PERFORMANCE INNOVATION BY, WITH AND FOR

CASTROL & SEATPARTNERS IN PERFORMANCE

SEAT & CASTROL – GLOBAL BRANDS WORKING TOGETHER TO MUTUAL BENEFIT WORKING TOGETHERSEAT and Castrol have recently signed a long term global partnership of mutual cooperation building on the success of the highly successful collaboration between the Volkswagen Group and Castrol. This new agreement enables SEAT dealerships to leverage the benefits of working in partnership with the world’s leading lubricants brand by exclusively recommending Castrol products through their parts and services operations.

This partnership agreement goes way beyond the “traditional deal” and is a truly global collaboration bringing

together our joint expertise in product development, technology and marketing to deliver more value to SEAT

dealers and drivers.

By working closely together, we will create a robust platform for business success, developing joint initiatives,

exploring and responding to future mobility scenarios and strengthening aftersales performance in dealerships.

Castrol’s strong brand and sponsorship of motorsport and the world’s major footballing competitions

not only reveals a shared value set and passion to sit alongside SEAT’s own sponsorships, it also

helps to create consumer demand for premium lubricants. Castrol is a strategic partner to

SEAT Sport in the SEAT LEON Eurocup.

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CASTROL – A WORLD LEADING BRAND

CASTROL PROFESSIONAL PRODUCTS

HELPING YOU BUILD A STRONGER BUSINESS

STRENGTHENING AFTERSALES

CASTROL PROFESSIONAL PROGRAMMES

OTHER BUSINESS SUPPORT

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CONTENTS

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‘‘ ‘‘This partnership goes well beyond a traditional deal and is a real opportunity for us to jointly leverage our skills and strengths, in the areas of product development, technology, marketing and communications for mutual value across global markets. Christian SteinHead of Marketing

‘‘ ‘‘

CASTROL – A GLOBALLY RECOGNISED BRANDA WORLD LEADING BRANDThe fame of our brand stretches back over 100 years to the original foresight of our founder, Charles Wakefield who supported the early pioneers and speed record breakers on air, sea and land recognising the benefits that sponsorship would bring to his fledgling Castrol brand.

Castrol has continued to work hand in hand with pioneering aviators and motorists as we have continued to test

and push our lubricants to the limits of endurance and celebrated the indomitable human spirit to go further and

faster and achieve more.

Today Castrol is heavily associated with the support and sponsorship of motorsport including sponsorship of Moto

GP, the World Superbike and Supersport championships and leading Motorsport teams. Castrol is delighted to be

a major supporter of the SEAT Leon Eurocup and Supercopa SEAT Leon championships

In recent years, we have sought to expand the breadth of our consumer appeal and become a

major sponsor of the 2010 and 2014 FIFA World Cups™, UEFA EURO 2008 and 2012™ and the

FIFA Confederations Cup.

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Our brands have unprecedented support from

global advertising campaigns and worldwide

sponsorship programmes which ensure that

Castrol brands maintain the highest possible

profiles across the globe.

‘‘ ‘‘Castrol’s professional products and services can add value to our own offers and will help to increase the customer experience and satisfaction. They will be a permanent guarantee of long-lasting quality for our customers

Guido BlankenheimSEAT Spare Parts and Original Accessories

By working closely with the SEAT’s Engine Technology department, Castrol has co-engineered lubricant solutions designed specifically to deliver better performance and protection for SEAT vehicles and higher lubricant margins for SEAT dealers.

A BETTER OILA BETTER OIL FOR YOUR CUSTOMERS IS BETTER FOR YOUR BUSINESS A FULL RANGE OF WORKSHOP PRODUCTS

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Castrol EDGE Professional Longlife III 5W-30 and Castrol Magnatec

Professional B4 5W-30 are the only engine oils recommended by SEAT.

The SEAT recommended Castrol Professional range is exclusive to SEAT

workshops and cannot be purchased elsewhere.

Castrol offers a full range of workshop products to complement these

SEAT endorsed engine oils including:

All workshop products represent an opportunity for additional

dealer margin.

Castrol collaborates closely with SEAT to develop lubricants perfectly matched to its latest engine technology. Using the right oil ensures engine performance and protection whatever driving condition. Castrol EDGE Professional Longlife III 5W-30 lowers friction and maximises engine performance.

• Up to 60% stronger at reducing metal to metal contact versus a leading competitor

• Better engine efficiency, better engine performance

• Unsurpassed protection across a variety of engine speeds

• Co-eingineered with SEAT and recommended for both longlife and fixed service intervals

• Complies with the newest specifications, VW 504 00 and VW 507 00

• Applicable in both petrol and diesel engines.

