Quaker State, one of the industry’s most innovative motor oil brands, has been named the official motor oil of Kelley Blue Book, www.kbb.com, a leading provider of new and used car information. For the first time in its 87-year history, Kelley Blue Book has decided to specify the use of Quaker State oils in all of its long-term test vehicles.
“More than ever, consumers are seeking practical, value-focused automotive information from trusted sources,” says Gita Gidwani, Quaker State global brand manager. “By working alongside Kelley Blue Book, we can achieve this mission and be a valuable, collaborative resource for consumers.”
The relationship will be activated through significant media and public relations support, one part of which is a series of informational videos focused on ways consumers can drive longevity and durability for their vehicle. One additional feature will showcase an in-depth discussion with a KBB.com expert, along with Quaker State technical experts covering the topic of fuel economy.
“During the past few years, the average age of vehicles on the road has risen consistently. In fact, we’ve seen an uptick in the average search age for a vehicle on the website go from three to five years old,” says Jack Nerad, executive editorial director and executive market analyst of Kelley Blue Book’s KBB.com. “Knowing there are brands like Quaker State that put together products and programs to help consumers continue to squeeze value from their vehicles creates a connection that the Kelley Blue Book brand can support.”
With this in mind, the public relations initiative that Quaker State and Kelley Blue Book will be kicking off is designed to provide consumers with value-oriented seasonal automotive and driving advice, both online and in retail stores.
Initiated in 2011 with the Cash Back Warranty Program, Quaker State offers consumers the opportunity to get the Kelley Blue Book Value of their vehicles (up to $3,000) when they reach 300,000 miles under the warranty program using eligible Quaker State products.
Quaker State and Kelley Blue Book have a shared mission to equip motorists with practical information to help inform vehicle decisions.