25 C
Dubai
Thursday, February 6, 2025
spot_img

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.

Next Aeticle

Related Articles

Southeast Asia’s BRICS Ambition: ASEAN Giants Reshape Global Power Dynamics

Southeast Asia’s increasing interest in BRICS is gaining international attention, as some of the largest ASEAN economies look to deepen engagement with the grouping...

From Struggles to Success: The Inspiring Journey of Sagnik Jaiswal

Sagnik Jaiswal’s story is not just about professional success; it’s a tale of resilience, reinvention, and the relentless pursuit of dreams. From days of...

Saltbuzz: Revolutionizing Marketing with Creativity and Innovation

Saltbuzz, founded by Tanvi Ahuja, is a cutting-edge startup redefining how brands engage with their audiences. Driven by a passion for digital innovation and...

Corporate Giants Unleash Powerful Q4 Earnings: Investors Eye Market-Defining Growth Trends

Corporate Giants Unveil Stellar Q4 Earnings: Market Poised for Strong Growth and Investor Optimism As the fourth-quarter earnings season unfolds, major corporations across various industries...

Dubai Property Market Soars to New Heights in 2025: Record Sales Reflect Unstoppable Growth and Investor Confidence

Dubai real estate market has entered 2025 with record-breaking momentum, as January witnessed an unprecedented surge in property transactions. Industry analysts point to a combination...

Latest Articles