Shell has been confirmed as the preferred brand of lubricants in the global market as found in a new report from Kline and Company. Ipsos MORI and Harris Interactive has also found that Shell seems to be the most preferred passenger car and heavy-duty motor oil brand for drivers in China, Malaysia, Thailand, Russia and the United States (Pennzoil). Even Frost & Sullivan has provided Shell with their first European ‘Customer Value Enhancement Award’ for automotive lubricants.
According to the 10th annual Kline and Company report on the global lubricants sector (“Global Lubricants Industry 2011: Market Analysis and Assessment”), it has confirmed that Shell has maintained its volume leadership position during 2011, enjoying a 13% market share. And Kline researchers 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 further noted Shell’s strong Original Equipment Manufacturer (OEM) relations with, Daimler, Hyundai and Chinese OEMs. Shell also led globally in Kline’s branded lubricants category.
Two particular end-user research conducted by Ipsos MORI and Harris Interactive indicated that the Dutch Oil company’s lubricants was the most preferred amongst passenger car motorists in China, Malaysia, Thailand, Russia and the United States (Pennzoil).
The second survey was conducted with truckers and found again that Shell was 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.”
