Suncor Offers Gesture Because of Toronto Oil Crisis
Friday, March 30th, 2007This morning I was emailed a flyer from Suncor (Sunoco) offering half price car washes until the end of April to help reduce the financial hardship caused by the Toronto gas shortage. For those of you that aren’t familiar with the situation, a few weeks ago there was a major problem with of the two channels that supplies the greater Toronto region with gasoline. This caused a reduction in the supply of gasoline and therefore some stations were running out. Of course, to take advantage of the situation gasoline station owners across the city raised their pricing to various degrees.
Well, there was a lot of media coverage (which is always good to hold anyone accountable, including the business community) and talking, well lamenting among Torontonians on a daily basis. We are now starting to get used to the new price point, which seems to sit at $0.99 per litre.
So, when I received Suncor’s flyer it was a pleasant surprise. It’s not a big deal, but it may save me $10 if I was my car twice. That’s the equivalent of, let’s see at a $0.20 per litre markup on the gasoline - about 50 litres of gas or just under a tank full. Crisis has been on now for what, 5 weeks. I’ve filled up at least 5 times in that period.  Hmmmmm, okay so they still made lots of profit, but atleast they’re offering more than the other gasoline companies.Â
Actually, what Suncor (Sunoco) is doing is quite a smart marketing ploy. If you think about, everyone that gets e-mailed this flyer will forward it to some close friends that also drive. The brand gets exposure because of this. Then there is the business to be made from car washes themselves. How much does it cost Sunoco to provide 1 car wash. I’m sure the price is less than 50% of the retail cost.  They are also attracting those that would otherwise wash their cars at the competition. And, while you’re there, are you going to top up your gas tank?Â
I hope some gasoline executives from the competitors are reading this because they could do something similar. It would actually add to their profitability and save us consumers some loonies as well.
Have a great day!
BaldoÂ