Shell recognised as leader in Global Lubricants
Nov 5, 2012
Shell’s strong competitive positioning has been underlined in recent months by a number of leading market research firms studying the lubricants sector.
Shell’s lead in global market share has been confirmed in a new report from Kline and Company. Ipsos MORI and Harris Interactive found that Shell is the most preferred passenger car motor oil and heavy duty engine oil brands for drivers in China, Malaysia, Thailand, Russia and the United States. Frost & Sullivan has also awarded Shell its first European ‘Customer Value Enhancement Award’ for automotive lubricants.
Mark Gainsborough, Executive Vice President for Shell Global Commercial, said: “Our lubricants business strategy is focused on brand and value. We have a strong supply chain, a portfolio of world-class brands and products, and we invest in technical innovation. Moreover, we develop genuine partnerships, put the customer at the heart of what we do, and respond to industry opportunities and challenges. As we drive our business forward, it is pleasing to hear confirmation of our strengths and achievements from third parties.”
The tenth annual Kline and Company report on the global lubricants sector (“Global Lubricants Industry 2011: Market Analysis and Assessment”) confirmed that Shell maintained its volume leadership position during 2011, enjoying a 13% market share. Kline researchers also commented on Shell’s value-led focus, astute use of distributors and new supply of Gas-To-Liquids (GTL) Group III base oils from the Pearl project in Qatar. Strategic investments in blending plants and R&D activities were also called out. The report noted Shell’s strong Original Equipment Manufacturer (OEM) relations, with, for example, Daimler, Hyundai and Chinese OEMs.
Shell also led globally in Kline’s branded lubricants category. The company’s particular success in brand is also underlined by two recent pieces of end-user research, conducted by Ipsos MORI and Harris Interactive*.
One study, direct with motorists, concluded that Shell is the most preferred passenger car motor oil brand in China, Malaysia, Thailand, Russia and the United States (Pennzoil).
A second survey, this time direct with truckers, found that Shell is the most preferred heavy duty engine oil brand in China, Malaysia, Turkey, Russia and the United States.
Frost & Sullivan has awarded Shell its first European ‘Customer Value Enhancement Award’ for automotive lubricants this year. Their analysts noted Shell’s leadership in the quality and technical specifications of products and the track-to-road benefits of Shell’s technical partnership with Ferrari.
They also recognised the high number of Shell technical specialists in the lab and in the field, and tools such as Shell LubeMatch and Shell LubeAnalyst. The consultancy said, “Shell has been constantly innovating in its approach to the lubricants market and has worked in tandem with OEMs to develop customized solutions. In doing so, Shell has enhanced the value that it is offering as a company, not only to clients, but also to actual end-users.”
* Surveys of licensed car drivers and owner truck drivers conducted during Quarter 2 of 2012 by Harris Interactive in the US and Ipsos MORI in all other referenced countries.
Mary B. Walsh, Shell Lubricants
Telephone: + 32 2 508 9587
Notes to editors
- Kline & Company is a worldwide consulting and research (http://www.klinegroup.com). Kline & Company’s “Global Lubricants 2011: Market Analysis and Assessment” provides a detailed analysis of the global automotive and industrial lubricant industry segments and the players who participate in them.
- Frost & Sullivan is an international business research & consulting firm offering market analysis, market research, and reports. The Frost & Sullivan Best Practices team of industry experts presents awards to companies demonstrating best practices in a variety of regional and global markets.
- Ipsos MORI and Harris Interactive findings are results of brand health tracker studies carried out in China, Malaysia, Thailand, Russia and the United States during Quarter 2 2012. Interviews were conducted amongst approximately 7,000 passenger vehicle drivers and 5,000 truck owner/drivers between 30 May 2012 and 26 June 2012. These studies were carried out on behalf of Shell.
About Shell Lubricants
The term “Shell Lubricants” collectively refers to Shell Group companies engaged in the lubricants business. Shell sells a wide variety of lubricants to meet customer needs across a range of applications. These include consumer motoring, heavy-duty transport, mining, power generation and general engineering. Shell’s portfolio of lubricant brands includes Pennzoil, Quaker State, Shell Helix, Shell Rotella, Shell Tellus and Shell Rimula.
We are active across the full lubricant supply chain. We manufacture base oils in eight plants, blend base oils with additives to make lubricants in over 50 plants, distribute, market and sell lubricants in over 100 countries.
We also provide technical and business support to customers.
We offer lubricant-related services in addition to our product range these include: Shell LubeMatch –the market leading product on-line recommendation tool, Shell LubeAdvisor - helps customers to select the right lubricant through highly trained Shell technical staff as well as online tools and Shell LubeAnalyst - early warning system that enables customers to monitor the condition of their equipment and lubricant, helping to save money on maintenance and avoid potential lost business through equipment failure.
Shell’s world-class technology works to deliver value to our customers. Innovation, product application and technical collaboration are at the heart of Shell lubricants. We have leading lubricants research centres in Germany, Japan (in a joint venture with Showa Shell), the UK and the USA.
We invest significantly in technology and work closely with our customers to develop innovative lubricants. We have a patent portfolio with 150 + patent series for lubricants, base oils and greases; more than 200 scientists and lubricants engineers dedicated to lubricants research and development. Customer benefits include lower maintenance costs, longer equipment life and reduced energy consumption.
One of the ways we push the boundaries of lubricant technology is by working closely with top motor racing teams such as Scuderia Ferrari. These technical partnerships enable us to expand our knowledge of lubrication science and transfer cutting-edge technology from the racetrack to our commercial products.
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