CASTROL EDGE PROFESSIONAL LONGLIFE III 5W-30

• Transmission oils• Gear oils• Brake fluids• anTifreeze• CoolanTs• Greases

‘‘ ‘‘Last year has marked the start of an important strategic partnership for SEAT and Castrol. Our teams are already working closely together to ensure that we develop a lasting relationship and also build a sustainable, long-term success for all parties.

Juan Carlos VazquezSEAT Parts and Accessories Operations Manager

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A STRONGER BRAND PROPOSITION

• Joint sponsorship of major sporting and motoring events to strengthen the SEAT brand

• Joint marketing activities to support the business and encourage customer loyalty

• Strategic technology collaboration to develop best in class lubricants• Dedicated key account management delivering exceptional customer service• Strong understanding of SEAT’s brand and adherence to SEAT’s

corporate propositions and vision

A STRONGER SEAT

HEADQUARTERS

This is a true long term partnership helping us to deliver a better end product to SEAT drivers and stronger margins to SEAT dealerships

‘‘ ‘‘

BETTER SUPPORT FOR IMPORTERS

• Shared best practice from around the world and professional reporting on the development of the business

• Best in-class key account management support• Strong support in sales and marketing programs• SEAT approved training and coaching to upskill staff and build sales confidence• Promotional and marketing incentive schemes to reward exceptional

performance built around globally exciting motorsport and football events

MORE PROFITABLE IMPORTERS

Castrol’s support and expertise has strengthened my relationships with SEAT and its dealers

‘‘ ‘‘MORE MARGIN

OPPORTUNITIES

• Premium margins on the sale of premium Castrol products• Specialist advice on optimising product mix and improving workshop profitability• Customised and specialist training support in sales techniques and

lubricants ‘know how’ endorsed by SEAT headquarters• Excellent point of sale and merchandising materials • Financial, workshop design and equipment support where appropriate• Strong B2C communications around global motorsport and football events

MORE PROFITABLE

DEALERS

Castrol have helped me to identify ways in which I can improve my margins right across my aftersales business

‘‘ ‘‘

BETTER ENGINE PERFORMANCE AND

PROTECTION

• Co-engineered premium lubricants delivering outstanding engine performance• Co-engineered products to deliver significant fuel efficiency benefits• Strong consumer appeal with the chance to be part of Castrol and SEAT

sponsored motor sport and football events around the world

HAPPY CUSTOMERS GETTING THE MOST OUT OF THEIR SEAT

I love the way my SEAT drives. The engine feels great and I know that I’m getting good fuel economy

‘‘ ‘‘

Our global partnership is strongly focussed upon ensuring a high level of customer satisfaction amongst SEAT drivers. A strong business to consumer proposition and delivery is critical to the health of the business to business relationship as we work to build our businesses together.

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DELIVERING MOREDELIVERING MORE ACROSS THE VALUE CHAIN ‘‘ ‘‘This partnership gives us an opportunity to match our joint skills

and strengths. We need to take advantage of this global agreement of collaboration with a company leader on these kinds of products to grow together and bring the best of this relationship to our customers, dealers and importers. Working together, we can win together.

Alberto MuñozSEAT Parts and Accessories Export Manager

STRONG AFTERSALES SUPPORTSEAT & CASTROL – BUILDING A STRONGER AFTERSALES BUSINESS

Working with SEAT and their franchised dealers for many years means Castrol has acquired invaluable insights into the automotive business. In an increasingly competitive market, we recognise the need and benefit in delivering you exclusive products to help protect and grow your business and customer base. With ever more sophisticated new cars, we understand your need to maintain and enhance your technology expertise and service capabilities.

The Castrol Professional offer is a comprehensive package delivering real and measurable value to SEAT and

its dealers in four key areas:

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TOP UP

Research shows that one in three cars are in need of a top up. Topping up

with the wrong oil can potentially damage an engine and, at best, delivers

sub-optimal performance.

SEAT dealers are in the perfect position to educate and protect their drivers

against such an eventuality and help them optimise the performance of their

engine. Consumers look to them for proactive advice and this is an opportunity

to increase consumer trust and satisfaction by providing a top up pack as an

integral part of the service. Increased sales of top up packs can have a

significant effect on aftersales profitability.

TRADE UP

Most drivers, and perhaps especially SEAT drivers because of SEAT’s strong

branding, have a strong emotional relationship with their car. They take

pride in looking after their car and are keen to feel that they are maximising

its performance.

Castrol provide a full range of sales tools, incentive mechanics and promotional

merchandising communications to assist SEAT dealers in demonstrating the

consumer benefit of upgrading to a higher performance lubricant. We also

provide sales training and sales incentivisation to assist and motivate frontline

staff in opening and successfully closing upgrade discussions with consumers.

