UFI Filters further strengthens its cabin filter range

UFI Filters, a leader in filtration and thermal management, presents a completed range of cabin air filters, whose main function is to protect against dust, soot, bacteria, pollen and other pollutants that may enter the vehicle interior. The entry of these pollutants can, in extreme cases, turn the entire passenger compartment into a comfortable breeding ground for pathogens. This is why it is essential to choose a quality cabin filter and replace it on a regular basis.

Thanks to its experience in research and development of new materials, UFI Filters has developed different types of FormulaUFI.Stratiflex filter media for cabin filters, which guarantee high filtering efficiency, resistance to moisture and microbiological neutralisation. This is why the UFI Group can offer three types of cabin air filters in its Aftermarket catalogue: from the traditional pollen filter to the activated carbon filter, which is also capable of blocking unpleasant odours, to the antibacterial filter of the UFI Filters Argentium® range.

A constantly updated range of cabin filters
The UFI Filters catalogue now offers over 700 references of cabin filters, 607 for cars and commercial vehicles and 111 for on-road and off-road trucks, covering over 19,000 applications. This range has grown significantly over the recent years, ensuring that more than 98.5% of all vehicles on Europe’s roads are covered by UFI Filters.

There are 363 pollen filters made with synthetic non-woven filter media, capable of retaining over 90% of particles with a diameter greater than 2.5 μm, such as PM10 fine dust, dirt and pollen. UFI pollen filters can be identified in the catalogue by the initial code 53.

196 carbon filters, on the other hand, are the references consisting of non-woven filter material combined with activated carbon, which also absorbs gases and odours, and blocks industrial and agricultural pollutants such as hazardous NOX, SO2, NH3 and VOC. UFI carbon filters ensure greater protection inside the vehicle and can be identified in the catalogue by the initial code 54.

UFI Filters’ exceptional 159 UFI Argentium® filters are equipped with antibacterial properties. The revolutionary filter media consists of three layers: structural, absorbent and antimicrobial, incorporating silver particles. Biomaster biocide silver, tested to ISO 22196:2011, can inhibit bacterial growth by up to 99%. Argentium® UFI filters can be identified in the catalogue by the initial code 34.

The effect of cabin air filters
The concentration of dust in the atmosphere and the presence of different types of harmful particles, such as PM10 and PM2.5, depends on weather conditions and the geographical area. Their presence can be up to six times higher inside the vehicle, due to the 'tunnel effect' created through the ventilation circuit. The direct consequences of poor air quality while driving are: allergies, sore throats, sneezing, lack of attention at the wheel to reduced visibility caused by condensation on the windscreen and windows.

After autumn and winter have left their mark on the vehicle's cabin air filter with moisture, dust, fine dust and debris, it is important to replace it for spring. The UFI Filters Group recommends changing the cabin filter regularly every 15,000 km, and at shorter intervals in particularly dusty areas, or every 6-12 months at the latest. This is essential for health and comfort inside the passenger compartment.

The UFI Filters Group has made available to its distributors a practical vademecum to facilitate the choice of the ideal passenger compartment filter.

First Line aftermarket pressure hoses help solve Ford DPF issues

Aftermarket specialist First Line Ltd. has issued advice to technicians looking to solve a diesel particulate filter (DPF) regeneration issue on popular Ford vehicles caused by failing OE pressure hoses.

The third-generation, 2.0 litre TDCi–engined Ford Mondeo, and associated S-Max and Galaxy derivatives produced from 2007 to 2014, feature a DPF coated with a platinum-based catalyst. The catalyst lowers the temperatures needed to start burning the carbon build-up in the DPF and is designed to last about 120,000 miles.

The Ford DPF is monitored by a Differential Pressure Sensor that checks for conditions where the filter may become overloaded. However, the sensor is attached with rubber hoses that can fail due to high temperature fluctuations and cause incorrect sensor readings.

