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    Web Site Changes forHeavy-Duty Users

    Case Study:Glenn O. Hawbaker, Inc.Extends Life ofHeavy-Duty Equipment

    Castrol GTX Prevents

    Sludge Formation

    Funkmaster FlexBrings Attentionto Castrol SYNTEC

    John Force SupportsCastrol Tection Extra

    Loyalty ProgramYields Big Returnsfor Car Dealers

    Free Newslettersand Online Loyalty

    Clubs Inform andReward Consumers

    PC-10 Update

    Offering insight into your

    lubricants, maintenance

    practices and the heavy-duty

    and consumer marketplace

    volume 2 2005

    Dimensions

    Customer service

    and industry-leadingmarketing programs bringCastrol products to themarketplace in a big way

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    |2|dimensions

    3Speak Up,We Are Listening

    4Castrol Hypuron SGoes Above and

    Beyond the Callof Heavy Dutyfor Glenn O.Hawbaker

    6Castrol GTX isthe Answer toSludge Problemsin an Engine

    8Big Names,Big Cars andBig Returns for

    Castrol SYNTEC

    10Castrol Tection

    Extra Gets theJohn ForceRace Team tothe Starting Line

    12Loyalty ClubsHelp DealersRetain Customers

    14Web-BasedMarketing TiesIn Consumer

    insideevery issue17 News & Events

    Company News

    18 PC-10 Update

    19 NHRA Race

    Schedule

    19 Trade Show

    Schedule

    Castrol Heavy Duty Lubricants Name Changes To BP Lubricants USA Inc.

    Effective January 1, 2005, BP Lubricants USA Inc. plc merged Castrol Heavy Duty Lubricants Inc.

    and Castrol North America Inc. to form a new, integrated entity, BP Lubricants USA Inc. This name

    identifies Castrol as a brand within the BP Group, one of the worlds largest energy companies with

    a family of brandsincluding Castrolthat are recognized and respected in markets worldwide.

    Previously, Castrols consumer and commercial operations existed as separate businesses and distinct legal

    entities. Bringing together the product portfolios, people and experience of both businesses will allow

    Castrol to better meet its customers needs as well as facilitate further improvements in operational efficiency.

    This name change will not impact the consumer branding of Castrols products, which will continueto reflect the proud heritage, and future aspirations, of one of the worlds great brandsa brand

    that is determined to be the undisputed leader in the global lubricant market.

    Much of the past, present and future success of the Castrol brand lies in its relationships. Castrol strongly believes

    that progress is best achieved by working in partnership with its customers to develop its products and services.

    in this issue

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    BP Lubricants USA Inc. recently took some customer

    feedback and put it to good use on its Web site.

    In October 2004, the company took on the project

    of consolidating its BP Lubricants commercial and consumer

    Web sites into a one-stop, user-friendly platform that wouldcentralize product and company information. When the

    company introduced the new site, one area was particularly

    confusing to heavy-duty customers.

    We separated consumer and commercial products on the

    Web site into sections titled For You and For Your Business,

    said Denise Ford, who headed up the Web marketing at the time.

    The business part was then sub-divided into product listings

    for on-road and off-road equipment. When the site went live,

    we started getting feedback from customer service that it was

    taking a long time for commercial customers to find the product

    information they were seeking. We immediately took steps to

    rectify this situation.

    After meeting with customer service representatives, Ford and

    her team decided to eliminate the on- and off-road product

    categories in favor of one product list grouped by type of fluid.

    When you enter the For Your Business part of our site, there

    are links to different fluid types along the left side of the page,

    explained Ford. Commercial customers can choose engine oils,

    transmission fluids, greases, etc. and receive a complete list of

    our products that fall into those categories for all heavy-dutymarket segments. There is also a link for General Products,

    which contains a complete alphabetized product list.

    Many companies have both on- and off-road equipment so

    this new format eliminates product duplication and saves time

    when accessing the Web site. Ford reports that the changes

    have made a difference.

    We will continue to take feedback on the Web site and

    make upgrades as necessary, continued Ford. We want

    our customers Web experience to be a positive one so they

    continue to visit our site regularly.

    BP Lubricants USA Inc.s products and services can be found

    on the Web at www.castrol.com/us.

    LISTENING

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    Speak Up,We Are

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    Recently, Glenn O. Hawbaker, Inc. (GOH), a Pennsylvania

    heavy duty construction company, teamed up with BP

    Lubricants USA Inc. and acted as a beta tester for one

    of the most in-depth analysis of the effects caused by laboring

    a heavy duty vehicle for over 24,000 hours. The model chosen

    for the mission a Caterpillar 970F wheel loader owned and

    operated by GOH. The independent variable Castrol Hypuron S

    15W-40, a high-performance partial synthetic diesel engine oil

    designed for heavy duty engines. The prediction minimal wear

    and tear due to the performance of Castrol Hypuron S in eventhe most extreme circumstances.

