Malaysia’s PETRONAS markets lubricants directly to British consumers
PETRONAS Lubricants International (PLI) has partnered with Halfords Group plc, a British retailer of car parts, car enhancement, camping & touring equipment and bicycles, to make PETRONAS Syntium with °CoolTech™ available in 415 Halfords stores in the UK and Ireland.
The retail partnership marks the first time that PETRONAS Syntium with °CoolTech™, its flagship product, will be made available directly to the end consumer.
“We are delighted to launch our partnership with PETRONAS oil and to offer our customers products from this high quality range for the first time,” said Emma Fox, commercial director for Halfords.
“The United Kingdom is a key growth market for PETRONAS and we have aggressive plans to capture 5% of the market share in the United Kingdom and further increase its volume of sales by 55% by 2021,” said Alessandro Orsini, PETRONAS Lubricants’ regional head for Europe.
PETRONAS first established its presence in the United Kingdom in 2008 through PETRONAS Lubricants, the Malaysian state-owned company’s global lubricants manufacturing and marketing arm. It has grown its lubricants business by 86% since it started operating in the country.
The consumer automotive lubricants market in the United Kingdom is forecast to increase at a compounded annual growth rate of 1% to 2019, which is more or less typical of mature economies. The demand for passenger car motor oils in the United Kingdom accounts for approximately 84% of the consumer automotive segment.
Headquartered in Malaysia’s capital, Kuala Lumpur, PETRONAS Lubricants has more than 30 marketing offices in 27 countries, managed through regional offices in Kuala Lumpur, Malaysia; Turin, Italy; Belo Horizonte, Brazil, Chicago, U.S.A.; and, Durban, South Africa. Currently ranked among the top 15, PLI is driving an aggressive business growth agenda to secure its position as one of the leading global lubricants company.