By exceeding the threshold for conditions in which the DPF may become overloaded, a Diagnostic Trouble Code (DTC) of P2002: Particle Filter Efficiency Below Limit may be thrown, causing technicians to consider expensive and potentially unnecessary DPF replacement.

If the first DTC is cleared by the technician and the car is driven away, but then exceeds the threshold at which the pressure sensor deems the DPF to be overloaded for a second time, this can disable the EGR valve and put the car in limp home mode, as the DPF is likely full and may now need to be replaced along with the any other components that have led to the failure.

Global Sales Director at First Line Ltd., Kevin Neaverson, said: “It is extremely unusual that a DPF will simply fail on its own, as it is just a filter. As with many issues that appear to be caused by a DPF that is full or not regenerating, it’s often a symptom rather than the cause. At this stage, the true fault needs to be identified so that the DPF can regenerate itself and continue to do its job.”

First Line strongly recommends that if the vehicle is reporting engine codes relating to the DPF or Differential Pressure Sensor, for example: P2002, P2453, or P2452, then there is a possibility that the Differential Pressure Sensor Hoses are the cause and require replacement.

The OE rubber hoses can become fatigued, hardened, brittle or scorched, which leads to the hoses failing, causing incorrect readings to the Differential Pressure Sensor.

“By inspecting the pressure hoses first, technicians can save the vehicle owner timely and costly repairs. This is simply a 45-minute job that requires the vehicle to be high on a ramp, so that access to the Differential Pressure Sensor can be gained via removing the sub-frame cross brace as it is located just behind the engine,” Neaverson comments.

First Line Ltd.’s pressure pipe (part FEH1000) replaces the OE reference 1440559 or 6G915H241AA and offers a durable pressure hose that can withstand the highly fluctuating temperatures and harsh working conditions, helping prevent failure and DTCs relating to DPF failure.

For more information, visit First Line Ltd.’s WebCat resource: https://webcat.firstline.co.uk/PartDetails/FEH1000

Viva Las Vegas! Elvis Presley movie car to be on Motul stand

As well as checking out some of the best that Motul has to offer for vehicle owners and restorers, visitors to the Motul stand at this weekend’s Practical Classics Classic Car and Restoration Show with Discovery+ at the NEC have the chance to get up close and personal with the AC Cobra that was driven in the Elvis Presley movie Viva Las Vegas. 

The AC Cobra is a true 1960s icon, in automotive terms, and the car on the stand – an original Shelby competition specification 289 Cobra, chassis number CSX 2038 - was rented out to MGM for the movie and Motul is delighted to have it on the stand. 

Motul is also celebrating the 60th anniversary of Lamborghini, with a Marcello Gandini-designed supercar - the fabulous Countach LP500 - also being a huge attraction on the stand.

Motul‘s stand in Hall 5 (325) – also features the brand’s Classic Lubricants selection for historic vehicles of all eras, as well as Motul’s additive offer – both Professional and Consumer – and the Club Motul section of the stand, which displays Motul’s retro merchandise range. Everyone who purchases Motul product during the show is in with a chance of becoming a VIP for this year’s Goodwood Revival, for which Motul is the official lubricant partner.

Motul’s presence at the Practical Classics Classic Car and Restoration Show with Discovery+ is further enhanced by the the Paddock Speedshop stand, which is located directly across the aisle from the Motul stand. Paddock Speedshop – the new vehicle restoration TV programme aimed at the next generation of classic car enthusiasts and restorers – is setting up its stand as a workshop set, which will be packed fully of Motul product and equipment. Motul’s BioClean sustainable parts washing system will be showcased, as will the company’s 3in1 additive machine which, when plugged in, can deliver a variety of additives, allowing other work to be done while the flushing and replenishing is taking place. 

The Motul Morris Minor competition car will be one of the feature cars on the Paddock Speedshop stand, and visitors will be able to see the progress made since its appearance at last year’s show, as the car heads towards its competition debut later this year. The stars of Paddock Speedshop will be working on the stand during the show 

Motul staff are on hand throughout, to offer lubricant advice and provide solutions for those looking to restore, maintain or enhance their classics. 

