Car care in overdrive

DRIVE-IN RESTAURANT, Drive-In theatre and now the City plays host to a Drive-In to tend to cars - get their oil changed.

Launched recently, the Castrol Drive-In at the PSN Car Lounge in Guindy Industrial Estate and Nungambakkam is a new, but strong retailing format. The PSN Car Lounge is a specialist workshop for maintaining premium Indian and foreign cars.

Explains Mr. Ravi Pisharody, Vice-President (Marketing) of Castrol India, ``Developing a strong customer relationship is the order of the day. While we are constantly upgrading our lubricants technology to deliver higher performance, it is also important for workshops to move at the same pace for better customer satisfaction.''

Under the initiative, Castrol selects non-franchised workshops and provides them a complete face-lift and access to training programmes in all aspects of lubricants, vehicle fault identification and general sales and administration.

It also involves organising customer service programmes such as the `Me and My Car' session for women drivers on recently at PSN. Castrol also proposes to enter into similar partnerships with non-franchised two-wheeler service stations.

The partnership with Castrol is a win-win situation for both, says Mr. Sudhir Natarajan, Managing Partner of PSN Car Lounge, which offers its customer a unique membership scheme.

The concept of Drive-In and the associated programmes is aimed at differentiating the workshop from the competition around.

For the company, the marketing technique enables it to take the products closer to the customer, at the right time and at the right place.

By N. Ravi Kumar

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