The Mighty PROS Vol. 18 No. 1

THE MIGHTYMIGHTYAUTOPARTS.COM VOL. 18 NO. 1 CUSTOMERE MIGHTIER! SPOTLIGHT STRICKLAND BROTHERS 10 MINUTE OIL CHANGE MIC ONLINE: IMPROVING THE USER EXPERIENCE OUR WEB-BASED MIGHTY INTERACTIVE CATALOG, AKA MIC, JUST REACHED A NEW MILESTONE TECHNOLOGY HIGHLIGHT: MIGHTY VS7® ENGINE SHIELD™ WITH ADVANCED FLUORO-CERAMIC CERMILON® TECHNOLOGY

CONTENTS 03 VS7® LIMITED LIFETIME PROTECTION PROGRAM Eliminate Buyer’s Remorse & Create Retention 04 MIC ONLINE: Improving the User Experience 06 CUSTOMER SPOTLIGHT: At Strickland Brothers, investing in the latest and best tech makes us better Strickland Brothers 10 Minute Oil Change 08 KEEPING UP WITH LUBRICANTS Determining the Correct Motor Oil 09 WORD SEARCH BRAIN TEASER See if you can find them all 10 VS7® ENGINE SHIELD™ The Most Advanced Engine Treatment Available MIC Online sports a new beautifully clean and easy-to-use interface 2 THE MIGHTY PROS: VOL. 18 NO. 1