“We are delighted to be back at the show with such a strong presence. Motul is heavily vested in the historic vehicle sector, and I think we really have something for everyone this year,” enthuses Motul UK General Sales and Marketing Manager, Andy Wait. 

Motul now available for cycle enthusiasts

MOTUL is using its high level of expertise in the lubricant and vehicle care sectors to enter the bicycle market for the first time - with eight new consumer products - as the launch of its new global Bicycle programme.

For 170 years, Motul has built up a unique reputation for quality and innovation with automotive enthusiasts and, on two wheels, with the most demanding riders. Becoming the top selling lubricant brand in the country for Motorbikes has come through its products being renowned for both performance and protection. This has come about through a passion for excellence and a willingness to confront some of the biggest technological challenges. 

Everything this embodies has now been put into Motul’s new range of Bicycle products. For example, two different chain lubricants use innovative ester technology - originally developed for motor sports - to guarantee exceptionally long-lasting lubrication with a particularly stable molecular structure.

The Bicycle market is not only booming, it is also a fantastic mix of enthusiasm and embracing a very modern, efficient way to travel, to move, to exercise, and much more. Cycling today is a mix of tradition, technology and passion.

The new Motul Bike line comprises a highly effective and environmentally friendly range of products. Each has been specifically designed with the benefit of Motul’s expertise and experience for two wheels and four. The range is the first ever to be distributed across the globe with both a high performance and sustainable offer:

“We wanted to be the experts for performance and sustainable products - to mix both,” explains Callum Goodland, Motul UK Country manager. “Some of our competitors are really good on the performance side of bicycle products but are lacking in sustainability. Others are strong in sustainability but not on performance. So, we see that sweet spot as a good market for us, as we offer both qualities.” 

All Motul Bike Care products are sustainably produced and packaged, employing biodegradable care and maintenance fluids, which are contained in 100% recycled packaging or made from bio-source plastic. 

The Cleaners have been developed with the best materials for great performance, yet are specially formulated not to damage either the health of the user or, indeed, of the planet itself. Therefore, on the packaging, there are no pictograms warning of dangerous chemicals, because the formulas are clean, solvent-free and water-based. This is also why Motul doesn’t have any aerosols in the range.

The results are unique formulas, making use, in the case of the range’s Chain Lubes for instance, of Motul’s experience with Ester technology - which Motul introduced to the automotive world, having seen its benefits in aircraft lubrication - to offer the highest protection and optimal chain functioning, whatever the conditions.

Motul product manager Rebecca Ramos explains: “The idea came about two years ago. We saw a big increase in demand for bicycles due to Covid, and also people switching to new types of mobility that are healthier and more environmentally friendly. We thought it was a good opportunity as it’s a growing market and allows us to get into more diverse products. After our market research, we decided to target hobby cyclists, especially people who are really passionate about their bikes and want to gain some efficiencies. That’s why we developed our chain lubes with esters, for example. We tried to match what we’re doing with engine oils.”

This new range answers the four most important and essential needs for bicycle users: degreasing, cleaning, lubricating and providing preventive maintenance. Delivering the best in performance and protection is rooted deep in Motul’s core, as is the drive to explore new areas to expand the brand’s reach with enthusiasts, and the desire to be part of all types of mobility – both current and as new forms develop.

