When Bruce Morrison took on the task of trying to launch Meguiar’s car care products in Australia via his MotorActive business, little did he know he would be still doing it over three decades later

A self-confessed ‘petrol head’ originally from Sydney’s western suburbs, Bruce Morrison started MotorActive 35 years ago.
“It is hard to believe, really. It makes me feel old but proud. I started back in 1990, and the most significant thing about that time, other than it being the last century, was that we started the business with no internet,” Bruce said.
“It is fascinating to people now, and even hard for me to imagine, how we did business with no internet, no email, no social media.”
Bruce said he really stumbled onto the opportunity. He knew US entrepreneur Barry Meguiar of Meguiar’s car care products from a previous role.
“Meguiar’s is all about car care and detailing, with an extensive range, and Barry was looking to expand their presence internationally. It was a match made in heaven for me, to start a business around cars,” Bruce said.
MotorActive soon grew from just the Meguiar’s brand as it became the Australian distributor for other brands and also launched its own product.
“We started exclusively with Meguiar’s and have since added Mobil1 and, more recently, Elf Oils,” Bruce said.
“We sell American-made chemicals and have our own accessory program under license. Our lubricants business is about 10 or 12 years old now, and we have a good understanding of the oil business, which is a mix of retail and about 50 percent trade.
“This will continue to grow rapidly for us with a two-brand strategy.
“We also have the ColorSpec brand, which we created about 12 years ago, which is an auto-refinish paint mixing system that can be mixed in-aisle at Supercheap Auto.”
Bruce says that while MotorActive is keeping up to date with the change of the Australian carpark to EVs, he doesn’t hold any real fears about how it will affect the business, describing it as simply evolution with any real change still quite some time away.

“The car parc evolves all the time, but people can get confused about what’s happening in new car sales versus the overall car parc and second-hand cars,” Bruce says.
“We’re seeing a lot of extended warranties, which will keep new cars in dealerships longer, and the aftermarket needs to wait for those cars to come through.
“The biggest change in the car parc was when all the Australian manufacturers exited, leading to a shift to Euro and more Korean cars, fundamentally changing the car parc. Now that’s all played out and come through into the aftermarket.
“EVs have many years to go before they become a big factor in the aftermarket. So, the industry has changed, but many things haven’t changed at all.”
Motoractive has recently announced a major sponsorship with two of its brands for the Bathurst 12-hour, which is an event close to Bruce’s heart.
“I remember vividly when we got into this back in 2013. There was no TV telecast back then; we tried live streaming a year later. There weren’t any international teams, and it was a pretty basic GT race. Look at where it’s at now,” Bruce says.
“It is exciting to know we were there right back in the building blocks era from 2013. We ran the LIQUI-MOLY naming rights sponsorship for six or seven years, and Meguiar’s has been involved in the race for 10 years. We had a year or two off around COVID, but we’re back bigger than ever.”
MotorActive’s legacy trademark, Meguiar’s, is now the naming rights partner and Bruce is hoping the partnership will help to take the brand to its next level.
“Meguiar’s is at our heart and soul. It has been there the whole 35 years. We hadn’t made any big announcements or moves since COVID. We got through COVID, traded well, and got into a pattern of just making sure we could get the product into retail and sell it. I thought it was time to take the brand to another level,” Bruce explains.
“We’ve done this before over the decades, and I thought, what a great fit it is on an international race like the 12-hour when it’s viewed around the world.
“Meguiar’s is a proper international brand, and the legacy of the 12-Hour fits the legacy of a brand like Meguiar’s. It is a prestige brand, passionate about the car hobby and motorsport, just like the 12-Hour.”

Motoractive also has its newest brand, Elf Oils, on show at the 12-Hour and the business is hoping the sponsorship will really accelerate the awareness of the lubricant product in Australia.
“The fit with the 12-Hour was wonderful. Elf has heritage and legacy in endurance motorsport, and it was a great way to relaunch Elf in Australia. Workshops want a good range of products to cover all their needs, and with a two-brand strategy, we have a stronger offer overall,” Bruce says.
When it comes to MotorActive’s own auto refinish paint program, ColorSpec, Bruce says this is a brand the business is very proud of.
“We created the program from scratch, allowing paint to be mixed in the aisle instead of out the back, making a mess,” Bruce says.
“The tinters are held in suspension, and the paint gets into a pressure pack can in a way that looks like magic. It is a great program for DIYers, especially for minor car repairs.
“You can buy our paint, a spray gun, and a compressor for maybe $200 or $300, do it yourself, and save a lot of money.”
Motoractive’s biggest customers are the big three: Super Retail, GPC, and BAPCOR. Bruce believes it is paramount to maintain strong relationships with these powerhouses.
“Relationships with big companies are tricky, especially for an SME,” Bruce said.
“They are very different businesses, so the relationship is different.
“One of the main things we do is always bring the most senior person to every meeting to make quick decisions. Customers like it when you make quick decisions.
“You also need a deep understanding of the categories you are in. It is no good just pitching your products without understanding the whole strategy and the benefit to the retailer.
“Lastly, don’t get caught up saying yes to everything. Understand what will help both parties, but if you say yes to everything, you’ll get eaten alive.”

It is not all work and no play as Bruce has a strong affection for his Porsche GT4 Club Sport.
“It is a serious track-focused car that changed how I drive and how much speed I can tolerate,” Bruce says.
“I’ve had lots of coaching, and it transformed my driving. The buzz you get driving up towards your limit is insane. It keeps me focused, fresh, and clears my head. It’s a wonderful piece of kit.”
Bruce is relatively upbeat about the future of the industry over the next five years.
“Five-year predictions seem like a long time at the moment. We got through COVID well, but it’s getting harder to see the future with the cost-of-living crisis in Australia,” he said.
“Everyone’s under margin pressure, and this typically doesn’t end well. Retailers are giving out margin to promote products, and suppliers are under cost and margin pressure. It might be a year or two of friction, but then it will level out.
“The economy will be in better shape, and people need to look through the next year or two and think about the longer term. My tip would be not to change arrangements and bake them in, trying to resolve a short-term problem with a long-term cost.”

To learn more about MotorActive, visit www.motoractive.com.au