JLM Lubricants was founded in 2010 by Gilbert Groot. Since then its growth has been phenomenal with the JLM range of DPF products fast becoming the preferred choice of professional motor mechanics. In this exclusive interview we talk to Gilbert to find out more about JLM and ‘The DPF Doctor’, Darren Darling, the UK guru on all things DPF related. We’re also keen to find out how Gilbert is planning to build on JLM’s success in 2017.
1. How did you hear about the DPF Doctor?
Darren contacted me, interested in finding out more about our international network of distributors and keen to share his positive feedback about the DPF products he was using - which happened to be ours!.
2. What made you want to work with him?
We share the same ethos and attitude in providing a top quality product and service. And The DPF Doctor has relevant experience from every day DPF cleaning. By leveraging this knowledge we can improve our support and our network of resellers; improve and test existing products and develop new products. We have a keen interest in the knowledge and experience gained from the everyday DPF cleaning work.
3. Will mechanics benefit from this relationship?
JLM will share technical tips and knowhow from the DPF Doctor via social media. For more specific diagnostic procedures and detailed knowledge, mechanics can consider DPF Doctor Accreditation. Becoming accredited means they will receive technical training and more specific technical knowledge about fixes plus a tech support group and hotline.
Either way the mechanic will significantly build his DPF knowledge which will reduce time spent on the job, increase the successful repair percentage and help with customer retention and satisfaction.
4. Will professional motor factors benefit?
Because mechanics can accept DPF work they may have previously turned down they will be ordering more products from their motor factor.
5. Can 2018 top JLM’s success in 2017?
Yes! We will seek even closer cooperation with our network of importers and resellers which will enable us to tailor support to their needs. We will launch new products, share more relevant technical information and provide our resellers with improved marketing and sales support. With the international roll out of The DPF Doctor Network planned too and an increased marketing budget, JLM will move up another few notches.
6. How did mechanics respond to your recently launched CEC range?
Within days of the launch we had to revise production planning such was the demand. Feedback from the trade and motor factors has been fantastic. We knew that from its chemical composition alone the CEC is a top class product. But when the trade reacts so positively it reaffirms you have developed a product fit for purpose.
7. What process do you follow when bringing a new trade targeted product to market?
We conduct extensive lab and field testing where possible and work with leading chemists using top quality additive packages where each ‘ingredient’ has been extensively tested. We select the right mix for the right job; not unlike baking a cake! Our products are always designed with the professional motor mechanic in mind. They have to help him in his work with no compromises.
8. New products planned for 2018?
The ones I can share now are:
JLM Diesel Turbo Cleaner 500ml fuel additive
Modern turbocharged and turbo diesel engines produce carbon and soot deposits within the engine. Vehicles fitted with variable vane / geometry turbos are affected by these deposits causing many problems and poor performance. This product will eliminate these problems.
JLM Diesel Intake Super Clean Kit
The Intake Super Cleaning Kit tops the range of existing JLM intake cleaning products. This even stronger solution addresses cases of severe contamination with no requirement to dismantle the intake manifold or use expensive machinery to achieve the desired cleaning result.
JLM Motor Oil – range of lubricants
We have been repeatedly asked for this by our distributors. Our top quality OEM compatible oil is being launched in Q3 for the trade.
9. In a world of huge brands how do you ensure JLM products stand out and gain trade endorsement?
This is the fun part for me personally! We have to stay close to our strategy with an unrelenting focus on quality and on positioning the JLM brand as a trade trusted brand in many different countries. Everything we do has to be on the mark.
10. Tell us about your relationship with Kalimex...
We have been working with Kalimex our UK distributor since 2010. The Kalimex team share our approach to quality and innovation. They have an extensive network in the automotive aftermarket trade industry. With their local market knowledge and vast experience we have been able to grow JLM year on year. We work closely with them and feed ideas back and forth to better serve our UK trade customers. The recent launch of the CEC is a perfect example; Kalimex saw the need for this product.