This new range initially comprises eight products: 

Cleaning: Motul Frame Clean, Motul Dry Clean, Motul Chain Clean, Motul Brake Clean

Lubrication and Prevention: Chain Lube Dry, Chain Lube Wet, EZ Lube, Tubeless Tire Sealant

Always being one step ahead of the competition is already in MOTUL’s DNA. “With our chain lubricants, for example, we rely on a variation of the innovative ester technology used in our engine oils. But the extra effort in production certainly pays off later on,” explains Motul UK Technical Specialist, Has Tahier. “Lubricants with ester technology retain their excellent lubricating properties even after a long period of use and pro- vide optimal protection, especially for the hardest-working components such as gears, chains, or sprockets. This means they surpass the performance of existing chain lubricants, such as those which use PTFE. All bicycles are ideally protected against wear with these new products, no matter whether it’s a road bike, mountain bike, or even an e-bike,” 

“We are very well known in Powersport, for example motorbikes, and, of course also in Motorsport. We see a lot of synergy between these arenas and bicycles,” comments Motul UK General Sales and Marketing Manager, Andy Wait. ‘For example, professional riders and race drivers invariably train on bicycles. These products are for really passionate people who love using their bikes, and who also look after them well. Motul Bike Care is a significant and entirely logical extension of Motul’s commitment and ambition. The first feedback, internationally, has been fantastic. I’d recommend that anyone who cares about their bicycle gives Motul Bike Care a try, as they’re good for your bike and good for your conscience!!”

Drivers invited to put pedal to virtual metal for historic rally challenge

Leading oils and lubricants manufacturer Exol Lubricants has launched an eSports event in partnership with the Historic Rally Car Register (HRCR), where drivers can put themselves through their paces virtually to win prizes.

The Exol HRCR eRally Challenge launch coincides with Exol Lubricants’ sponsorship of two HRCR championships as the official lubricants partner: the 2023 MINI Sport Cup and Stage Masters Challenge, which sees historic rally cars take to iconic stages across the UK.

The Exol HRCR eRally Challenge is hosted virtually on Codemasters’ leading 2019 rally title, DiRT Rally 2.0, challenging players with multiple events on the in-game stages, at the same time as crews prepare for the real-life historic rally events. Two championships are available to participate in, with one series running front-wheel-drive cars, and the other series running rear-wheel-drive.

Players across Xbox, Playstation and PC platforms are invited to log on to Codemasters’ DiRT Rally 2.0 clubs site and register for the event, which starts a week ahead of the opening round of the HRCR Stage Masters championship, and features several rounds tying in with the real series’ calendar.

Steve Dunn, sales and marketing director at Exol Lubricants, said: “We’re looking forward to welcoming players to the virtual rally championship as crews negotiate the exciting stages of the HRCR series in some legendary rally machinery.

“With this step into virtual sports Exol Lubricants is stepping into an exciting new way of connecting with our customers and showcasing the brand to new audiences.”

The Exol-sponsored 12-round HRCR Stage Masters championship gets underway with the Welshpool-based Rally North Wales on March 25th, with the Builth Wells RallyNuts Stages following on April 15th. Round three sees crews tackle the Dixies Challenge at Sennybridge on April 30th, before a double-header round on the Isle of Man’s legendary Manx Rally on May 12th-13th.

The second half of the year kicks off on July 2nd with the Brawdy Stages at Haverfordwest, with round seven, the Nicky Grist Stages, taking place the following weekend in mid-Wales. Rali Ceredigion is the championship’s second double header event with rounds eight and nine taking place from September 2nd-3rd, with crews returning to Ludlow for the Woodpecker Rally on September 9th.

The Stage Masters rounds off the 2023 campaign with the Three Shires Stages in Ledbury on September 17th, and the season-closing Wyedean Rally in the Forest of Dean on October 14th.

Entry to the event is free with players only needing a compatible PC or console, including Xbox One, Series S or Series X, Playstation 4 or 5, plus an up-to-date copy of DiRT Rally 2.0 and a Codemasters RaceNet account.

Players can register their details using the form here. Each competition takes place on Codemasters’ DiRT Rally 2.0 Clubs platform. The front-wheel-drive class can be joined here, and the rear-wheel-drive class here (links require registration).

