Ultra Tune
| Company type | Franchise |
|---|---|
| Industry | Automotive servicing and roadside assistance |
| Founded | 1979 |
| Founder | Bert Smart |
| Headquarters | Melbourne , Australia |
Area served | Australia (all states except Western Australia), Bahrain, Saudi Arabia, Indonesia (training center) |
Key people | Sean Buckley (Executive Chairman and CEO) |
| Products | Automotive servicing, roadside assistance, tyre sales |
Ultra Tune stands as an Australian franchise specializing in automotive servicing and roadside assistance, operating more than 275 locations. As of 2019, it holds the position of the second largest independent automotive service and repair network across Australia.
History
Established in 1979 with its inaugural store in Box Hill, Victoria, Ultra Tune experienced swift expansion after entrepreneur Bert Smart implemented a franchise system modeled on a specialized Fast Tune-Up outlet he observed in Hawaii. This approach facilitated the brand’s growth throughout every Australian state except Western Australia.
By 1988, most franchisor companies consolidated to form Ultra Tune (Systems) Australia Pty Ltd (UTSA), which launched its first franchise in Western Australia, located in Perth, within the following year.
During the early 1990s, the company faced financial difficulties, including steep rental expenses that led to numerous store closures. In a 1994 public auction, Sean Buckley acquired management control and subsequently gained majority ownership. Taking on the CEO role that year, Buckley revolutionized Ultra Tune by introducing a revamped business framework and acquiring competitors like Car Care Clinic (1999) along with Auto Masters outlets in New South Wales and Queensland. Under his leadership, the network expanded from around 70 struggling franchises into a thriving nationwide system, significantly boosting franchisee prosperity over twenty years.
International and Australian expansion
In 2010, Ultra Tune extended its operations into the Kingdom of Bahrain through a collaboration with Bahrain National Holding and also entered the Saudi Arabia market under general manager Hamish Murdoch. This expansion included investment in a state-of-the-art four-story workshop located in Salmabad. By 2015, Ultra Tune Australia divested its stakes back to Bahrain National Holdings.
Partnering with Gadjah Mada University in Indonesia, Ultra Tune developed a training center aimed at certifying and employing emerging automotive technicians, supporting their international deployment.
Advertising
For more than twenty years, Ultra Tune has distinguished itself through memorable—and occasionally provocative—television advertising campaigns designed to elevate brand recognition and drive sales. Early promotions such as the "Dancing Car" (2001) and "Dam Girls" adopted a playful tone, while later advertisements adopted a more daring style.
The 2014 Rubber Girls campaign marked Ultra Tune's debut in Australia's tyre market. Featuring performers clad in tight latex outfits accompanied by the slogan “We’re into rubber,” it became the second most complained-about advertisement ever by 2016, receiving 418 complaints.
Building on this momentum, Ultra Tune launched the "Unexpected Situations" series—conceptualized by Buckley and inspired by the US Trunk Monkey commercials. This series portrays the Rubber Girls encountering extreme vehicle-related emergencies resolved by Ultra Tune’s roadside assistance:
- Unexpected Situations No. 1 (Train Wreck): The girls escape being trapped on train tracks just before an approaching train.
- No. 2 (Helicopter): After their vehicle tumbles off a cliff, an Ultra Tune helicopter rescues them.
- No. 3 (Car Wash): A malfunctioning retractable roof drenches occupants during a car wash.
- No. 4 (JCVD): A flat tyre scenario is settled with help from Jean-Claude Van Damme alongside Ultra Tune.
- No. 5 (Muffler): An exhaust fire prompts a dramatic getaway prior to roadside assistance arrival.
- No. 6 (Mike Tyson): Following an evasive swerve to avoid a tiger, Mike Tyson assists lifting their car; aired during the 2018 Australian Open.
These advertisements generated controversy with some critics branding them as “sexist and degrading.” Buckley defended the campaigns as humorous exaggerations and argued that political correctness had become excessive. The company engaged audiences through social media initiatives that garnered widespread support. Lead actresses Laura Lydall and Parnia Porsche publicly addressed detractors’ concerns.
Complaints submitted to the Advertising Standards Bureau regarding alleged gender bias and safety issues were all dismissed by February 2017. Ultra Tune reported that these campaigns effectively doubled tyre sales.
In October 2018, Ultra Tune revealed that actor Charlie Sheen would feature in an upcoming "Unexpected Situations" commercial filmed in Melbourne alongside Parnia Porsche, Tyana Hansen, Imogen Lovell, and Laura Lydall.
- Unexpected Situations No. 7 (Charlie Sheen): After brake failure causes their vehicle to crash into harbour waters, Sheen rescues the women aboard his yacht named ‘Winning.’ The advertisement was well received with minimal complaints dismissed by regulators.
Towards the end of 2019, Pamela Anderson joined Ultra Tune for another installment shot on Australia's Gold Coast featuring Warwick Capper along with regular cast members.
- Unexpected Situations No. 8 (Pamela Anderson): Capper crashes a beach buggy after being distracted by Anderson; she and the Ultra Tune crew then rescue him in a Baywatch-inspired sequence concluding with roadside assistance arriving.
These prominent campaigns continue to strengthen Ultra Tune’s brand recognition and market position within Australia’s automotive service industry.
Sponsorship and Boxing
Ultra Tune has been a prominent supporter of combat sports throughout Australia, backing a variety of events including those organized by Peter Maniatis Events, K-1 Oceania, A-1 World Combat Cup (Tarik Solak), Kings of Kombat (Hisham Hanna), McSweeney's Fight Factory (James McSweeney), and Big Time Boxing (Brian Amatruda). The company also sponsors distinguished boxers such as WBA Interim Flyweight Champion Randy Petalcorin and WBF Regional Champion Parnia Porsche.
In 2015, Ultra Tune formed a partnership with Port Adelaide Football Club to sponsor their home fixtures. The following years saw the launch of advertising campaigns featuring notable figures: Belgian actor and martial artist Jean-Claude Van Damme in 2017, and former world heavyweight boxing champion Mike Tyson in 2018.
New Car Retailing Inquiry
During the Market Study on New Car Retailing in December 2016, Ultra Tune’s Executive Chairman Sean Buckley presented to both the Australian Competition & Consumer Commission (ACCC) and the Australian Automotive Aftermarket Association (AAAA). Representing independent automotive service providers, Buckley raised concerns about car dealerships restricting access to essential electronic repair information. He highlighted how this limitation fosters an oligopolistic environment in after-sales services, reducing competition and placing independent repair businesses at a disadvantage.