Lubricant brand Castrol, has unveiled a bold new ‘Onward, Upward, Forward’ strategy to meet the changing needs of customers as well as a special 125-year commemorative logo that will be used throughout 2024 in events and sponsorships across the world.
New strategy
- Onward: advancing mobility solutions that help people and goods move with greater efficiency through innovative technologies and a commitment to the principles of circularity.
- Upward: aimed at helping Castrol’s industrial customers and the machines they rely on, to perform better, improving the efficiency of their operations.
- Forward: exploring exciting opportunities and a path of progressive diversification. Castrol’s initiatives include end-to-end digital and service solutions, data centre immersion cooling, and battery thermal management. This forward-thinking approach underscores Castrol’s commitment to staying at the forefront of innovation.
Already in action
The world of mobility is changing, and Castrol has the potential to help drive that change. To signal this change and reflect its new direction, Castrol refreshed its iconic brand in 2023.
To continue being at the cutting edge of innovation and be future-ready, Castrol is investing further in its global technology hubs in China, Germany, and the Americas, as well as a planned USD 60 million investment in a new, state-of-the-art electric vehicle (EV) battery testing centre and analytical laboratory in the UK, the company stated in a press release.
Under the ‘Onward’ pillar of its strategy, Castrol has already launched a range of advanced Castrol ON EV Fluids, including EV Transmission Fluids, EV Thermal Fluids and EV Greases. The growing market for electric vehicles will most likely co-exist with the continued demand for internal combustion engines (ICE) and hybrids for many years. Castrol aims to keep helping ICE and hybrid vehicles be more efficient, while aiming to lead the way in EV Fluids, it added.
Castrol will also focus on launching more circular products and offers by re-using base oils, which are used as the main constituent ingredient in lubricants. More circular transmission fluid has already been tested in an extreme environment with Jaguar TCS Racing successfully utilising Castrol’s more circular transmission fluid in their Formula E race cars at the 2023 Monaco E-Prix, the company stated.
With the ‘Upward’ pillar of its strategy, Castrol will support its industrial customers to create more efficiencies, boost productivity, deliver circularity and drive value, it added. Castrol serves the automotive, machinery manufacturing, robotics, aerospace, and wind sectors and in 2023, partnered with SKF to introduce its ‘Oil as a Service’ offer for the metalworking industry.
While the ‘Onward’ and ‘Upward’ pillars of the Castrol strategy focus on strengthening and growing existing areas of the company’s business, its ‘Forward’ initiatives chart out new areas where Castrol has the knowledge, capability and expertise to win.
Castrol has identified thermal management and diversification into data centre cooling solutions as new growth opportunities, the company stated.
Michelle Jou, chief executive officer of Castrol stated, “Our ‘Onward, Upward, Forward’ strategy embodies our dedication to accelerating our customers’ progress, helping them to face the challenges of tomorrow. We aim to grow our core business in new ways, using our cutting-edge technology and our trusted global brand to stay at the forefront of our sector.”
“We’re developing more circular offers to help customers achieve their sustainability goals and exploring exciting new growth opportunities beyond lubricants. It’s a privilege to take Castrol’s 125-year-old iconic brand forward to serve the changing needs of customers and set our business up for future success,” Jou added.
Sandeep Sangwan, managing director of Castrol India Limited, reflects on Castrol’s journey, stating: “Over these years, we’ve not only marked technological milestones but have also created a special place in the hearts of countless Indian families, spreading smiles across the nation. This significant milestone underscores our commitment to innovation.”
“The ‘Onward, Upward, Forward’ strategy reflects our dedication to advancing mobility, enhancing industrial efficiency, and exploring new frontiers. We are proud to contribute to Castrol’s rich history while propelling it into a future of continuous growth and relevance,” Sangwan added.