For more information on Exol Lubricants, visit: https://www.exol-lubricants.com/

For more information on the HRCR, visit: https://www.hrcr.co.uk/

Havoline ProDS V SAE 0W-30 receives BMW Longlife-04 approval

Texaco is pleased to announce that Texaco Havoline ProDS V SAE 0W-30 has received BMW Longlife-04 approval.

Suitable for a wide range of BMW, Volkswagen, and Audi gasoline and diesel passenger cars and light vans, Havoline ProDS V SAE 0W-30 has been formulated with advanced additive technologies to promote engine wear protection, performance and uptime.

The low temperature fluidity of the engine oil helps maintain rapid oil circulation and engine wear protection at cold start-up, while its keep-clean technology offers deposit and sludge protection, helping to optimise fuel economy. Designed with an advanced synthetic formulation, Havoline ProDS V SAE 0W-30 offers long, low volatility oil service life.

The product, which is suitable for engines with or without turbochargers, uses mid Sulphated Ash, Phosphorous and Sulphur (SAPS) technology and offers TWC (Three-Way Catalysts) and DPF (Diesel Particulate Filter) protection, helping to reduce exhaust emissions.

In addition to BMW Longlife-04, Texaco Havoline ProDS V SAE 0W-30 also meets the requirements for Porsche C30 and VW 504.00/507.00.

Gulf Lubricants available all the way to Stornoway

Rossmore Lubricants, official Distributor of Gulf lubricants throughout the UK & Ireland, has extended its growing outreach throughout the UK to as far north as Stornoway, Scotland, with the renowned brand now available through Parts+ Stornoway Limited.

This partnership showcases the continued growth of Gulf Lubricants within the UK and Ireland aftermarket, as more motor factors look to embrace the return of the iconic brand.

Parts+, an independent motor factor based in Stornoway, is committed to working with industry-leading suppliers to offer a full range of genuine and aftermarket parts, oils and fluids, along with a full range of consumables to trade and retail customers.

Dave Woodman, General Manager, Rossmore Lubricants, said: “The response we’ve had since re-introducing the Gulf brand to the UK has been fantastic, with established motor factors far and wide welcoming its return.

“Parts+ has built up a strong reputation as a trusted distributor in Stornoway and we’re delighted that they’ve opted for Gulf as their premium lubricant offering for customers.”

Daniel Maciver, Managing Director, Parts+ Stornoway, said: “The Gulf colours are iconic and easily recognisable anywhere, so it’s a pleasure to have them on our shelves. By introducing Gulf into our range, it offers customers a choice of a high-end, premium quality engine oil, with a full variety of oil grades required for the expanding vehicle parc.”

More information on Gulf Lubricants UK can be found at www.gulf-lubricants.co.uk.

State of the industry - why 2023 is the year of the customer

By Domenico Ciaglia, Managing Director EMEA at PETRONAS Lubricants International (PLI)

The past few years have had an unprecedented impact on customer needs, habits, and expectations. From fluctuating unemployment rates to global socio-political movements, the pandemic forced organisations and consumers alike to re-evaluate their financial and ethical priorities at every turn. In line with these shifts, the World Economic Forum’s Global Future Council on Infrastructure reframed their core pillars to better reflect these attitudes alongside the all-encompassing nature of sustainability (GFC-6 June 2020).

Undoubtably, having a centralised vision of what sustainable infrastructure must encompass helps to unify global efforts, and enact long-term change. However, these guidelines can leave some unsure of which issues to confront first, or how to enact change efficiently. This sentiment became more complicated during the pandemic, as key assets ranging from labour shortages to natural resources became more difficult to access and develop consistently, regardless of industry or location.

Luckily, these shifts and their repercussions are stabilising as we collectively strive to find equilibrium once again. Today, it’s clear that ethics and sustainability are of greater importance to consumers than ever. Visible changes like sustainable packaging and reducing waste in the manufacturing process are amongst the most important sustainable practices amongst consumers, according to Deloitte’s 2022 Sustainability & Consumer Behaviour report. Further clarity on the environmental sustainability of products and services is also needed, meaning it’s up to individual brands to make their green status well known across practices and products alike.

