Ultra Tune

Ultra Tune is an Australian automotive service and repair brand operated through a franchise network. Its activities include vehicle servicing, mechanical repairs, tyre-related services and roadside assistance. The business began trading in 1979 with a pilot outlet in Box Hill, Victoria, and later expanded through a franchising model inspired by the specialist fast-tune-up stores that founder Bert Smart encountered in Hawaii. The model enabled Ultra Tune to establish a presence across much of Australia and eventually become one of the country's largest independent automotive servicing and repair networks. The franchisor structure was consolidated in 1988 when most of the state-based franchising entities, apart from the South Australian entity, were combined into Ultra Tune (Systems) Australia Pty Ltd. The company subsequently opened its first Western Australian franchise outlet within about a year, extending the network nationally. Expansion was not uninterrupted: during the early 1990s, high rental costs and weak store performance created financial pressure, leading to store closures and a period of severe organisational instability. Following a public auction in 1994, businessman Sean Buckley assumed management control and later shareholding control. Buckley became chief executive in 1994 and developed a more integrated national franchise strategy over the following decades. Under his leadership, Ultra Tune acquired or incorporated competing operations, including Car Care Clinic in 1999 and selected Auto Masters sites in New South Wales and Queensland in the early 2000s. The company describes this period as a transformation from a network of roughly 70 underperforming outlets into a more coordinated national franchise business. Wikipedia described the network as having more than 275 centres and being Australia's second-largest independent automotive servicing and repairer as of 2019. Ultra Tune also pursued international initiatives. In 2010 it entered Bahrain in partnership with Bahrain National Holding and expanded related activity into Saudi Arabia under the direction of its Middle East division. The Bahrain project included investment in a large workshop in Salmabad. Ultra Tune Australia later sold its interests in the Bahrain operation back to Bahrain National Holdings in 2015. In Indonesia, the brand worked with Gadjah Mada University to establish an automotive training facility intended to develop technicians, provide certification and support recruitment into Ultra Tune positions. Brand awareness has been driven particularly by television advertising. Earlier campaigns, including the Dancing Car, Dam Girls, Top Cop and Paper Bag Guy concepts, used humorous and relatively light treatments. From 2014 onward, the Rubber Girls and Unexpected Situations series adopted more provocative comedy, often placing female characters in exaggerated vehicle emergencies before an Ultra Tune technician or roadside-assistance service resolved the problem. The advertising generated substantial public criticism and formal complaints concerning gender representation, sexualisation, violence and safety. The Advertising Standards Bureau dismissed the complaints reported in the source material in February 2017, finding no breach of the codes within its remit. Ultra Tune nevertheless continued the campaign, using celebrity appearances by Jean-Claude Van Damme, Mike Tyson, Charlie Sheen and Pamela Anderson to extend its reach. The company has also participated in combat-sports sponsorship and partnered with Port Adelaide Football Club for home-game activity in 2015. In 2016, executive chairman Sean Buckley represented independent automotive operators during an Australian Competition and Consumer Commission and Australian Automotive Aftermarket Association inquiry into new-car retailing. He argued that vehicle manufacturers and dealerships were restricting access to electronic repair information, placing independent repairers at a disadvantage in the after-sales market. Ultra Tune's public positioning consequently combines practical vehicle maintenance and roadside support with high-profile, deliberately attention-seeking advertising.