ELIMINATE BUYER’S REMORSE & CREATE RETENTION WHY MIGHTY’S IMPROVED CHEMICAL PROTECTION PROGRAM WORKS Our new updated Limited LimitPePRdROLOTITFELEECICTFTTIEIMOITONIENMPErogram Lifetime Protection Plan offers your customers real protection. This Program provides added benefits when services using ? How Do I Keep the Program in Force? specified Mighty VS7® products are purchased. All services In the world of fluid exchanges we are selling a must be performed by an automotive service professional using This Program takes effect after both 60 days and 750 miles (the waiting necessary maintenance service, but it is not a Mighty approved maintenance procedures and Mighty products period) after the Mighty VS7 product(s) are installed. This waiting period is not tangible repair the consumer can taste, touch or and equipment. applicable if the Mighty VS7 product is covered by an existing Mighty Limited feel when they leave. So often they leave asking APROGRAM 1 Program Lifetime Protection Program that is already in effect. themselves, what did I just spend my money BProgram CProgram The Program for Oil Systems is conditioned upon the performance of the on? Whether you are in a quick lube, general OVERVIEW required Mighty VS7 Service within the vehicle manufactures interval repair, tire store or large car dealership, we are specification not to exceed 10,000 miles of previous service. all searching for the customer to feel like they Maximum $6,000 $3,000 $1,000 The Program for Fuel Systems is conditioned upon the performance of the received their value for the services performed Coverage required Mighty VS7 Fuel System service within 15,000 miles of the previous and will certainly want to come back. Today’s service. The timing belt and emission control system must be maintained as vehicles are being built better and need less repair. for all the following services specified by the vehicle manufacturer. This means mileage-based maintenance should The Program for Brake, Cooling, Differential, Power Steering and Transmission be a focus for you and your customers. Here is a Qualifying 0 to 50,001 to 100,001 to powerful program and process from which you Mileage Intervals 50,000 miles 100,000 miles 150,000 miles 3 Systems is conditioned upon the performance of the required Mighty VS7 can deliver both satisfaction with service and service within every 24 months or 30,000 miles of the previous service, desire to be a customer for a lifetime. based on vehicle odometer (0-80,000 km) (80,001-160,000 km) (160,001-257,000 km) whichever occurs first. All services in this Program must be performed by a licensed professional How does it work? service facility. You may not change your own oil or perform other services yourself, in order to keep the Program in force. There is a limit of one payable 1 U se the program sheet and highlight what claim per service interval. mileage category they fit in. Important: You must keep all receipts and repair orders for maintenance and services required by this Program. Failure to 2 Highlight what services were performed today. provide all records will render this Program null and void. 3 H ighlight qualifying mileage to keep services BRAKES: Service using Mighty VS7 DOT 3 Brake Fluid (BK104, BK105, BK106) or Mighty VS7 DOT 4 Brake ? What Conditions Must Be Met? valid for the life of the vehicle. Fluid (BK107, BK108, BK113). This Program covers only legally registered, privately owned passenger cars, In thirty seconds with a program sheet and a What is covered? The pumps, master cylinder, calipers, valves and metalized hoses. Not covered are SUVs, vans and pickup trucks up to 9,500 pounds of gross vehicle weight that highlighter you have made intangible maintenance brake pads and shoes, rotors, ABS sensors, controller and other electrical parts. are exclusively for personal use. Motorcycles, RVs and vehicles with more than services tangible, with real dollars, and with a two axles are not covered. Vehicles used for competitive or commercial lifetime mileage/time-based interval, you have 2 COOLING: Service using manufacturer equivalent coolant and Mighty VS7 Coolant & Conditioner Kit CL108 purposes are not covered. Leased vehicles are covered when leased by an created a customer for life. So get started, help (CL103 & CL104). individual who is primarily responsible for maintenance and repairs. Vehicles eliminate buyer’s remorse and create retention What is covered? Heater core, water pump, radiator and freeze plugs. Not covered are hoses, clamps, used for towing a trailer or other objects are not covered unless the vehicle is today with the VS7 Chemical program and the engine components and thermostats. equipped with a factory installed towing package. Any claim resulting from Limited Lifetime Protection Program. collision, fire, theft, vandalism, contamination of fluids, or failure to perform DIFFERENTIAL: Service using manufacturer equivalent fluid and Mighty VS7 Limited Slip Differential normal maintenance specified by the vehicle manufacturer will void this Ask your Mighty Rep for details about this Supplement (SB106) or Engine Guard gear lubes that meet or exceed manufacturer’s specifications. Program. Pre-existing conditions, or damage to the system components free Mighty program. occurring prior to service are excluded. Any vehicles classified as salvaged or What is covered? Only lubricated parts contained within the front and rear housing or case are covered. junk titled vehicles are also excluded. Not covered are the housing or case, axle bearings, U-joints, CV joints and boots, unless damaged due to a This Program will only apply to authorized repairs made for vehicles operated covered part. in the United States of America. Coverage from similar programs may be transferred to this Program provided all service records are available and FUEL (GASOLINE): Service using Mighty VS7 Service Kit (FL116 or FL135 & FL108 or FL135 & SB304 or conditions are met. See your service provider for details. SB450 or SB500 or SB550). This Program is transferable to a subsequent owner of the covered vehicle. FUEL (DIESEL): Service using Mighty VS7 Service Kit (SB400) or FL130 & FL131 & FL132 (must be used with DFS910 Diesel Fluid Exchange Machine). ? What Is the Claim Procedure? What is covered? Oxygen sensors, PCV and deposit related malfunctions related to injectors. In the event of a claim, you must contact the Claims Administrator at 1-800-829-3900 Monday through Friday, between 7:30 am and 5:30 pm POWER STEERING: Service using manufacturer equivalent fluid or Mighty VS7 Power Steering Fluid (PS102 eastern time, before any repairs are made. Repairs not authorized by Mighty will not be paid. 2 or PS103 or PS112 or PS113) or Honda Power Steering Fluid (PS101), and Mighty VS7 Synthetic P/S 2-Step You must provide the program administrator with evidence that all the required Service (SB105) or service with Mighty VS7 Synthetic Universal Power Steering Fluid (PS111) and Service Kit services were performed within the mileage intervals outlined herein. A grace (PS115 or SB120). period of 500 miles will be extended in order to stay in compliance with What is covered? Power steering gear box (or rack) and pump. Not covered are hoses, belts, brackets, service interval requirements, including the initial service. Use of any products leaking seals and gaskets. other than Mighty VS7 branded and/or approved products listed herein will void this Program. TRANSMISSION: Service using manufacturer equivalent fluid or Mighty VS7 TR120 or TR200, and Mighty Payment of claims is limited to the labor hours necessary to make repairs or to VS7 Synthetic 2-Step Transmission Service Kit (SB100). For CVT transmissions use Mighty VS7 Multi-Vehicle replace any irreparably damaged parts as specified by Motor or Mitchell Flat CVT Transmission Fluid (SB202). Rate Guide or other recognized industry guide, multiplied by the repair shop’s normal hourly rate, and the reasonable cost of the parts replaced of the kind What is covered? The transmission housing or case is covered only when it is damaged by an internally and quality determined by the Program Administrator. Qualified repair lubricated part covered by this Program. Not covered are leaking seals and gaskets and electrical components. expenses do not include rental vehicle expenses, towing, shop supplies and other similar expenses. OIL SERVICE initiated with Mighty VS7 OL102, OL103, OL105, OL106 or OL150. Service must use the You must provide Mighty with a complete statement of damages and repair correct oil viscosity grade as specified by the vehicle manufacturer and the change intervals must not exceed costs, and if requested, the damaged part, a sample of the fluid involved with the manufacturer’s recommended mileage interval. A new oil filter must be installed at each service. To keep the damaged part(s), and copies of all repair orders showing installation of the this Program in effect, return to your Mighty service facility to have service performed within the required Mighty VS7 products involved with the damaged parts, and demonstrating mileage interval. compliance with the terms and conditions outlined herein. After the claim has been approved in writing, repairs must be made by the original Mighty VS7 What is covered? The following items are covered: Pistons and rings, oil pump, cam shafts & bearings, authorized retailer or any other authorized Mighty VS7 retailer. Mighty reserves turbo bearings, valve lifters, push rods, crankshaft & bearings, timing gears/sprockets, timing chains rods/rod the right to verify the validity of claims through independent analysis. bearings, intake valves & guides, cylinder guides/bores, rocker arms & pivots, and distributor drive gears. Timing belts and damage due to broken timing belts are excluded. Grinding adjustments to intake valves and guides are also excluded. *©2021 Mighty Auto Parts. All Rights Reserved. Visit us at www.MightyAutoParts.com 3