Optimistically, environmentally sustainable innovation is increasingly gaining momentum across industries. The automotive industry, for example, is taking these consumer needs very seriously, with the electric vehicle boom often considered a tangible proof point of this change. Furthermore, the automotive industry  starts to reap the rewards of a circular economy through the creation of new revenue streams, cost reduction, and overall profitability by around 1.5 times across the entire value chain, as explored in the World’ Economic Forum’s report, Driving Ambitions: The Business Case for Circular Economy in the Car Industry. Because of this, it’s crucial for related industries to pre-empt the ripple effect these shifts will have if they want to flourish. 

Within the lubricant industry, it’s key we ensure customers have visibility around reliable brands that align with both their ethos and finances, as meeting these demands are crucial to growth and success. Customers’ requirements ultimately impact product development, drive demand, and shape the boundaries of innovation for years to come. Yet, many companies design products from the top down, with customer needs often becoming an afterthought, causing many products to perform poorly - simply because they aren’t being designed with consumer or industry needs in mind. 

We understand that consumers are the driving force behind products, and that each product we create needs to offer a solution to specific consumer challenges, whether they’re environmental, economic, or ethical. That’s why we ensure our customers and partners play a key role in our dialogue from start to finish. It’s paramount that the lubricant industry not only meets these needs, but anticipates them. This enables us to provide customers with reliable products and services before their problems even take shape, so they can turn to our products with confidence. It’s time for customers to shine in 2023 - here’s what meeting their needs looks like for the year ahead.   

Customer-centric perspectives drive innovation

It’s undeniable that 2023 brings a fresh set of customer challenges, largely centred around sustainability, ethics and the rising cost of living. We anticipate these needs by operating under the philosophy that customers are essential to providing better industry products and services, as well as helping to push our strategy and business constantly forward.

Because this philosophy is ingrained in our company, goods, and services, PETRONAS Lubricants customers understand that our products are designed to work specifically for their benefit, by extending the lifespan of both the product and the planet. We apply this ethos to more than just our products, too. End consumers rely on our partners and distributors to deliver reliable services and effectively communicate the features of our products and services, offering the best customer experience to the end consumer. For any consumers facing financial challenges, for example, it’s crucial that our partners are able to educate them on how our lubricants can increase the longevity of their vehicle, so that it can have a longer lifespan with fewer issues, and cause the least amount of financial strain as possible.

It’s equally important that we ensure this ethos applies within our organisation, too, which is why we’re very proud that PLI Italy is ranked #1 as the "Best Employers for Women 2022" in the Raw Materials and Energy Category (German Quality Institute ITQF). The company is also targeting over 24,000 beneficiaries through educational programmes between 2020 to 2024, in an effort to support young people who are keen to gain valuable skills for the future.  

It is energizing to see the lubricant industry adapt to change and improve sustainability practices with such efficiency, too. At PETRONAS, we’re making small and big changes in line with these shifts. From utilising electricity from renewable energy sources and LED lighting (saving 50-150 tonnes of CO2) to replacing and recycling hardware in production with greener alternatives, we’re seeking out constructive change in every single aspect of our business by applying our three “R’s” policy: Re-use, recover, recycle. We are members of CONOU, one of Europe’s leading organizations in the field of circular economy with specific focus on the collection and regeneration of waste oils. In 2021, to quote only one piece of data, CONOU managed to regenerate 98% of the total waste oils from lubricants.

In the simplest sense, innovation is key to progression – whether our customers have visibility on these changes or not, they feel confident knowing that we’re constantly striving to improve. These ever-evolving customer considerations are vital, not only to PETRONAS, but to our partners and the wider lubricant industry as a whole.

Looking to the future

Customers are seeking out efficient, high-quality solutions that meet their environmental care expectations. Society has become much more cognizant of how industry practices can impact the environment and our livelihood, and they are making ethical choices in support of these considerations.