    Blended with a precisely selected partial synthetic base

    stock, Castrol Hypuron S is formulated to extend drain

    intervals while providing consistent protection and superior

    performance for engines.

    Castrol Hypuron S exceeds the challenging specifications of

    multiple engine manufacturers, surpassing the ideal performance

    requirements for both Mack and Caterpillar with its unmatched

    progressive formulation. Through this study, the oil was tested

    to protect against wear and tear while reliably performing under

    the intense circumstances surrounding the heavy duty aggregate

    and construction field.

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    Glenn O. Hawbaker, Inc.'s - Pleasant Gap Campus consists of five different operations including Central Valley Asphalt, Central Valley Aggregates,

    the Maintenance Facility, the PG Wash Plant and the new Pleasant Gap Materials & Operations Center. This campus provides the resources,

    manufacturing capabilities and logistical prowess for the company to reach job opportunities extensively throughout the center region.

    Castrol Hypuron S Goes Aboveand Beyond the Call ofHeavy Duty

    For Glenn O. Hawbaker

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    Other variables incorporated in the study: Castrol Dieselall Plus, a heavy duty engine oil that offers

    superior soot control, guards against piston deposits and resists viscosity loss; and Castrol Trans C,

    a transmission drive train oil designed specifically for transmission, wet disc brakes and final drives.

    After the Cat 970F had been worked for 24,188 hours, Cleveland Brothers Caterpillar and Lubrizol

    a fluid technology company concentrating on high performance chemicals systems and services for

    industry and transportation completed a full tear down of the critical components to investigate the

    wear and tear and determine what life was left in the vehicle. Studies showed that after over 24,000

    hours the machine was in incredible shape for the amount and type of labor paying tribute toCastrol Hypuron S in extending drain intervals while maintaining protection, performance and

    minimizing wear and tear.

    Behind Hawbaker

    For over fifty-three years Glenn O. Hawbaker (GOH) has strived and succeeded at providing their

    clients with reliable and quality service. As an employer of over 1,000 people across Pennsylvania

    and into parts of New York State, GOH encourages their staff to work as a team to achieve product

    and process improvements that meet and exceed customers expectations. As a part of the

    community, actively supporting its growth and improvement, GOH challenges their team to increase

    their skills, leadership, and self-worth, personally and professionally.

    Dedicated to being the contractor of choice in our target markets,

    GOH associates rank among the best and most productive in the

    construction and aggregate production industry. GOH provides

    public and private construction service in a variety of applications

    including: site development, asphalt paving, road construction,

    material production, utility work, and concrete work. As well as

    providing services, GOH owns and operates aggregate facilities

    and asphalt plants that produce raw materials and prepares these

    materials for the construction industry.

    In addition to priding their company on their extensive service

    capabilities and specialized staff, GOH focuses heavily on the

    maintenance and conservation of another livelihood of the

    company the equipment. As a heavy duty construction

    company, GOH owns and operates over 1,000 on and off road equipment modules and vehicles

    including: light duty on road vehicles, material haulers, dirt equipment, pave equipment, mining and

    crushing equipment, and stationary processing equipment. To effectively achieve the business mission

    providing construction products, services and assistance of unparalleled quality the number one

    component in the business, the equipment, must be in tip top shape at all times.

    With varying service schedules for each type of equipment,

    maintenance is a top priority for the entire fleet of GOH

    equipment. Part of the rigorous maintenance schedule of

    these vehicles includes maintaining the entire lube rundown

    for which BP Lubricants USA Inc. is the sole provider. In

    1982, based on reputation, product quality and support,

    GOH made the decision to use Castrol products for their

    entire lube package including: engine oils, hydraulic

    fluids, greases and gear oils. According to Paul Kitko,

    Vice President of Equipment Operation and GOH employee

    for 15 years, Castrol products have a direct impact on

    helping Hawbaker achieve the company mission. The quality

    and dependability of Castrols products and services haveenhanced both our company as well as our equipment performance and life.

    Since becoming a Castrol customer, GOH has logged significant time serving as a beta site for

    some of Castrols fluid analysis, pre-approval testing and CI-4 testing. This most recent investigation

    and tear down of the

    Caterpillar vehicle marks

    GOHs 3rd Castrol study.

    The Results Are In

    The engine tear down and

    inspection, conducted by

    Lubrizol and Cleveland

    Brothers Caterpillar personnel

    and witnessed by

    BP Lubricants USA Inc.,

    served as the longest hours

    of service to a vehicle ever

    investigated by the raters.

