Shell responds to boom in Asian motorcycle market
May 16, 2013
Shell Lubricants highlights its premium motorcycle oil in six Asian growth markets through its latest creative marketing campaign to reach today’s new motorcycle customers.
The current number of motorcycles globally is 350 million and is expected to rise to 500 million by 2015.
Today, motorcycle oils account for 3% of the global lubricants market and this share is projected to more than double in the coming three years. The Asia-Pacific region is currently the largest market for this oil claiming approximately 76% of the global market.*
The region is expected to account for 80% of all new motorcycle sales for the foreseeable future, with China, India and Indonesia as the top three markets respectively. India, currently with over 13 million bikes following a 14% year- on-year growth in recent years, is considered to be catching up with China’s strong fleet of 25 million motorcycles.
Motorcycle sales growth in China have halved to 8% over the last two years, primarily due to more consumers upgrading their motorcycles to cars. Meanwhile, the Indonesian motorcycle market is also booming with an ownership ratio of one bike for every two persons.
Motorcycle owners in the West and East use their bikes for very different purposes. Riders in the West use their bikes more for leisure whereas riders in the East are focused on personal mobility. In contrast with the West, the age profile of the rider and age of bikes in the East is much younger: three quarters of the bike owners in India, Indonesia, Thailand and Vietnam have bikes that are less than three years old.
To ride this wave of extraordinary motorcycle growth in Asia, Shell has joined forces with FOX International Channels in the region to showcase its premium motorcycle oil, Shell Advance, via a new TV programme – Freedom Riders Asia. The programme consists of six 30-minute episodes profiling unique biking cultures in six Asian countries (Malaysia, Philippines, India, Indonesia, Vietnam and Thailand).
Shell Advance was developed with responsive technology to give bikers the freedom to enjoy their ride. This includes benefits such as reliability of oil performance, enhanced bike control (with smoother gear changes and slippage prevention) and reduced vibration and engine noise.
“Shell’s global lubricant business has a track record of responding to challenges and opportunities and we are excited about going after this opportunity in the evolving motorcycle oil market in Asia. We look forward to introducing more customers to our Shell Advance motorcycle oil product. The Freedom Rider Asia programme is just one engaging platform that allows us to do this. We will be airing the series in 17 countries from May 2013 onwards,” said Colin Abraham, Vice President Marketing, Shell Lubricants.
The Freedom Riders Asia show depicts the strong emotional connection between the biker, the bike and the biker’s environment. The episodes will feature each country’s culture, local biking community and elements of specific interest to bikers. Footage shows beach biking in Bali, Indonesia, a ride across a forest on the stunning island of Palawan, Philippines and racing on Sepang International Circuit in Malaysia.
Shell understands that a motorcycle is more than just a mode of transport for riders – it is a lifestyle choice that offers the rider more freedom on the road. Shell Advance is specially formulated to provide reliability, control and enjoyment, allowing bikers to experience the road at its best.
This campaign also has a digital dimension to it, for the markets where the programme was filmed, with a dedicated YouTube channel showcasing behind the scene footage, details on the individual rides, the bikes and the all-important oil.
Freedom Riders Asia premieres Sunday 19 May 2013 at 21.00 HKT on: STAR Sports (SEA/ Malaysia/ Indonesia, Singapore), FOX Sports Plus (SEA/Malaysia) and ESPN India. You can find more details here.
*Source: Kline and Company’s “Lubricants for Motorcycles, Scooters, and Mopeds: Global Market Analysis and Opportunities 2013”
Shell International Media Relations +44 (0) 20 7934 5550
Images are available on request and more video content can be viewed at: http://www.youtube.com/shelladvance/
NOTES TO EDITORS
- Engine oils account for over 95% of the total motorcycle oil (MCO) market, with the balance consisting of products including fork oils, rear suspension oils, greases, and chain oils.
- Shell owns market leading brands in many countries and segments. These products are available in more than 100 countries worldwide. Shell has a consistent range of automotive, transport, industrial, grease and transmission fluid brands available on a global basis. Each brand has a number of different formulations.
- The Shell Advance motorcycle oil range offers a simple portfolio, featuring unique bike application descriptions for each product, simplified tier names and distinctive bottle colours. The Shell Advance range is designed to make it easy for customers to choose the right oil with a range that is relevant and easy to navigate.
- The Shell Advance range of motorcycle oils has been developed with a special formulation that increases the reliability of oil performance by removing deposits and maintaining viscosity. Shell Advance oils are designed to offer greater control and improved responsiveness through smoother clutch engagement, reduced clutch slippage and smoother gear shifts. Shell Advance oils contain stability improvers that help dampen vibration and reduce engine noise.
- The Shell Advance motorcycle oil range is divided into two clear tiers: one for 4-stroke engines and one for 2-stroke engines.
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 - an 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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