Shell gets into out-of-warranty vehicle care
Third Shell Helix Flagship Auto Workshop opens
By Kap Maceda Aguila
LEVERAGING its name recall and reputation, mobility company Shell formally launched its Shell Helix Flagship Auto Workshop sub-brand recently with its first standalone location (i.e., not attached to a fuel station) on Mindanao Avenue, Novaliches, Quezon City.
In a release, Shell Philippines said this is a “major step in its commitment to world-class car care in the country.” The first of its kind in the world for the brand, Shell Helix Flagship Auto Workshops are joint ventures between Shell Helix and “established auto workshops” in a bid to offer a more affordable menu of services for out-of-warranty vehicles, regardless of marque. The statement added that the company wants to showcase “the skill of Filipino car mechanics in the car care industry (along with) the brand’s commitment to making world-class automobile maintenance and repair services accessible to all.”
Speaking exclusively with “Velocity,” Car Doctor Chief Innovation Officer and CEO Reymont Choachuy said his four-bay, Shell-branded shop “not only sells oils but the customer experience,” featuring an air-conditioned VIP lounge that is “totally comfortable, and you can watch your vehicle (via CCTV feed and through the glass window) as it’s being serviced.” He added that the amenities include wireless chargers and air-conditioned restrooms.”
The idea occurred to the entrepreneur when he went to a premium healthcare facility for a medical checkup, and he was offered food and drinks. “We at Car Doctor offer those, even ice cream,” Mr. Choachuy shared with a smile. “We’re a casa alternative,” he continued. “We entertain quick-service repairs, and your car will be done within the day.” The only services the shop doesn’t feature are bodywork and paint jobs. “If you look at our equipment and technicians, we’re second to none. This will elevate the standard of the quick-service business.”
“Shell Philippines has long been a trusted partner of many auto workshops across the country, supporting local mechanics through technical training and TESDA upskilling programs,” said Shell Lubricants Philippines National Sales Manager Leo Mendoza.
Shell Lubricants Philippines Country Marketing Manager Ika Halili joined that community and independent auto workshops remain to be highly trusted and are usually the go-to for oil change needs. “Filipino motorists and car owners rely on the expertise of local mechanics — their service and recommendations are king,” she averred.
Aside from promising lower cost, Mr. Choachuy said that customers have the option to go for OEM parts or replacement ones. And as a Shell Helix Flagship Auto Workshop, there are “perks and promos,” he underscored.
There are currently two other Shell Helix Flagship Auto Workshops now open in San Jose Del Monte, Bulacan and on Alijis Road, Bacolod. Additional branches are set to open in Albay, Batangas, Cagayan De Oro, Davao, General Santos, Marikina, and Zamboanga.
Hosted by Suzi Entrata, the opening of Shell-Car Doctor was also attended by motorsport personality Marlon Stockinger, alongside influencers from the automobile community including Macoy Dubs, Danielle Cruz, Reph Bangsil, and Arianne Bautista. Members from respected car communities such as Northside, Racing Serye ng Pinas, South Scene Manila, and Tastefully Built PH were also present.