MIC ONLINE: IMPROVING THE USER EXPERIENCE BESTEDGOOD, BETTER, Continuous improvement in incremental steps can take When you use our online catalog, you will see: something good and make it better. It might, even on occasion, move you to “best” for a while. • T he colors are easy on the eyes, with black, white, and a splash of Mighty red (would you expect anything else?). But now and then, there comes a time when a big step, maybe even a leap forward, is needed. Recently, our web-based Mighty Interactive Catalog, aka • T he layout and spacing are not too wide, not too narrow, but MIC, reached such a milestone. just right for easy reading. We talked with customers, investigated competitors, conferred with • Lookup options are flexible and right at the top, handy to professionals in the auto industry and the web design field, and even looked at access because we know that’s why you are using our catalog. catalogs in other industries. In the fall of 2020, we began work on a complete You want to find what you are looking for quickly and easily so overhaul of our MIC application’s user interface and lookup technology. The end you can get on with servicing your customer. result? We launched our new MIC application in the spring of 2021 and went from good, past better and best, and bested the competition. • Y ou can search by year-make-model, by VIN, by license plate, or by keyword. Our recently launched MIC Online application has a quick responsive search engine under the hood to provide plenty of lookup horsepower. And the body of • There is a handy Vehicle History drop-down to retrieve a the main web page sports a beautifully clean, easy-to-use interface packed with previous application lookup quickly. the features you want while avoiding useless bling. We know that you come to our online portal to get your business done. You don’t want to be bombarded • You can see product details, pictures, prices, and order parts with ads or have to hunt through a zillion links to irrelevant information. You from your local Mighty distributor. * want to find the right part and get on with servicing your customer. Our new web-based Mighty Interactive Catalog was designed with that primary goal as • You can easily access fluid capacities, maintenance intervals the guiding principle. and technical data with just a few clicks of the mouse. COVID-19 UPDATE: Our hearts go out to all who have lost loved ones resulting from the COVID-19 pandemic. We continue to work with our suppliers and customers to recover from the healthcare and economic challenges caused by the virus. 4 THE MIGHTY PROS: VOL. 18 NO. 1