    The purpose behind the study

    was to uncover what type

    damage or wear and tear, if

    any, had taken place on the

    components of the vehicle

    while also assessing if

    there was any additional

    performance that the vehicle

    could withstand. The engine,

    a Caterpillar 3306 running on

    Castrol Dieselall Plus and

    Hypuron S, and the

    transmission, a Caterpillar

    Power Shifter running on

    Castrol Trans C, accumulated

    24,188 hours in aggregateload out service prior to

    the inspection.

    The inspection revealed

    medium piston deposits,

    light rod bearing wear, light

    to medium main bearing wear,

    and trace to light cam bearing

    wear. The first and second

    rings showed light to trace to

    light wear with no sharp edgeson the rings and none latched

    or broken. The oil ring had light

    to medium wear with about

    15% plugging and was not

    latched or broken. Internal

    engine cleanliness had a

    sludge rating of 8.92.

    According to the rating

    team, with only slight erosion

    occurring in the fiber plates ofthe 2nd and 6th clutch packs,

    the transmission was in very

    continued on page 15

    Caterpillar bushing

    Caterpillar gear

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    BP Lubricant USA Inc.s flagship motoroil Castrol GTX is probably bestknown for its tag line touting maximum

    protection against viscosity and thermalbreakdown. And while this still holds true

    for Castrol GTX, consumers will now beshown another equally important attributefound in the product sludge prevention.Technically, sludge is the build-up of deposits that result from mechanical or thermal stress

    in an engine. Soot, acid, coolant, fuel, blow-by and even water can invade an engine and lead

    to the formation of sludge. Environmental conditions can also encourage the formation of sludge.

    Consumers in high humidity regions are more prone to sludge build-up than those in less

    humid areas. This is especially true of short trip drivers and those experiencing congested traffic

    in all temperature conditions.

    Additives in an engine oil work to suspend or disperse these contaminants to prevent deposit

    build-up and sludge. The dirty oil that contains these suspended particles is then changed for fresh,

    clean oil and the process repeats itself.

    Castrol GTXis the Answer to

    Preventing SLUDGEProblems in an Engine

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    Sludge and an Engine

    If left unchecked, sludge can cause numerous engine-related

    problems including plugged oil filters and lines, accelerated engine

    wear, loss of engine power and efficiency, metal-to-metal contact

    and ultimately catastrophic engine failure.

    Sludge recently became a

    hot issue with consumers

    because at least twomajor car manufacturers

    experienced engine

    problems from sludge.

    The relevance of sludge

    continues to increase as

    many consumers and some

    OEMs want to extend the

    time between oil changes

    despite the fact that most

    consumers do not drive

    under the prescribed

    normal driving conditions.

    When OEMs recommend

    oil change intervals

    based on normal driving

    conditions, it is important to

    know that most consumers

    are not engaged in this type

    of driving for the majority of

    our trips in the car, said Ian

    Zaslansky, brand manager

    for Castrol GTX and Castrol

    GTX Start Up. Short trips,

    idling in traffic and making

    frequent stops while running

    errands are hard on the

    engine and are considered

    severe operating conditions.

    Combine these with

    humidity and longer time

    between oil changes, and

    it is no wonder sludge is

    a growing problem.

    A simple way to help combat sludge formation is to use

    Castrol GTX motor oil. Its patented formulation contains unique

    dispersants to prevent the build up of sludge. Using Castrol GTX

    and changing your oil every 3,000 miles or 3 months will keep

    your engine running strong.

    Research Confirms Sludge a Problem

    BP Lubricants USA Inc. talked to consumers about sludge

    and uncovered some very interesting information. Consumers

    in the research study said they were aware of sludge and view

    it as a problem, but do not recall any oil company talking about

    sludge prevention.

    Eighty-two percent of respondents felt they knew what sludge

    is and 71 percent said they know it effects engine life, explained

    Zaslansky. Seventy-two percent of respondents said they were

    not aware of any advertising about sludge. This research told

    us that there is a problem that consumers are aware of on which

    no other company is focusing. This information gap presents

    a powerful opportunity for us.

    Zaslansky continued, Our ads focus on the consequences ofsludge in an engine.

    The theme of television advertising, which began May 27th,

    is that sludge can cause an engine to operate at less than optimal

    performance. As sludge builds over time, it begins to feel like

    something is holding the car back. Powerful visual images (shown

    to the left) in the advertisement show a car lugging things like an

    anchor, a safe and a piano behind it.

    1. Used as recommended, Castrol GTX is the answer to

    preventing sludge which consumers know can cause

    loss of power.

    A callout on the Castrol GTX bottle touts the sludge prevention

    benefits of the engine oil.

