Author: Sean Buckley

Sean Buckley answers: What drives you?

In the early days it was business success and personal
satisfaction, these days there is still an element of that, but now that
we’ve grown as large as we have, I am responsible for the livelihood of
250 plus families across Australia – if they succeed, I succeed and I will do
everything in my power to ensure their long term success.

What’s the best decision you’ve ever made?

Aside from having my three beautiful daughters? Biting the bullet and taking over Ultra Tune when it
was a basket case back in the mid ‘90’s and nurturing it through the tough
times to create a category leading entity as voted by Canstar Blue 3 of the
last 4 years.

Sean Buckley answers: What was the one big decision that made your company what it is today?

Being different, at Ultra Tune we’re not scared by doing things differently to the
competition and I believe this is what sets us apart. We did it back in the early days
with our Dyno-tuning and we continue the trend today with our controversial
television commercials. We’re different, we take pride in being different and we
aspire to be different.

Sean Buckley answers: What are some of the vital attributes, in your opinion, that every leader should possess?

Focus, goal-setting, follow the data, build relationships, employ expertise – listen to them, don’t micro-manage them and remember; the best predictor of the future is the past – learn from your mistakes and don’t make them again in the future.

What is the operating philosophy that the business has been built on?

Always try to look to the future. Employ good, trustworthy hard-working people in key positions, give them some autonomy and only provide guidance rather than micro-managing. A number of my staff have been with me for 15 years plus, some of the key innovations we’ve had within the various enterprises I’m involved in can be attributed my key staff members.

Sean Buckley answers: What are the cutting-edge franchise services/solutions offered by Ultra Tune?

I often like to tell people; “Ultra Tune is an IT company that just happens to service cars.” Obviously, our car servicing is our stock in trade, but where Ultra Tune has managed to stay ahead of the competition over the years is by reading market trends and staying ahead of the curve.

In the early days we did this by introducing “dyno-tuning” before anyone else, today we aim to stay ahead of the competition by building a state-of-the-art priority IT platform which handles each and every aspect of the business – from booking a service, to reviewing service records, to sending out reminders to clients that their next booking is due, to invoicing. Our system is world leading and provides both franchisees and clients with a seamless and complete service.

What is the operating philosophy that the business has been built on?

Always try to look to the future. Employ good, trustworthy hard-working people in key positions, give them some autonomy and only provide guidance rather than micro-managing. A number of my staff have been with me for 15 years plus, some of the key innovations we’ve had within the various enterprises I’m involved in can be attributed my key staff members.

Sean Buckley answers: What people, books and life factors have influenced and impacted you?

I appreciate the drive and focus of Donald Trump – his non-political correct, business type approach to politics is refreshing and long over-due. Books – loved the Art of War and from a “life factors” perspective; my father had a huge influence on helping to establish my persona and long-term goals and objectives.

  • sean buckley ultratune

It saddens me daily that he passed away before having the opportunity to see what has developed with Ultra Tune and various other companies I’ve founded over the years. I am buoyed by the fact that I know he’d be pleased with those career/professional achievements I’ve managed to achieve. Also and equally influential for me has been the birth of my three beautiful daughters and I wait with bated to see how their lives unfold going forward.

Sean Buckley answers: As a CEO and leader, describe a challenge you overcame

Ultra Tune has faced various challenges over the years, not the least of which being an adverse legal finding after a court case with the ACCC. I was overseas at the time for an extended period of time and unfortunately (my own fault), didn’t take an active enough role in the pending case.

As a consequence the company was issued with a hefty fine. This was an operational issue, that, once I returned to Australia was immediately rectified and, thankfully our clientele has seen it for what it was – a glitch in an otherwise stellar 40 years of operation. What it did show me was the need to keep my finger on the pulse of the organization at all time. The implications could have been catastrophic, however, being such a well established and credible company allowed us to ride this setback out and thereafter the company has comeback stronger and more effective than ever before.

What are some of the vital attributes, in your opinion, that every leader should possess?

Focus, goal-setting, follow the data, build relationships, employ expertise – listen to them, don’t micro-manage them and remember; the best predictor of the future is the past – learn from your mistakes and don’t make them again in the future.

Sean Buckley answers: How do you maintain balance between your professional & personal life?

This can be difficult there’s absolutely no doubt about it, however to me it comes down to priorities. As I get older – and probably a little less “hungry” from a professional perspective, I am taking more and more joy in becoming more involved with my kids. It is a big contrast for me.