OUR RECENTLY LAUNCHED MIC ONLINE APPLICATION HAS A QUICK RESPONSIVE SEARCH ENGINE UNDER THE HOOD TO PROVIDE PLENTY OF LOOKUP HORSEPOWER. AND THE BODY OF THE MAIN WEB PAGE SPORTS A BEAUTIFULLY CLEAN, EASY-TO-USE INTERFACE PACKED WITH THE FEATURES YOU WANT WHILE AVOIDING USELESS BLING. We’ve also moved many of our other helpful tools to the MIC application’s top menus, making MIC your primary doorway to all your Mighty resources. From the convenient drop-down menus, you can now find links to: • MIC HD – Our resource to help you find parts for heavy-duty vehicles. • Product Information – Browse the Mighty product offering to see what we provide. • P roduct Catalogs – Digital versions of Mighty product catalogs. • P lus, guides, technical information, tools, training and more! *P ricing, availability, ordering features depend on connectivity options available from your local Mighty distributor. If you have not used our online catalog recently, you might want to give the new MIC a try. We think you will find we have bested the rest in the industry! And don’t forget to check out the mobile version of our MIC catalog too. It’s available in the application stores for both Android and iOS. “Thank you for your support of Mighty as we work together building a better, brighter future.” – Ken Voelker, CEO Mighty Auto Parts 5

CUSTOMER SPOTLIGHT: 5 WAYS TO GROW YOUR BUSINESS WITH JUSTIN STRICKLAND Justin Strickland is a busy man. “WHEN LEADERS SHIFT THEIR MINDSET AND SERVE FIRST, He heads up the burgeoning THEY BENEFIT AS WELL AS THEIR EMPLOYEES IN THAT Strickland Brothers chain of 28 THEIR EMPLOYEES ACQUIRE PERSONAL GROWTH, WHILE THE quick lubes, headquartered in ORGANIZATION GROWS AS WELL DUE TO THE EMPLOYEES Winston Salem, North Carolina. GROWING COMMITMENT AND ENGAGEMENT.” What’s behind the phenomenal growth of – Servant Leadership Academy Strickland Brothers? What makes this young entrepreneur successful? The bigger question is, clear expectations for our team. It’s about being a They are my customers. When they search for ‘Oil what key takeaways can you use to make your servant leader. In today’s work environment, it’s Change Near Me,’ we need to be there. And be business even more successful? This Mighty required to have a servant’s heart to build a great easy for them to find and visit. Pros editor set out to find out. culture. Organizations with positive, team-oriented Mighty PROS: How has Strickland Brothers cultures thrive. And as I said, it starts with me.” We’re not focused on the oil change—everybody faired during the pandemic? can change oil. It’s about the entire customer Justin: “Very well, actually. We have not seen Mighty PROS: Where could I learn more about experience. I want technology and backend systems a significant drop in business. No layoffs were Servant Leadership? Are there books you would that will allow us to pivot when needed and service necessary—no salary reductions. In fact, our recommend? the customer more efficiently.” staff has doubled in the past year. Our drive -through, stay-in-the-car model helps us for sure. Justin: “Yes! Here are three: Seven Pillars of BIAS FOR GROWTH & PLANNING We’re emailing invoices more and put appropriate Servant Leadership by Don Frick; The Serving COVID-19 safety protocols in place, of course.” Leader by Ken Jennings; The Power of Servant Mighty PROS: Last question. How do you feel Leadership by Robert Greenleaf.” about 2021? SERVANT LEADERSHIP INVEST IN TECHNOLOGY Justin: “We are very optimistic. We finished March Mighty PROS: What are the keys to building a up 31% in same-store sales. We have a bias for positive culture and team environment? Mighty PROS: Thank you. Any other keys to your growth, but growth takes a lot of planning. So, Justin: “We are far from perfect here, and we’re success you could share? 2021 is a year for planning so we can execute our working on getting better. It’s a daily commitment growth plans successfully.” that starts with me. Personal problems and issues, Justin: “We are always looking to improve. you have to leave them at the door when you come Whether it’s our marketing programs, inventory Mighty PROS: Thank you for your time and to work. It’s about being intentional and setting management, and SEO rankings, which Mighty insights, Justin! helps us with, how can we get better? I am big on technology. We’re investing in the latest and best tech to make us better.” KNOW YOUR CUSTOMER AND MAKE IT EASY FOR THEM TO FIND YOU Mighty PROS: How do you approach creating a great experience for your customers? Justin: “First of all, I am focused on our customers, who they are, where we need to be to serve them. Our business is not a destination. Surveys show 27% of people use quick oil change services. 6 THE MIGHTY PROS: VOL. 18 NO. 1