    Internet advertising on Web sites for DIY Network, Field and

    Stream, Comedy Central, Yahoo, Gamespot and MTV will

    feature two different advertisements. One ad is similar to the

    television ad; the second ad features a Blasteroids game.

    In our Blasteroids version, a Castrol GTX bottle shoots

    pellets at sludge deposits to break them up. Players can

    download the game from our Internet ad or visit ourWeb site, www.castrol.com/us, to play, explained Zaslansky.

    The Dukes of Hazzard and Castrol GTX

    In addition to television and Internet advertising, BP Lubricants

    USA Inc. has another exciting promotion planned for the product.

    The company has partnered with Warner Bros. Studios to put

    Castrol GTX in one of the hardest working and well-known cars

    in television, and soon to be movie, historythe General Lee.

    Made famous in The Dukes of Hazzard television series, the

    1969 Dodge Charger will hit the big screen on August 5th in

    The Dukes of Hazzard movie. According to Tracy Drelich,

    assistant promotions manager, anyone who has ever seen

    The Dukes of Hazzard TV show knows that the General Lee

    is driven hard by the Duke boys.

    continued on page 16

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    New Castrol GTX television commercials

    show that sludge build up causes a loss

    of engine efficiency and power which can

    make it feel like a car is pulling a safe,

    piano or anchor behind it.

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    Radio and television mogul Funkmaster Flex is one busy guy. More than 2 million listeners tune

    in every day to hear his hip hop radio show, which ranks number one in the tough New York

    City market. He has translated his passion for cars into a hit cable television series Ride with

    Funkmaster Flex where he customizes or tricks out the cars of popular celebrities. His TV show

    reaches a national audience and has expanded overseas to seven different countries, including the

    UK, Australia, Germany, and Italy. He hits the streets with his tricked out creations in a Custom Car

    and Bike Show that tours the country, stopping at more than 10 cities in the US. And in January,

    Flex signed an agreement with BP Lubricants USA Inc. to be

    a spokesperson for Castrol SYNTEC, a premium full synthetic,

    high performing motor oil.

    Funkmaster Flex represents a perfect fit with Castrol

    SYNTECs target audience of tuners or car enthusiasts

    who want style as well as performance from their cars,

    said Mike DeBiasi, Castrol SYNTEC brand manager. He

    has taken Castrol SYNTEC along for the ride with all of his

    endeavors and there is more to come. Flex has been great

    to work with, and we are extremely pleased with the partnership

    and the products exposure.

    BP Lubricants USA Inc. is not the only company to capitalize

    on Flexs amazing appeal to the young, car-passionate

    consumer. Recently Ford Motor Company and ESPN have

    signed on with the famous disc jockey and TV star to promotetheir brands and products.

    Big Names, Big Cars,Big Returns for

    Castrol SYNTEC

    |8|dimensions

    Funkmaster Flex talks with some of his youngest fans. Funkmaster Flex (front) and Mike DeBiasi,

    Castrol SYNTEC brand manager (rear),pose with consumers at Spring Break Nationals.

    Funkmaster Flex and DeBiasi tryout the

    Castrol SYNTEC race simulator.

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    Up and Coming for FlexIn May, Ford announced that Flex will trick-out the Ford F-150 and

    Ford Fusion for use in his 2005 Custom Car and Bike Show tour.

    The customized vehicles will also appear on his Spike television

    network series Ride with Funkmaster Flex.

    Theyre already hot cars, said Funkmaster Flex in a recent press

    release from Ford Motor Company. Im just adding a little salt and

    pepper to something that is already great.

    According to Raj Sarkar, F-150 assistant marketing manager,

    Ford hopes to grow the appeal of the F-150 with a market base

    that the company does not necessarily target directly. In this

    case, Flex has a great standing with the urban community and

    understands what makes vehicles appealing to anyone who

    enjoys cars and trucks.

    Ford plans to have a sweepstakes toward the end of the year

    to give away both customized cars.

    Cable television giant ESPN is debuting a new series starring

    Funkmaster Flex. Scheduled to air June 22nd, Flex will be riding

    with and talking to some of the top, and sometimes controversial,

    figures in the sports arena. Athletes such as Shaquille ONeil,Terrell Owens, Payton Manning and Jose Conseco will give Flex

    the skinny on trades, winning and losing and other interesting

    tidbits from their personal lives as they spend 30 minutes riding

    with Flex in some of the hottest cars around. Flex will come to

    Englishtown, New Jersey to film a segment of the show with

    John Force, driver of the Castrol GTX Start Up Ford Mustang

    and reigning NHRA POWERade Champion and the entire John

    Force race team. Flex also plans to interview Castrol SYNTEC

    rookie racecar driver Eric Medlen. The show is scheduled to air

    in prime time on the West Coast.

