Shell Recognised as Leader in Global Lubricants
Nov 05, 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 and heavy duty motor oil brands for drivers in China, Malaysia, Thailand, Russia and the United States (Pennzoil). 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, firstname.lastname@example.org
- Serene Loo, Shell Spokesperson (Asia Pacific), Telephone: +65 97297294,email@example.com
- Sri Endah, Communications Manager (Indonesia), Telephone: +62 21 29970307,firstname.lastname@example.org
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. A host of factors such as leadership, strategy, service, innovation, integration, and development are considered as part of the award methodology.
- 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 5,000 passenger vehicle drivers and 5,000 truck owner/drivers between 30 May 2012 and 26 June 2012. Both set of drivers were asked which engine oil brand they preferred regardless of price and availability. 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.
The companies in which Royal Dutch Shell plc directly and indirectly owns investments are separate entities. In this release “Shell”, “Shell group” and “Royal Dutch Shell” are sometimes used for convenience where references are made to Royal Dutch Shell plc and its subsidiaries in general. Likewise, the words “we”, “us” and “our” are also used to refer to subsidiaries in general or to those who work for them. These expressions are also used where no useful purpose is served by identifying the particular company or companies. ‘‘Subsidiaries’’, “Shell subsidiaries” and “Shell companies” as used in this release refer to companies in which Royal Dutch Shell either directly or indirectly has control, by having either a majority of the voting rights or the right to exercise a controlling influence. The companies in which Shell has significant influence but not control are referred to as “associated companies” or “associates” and companies in which Shell has joint control are referred to as “jointly controlled entities”. In this release, associates and jointly controlled entities are also referred to as “equity-accounted investments”. The term “Shell interest” is used for convenience to indicate the direct and/or indirect (for example, through our 23% shareholding in Woodside Petroleum Ltd.) ownership interest held by Shell in a venture, partnership or company, after exclusion of all third-party interest.
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