RECAP: THE 5 KEY TAKEAWAYS So, what ideas can you take away and use from Justin? Here are 5 for your consideration: 1. B e a Servant Leader. It starts with you. Why not check out one of the three books Justin mentioned and talk to your team about applying the principles of servant leadership to create a more positive culture in your business? 2. Invest in Technology. When was the last time you analyzed your tech stack? Is there software out there that can help you be more efficient? It may even be less expensive than what you are currently using. 3. Know Your Customer and Make it Easy for Them to Find you. What are you doing to improve your SEO scores so that when customers search for “auto service near me,” you are one of the top results in the markets you serve? 4. H ave a Bias for Growth. What services could or should you be offering to your customers other than a basic oil change? Don’t be satisfied with the status quo. 5. Plan. Make sure to spend time working on your business, not just in your business. Schedule a planning session with your team! “OUR REASON FOR SELECTING MIGHTY AS OUR PREFERRED SUPPLIER CAME DOWN TO THE LEVEL OF SUPPORT AND TRAINING THEY PROVIDE. THE LARGEST BENEFIT TO STRICKLAND BROTHERS IS THE INVENTORY MANAGEMENT STOCKING PROGRAM, WHICH ALLOWS OUR MANAGERS TO FOCUS ON DAY-TO-DAY OPERATIONS. WE BELIEVE IN THE MIGHTY PRODUCT; WE BELIEVE IN THE MIGHTY SYSTEM.” – Justin Strickland 7

KEEPING UP WITH LUBRICANTS Figure 1 Motor Oil has changed more in the last few years than in the previous 20 years. Engine design; mainly GDI (Gasoline Direct injection) and TGDI (Turbocharged Gasoline Direct Injection) engines, emission regulations and fuel economy (miles per gallon), are the main reasons for rapid changes. When determining the correct motor oil, we always suggest following the manufacturer’s recommendation when determining the correct grade and viscosity of fluids and lubricants per application. In order to provide you with the most current technical information available, Mighty utilizes data prepared by the oil industry’s most reliable sources. Here are some things to remember about motor oil specifications: Passenger Car Motor Oils: Passenger Car Motor Oils, PCMOs, are governed by the American Petroleum Institute. API governs the specifications of gasoline and diesel engine oils. In addition to API, let’s define the secondary specification known as ILSAC. (See Figure 1) ILSAC is the acronym for International Lubricant Specification Advisory Committee. Founded in 1992, ILSAC is an organization through which Ford, General Motors, Chrysler and the Japan Automobile Manufacturers Association, Inc., (JAMA) develop minimum performance standards for passenger car engine oils used in gasoline fueled engines. THE ILSAC STANDARDS, DENOTED BY THE TERMINOLOGY ILSAC GF-X, ARE BASED UPON THE API SERVICE CATEGORIES, AND BRING ADDITIONAL PERFORMANCE REQUIREMENTS. 8 THE MIGHTY PROS: VOL. 18 NO. 1

In addition to API and ILSAC, dexos® certification PRIOR TO 2010, ENGINE MANUFACTURERS WERE DEVELOPING PERFORMANCE has become a staple of quality for motor oils. IMPROVEMENTS THAT WERE SURPASSING THE CURRENT AVAILABLE MOTOR OILS’ ABILITIES TO PROPERLY LUBRICATE THESE ENGINE TECHNOLOGY ADVANCEMENTS. Prior to 2010, engine manufacturers were developing performance improvements that were surpassing Figure 2 the current available motor oils’ abilities to properly lubricate these engine technology advancements. GM recognized this and developed their own standards for their engines beyond API standards. Remember, just because an oil is API Certified does not mean it is dexos or ILSAC Licensed! (See Figure 2) The last commonly known gasoline specification is for European or Euro Oil. This classification system is much different than API Since their introduction in 1996, the ACEA Oil Sequences (Euro Oils) have prescribed the minimum quality level of service-fill oils demanded by the European Automobile Manufacturers Association. New Euro Oil specs are expected for release during Q2 2021. Once available, Mighty will communicate these changes and new specifications in a Mighty Lubricants Update. In closing, making sure you know these differences and attributes of engine oils will ensure you can properly communicate this information. You can always rely on Mighty for the best quality products available to the professional installer. WORD SEARCH BRAIN TEASER: WORD SEARCH BRAIN TEASER: DEXOS DIRECT EUROOIL ILSAC INJECTION LUBRICANTS MOTOROIL PERFORMANCE STARBURST TURBOCHARGED 9