    Flex Hits the Streets with Castrol SYNTEC

    In April, Funkmaster Flex joined BP Lubricants USA Inc. at

    Spring Break Nationals in Daytona Beach, Fla. where he signed

    autographs in front of the drag race simulator at the Castrol

    SYTNEC booth. (In the simulator, booth visitors could clock their

    reaction time. Reaction time can make a difference in a drivers

    time and speed in a real, quarter-mile drag race.) More than

    20,000 people attended the event, which featured entertainment

    from various hip-hop artists as well as customized cars and the

    latest in specialty equipment for cars and trucks.

    BP Lubricants USA Inc. plans to have Flex in attendance at two

    more shows in the fall. The NOPI (Number One Parts Inc.) show

    in September attracts a large crowd of car enthusiasts every year

    and OEMs are drawn to the SEMA (Specialty Equipment Market

    Association) trade show, which is scheduled for November.

    Flex recently recorded a radio advertisement for Castrol SYNTEC,

    which is airing on his radio show. In the spot, Flex adviseslisteners to respect their ride by using Castrol SYNTEC for

    smooth engine operation.

    And this is really just the beginning for Flex and Castrol SYNTEC.

    We have many more exciting events scheduled with Flex for

    the latter part of the year, explained DeBiasi. One we are

    particularly excited about involves Flex customizing a Castrol

    SYNTEC-branded Ford Mustang that will be part of a consumer

    promotion in 2006. The car will be featured on one of his TV

    shows later this year.

    Castrol SYNTEC outperforms all leading conventional oils

    and gives users superior engine protection and performance.

    For more information on Castrol SYNTEC, visit the companys

    Web site at www.castrol.com/us.

    Flex with a long line of autograph seekers.

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    C

    astrol Tection Extra, a premium diesel oil that combats

    viscosity loss in heavy-duty engines, is now protecting

    the John Force Racing Team fleet. Drag racer John Forceuses a fleet of seven tractor-trailers to travel to races around the

    country. His trucks carry everything from the Castrol GTX Start

    Up Ford Mustang that he drives to the parts and crew that

    make each race a success. As the reigning NHRA POWERade

    Champion, Force relies on his fleet to bring him to the starting

    line on time. Castrol Tection Extra is powering the trucks that

    power Forces racing business.

    If anyone needs to make it to work on time, it is John Force, said

    Karla DelGallo, brand manager consumer truck. He cannot risk

    downtime as he goes from race to race. Force knows that CastrolTection Extra resists breakdown and keeps heavy-duty trucks

    running cleaner and longer than competitive diesel engine oils.

    And Force should know. He was a truck driver himself for ten years

    before beginning his career in drag racing and still maintains his

    Commercial Drivers License. Although Force is most commonly

    associated with championship hot rod racing in his 7,000

    horsepower Castrol Ford, he is also a businessperson managing

    a team of racers including his daughter Ashley Force. The race

    teams tractor-trailer fleet logs about 40,000 miles on the road

    each year and Forcedoes not trust this

    precious cargo to

    any other engine oil.

    Forces parts trailer

    has been painted

    to promote Castrol

    Tection Extra and

    the cross country tour. The other transport vehicles in his

    fleet feature the tag line Powered by Castrol Tection Extra.

    It is a product John Force advocates in the On the Roadwith Castrol Tection Extra Truck Tour as well. He virtually

    narrates the tour that is housed in a 55-foot tractor-trailer

    and is currently crossing the country attending special events

    and races. (For more information on the truck tour, see the

    article on page 19.)

    Before the light turns green at an NHRA race, Force and

    his Castrol Mustang need to be there or the race is over

    before it even starts. If Castrol Tection Extra can get the

    12-time Auto Racing All-American and his seven 18-wheel

    transporters to tracks from one coast to the other withouta hitch, imagine what it can do for any small or large heavy-

    duty fleet. For more information on the product or Castrol

    racing, visit the companys Web site at www.castrol.com/us

    or call 1-800-462-0835.

    CastrolTection Extra

    Gets the

    John ForceRace Team

    to theStarting Line

    |10|dimensions

    The John Force Race Team.

    (From left) Eric Medlem, Castrol SYNTEC driver;

    Robert Hight, NHRA driver and John Force's

    son-in-law; John Force and daughter and race

    car driver Ashley Force

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    require extraordinary protection.

    Introducing Castrol Pyroplex Protection ES

    The worse the conditions get, the better our new synthetic greaseperforms. Thats because its the first grease specially formulated

    to prevent corrosion and provide extended service. Which meansless damage to your vehicles components from salt, sand, andextreme temperatures. For more information, call 1-800-255-4417or visit www.castrol.com/us.