Ultra Tune commenced trading in 1979 with a pilot store in Box Hill, Victoria. Its founding concept was influenced by specialist fast-tune-up stores seen by Bert Smart during travel in Hawaii. Smart adapted the idea for Australia and used franchising as the principal mechanism for expansion. The network spread rapidly across Australian states, initially excluding Western Australia. In 1988, the major franchisor entities were consolidated into Ultra Tune (Systems) Australia Pty Ltd, with South Australia remaining outside that initial merger. The consolidation created a more unified organisational base, and the first Western Australian franchise outlet opened within the following year. The early 1990s then brought significant financial and operational stress. High commercial rents and poor performance at a number of outlets led to closures and placed the wider network near financial collapse. A public auction in 1994 marked a change in control. Sean Buckley took over management and subsequently acquired shareholding control. He also became chief executive in 1994. Over the next two decades, Buckley reshaped the company around a national franchise model and pursued selective acquisitions. Ultra Tune acquired Car Care Clinic in 1999 and later acquired Auto Masters locations in New South Wales and Queensland during the early 2000s. According to the source material, the business grew from approximately 70 weakly performing franchises into a substantially larger national network. International development followed in 2010, when Ultra Tune entered Bahrain through a relationship with Bahrain National Holding and pursued operations in Saudi Arabia. A major workshop in Salmabad formed part of the Bahrain investment. Ultra Tune Australia sold its interests in the Bahrain business back to Bahrain National Holdings in 2015. The company also worked with Gadjah Mada University in Indonesia on an automotive training facility. The facility was designed to train and certify students, helping create a pipeline of technicians for Ultra Tune employment in Australia and other markets. Advertising became a central part of the brand's public identity. Earlier campaigns included Dancing Car, Dam Girls, Top Cop and Paper Bag Guy. From 2014, the Rubber Girls concept promoted tyres with performers in latex clothing and the slogan “We're into rubber.” The campaign attracted extensive criticism and was reported as one of Australia's most complained-about advertisements in 2016. Ultra Tune developed the related Unexpected Situations series, which placed campaign characters in implausible vehicle emergencies involving trains, cliffs, car washes, threatening groups, vehicle fires, animals and water. Celebrity appearances by Jean-Claude Van Damme, Mike Tyson, Charlie Sheen and Pamela Anderson extended the series through the late 2010s. The advertisements prompted complaints involving discrimination, exploitation or vilification of women, sex and nudity, violence and health and safety. The Advertising Standards Bureau dismissed the complaints described in the source material in February 2017. Ultra Tune defended the commercials as exaggerated comedy and argued that criticism reflected excessive political correctness. The company also claimed that the advertising helped double tyre sales, although no independently sourced financial figures are supplied here. Beyond servicing and advertising, Ultra Tune has supported combat-sports events and athletes in Australia and partnered with Port Adelaide Football Club in 2015. In December 2016, executive chairman Sean Buckley appeared in an inquiry concerning new-car retailing and the competitive position of independent repairers. He argued that dealerships and manufacturers could restrict access to electronic repair information, disadvantaging non-dealer workshops. By 2019, the network was described as having more than 275 centres and ranking as Australia's second-largest independent automotive servicing and repairer.

• 2019

  Network exceeds 275 centres

  [1]Ultra Tuneen.wikipedia.org

  The Australian network is described as having more than 275 centres.

• 2018

  Mike Tyson campaign launches

  [1]Ultra Tuneen.wikipedia.org

  The brand releases a further Unexpected Situations advertisement featuring Mike Tyson.

• 2017

  Jean-Claude Van Damme campaign launches

  [1]Ultra Tuneen.wikipedia.org

  Ultra Tune releases an Unexpected Situations commercial featuring Jean-Claude Van Damme.

• 2016

  Independent repairer representation at new-car inquiry

  [1]Ultra Tuneen.wikipedia.org

  Sean Buckley represents independent automotive operators in an inquiry into new-car retailing and access to repair information.

• 2015

  Bahrain interests sold and Port Adelaide partnership begins

  [1]Ultra Tuneen.wikipedia.org

  Ultra Tune Australia sells its Bahrain interests back to Bahrain National Holdings and partners with Port Adelaide Football Club for home-game activity.

• 2014

  Rubber Girls campaign begins

  [1]Ultra Tuneen.wikipedia.org

  The brand introduces the Rubber Girls advertising concept while expanding its tyre business.

• 2010

  Middle East expansion

  [1]Ultra Tuneen.wikipedia.org

  Ultra Tune enters Bahrain and pursues related activity in Saudi Arabia.

• 1999

  Car Care Clinic acquisition

  [1]Ultra Tuneen.wikipedia.org

  Ultra Tune acquires the competing Car Care Clinic business.

• 1994

  Sean Buckley assumes control

  [1]Ultra Tuneen.wikipedia.org

  Following a public auction, Sean Buckley takes management control and later shareholding control of the business.

• 1989

  First Western Australian franchise opens

  [1]Ultra Tuneen.wikipedia.org

  Ultra Tune extends its Australian network into Western Australia.

• 1988

  Franchisor entities consolidate

  [1]Ultra Tuneen.wikipedia.org

  Most state franchisor entities merge into Ultra Tune (Systems) Australia Pty Ltd.

• 1979

  Ultra Tune begins trading

  [1]Ultra Tuneen.wikipedia.org

  The brand opens a pilot automotive service outlet in Box Hill, Victoria.

A broad-access independent automotive service and repair network differentiated by national franchise coverage, roadside assistance and highly conspicuous entertainment-led advertising.

• Automotive services · 1979

  Automotive servicing and repairs

  Ultra Tune's core offering is routine vehicle servicing and mechanical repair delivered through franchised automotive workshops. The network serves vehicle owners outside the manufacturer-dealer channel and is positioned as an independent alternative for maintenance and repair work. The source material does not provide a complete technical service catalogue, so specific repair procedures are not enumerated.

• Automotive products and services · 2014

  Tyres and tyre services

  Ultra Tune expanded its commercial emphasis on tyres during the 2010s, supported by the Rubber Girls advertising concept. The offering includes tyre sales and associated workshop services, although the available source does not identify particular tyre manufacturers, product specifications or national sales figures.

• Roadside assistance

  Ultra Tune Roadside Assistance

  Roadside assistance is a prominent part of Ultra Tune's brand communications and service proposition. The Unexpected Situations advertisements repeatedly depict customers requesting assistance for breakdowns, flat tyres or other vehicle emergencies. Detailed coverage terms, pricing and geographic availability are not specified in the source material.

