Ultra Tune


Ultra Tune is an Australian owned franchised automotive servicing and roadside assist company with over 275 centres rendering it the second largest independent automotive car servicing and repairer in Australia as of 2019.

History

Ultra Tune commenced trading in 1979 with a pilot store in Box Hill, Victoria. Its rapid expansion was catalyzed by businessman Bert Smart who saw a specialist Fast Tune-Up store in Hawaii whilst travelling home from the United States. Through Smart's vision a franchise model was established which saw the new business expand rapidly into all Australian states except Western Australia.
In 1988 each of the franchisor entities merged and formed a new company Ultra Tune Australia Pty Ltd and within 12 months opened its first franchise store in Perth, Western Australia. In the early 1990s the network experienced turmoil and faced financial ruin with a number of stores across the network forced to close due high rental lease costs. After a public auction in 1994, Sean Buckley acquired management and then later shareholding control in Ultra Tune and after receivers had been appointed to UTSA.
Under Sean Buckley, Ultra Tune Australia Pty Ltd was created and over the next 22 years he developed his own business model – which included the acquisition of competing brands such as Car Care Clinic and Auto Masters sites in New South Wales and Queensland during the early 2000s. He grew the organisation from around 70 mediocrely operating franchises into a successful national franchise network model making many of the franchisees considerable wealth in the process. In 1994 Sean Buckley became company CEO.

International and Australian expansion

In 2010 Ultra Tune expanded into the Kingdom of Bahrain, partnering with Bahrain National Holding and Saudi Arabia under the guidance of Hamish Murdoch working as general manager of the Middle East Division. This included investing in a state of the art four level workshop in Salmabad as part of this expansion project. In 2015 Ultra Tune Australia sold its interests in the company back to Bahrain National Holdings.
In conjunction with Gadjah Mada University Indonesia, Ultra Tune initiated a training facility to educate and train students in automotive repair. This facility enabled Ultra Tune to use the students who became certified and assist with finding them positions within Ultra Tune Internationally.

Advertising

For more than twenty years Ultra Tune has been known for their controversial and critically acclaimed television advertisements.
Ultra Tune has always strived to differentiate itself from the competition by producing advertisements which are engaging and entertaining. Early advertising – which included the "Dancing Car" in 2001 and later "Dam Girls", "Top Cop" and the "Paper Bag Guy" were light and feel good however Ultra Tune upped the ante and evolved in a different direction to increase awareness of the brand, products and services by producing a series of controversial television advertisements.
2014 saw the introduction of controversial Rubber Girls advertising theme. The Rubber Girls concept was first introduced to herald Ultra Tune's foray into the lucrative Australian tyre market and featured the Rubber Girls dancing whilst wearing skintight rubber latex suits with the tagline: “We’re into rubber” on free to air television. It was the most complained about advert in 2016 with 418 complaints and the 2nd most complained about advert of all time.
Due to the success of the Rubber Girls advertising theme Ultra Tune introduced the "Unexpected Situations" Series. It was created by Buckley and loosely modelled on the highly successful Trunk Monkey advertising series from the USA. In the Unexpected Situations series the girls find themselves in a range of outrageous and unlikely circumstances with their motor vehicle only to be assisted by Ultra Tune to overcome their predicaments.
The television campaign created significant controversy for the company with one women's group calling the commercials "sexist and demeaning" and requesting the immediate banning of the advertisements. In response, Buckley claimed the advertisements were intended to be lighthearted and funny given the extremeness of the predicaments. Buckley further claimed "political correctness had gone too far" and launched an extensive social media campaign which garnered much online support for the series.
Laura Lydall and Parnia Porsche wrote an open letter to The Age newspaper in response to the media criticism.
UltraTune announced the controversial advertisements had been incredibly successful doubling Ultra Tune tyre sales.
Following the campaign, the Advertising Standards Bureau received several complaints regarding the Ultra Tune ad series. The complaints raised were regarding discrimination of gender, exploitation and or vilification of women, sex and nudity, violence and health and safety. The Board determined that the adverts do not breach any of the codes that they adjudicate on and dismissed all of the complaints in February 2017.
In October 2018 Ultra Tune announced that Charlie Sheen will star in their upcoming Unexpected Situations advert to air in 2019. Filming commenced in Melbourne, Australia whilst Charlie Sheen was on tour in the country and also stars Parnia Porsche, Tyana Hansen, Imogen Lovell and Laura Lydall.
In October 2019 Pamela Anderson announced she was travelling to Australia to film a new advert for Ultra Tune. In November 2019 Pamela Anderson was seen filming for the advert on a beach on the Gold Coast of Australia, alongside Warwick Capper, Laura Lydall, Tyana Hansen and Parnia Porsche.
Ultra Tune has been heavily involved in the sponsorship of combat sports throughout Australia supporting events throughout the year such as Peter Maniatis Events, K-1 Oceania and A-1 World Combat Cup, Kings of Kombat, McSweeney's Fight Factory and Big Time Boxing.
Ultra Tune sponsors WBA Interim Flyweight Champion Boxer Randy Petalcorin, as well as Parnia Porsche who is WBF Regional Champion.
In 2015 Ultra Tune partnered with Port Adelaide Football Club at their home games.
In early 2017 Ultra Tune launched a new ad featuring Belgian Actor and Martial artist Jean-Claude Van Damme.
In January 2018 Ultra Tune launched a new ad starring former world heavyweight boxer Mike Tyson.

New Car Retailing Inquiry

In December 2016 Ultra Tune Executive chairman Sean Buckley was invited to speak at the Australian Competition & Consumer Commission and Australian Automotive Aftermarket Association inquiry regarding the Market Study on New Car Retailing. The inquiry focused national attention on the industry's ongoing battle against car dealers and manufacturers providing service, repair procedures and related information to the non-dealer repair network.
Appearing on behalf of all the automotive independent operators, Buckley expressed the concerns of the independent repairers regarding the dealerships withholding critical electronic repair data and creating an oligopoly for dealerships in the after sales repair market to the exclusion of independent repairers.