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    I

    t is the goal of every car dealer that a consumers new or used vehicle purchase is not the end

    of a relationship, but the beginning of one. Service on the vehicle, as well as future car sales

    are dependent upon forming and maintaining an ongoing relationship with the customer.BP Lubricants USA Inc. has two programs that are proven to help dealers accomplish this goal.

    Castrol Customized Key Tag Loyalty Program

    The Castrol Customized Key Tag program was developed as a way for dealers to encourage

    customers to bring their newly purchased vehicle into the dealership for regular service. The key tag,

    similar to grocery or video membership club card, attaches to a customers key chain and contains a

    customized offer from the dealership. Dealers can custom design their key tag with any offer, such as

    purchase three oil changes, get one free, free towing or a percentage off a particular service. Once

    the key tags arrive at the dealership, service personnel explain the benefits of the key tag program to

    customers. If the service visit qualifies for the key tag offer, the card is punched with the car-shaped

    hole punch and customers are encouraged to return for future punches and their eventual reward for

    repeat service.

    According to Kevin McGee, BP Lubricant USA Inc. franchise workshop market space manager

    for the US, key tags help dealers form relationships, retain customers, attract new customers and

    contribute profits to their bottom line.

    This program takes the consumers understanding of a club card and translates it into a dealer

    service offer, explained McGee. Ninety-nine percent of our dealers attach an oil change offer to

    their key tag. This promotes repeat business with the dealership, and the consumer begins to relate

    the service of their vehicle with the dealership.

    McGee is responsible for developing marketing programs for car dealers that carry Castrol lubricants

    and feels that key tags are a unique marketing tool that help differentiate dealers from the competition.

    Key tags can be less expensive than traditional marketing methods and provide an opportunity for a

    sales or service person to attach the key tag for the customer and explain the program, said McGee.

    Loyalty Clubs HelpDealers Retain Customers

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    This is a much more personalized form of marketing that also

    serves as a visual reminder of the dealership every time the

    customer reaches for his or her keys.

    Test Drive the Program for Free*

    BP Lubricants USA Inc. has partnered with Dealer Concepts LLC,

    a leading supplier of automotive marketing solutions, to provide

    dealers with customized key tags at the best possible pricing.

    Dealers work directly with Dealer Concepts to design their key

    tag using their logo and colors as well as the Castrol logo. The

    artwork, design, first 1,000 key tags, car-shaped hole punch and

    shipping is free.

    We are so excited about and confident with this program that we

    pay for the start-up, said McGee. We have also negotiated the

    best possible pricing for additional key tag purchases.

    Dealers on the key tag program give it rave reviews. Gary Meyer,

    the Service Director at Ft Myers Toyota in Ft Myers, FL. stated,

    The Castrol Customized Key Tag Program is the single best piece

    of advertising weve ever done. His dealership uses the key tag

    as a customer retention tool with a free first and fifth Castrol GTX

    5W-30 oil change. Ft Myers Toyota kicked off the program with

    50,000 tags in June 2004, distributing 20,000 via direct mail with

    a free oil change the first time the tag is used.

    From June through December 2004, we had a 102.5% increase

    in business directly related to the Castrol Customized Key Tag

    Loyalty Program. There is no doubt that this program generatesgreat business for our dealership, concluded Meyer.

    Dealers have gotten creative with the program too. In an effort

    to upsell customers from a conventional to synthetic motor oil,

    Dean Pavia, Vice President, Operations at Hammersley Motor

    offers a Buy 4 Castrol SYNTEC/SYNTEC Blend oil changes

    and get $20 off the 5th oil change. According to Pavia, Since

    implementing the Castrol Key Tags in September 2004, only two

    Hammersley customers out of the 210 key tag holders stayed

    with conventional oil while the remaining 208 made the switch

    to SYNTEC or SYNTEC Blend.

    Program Hits Million Milestone

    McGee is proud to report that more than 1 million Castrol

    customized key tags have been ordered to date. That is a lot

    of dealer and Castrol logos on key chains across America.

    This loyalty program really takes a dealership to a new level with

    their customers, declared McGee. It is a great success story for

    us and our dealers.

    Magnetic Service Reminder Loyalty Program

    A second loyalty program was introduced in April that helps keep

    a dealers business name and phone number in front of their

    customers 24 hours a day. The Magnetic Service Reminder

    is the size of 2 business cards, where the top half is a traditional

    service reminder and the bottom half contains the Castrol logo andthe dealers logo, address and phone number. The reminder can

    adhere to any metal surface and serves as a constant reminder of

    needed service.

    continued on page 16

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    This March, BP Lubricants USA Inc. launched two new

    programs on its Web site to target and communicate with

    some of its core product users. Each program is designed

    to inform, retain and reward consumers as well as provide the

    company with a vehicle for relationship marketing.

