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Thursday, June 20, 2024

Castrol ventures into EV fluids and unveils rebrand

Castrol, a global lubricants leader, is exploring opportunities to expand its offerings beyond lubricants, aligning with its core business to deliver added value to customers. The company, a part of the bp group, has unveiled its refreshed global brand identity in the Middle East, reflecting its unique market position and its readiness to meet evolving customer needs.

Castrol now offers a range of advanced EV (electric vehicle) fluids, including EV transmission fluids, EV thermal fluids, and EV greases under the Castrol ON brand. Notably, Castrol ON’s immersion cooling fluid for data centers has received full approval from Submer, a smart solutions company, for use across their product portfolio.

Robert Gerritsen, General Manager of Castrol Lubricants in the Middle East, Kingdom of Saudi Arabia, Egypt & Pakistan, emphasized the importance of adapting to change in a rapidly transforming world, especially as customers seek more sustainable solutions.

In addition to its product expansion, Castrol plans to invest approximately $60 million in a state-of-the-art electric vehicle (EV) battery testing center and analytical laboratory in the UK.

The company has updated its logo to present a more modern, dynamic, and vibrant design that focuses on its core strengths and differentiators. This change aims to appeal to a wider customer base in the lubricants, services, and solutions sectors while retaining Castrol’s iconic red, green, and white colors.

The brand refresh also includes a new sonic identity, featuring music and sound design that conveys acceleration, forward-momentum, and dynamic movement.

Jayakumar Natarajan, Marketing Director for Castrol Lubricants in the Middle East, Kingdom of Saudi Arabia, Egypt & Pakistan, emphasized that the brand refresh goes beyond visual changes, aiming to rejuvenate Castrol’s essence and relevance in today’s world by aligning with customer needs and aspirations.

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