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Championlubes

Automassan 2017: Nordic countries embrace Champion

At Automassan, a significant rise in both sales and interest proves thatjust a few years after entering the market, we are becoming a recognised and respected lubricant brand in the Nordics.

Fairs and events

Automassan is the leading trade fair for vehicle service and workshop sectors throughout Scandinavia, taking place every three years. We worked together with our distributor Widik Distribution AB to create a remarkable presence at the fair, to clearly communicate our presence to customers and prospects, and to incentivise them to attend through promotions. The result: an estimated five to six hundred visitors to our stand and plenty of interactions with our target audience. 

The Champion viscosity test, where attendees could assess their ability to estimate viscosity, was taken by about two hundred people. (The winner will be announced shortly.) We gave away two hundred sports bags and four hundred goodie bags. 

Campaigns are paying off

“The main difference with the last edition three years ago was the degree of recognition of the Champion brand among workshop owners,” says Karel Supré, Export Manager at Wolf Oil Corporation. 

“We already knew that our campaigns of recent years were paying off in new customers. We now noticed that our reputation in general in the Nordic countries is rising. Customers and prospects are clearly finding their way to the brand by themselves.We have been getting very concrete questions as to how and when Champion products can be bought. In fact, we saw an impressive 10% rise in volume sold compared to the last edition.”

"We saw an impressive 10% rise in volume sold compared to the last edition."

Karel Supré, Export Manager

High compatibility with the market

The fair was an ideal opportunity to draw attention at our recent high-performance motor oils such as:
  • OEM SPECIFIC 5W30 LL III (VW, MB & BMW Approval)
  • OEM SPECIFIC 0W30 MS-BHDI (PSA Approval)
  • OEM SPECIFIC 5W20 MS-FE (Ford Approval) 
  • and OEM SPECIFIC0W20 MS-V (Volvo Approval). 
These groundbreaking oils are very compatible with the Swedish market, where the car fleet counts more recent vehicles (with advanced, downsized engines) than in most other countries, and where cold temperatures call for quality low-viscosity oils.

Automassan was also the chance for workshop owners to see how Champion is creating supporting materials for their specific needs, such as the Oil Cabin, the Oil Display and the 20L Display.

Gossip

The clearest indicator of Champion’s Scandinavian success is probably that some competitive brands are trying to spread the gossip that Champion is a ‘refill brand’. 

“But everyone who works with us knows that we have our own plant in Belgium, which is actually one of our pet topics. Anyone who would doubt that is kindly invited to pay a visit to our plant in Antwerp,” says Supré with a smile.

Summary:

  • We worked together with our distributor Widik Distribution AB to create a remarkable presence at the fair.
  • The result: an estimated five to six hundred visitors to our stand and plenty of interactions with our target audience.
  • The main difference with the last edition three years ago was the degree of recognition of the Champion brand among workshop owners and the 10% rise in sales.
  • Our recent, groundbreaking oils are very compatible with the Swedish market.

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