The incremental performance benefit experienced by consumers

is matched by the incremental margin benefit to dealerships.

PROFESSIONAL PRODUCTS

PROFESSIONAL PEOPLE

PROFESSIONAL PROGRAMMES:Marketing

Consultancy

Training

PROFESSIONAL PRODUCT:

Co-engineered products exclusively endorsed by SEAT

Specifically designed for SEATengines and exclusively sold through SEAT dealerships

Delivering better margins

The Castrol Professional brand mark that has been embedded is a high resolution image (57cm wide, 300dpi)We recommend that the file format remain as an .ai file. This will ensure automatic trap of the background colour with the shadow, resulting in the shadow printing over the top of the background.Should the file be saved as any other format then care and attention must be taken to ensure the Professional typestyle shadow correctly overprints on top of the background colour. If the shadow appears grey on the proof, then this is a clear indication that the shadow has not been correctly trapped.

PROFESSIONAL PROGRAMMES

CASTROL PROFESSIONALPROGRAMMES TO INCREASE DEALER MARGINS

PROFESSIONAL PEOPLE: Dedicated salespeople and relationship managers

Delivering value beyond lubricant sales One of the largest sales forces in Europe.

BUILDING CONFIDENCE AND KNOWLEDGE

IN LUBRICANTS

IDENTIFYING SERVICE AND PROFIT OPPORTUNITIES

IMPROVING CUSTOMER COMMUNICATIONS

IMPROVING CUSTOMER FACING CAPABILITY

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The Castrol Professional brand mark that has been embedded is a high resolution image (57cm wide, 300dpi)We recommend that the file format remain as an .ai file. This will ensure automatic trap of the background colour with the shadow, resulting in the shadow printing over the top of the background.Should the file be saved as any other format then care and attention must be taken to ensure the Professional typestyle shadow correctly overprints on top of the background colour. If the shadow appears grey on the proof, then this is a clear indication that the shadow has not been correctly trapped.

RED CARPET TRAINING

Increased customer satisfaction drives higher retention ratios bringing your customers

back to your workshop and increasing sales opportunities. Castrol have developed

and deliver 2 training courses split down into 6 stand alone modules aimed at helping

dealerships to increase their customer satisfaction. These tackle the most important

issues that customer facing staff encounter in the course of their work.

IMPROVING CUSTOMER SERVICE ExPERIENCE CASTROL PROFESSIONAL PROGRAMMES TO INCREASE DEALER MARGINS

ONLINE TRAINING

Online Lubricants and Value Selling Training has been specifically developed to ensure that customer facing staff

in SEAT dealerships are fully trained on the latest lubricants technology and products. It gives service advisers

confidence when discussing the benefits of using premium lubricants and services and helps them to improve their

value selling skills.

ELECTRONIC VISUAL HEALTH CHECK (EVHC)

EVHC creates a big potential for immediate additional revenue through the increased sale of parts and labour.

It also records all deferred work to increase customer retention and future sales.

EVHC’s reporting suite allows better tracking of performance within the Aftersales Department and is proven to

increase average invoice values.

Online Lubricants And Value Selling Training adds value to the sale of premium products and services at typical touchpoints:

• making an appointment• Vechicle reception• during service

We want the world to know about our partnership and we want

them to appreciate the value that it can deliver to them.

All new SEAT cars bear the “SEAT recommends Castrol” endorsement

on the engine filler cap as an opportune reminder to top up with

Castrol lubricants which are co-branded.

Castrol offers a range of endorsement and promotional materials

for display in-dealership and works closely with SEAT’s marketing

professionals to develop joint branded marketing campaigns in

support of key objectives.

CAPITAL DECISIONSHELPING WITH CAPITAL EQUIPMENT DECISIONS

Castrol has huge experience from around the world in understanding how to specify, commission and finance capital equipment for workshops.

We are always ready to discuss ways in which SEAT dealerships could tackle these issues and look at the options

available to them. These might include financing the equipment over a period as part of lubricants pricing or

assistance in gaining financing at advantageous rates.

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Branded oil cap

B2C Brochure

Engine & service stickers

Service handbook

Trade Advertising

Product Literature

MAKING IT VISIBLE SEAT RECOMMENDS

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SEAT’s co-operation with Castrol will guarantee a global coverage of top quality products to the SEAT customers’ vehicle service and parts operations.

Juan Sanchez Sanchez SEAT Market Steering and Warranty Manager

‘ ‘CASTROL HAS HUGE

ExPERIENCE FROM AROUND

THE WORLD

CASTROLTHE ONLY MOTOR OIL RECOMMENDED BY SEAT