As we see governments become stricter with environmental legislation across all industries, it’s important we reflect on how to better our practices within the lubricants industry as well. The Plastic Tax currently being implemented across Europe is an excellent example of how the government is ensuring that organisations consider their granular impact on specific aspects of the environment.

These taxes may raise eyebrows, but they should be viewed as opportunities for innovation. At PETRONAS Lubricants International, we’ve utilised these regulations to better our technology, and effectively and efficiently move towards a circular economy to improve our practices. We have increased the use of refined base oils in PLI formulations (where possible), and while we continue to provide an offering in recyclables metal cans, we have also significantly reduced the quantity of virgin plastics in our PLI packaging through various initiatives such as our PETRONAS Ecovent 20 liter pack, a pail that is up to 250 grams lighter than its predecessor, with up to 50% recycled plastics - PCR (Post Consumer Resin). Our PETRONAS Bag-in-Box, launched in 2022, utilizes 92% less plastics than an alternative pack and is UN certified for international transport, which has had a tremendously positive impact on our partners, consumers, and environmental targets alike. We’re continuing to implement these innovations in 2023with many new products and features about to be launched, as we continue to anticipate consumer environmental expectations and needs, as well as government guidelines, by building closer relationships with customers and partners alike which is a key factor of our success; and their ongoing feedback is of the utmost importance to the evolution of both our company, and our partners’ companies, and to our continuously improved offering to the market.

In the lubricants industry, addressing topics like misinformation can be one of the biggest hurdles for businesses, customers and partners alike. To address this, technology has become an invaluable tool for communication and training, commercially and otherwise. It is up to reputable and qualified brands to provide accessible resources for the entirety of the lubricant industry. Beyond gaining a competitive advantage, this ethos is directly linked with progression, and minimises (if not eliminates) risks within this industry because it’s based on genuine needs. Ultimately, for those wanting to gain an edge in the lubricant industry, the first step is to look to your customers, and truly listen – you never know what you might learn.

LIQUI MOLY remains loyal to F1, the "pinnacle of motorsport"

German motor oil manufacturer signs one-year contract with the racing series. This means that the company will be sponsoring Formula 1® for the fifth consecutive year.

With the new contract, LIQUI MOLY will be an “Official Partner” of Formula 1 for the 2023 season. Trackside signage, both physical and virtual, bearing the brand of the German oil and additive manufacturer will be on display worldwide at 18 of 23 races this year. “Formula 1 is the pinnacle of motorsport in terms of international character and publicity”, Günter Hiermaier comments as Managing Director of LIQUI MOLY.

LIQUI MOLY has been an “Official Sponsor” in the globally popular racing series since 2019. For the 2023 season, this will be upgraded to “Official Partner” and also includes three races with physical trackside signage at the circuit.

LIQUI MOLY Managing Director Günter Hiermaier emphasizes the particularly great range in the 2023 season: "Formula 1 has put together such an international and diverse racing calendar that the philosophy matches ours more than ever: Global premium brand – a status that links us to Formula 1 and makes us stand out from the crowd in retail and towards end consumers."

The “pinnacle” is anything but uncharted territory for the oil and additive manufacturer. The company with a long tradition had already been advertising on the rear wing of Mercedes-Sauber cars about thirty years ago. In 2002, the Ulm-based company joined the Jordan-Honda team as a sponsor.

Peter Baumann, Marketing Director at LIQUI MOLY, commented at the contract signing in Bahrain, saying: "In addition to the matching brand philosophies, the immense media echo that Formula 1 generates is crucial for this cooperation. Billions of impressions on social media sites, websites, in video games and documentaries, such as ‘Drive to Survive’ on Netflix create the combination of an authentic advertising impact and storytelling for motorsport enthusiasts around the world. It goes without saying that this also forms an essential part of our overall strategy.”

