.
- Paying for oil changes on new cars. Does your car come with free oil changes for however long? 3 years? 5 years? So many miles? That’s paid for through the oil program. Those dealerships aligned with the OEM will get paid for those oil changes. Not on the oil program? You don’t get paid to do those oil changes. Or paid at a much lower amount.
Other things like marketing payments, dealership imaging / branding can be tied into as well. Oil change specials, or general service specials can be tied into the oil program as well.
Autonation was successful for years of dodging OEM pressure to use their oils and went on a pennzoil program. I know Ford and I heard GM went hard on them to finally cave to the programs through a lot of punishment that cost autonation millions.