Phillips 66 announces brand consolidation

Feb. 25, 2016
Phillips 66 Lubricants, one of the largest finished lubricants suppliers in North America, announced it will consolidate its Lubricants portfolio into two brands, Phillips 66 and Kendall Motor Oil, beginning July 1, 2016.

In an effort to strengthen relationships and drive strategic growth, Phillips 66 Lubricants, one of the largest finished lubricants suppliers in North America, announced it will consolidate its Lubricants portfolio into two brands, Phillips 66 and Kendall Motor Oil, beginning July 1, 2016. According to the company, transitioning away from a tri-branded strategy will help to elevate the profile of Phillips 66 Lubricants as a national lubricants supplier and better position it for the future. As a result of the consolidation, Phillips 66 Lubricants will optimize its product portfolio mix and develop a full line of lubricants products for every need under the Phillips 66 brand.

“We believe this new direction will help to build long-term equity for our brands and enable us to compete more aggressively in the marketplace,” said Bryan Faria, manager, Finished Lubricants. “Consolidation simplifies the brand portfolio, while also allowing us to increase marketing support for two distinct brands. We’re committed to building strong brand awareness and focusing our efforts to have greater impact and be more efficient overall.”

The consolidation affects only Phillips 66 Lubricants business; Phillips 66, Conoco and 76 fuels brands will remain intact.

Sponsored Recommendations

Garage Tip: The Value of System Solutions

Learn why inspecting related parts when repairing your vehicle can save you time and money. Avoid future failures and ensure satisfaction! Click to watch now.

Access the Best Learning Resource for Professional Mechanics

Get hands-on tips, updated repair instructions, mounting videos, failure diagnosis, and best practices for professional mechanics. Click to access essential technical info to ...

From the Basics to Innovations - Transmission Technical Training Videos

Explore Schaeffler's portfolio of transmission technical trainings for the LuK brand. Tailored for all skill levels, our modules cover basics to innovations. Click to learn more...

Clutch Release Problems - Diagnosis & Failure Analysis

Explore common clutch release problems and their causes, from hydraulic issues to mechanical faults. Understand diagnostics and solutions for optimal clutch performance.

Voice Your Opinion!

To join the conversation, and become an exclusive member of Vehicle Service Pros, create an account today!