"As we begin the new season, we are delighted that LIQUI MOLY will be strengthening its commitment to Formula 1. Using digital advertising opportunities demonstrates both long-standing brands' will to innovate, as we bring fans closer to the greatest racing spectacle on the planet on more race weekends than ever before.", comments Brandon Snow, Managing Director of Commercial at Formula 1, at the contract signing in Bahrain.

Formula 1 is LIQUI MOLY’s largest, but not the only globally relevant sponsorship, also advertising at MotoGP, operating as the exclusive lubricant partner of the Motocross World Championship,and advertising at the Handball World Championship in January and many winter sports events.

"The appeal and excitement surrounding Formula 1 remains unbroken, especially on an international stage. I am therefore all the more delighted that we can once again showcase this sponsorship of the absolute top class to our customers and partners. This is something special that raises the awareness for everyone working with LIQUI MOLY to improve the foundations for good business. A win-win situation for everyone," LIQUI MOLY Managing Director Günter Hiermaier explains.

Castrol unveils refreshed brand to reflect the changing needs of customers

Castrol, a global leader in lubricants and part of the bp group, today unveils its refreshed brand, including an updated look and feel. The brand refresh is aimed at better reflecting its unique positioning in the market and the opportunities it sees in meeting the changing needs of customers.

Castrol is exploring opportunities to provide solutions and services that will complement its core lubricants business and provide additional value to customers. For example, the company already has Castrol ON - a range of advanced electric vehicle (EV) fluids including EV Transmission Fluids, EV Thermal Fluids and EV Greases; and has announced plans to invest around $60 million in a new, state-of-the-art EV battery testing centre and analytical laboratory in the UK. Castrol’s ON immersion cooling fluid for use in data centres has now been fully approved by Submer for use across its portfolio of products.

The refreshed brand identity is the result of a comprehensive brand strategy process, which included extensive research, analysis, and input from stakeholders, customers, and industry experts. The updated logo features a more modern, dynamic, and vibrant design, with a focus on Castrol’s core strengths and differentiators as the company aims to broaden its appeal among a more diverse customer base for lubricants, services and solutions. It maintains Castrol’s iconic red, green and white colours, which are strongly associated with the brand, and is set to improve brand memorability online.

The refreshed brand identity is being rolled out in stages across all of Castrol’s European operations this year and into 2024, ultimately becoming visible on all of its product packaging, service partnership programmes, facilities, online and offline marketing, and global sponsorship assets.

“We are excited to launch our refreshed brand, which represents an exciting chapter for our company,” said Nicola Buck, chief marketing officer of Castrol. “Our refreshed brand identity reflects our commitment to investing in the future and creating new opportunities for growth and success.”

“The worlds of mobility and industry are facing faster-than-ever changes as the world transforms and aims for net zero, and customers want more sustainable solutions. Change is vital for Castrol to thrive. We’re signalling to the world that we are set for the future.”

“I believe that refreshing a globally recognised brand is not just about changing its appearance or messaging,” adds Michelle Jou, CEO of Castrol. “It's about reinvigorating its essence, and relevance in today's world. We need to listen to our customers, understand their evolving needs and aspirations, and leverage our core strengths to be a brand that inspires them. A refreshed brand should not be just a cosmetic exercise; in my view it's a strategic imperative that drives growth, differentiation, and long-term success.”

The brand refresh also includes a new sonic identity. It has been crafted to enhance the refreshed visual look and feel, with music and sound design that strongly elicits feelings of acceleration, forward-momentum and dynamic movement. Castrol's new sonic identity is a powerful future distinctive brand asset that will drive awareness and memorability.

Castrol believe that these changes will provide a more engaging, memorable, and effective brand experience for its audiences.

Castrol worked with top branding and design agency Landor & Fitch and leading sonic branding agency MassiveMusic to develop its refreshed brand identity. The expertise and creativity of these two agencies has been instrumental in shaping the refreshed brand.