JXTG Nippon Oil & Energy, which owns the ENEOS brand, has released a new design for its top tier, high-performance motor oil and transmission fluids. Starting this spring, the bottles containing many ENEOS products will have a fresh, globally unified look.
As a company based in Japan, but with a global presence, JXTG looked to its cultural origin for insight. Historically, Japan has a rich background of artisan expertise and craftsmanship. It is said the Japanese spirit is embodied with qualities such as precision, diligence, obsession, substance and fortitude.
These concepts have been traditionally employed in the production of ENEOS, the creators of which constantly strive to provide the highest, artisanal-quality motor oils which provide an added advantage of exceptional protection, better mileage and increase in horsepower for its users.
The name ENEOS itself was created by combining E from “energy” and NEOS, the Greek word for “new.” The word “Nippon,” as used in the company’s name, means “Japan” and, linguistically, “the sun’s origin.” The most consistently reliable energy source on our planet is the sun, and as the land of the rising sun, the spirit of Japan and the earth’s fiery star are a guide to follow this source of “Ultimate Energy” as an inspiration for all aspects of ENEOS, from its creation, to its people, to its performance. The sun connects the earth to energy as well as to the past and the future. This “Ultimate Energy” is embodied by the familiar ENEOS swirling orange circles lit with a blazing energy against a dark backdrop, evocative of the sun rising in darkness.
“As a producer of top quality, high-performance motor oil, we’re happy to present a new expression of our product that embodies the best of our brand and ties our history to an exciting future,” said Motoshi Sunami, president and CEO of JX Nippon Oil & Energy, USA. “We feel this bold new look will further reinforce the outstanding nature of our products and embody our philosophy of ‘Ultimate Energy’.”
The new bottle design has already been shared on the ENEOS website, social media, at the 2017 SEMA and AAPEX shows, and other communications in North America, in anticipation of the production launch at the end of March, with new bottles to be appearing in stores beginning in April.