PETRONAS Lubricants International (PLI), the fluid technology pioneer and leading global manufacturer of high-quality automotive and industrial lubricants, has partnered with one of Kuwait’s oldest family-owned conglomerates, Al Babtain Group, to oversee the distribution of premium engine oils and industrial lubricants in the northern Arabian Gulf country.
Under the partnership, Al Babtain Group will oversee the sale of PLI’s premium range of engine oils for passenger cars; PETRONAS Syntium, and truck and fleet vehicles; PETRONAS Urania, starting with AlBabtain Auto outlets in Kuwait.
“The Middle East represents a key emerging market for PLI and developing relationships with key distributors is vital to ensure our high-quality lubricants reach the right audiences,” said Ahmed Elgendy, Commercial & Business Development Manager, Middle East – PLAL, DMCC. “Al Babtain Group’s expertise and invaluable network lays the foundations for collaborative success in the domestic Kuwaiti market and our wider regional ambitions.”
PETRONAS Syntium, PLI’s range of premium engine oils for Passenger Cars, are developed ‘from track to road’, using key learnings from the world’s most demanding racetracks. PETRONAS Syntium fights excessive heat through 0CooltechTM Technology that helps absorb and eliminate extreme temperatures that might damage critical moving parts inside the engine. PLI’s pioneering approach to its advanced oils began in 1995 with Formula 1 and, since 2010, has powered the Mercedes-AMG PETRONAS Team to seven consecutive World Championship titles.
Muneer Mamnoon, General Manager for AlBabtain Auto, added: “The addition of PLI’s high-quality premium engine oils is an enhancement to the range of products in our lubricant portfolio thereby making this a win-win partnership. We expect the globally recognized PETRONAS Syntium and PETRONAS Urania products to significantly bolster local sales.”
While leveraging the Al Babtain partnership to reinforce its foothold in Kuwait, PLI aims to evolve its local offering by engaging and expanding its network of distributors to roll-out new products for consumers, workshops and logistics businesses. Additionally, PLI will enhance its offering of industrial lubricants for businesses operating in cement, power generation, pulp & paper and steel manufacturing, as well as mining.
Domenico Ciaglia, PLI Managing Director EMEA, said: “PLI’s partnership with Al Babtain Group grants a critical foothold in the Middle East. The collaboration will allow us to effectively expand our reach and operations and strengthen relationships with PLI distributors and customers. By utilizing established supply chains with trusted businesses such as Al Babtain, we are able to enhance our offering to better serve Kuwait and the wider region.”
The new PETRONAS Urania oil range, engineered with core strength for both heavy-duty trucks and light commercial vehicles is developed with StrongTech™ technology, which delivers the agility and durability required to withstand even the toughest operational conditions across the Middle East. Elsewhere, PLI have launched new packaging for its Syntium range – highlighting the winning °CoolTech™ formula used by seven-time world champion MercedesAMG Formula 1 team.
COMMENTS