Shell’s lead in global market share has been confirmed in a new report from Kline and Company.
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Ipsos MORI and Harris Interactive found that Shell is the most preferred passenger car motor oil and heavy duty engine oil brands for drivers in China, Malaysia, Thailand, Russia and the United States. 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.”
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