Bangkok--2 Apr--Verve
New lubricants expected to boost Shell Advance sales by 50% this year
The Shell Company of Thailand Limited underscored its global leadership in lubricant innovation by introducing a new lineup of motorcycle lubricants for automatic four-stroke engines. Comprising of Shell Advance AX7 4-AT, Shell Advance AX5 4-AT and Shell Advance Scooter Gear Oil, the new lineup is formulated to optimize engine performance and keep abreast with the demand of the Thai market where the popularity of automatic motorcycles keeps growing. The company is confident that the new lineup will help boost sales of Shell Advance products by 50% this year.
Mr. Emmanuel Mignot, General Manager for Lubricants Business in Thailand, Philippines, Vietnam and Korea at The Shell Company of Thailand Limited, said: “The market of motorcyclists in Thailand is one of the highest growth markets in this region due to agility of motorcycles and the traffic conditions in Thailand that make this type of vehicle highly popular among Thais. In 2012, the number of registered motorcycles has already surpassed 19 million units in Thailand. And while these motorcycles create a demand of 100 million litres of lubricants per annum, nearly half of them is demand for four-stroke engine motorcycles. Last year, sales of automatic motorcycles accounted for 50% of all new four-stroke engine motorcycle sales. As the global leader in lubricants, Shell is aware of the growth and highly prioritizes the segment of automatic motorcycles. We have therefore developed a new lineup of quality lubricants exclusively for automatic motorcycles to fully cover the demand of Thai consumers.”
The new lubricant lineup for automatic motorcycles is comprised of three products. Shell Advance AX7 4-AT is a newly-developed synthetic lubricant for modern automatic transmission motorcycles. It provides superior engine protection and cleanliness to help prolong engine life. The product was developed especially for automatic transmission engines to enhance ride and handling experience with responsive and smooth start-off and acceleration as well as reduced engine vibration and noise. Shell Advance AX5 4-AT is a quality multi-grade lubricant for automatic motorcycles. It provides reliable engine protection and cleanliness to help prolong engine life with a formula that fits everyday riding conditions and start-stop traffic. Shell Advance Scooter Gear Oil is rear axle oil especially formulated for automatic motorcycles to provide smooth ride and reduce abrasion.
In terms of distribution, Shell is extending its successful partnership with DKSH (Thailand) Company Limited as the official distribution partner of Shell lubricants for indirect channel. Through this partnership, Shell takes advantage of DKSH’s capability to make products readily available to motorcyclists through a nationwide network of distribution channels of more than 16,000 shops, including oils and parts retailers, independent motorcycle repair shops, Shell Advance oil change centers and more than 550 Shell fuel stations.
Shell has set aside a marketing budget of 30 million baht to build consumer awareness of the new products and build the brand through a variety of media channels this year, including TV, printed publications and online media. A sales promotional campaign will be in place with the concept of “ENJOY EVERY RIDE”. This business-to-consumer promotion will be implemented as a lucky draw campaign called “Win the Ride of Your Choice with Shell Advance” to give customers the chance to win a dream motorcycle in three styles from 1 April to 30 September, 2013.
“The quality of the new products combined with our strong marketing strategy and full coverage of distribution will guarantee that the lubricants demand of Thai motorcyclists for automatic four-stroke engines will be well served, giving them the confidence in every ride. We are confident that the new lineup of Shell Advance lubricants will be well embraced by Thai consumers nationwide and the new lineup will help boost sales of Shell Advance products by 50% this year” concluded Mr. Mignot.
The new lineup of motorcycle lubricants for automatic four-stroke engines—Shell Advance AX7 4-AT, Shell Advance AX5 4-AT and Shell Advance Scooter Gear Oil—is now available in retail at Shell fuel stations as well as oils and parts retailers near you.