• Technical education

  Automotive training facility

  In cooperation with Gadjah Mada University in Indonesia, Ultra Tune initiated a training facility intended to educate and certify automotive repair students. The initiative was designed to support technician recruitment and employment within Ultra Tune's international operations.

• 2017

  Complaints over Unexpected Situations advertisements

  Complaints alleged gender discrimination, exploitation or vilification of women, sexual content, violence and health-and-safety concerns. The Advertising Standards Bureau dismissed the complaints described in the source material.

  Source

• 2016

  Rubber Girls advertising controversy

  Ultra Tune's Rubber Girls advertisements attracted widespread criticism for sexualised portrayals and were reported as among Australia's most complained-about advertisements in 2016.

  Source

Read more

• 2019Unexpected Situations: Charlie Sheen

  Australia

  A commercial in which a convertible crashes into the water and Charlie Sheen assists the occupants from his yacht before Ultra Tune roadside assistance is called.

  Outcome. The instalment was reported as better received than some earlier commercials, with only a small number of complaints described in the source material.

  Source
• 2019Unexpected Situations: Pamela Anderson

  Australia

  A beach-based commercial featuring Pamela Anderson, Warwick Capper and the campaign performers in a parody of Baywatch-style rescue imagery.

  Outcome. The advertisement continued Ultra Tune's celebrity-led and deliberately extravagant creative approach.

  Source
• 2018Unexpected Situations: Mike Tyson

  Australia

  A commercial featuring Mike Tyson, a stranded Jeep, a tiger and a request for roadside assistance through the Ultra Tune app.

  Outcome. The advertisement received both criticism and praise and aired during the 2018 Australian Open.

  Source
• 2017Unexpected Situations: Jean-Claude Van Damme

  Australia

  An instalment in which Jean-Claude Van Damme appears during a roadside confrontation before an Ultra Tune technician resolves a flat-tyre problem.

  Outcome. Thirty-second and sixty-second versions received extensive exposure during the 2017 Australian Open.

  Source
• 2016Unexpected Situations

  Australia

  A series of exaggerated breakdown and roadside-emergency commercials featuring the Rubber Girls in dangerous or improbable situations.

  Outcome. The series raised brand awareness but also triggered criticism and formal advertising complaints.

  Source
• 2014Rubber Girls

  Australia

  A provocative tyre-focused campaign featuring performers in tight latex clothing and the line “We're into rubber.”

  Outcome. The campaign generated extensive complaints and became the creative foundation for the later Unexpected Situations series.

  Source
• 2001Dancing Car

  Australia

  An early humorous Ultra Tune television campaign built around a dancing vehicle.

  Outcome. It formed part of the brand's earlier lighthearted advertising style.

  Source

• 2016

  Represent independent repairers in new-car retailing inquiryStrategy

  Background

  The Australian automotive aftermarket was concerned that dealerships and manufacturers could withhold electronic repair information from independent workshops.

  Action taken

  Executive chairman Sean Buckley gave evidence on behalf of independent automotive operators to an inquiry involving the ACCC and the Australian Automotive Aftermarket Association.

  Aftermath

  The appearance placed Ultra Tune in the public debate over access to repair data and competition in vehicle after-sales service.

  Source

• 2014

  Use provocative advertising to support tyre expansionOther

  Background

  Ultra Tune wanted to differentiate itself and promote a stronger position in the Australian tyre market.

  Action taken

  The company introduced the Rubber Girls television concept and subsequently expanded it into the Unexpected Situations series.

  Aftermath

  The approach produced substantial attention and controversy, while Ultra Tune claimed that tyre sales doubled after the campaign.

  Source

• 2010

  Enter Middle Eastern marketsStrategy

  Background

  Ultra Tune sought to extend its automotive service model beyond Australia.

  Action taken

  The company partnered with Bahrain National Holding for Bahrain operations and pursued expansion in Saudi Arabia.

  Aftermath

  A large workshop was developed in Salmabad, but Ultra Tune Australia later sold its Bahrain interests back to Bahrain National Holdings in 2015.

  Source

• 1994

  Change management and ownership controlStrategy

  Background

  The network was under severe financial pressure after store closures and high rental costs in the early 1990s.

  Action taken

  Sean Buckley acquired management control following a public auction and later took shareholding control.

  Aftermath

  Buckley developed a national franchise model and expanded the network through acquisitions and operational restructuring.

  Source

• 1988

  Consolidate the franchisor structureStrategy

  Background

  Ultra Tune's state-based franchisor entities had developed separately during the brand's early expansion.

  Action taken

  Most of the entities were merged into Ultra Tune (Systems) Australia Pty Ltd, excluding the South Australian entity from the initial consolidation.

  Aftermath

  The consolidation supported further geographic expansion, including entry into Western Australia.

  Source

1. 1Ultra Tuneen.wikipedia.org