CINCINNATI — Meineke Dealers Association and Meineke Dealers Purchasing Co-op Inc. (MDPCI) have designated RelaDyne Inc.'s DuraMAX brand as their preferred brand of automotive lubricants.
The deal covers not only the DuraMAX range of lubricants but also "retention-focused" marketing tools and services designed to help Meineke dealers enhance their repeat business while increasing their profitability, the partners said.
MDPCI President Paul Repetti said, "We are confident DuraMAX will bring limitless value to our franchisees."
The deal covers more than 800 franchised Meineke locations in the U.S. and Canada.
"Partnering with the MDPCI as a supplier to Meineke franchisees is a welcome venture to expand our DuraMAX brand throughout their many locations," David Gempel, RelaDyne strategic account business development manager, said.
The DuraMAX brand includes synthetic and synthetic blend motor oils, antifreeze, filters, wiper blades, brake cleaners, power steering fluids, etc. plus installer-focused retention programs such as service rebates, email marketing and a 10-year, 300,000-mile engine protection warranty with every DuraMAX oil change.
Cincinnati-based RelaDyne is a lubricant distribution and related services company founded in 2010 by the merger four existing distribution firms — Mid-Town Petroleum Inc.; Oil Distributing Co.; Hurt Co. Inc.; and Pumpelly Oil Co.
The Meineke Dealers Association is independent of Driven Brands Inc., the franchisor of the Meineke Car Care Centers business, but works in cooperation with the corporate office "to pursue … the betterment of the Meineke Franchise System, for the benefit of our members and all concerned."
The MDA also provides support to vendors in the form of advertising on its website and in newsletters, e-mail and fax blasts and opportunities to visit with dealers at regional meetings and bi-annual national conventions.