Shell Lubricants: still the global leader

Shell maintained its global leadership position as the world’s oil of choice in 2011. It also led the branded lubricants category for this period – good news for local consumers and potential customers alike…

The latest Global Lubricants: Market Analysis and Assessment Report from Kline and Company has confirmed that Shell retained its global leadership position in 2011 – boasting a 13% market share. This was despite the tough economic environment.
 
“The lubricant market continues to show massive potential, both locally and internationally,” says Willem Zuidema, General Manager: Global Commercial Lubricants “The growth seen in 2011 was mainly due to increased industrial activity in BRIC countries and higher commercial and passenger vehicle sales. Local outlook also remains promising – being driven by new vehicle sales in particular.”
 
While the United States is still the largest lubricant market (22%), its global share is decreasing. “China and India are showing very strong growth, as are markets in Indonesia and Malaysia,” says Zuidema.
 
He adds that the secret to Shell’s global success is the strength of its OEM relationships: “By partnering with OEMs and seeing ourselves as an extension of their businesses, we’re able to assist their customers directly. In this way we add consistent value, improving vehicle and equipment performance and efficiency.” This strategy has additionally meant that Shell can promote its products through OEM service-fill recommendations.
 
Shell has also focused on bringing its brand promise to life across the globe. “When it comes to the value we add, we go beyond merely having a strong supply chain and portfolio of world-class brands and products in place. Our technology leadership and consistent R&D mean that customers will always enjoy best in class lubricant solutions.”
 
Zuidema adds that from a local perspective, Shell’s Level Two BBBEE contributor status has reiterated its commitment to development in South Africa, making it a more compelling business partner for private and public sector clients across all industries.
 
The company also recently won Frost and Sullivan’s 2012 European Customer Value Enhancement Award. This recognised Shell’s holistic approach in the automotive lubricants market.
 
With South Africa’s market remaining competitive and margins still very tight, Willem says that Shell is committed to ensuring that its products deliver – maximum protection and performance across a range of applications. “In developing genuine partnerships and putting our customers at the heart of all we do, we will continue to defend our global leadership position – and ensure that our customers benefit,” he concludes.