MIGHTY VS7® ENGINE SHIELD™ WITH ADVANCED FLUORO-CERAMIC CERMILON® TECHNOLOGY PROVIDES SUPERIOR PROTECTION AND ULTIMATE PERFORMANCE! The new Mighty VS7 Engine carrier oil, the Ceramic Fluoro Polymer circulates When Mighty VS7 Engine Shield Treatment is the most with the oil, burnishing at the metal-to-metal Shield is installed with advanced engine treatment contact points in the engine, reducing drag and conventional or synthetic available on the market today, heat, and dramatically reducing the wear in motor oil, this carrier will incorporating many years of an engine. Most engines will run as much as dramatically enhance research in lubricant technology 20˚F cooler engine temperatures, translating to the oil’s lubricity and with the latest In Ceramic increases in overall performance and efficiency. performance, helping to Fluoropolymer technology. reduce thermal breakdown Cermilon® is the first polymer available that and keep the oil This two-pronged approach provides ultimate combines ceramic and Fluoropolymer technology performing at peak levels lubrication enhancement, with the most effective at the molecular level, making it more durable and for the entire oil cycle. anti-wear technology available. heat resistant than any other polymer in this field. The harder the engine The ceramic component will also help dissipate works, the better the oil First, the carrier oil utilizes a performance additive the heat in the engine. This helps the polymer will perform. The carrier package that was initially developed to stabilize endure the harsh conditions in the engine and will also give the oil better synthetic oils in the most extreme conditions give a much more effective treatment. adhesion properties, experienced in NASCAR and NHRA. The helping to reduce dry and performance of this carrier oil lubricant has been Mighty VS7 Engine Shield will work well with all cold starts. tested and proven throughout the motorsports oils and in any engine, gasoline or diesel. world for many years. Most everyday drivers will experience an increase When Mighty VS7 Engine Shield is installed with in fuel efficiency, reduced engine temperature and conventional or synthetic motor oil, this carrier oil consumption, and a much more responsive will dramatically enhance the oil’s lubricity and engine. For performance enthusiasts and performance, helping to reduce thermal breakdown racers, VS7 Engine Shield will also help increase and keep the oil performing at peak levels for the horsepower and stabilize oil pressure. entire oil cycle. The harder the engine works, the better the oil will perform. The carrier will also This new addition to the VS7 family of products give the oil better adhesion properties, helping to truly sets a new bar for lubrication technology reduce dry and cold starts. for Mighty, and will continue our standard of excellence in customer satisfaction! The second aspect of the treatment is the advanced Cermilon® Polymer. Suspended in the Ask your Mighty Rep about this revolutionary new product today! 10 THE MIGHTY PROS: VOL. 18 NO. 1

FOR OVER 25 YEARS, CERAMIC TECHNOLOGY HAS BEEN COURSING THROUGH HIGH-POWERED, HIGH- PERFORMANCE ENGINES LIKE FORMULA 1® RACE CARS. WE HAVE WORKED TIRELESSLY TO BRING THIS ADVANCED FORMULA WITH LONG-LASTING PROTECTION TO SUPPORT OPTIMAL PERFORMANCE AND EFFICIENCY FOR EVERYDAY VEHICLES. 11

UNLOCK BE MIGHTIER! YOUR SALES POTENTIAL Is your product mix tailored to your market? Mighty’s Inventory Optimization program uses proprietary software tools to create a customized selection of products and services that meet you and your customers where you are. Unlock your sales potential with the right inventory. BE MIGHTIER! Get your free inventory analysis at MightyAutoParts.com/Inventory QUALITY PRODUCTS INVENTORY MANAGEMENT BUSINESS INSIGHT CUSTOMIZED TRAINING