    Loyalty Clubs

    Two loyalty clubs are now available to consumers looking for a

    common place to share stories and gain information about their

    vehicles and maintenance. Castrol GTX High Mileage Legends in

    Motion is for consumers who are willing to go the extra mile for

    their car. They take pride in owning their vehicle and want to

    keep it running for the long haul. Castrol SYNTEC Insiders Crew

    appeals to the car-passionate audience looking for superior

    performance from their vehicles. Club members receive a free

    welcome kit with valuable offers on Castrol products, special

    members only promotions and insightful news geared for their

    specific vehicles.

    Weve really focused on providing consumers with new and

    exciting reasons to continue to use Castrol motor oil and spread

    the word about our products, said Denise Ford, the former Web

    Marketing Manager for BP Lubricants USA Inc. For example,

    Castrol SYNTEC Insiders Crew members not only receive savings

    on Castrol SYNTEC products, but they will have access to crew

    only promotions that may include gift cards to major retailers,

    music downloads and video game cheat codes all of which

    appeal to our target audience of young car enthusiasts.

    Ford added that the company hopes to include two-way

    communication with members in the future. Consumers

    interested in club membership can visit the companys Web

    site (www.castrol.com/us) and click on the Promotions tab.

    After completion of a short questionnaire, they can receive

    their welcome kit and begin enjoying member benefits.

    Free E-Newsletters

    Another Web-based communication program that began in the

    first quarter of this year is targeted newsletters, which are e-mailed

    to consumers every two months. Castrol GTX/ Castrol GTX Start

    Up, Castrol GTX High Mileage and Castrol SYNTEC users can

    now receive relevant information, car tips, expert advice and

    special promotions through branded newsletters.

    Newsletter articles focus on timely information with specialty

    items that appeal to the specific market segment. For example,

    the articles in the April/May 2005 issue center on overheating andkeeping a car hydrated in the summer months. Castrol GTX High

    Mileage subscribers have a checklist for keeping their higher

    mileage engines in top shape. The Castrol SYNTEC newsletter

    has a poll to gauge what subscribers are most passionate about

    and information on the Funkmaster Flex sweepstakes. In addition,

    newsletters provide links to loyalty clubs and promotions for the

    specific product.

    The look and feel of the newsletter is also based on the

    target audience.

    The Castrol SYNTEC newsletter is edgy and a little racy,

    whereas the Castrol GTX High Mileage newsletter appeals to

    the proud, long-term vehicle owner, commented Ford. The

    Castrol GTX/Castrol GTX Start Up newsletter is geared toward

    consumers looking for proper maintenance on their vehicles.

    Consumers can sign up for a free newsletter on the Web

    site (www.castrol.com/us) by clicking on the Oil Change

    Reminder/Newsletter Sign up tab on the left side of the

    home page.

    Initial feedback on the newsletters is that consumers find the

    articles interesting and informative. BP Lubricants USA Inc.plans to introduce a fourth newsletter to target truck

    owner/operators later this year.

    Web-Based MarketingTies In Consumer Loyalty clubs and targeted newsletters serve tofurther engage consumers with Castrol motor oils.

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    continued from page 5

    good condition especially considering

    the amount of hours in operation. All

    wear conditions observed were normal

    to better than normal, without any

    sludge or discoloration and only a

    very light clean oil film. In assessing

    the findings, the performance of theCastrol products in protecting the

    Caterpillar components against the

    severe conditions was impeccable.

    Since neither party had ever

    conducted an inspection on a

    vehicle put through such a vigorous

    regime, the Lubrizol and Caterpillar

    personnel were really astonished at

    the positive results they uncovered.

    The minimal wear and the condition of the parts were creditedto maintenance practices as well as the Castrol products and

    the superior engineering of the Cat vehicle.

    Following the study, BP Lubricants USA Inc. had the chance to talk

    with Paul Kitko for his evaluation of the study. According to Kitko,

    Castrols products directly impacted the superior performance and

    findings of this investigation. We took this vehicle to a limit weve

    never gone before and Castrol, specifically Hypuron S, provided

    the protection that was needed to withstand the circumstances.

    The components were shown to have extended life and they

    were in better condition compared to published industry standards.When Lubrizol came back to us with the results, it even deepened

    our faith in the Castrol product line.

    With the findings of this investigation, the superior performance

    of Castrol Hypuron S has been proven to allow users to maximize

    equipment life and improve the bottom line. Castrol Hypuron S

    meets industry specifications, including: API Service Categories

    SAE 15W-40 (CI-4 Plus, CI-4, CH-4, CG-4, CF-4, SL); General

    Motors Corporation (Allison Transmission Div.) C-4; J.I. Case;

    Caterpillar ECF-1; Cummins CES 20076, 20078; John Deere;

    JCB; Detroit Diesel; Deutz; Navistar

    International; Komatsu; Mack EO-N

    Premium Plus 03, EO-N Premium Plus,

    EO-M Plus; Volvo VDS-2; Hino; Detroit

    Diesel Power Guard 93K214.

