Brand your fluids
Private Label Automotive Fluids for Dealers
The program puts high-quality fluids under your own brand — your label on the bottle, your margin on the sale — and pairs it with Shaw Training that teaches your advisors and technicians how to present it. The revenue the program generates offsets what the dealer spends on training. With Dealer Private Label, you’re not just offering high-quality fluids—you are taking full ownership of your dealership’s service experience.
Steve Shaw serves on the Board of Directors of Dealer Private Label. This is not a referral arrangement or a logo swap. Steve chose this partnership — and took a seat at the table — because it solves something he has watched dealers wrestle with for thirty years: how to fund the training their people need without taking it out of the department’s bottom line.
Why We Partnered with Dealer Private Label
Training is a cost. Fluid maintenance is a profit center. Steve Shaw partnered with Dealer Private Label so dealers could put the two together — and let one pay for the other. There’s never a sales pitch, never a push. Shaw Training doesn’t sell fluids, and this program is never a condition of the training — the curriculum is identical either way. It is simply an optional way for you, the dealer, to pay for all the training you’ve ever wanted.
What you spend
Private-label fluids under your brand, sold by advisors trained to present them.
What you earn
Training for Advisors, technicians, managers — skills that lift every RO on the drive.
What it means
Three ways dealers put it together
Training included. Shaw Training comes with the program — your people learn the product and the process together.
Build it into the price. Fold the cost of training into the product price. The program carries the education instead of the budget.
Save up to 40%. Private-label fluids run up to 40% less than name brands — before you count the margin you keep on every sale.
Same team. Same drive.
One partnership, both sides of the equation.