My older daughters are now in their late teens and looking to establish their own careers – something I hope I’ll be able to help/influence them in so they (hopefully) don’t make the same mistakes as I did as a younger man. Inversely my youngest daughter is only two – watching her explore and learn about the world is a joy – seeing someone so young and unspoiled by society is wonderful. Being loved unconditionally by a little person like this fills my heart with happiness.

What is your greatest life achievement?

Behind my daughters? Taking a Ultra Tune which was on the verge of collapse and turning into Australia’s leading,
independently owned after-sales automotive service network brings me joy on a daily basis professionally. I also own “Ultra Thoroughbreds” – a horse racing enterprise where we breed and race quality horses all over the world. Having bought and breed some of the most sort after horses in the world (e.g. Ms Andretti, Shamus Award and
Nature Strip) has been an exciting and fulfilling experience.

Sean Buckley answers: What is Ultra Tune’s difference in the automotive franchise marketplace? 

Sean Buckley states:

I often like to tell people; “Ultra Tune is an IT company that just happens to service cars.” Obviously, our car servicing is our stock in trade, but where Ultra Tune has managed to stay ahead of the competition over the years is by reading market trends and staying ahead of the curve.

In the early days we did this by introducing “dyno-tuning” before anyone else, today we aim to stay ahead of the competition by building a state-of-the-art priority IT platform which handles each and every aspect of the business – from booking a service, to reviewing service records, to sending out reminders to clients that their next booking is due, to invoicing. Our system is world leading and provides both franchisees and clients with a seamless and complete service.

You either move with the times and evolve or you perish – just ask the dinosaurs!

What are the key benefits of buying the Ultra Tune Franchise?

We see Ultra Tune expanding rapidly over the next few years. There are some key changes occurring to legislation here in Australia in 2020 which will ultimately make for a far fairer playing field in the auto-servicing market. These legislative changes will likely see the involvement of dealerships in servicing contracting which will open up more opportunities for Ultra Tune across the country.

The recent closure of Holden here in Australia for example means independent service providers such as Ultra Tune will be filling the void for the servicing of Holden cars in the future.

When you consider

(a) the cost of acquiring an Ultra Tune franchise is very competitive

(b) Ultra Tune provides an end to end support to franchisees

(c) the cost of servicing a vehicle at an Ultra Tune store is, on average, 30% lower than the charge incurred at a dealership

(d) dealership numbers are decreasing – Ultra Tune’s future looks very appealing.

Follow Sean Buckley at https://twitter.com/SeanBuckleyAU

Business As Usual – COVID19 Update

Valued Ultra Tune customers, please be assured Ultra Tune’s top priority is your, and our team members, safety.

If you’ve had recent contact with a confirmed COVID case, or if you are experiencing any COVID like symptoms, please do not attend any of our centres.

Ultra Tune workshops are following expert advice from the Australian and State Government Health Departments to minimize the spread of COVID-19.

Here at Ultra Tune we’ve taken a range of precautionary measures across all of our workshops that include:

  • Comprehensive hygiene standards for all Ultra Tune team members, including washing and sanitising hands regularly.
  • Avoiding skin-to-skin contact.
  • Wearing gloves in customers’ cars and disinfecting surfaces such as door handles and the steering wheel.
  • Disinfecting after handling keys and cash.
  • Disinfecting areas of common use, such as our service counters.
  • Advising all Ultra Tune team members that those who are feeling unwell and/or have been in direct contact with someone who is unwell must follow self-isolation guidelines as issued by the Australian Government.
  • Requiring all Ultra Tue team members who have returned from overseas to not return to work before self-isolating for 14 days.
  • Paid, comprehensive interior vehicle sanitation programs – at certain centres across our network.

Ultra Tune will continue to monitor this situation closely and act quickly on the advice of the Australian and State Government health authorities adapting our COVID Safe protocols as necessary.

For more visit https://www.ultratune.com.au/

Ultra Tune Vehicle Sanitation Program 2021

Ultra Tune’s vehicle sanitation program available from participating Ultra Tune stores across the country. 


Using TGA and GEKA (no negative environmental ramifications) approved “Nanocyn” – this water-based, all natural, non-toxic disinfectant kills 99.999% of COVID19 within 30 seconds of contact with the virus.

Nanocyn has been tested by Boeing and Airbus – meeting and exceeding aviation requirements – for use within multi-million dollar aircraft. 

You can rest assured, Nanocyn won’t adversely effect either your car’s interior or, more importantly, your and your family’s health. 
Keep yourself and your family safe. 


Watch for more from Ultra Tune’s Rod Cedaro on Facebook  here: https://www.facebook.com/ultratuneaustralia/posts/4652527958098243