    The Future for Hawbaker

    and Castrol

    Kitko and GOH appreciate the valuable

    support that the BP Lubricants USA

    Inc. team has brought to the company

    over the past 23 years. Going beyond

    the product relationship, GOH has

    participated in numerous BP Lubricants

    USA Inc. programs including Castrol

    Labcheck, a state-of-the-art used

    oil analysis program helping them

    manage the fleet more effectively and

    efficiently. Through ongoing analysis of used oil samples, CastrolLabcheck allows us to pinpoint and solve equipment problems by

    providing a full range of information which supports our operations

    and maintenance decisions, Kitko states. Labcheck reduces

    down time by helping to avoid unexpected equipment shutdown

    and minimizing unplanned maintenance costs.

    The future of the relationship between BP Lubricants USA Inc. and

    GOH is clear. Castrol is a quality and dependable brand that has

    served our company in a variety of applications and we welcome

    any opportunity we get to testify to their mission, Kitko concludes.

    For Caterpillar reps that witnessed this unprecedented tear down

    one thing stands true. Castrol products stood up to the test and

    performed beyond what our imaginations could fathom. Having

    never seen an engine with this many hours put between service

    intervals, we expected to find a lot of damage and build up and

    what we got was certainly a pleasant surprise.

    * BP Lubricants USA Inc. recommends performing an oil analysis prior to extendingmaintenance intervals past OEM recommendations.

    Caterpillar lifter Caterpillar lobe

    |15|volume 2 2005

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    continued from page 7

    The performance of the General Lee is critical to the show and

    what better motor oil to handle its severe driving conditions than

    Castrol GTX, said Drelich. Weve paired a well-known car with

    a well-known oil whose appeal spans generations. Young males

    aged 16-20 as well as our typical target audience of 18-34 year

    old males are the market segment for this movie.

    To capitalize on this classic pairing, a retail promotion featuring

    a limited edition die-cast General Lee matchbox-sized car will

    begin this summer. With a Castrol GTX motor oil purchase and

    completion of a mail-in form, consumers can get this collectors

    edition matchbox-sized car branded with Castrol GTX. The

    promotion is the only way to get this unique car.

    There will also be a Castrol GTX Sweepstakes with a chance

    to win a 2006 Dodge Charger, which Dodge is re-introducing

    this summer. Other sweepstake prizes include signed movie

    posters and larger die-cast General Lee cars. Official rules and

    entry forms will be available online and in retail stores this summer.

    The sweepstakes and retail promotion will be supported with a

    60-second radio spot, which will run in 10 to 15 markets. Point-of-

    sale material includes a two-sided tear pad featuring the mail-in

    promotion on one side and sweepstakes entry on the other, shelf

    dangler and, tent card. BP Lubricants USA Inc. has high hopes

    for Castrol GTX sales with this promotion.

    There is a ton of hype right now surrounding the Duke boys,

    said Drelich. Not only is the TV show making the jump to the bigscreen this summer, but the television series also has been revived

    on CMT (Country Music Television) and seasons one, two and

    three are available on DVD, said

    Drelich. We intend to leverage

    this Dukes of Hazzard fever and

    drive Castrol GTX sales with our

    promotion and sweepstakes.

    It should be an exciting summer

    for the brand and product.

    Castrol GTX exceeds passengercar and gasoline light truck

    requirements for the protection

    of gasoline and turbocharged

    engines where API SM, SL, SJ

    or SH is recommended. It is formulated to exceed engine

    protection requirements of Ford ESE-M2C153-G and F,

    GM 6085M and Chrysler Corporation MS-6395H. For more

    information on Castrol GTX and sludge prevention, visit the

    companys Web site at www.castrol.com/us.

    continued from page 13

    Dealers can increase loyalty and profitability by making personal

    contact with the car owner when presenting the Magnetic Service

    Reminder, said McGee. We encourage installers to show them

    the reminder, where to call, who to call and what service needs to

    be done. Since the reminder is self-adhesive, the installer can

    simply attach his or her business card.

    For new installers purchasing Castrol lubricants, there is a Quick

    Stick program that allows them to get 500 free reminders with

    free shipping. BP Lubricants USA Inc. has partnered with Magna

    Card, Inc., an automotive marketing company, to provide

    reminders at a reduced price.

    Both of these loyalty programs are excellent ways for dealers

    to maximize their investment in Castrol lubricants. For more

    information, contact 1-888-CASTROL.

    *See complete program details for eligibility.

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