Castrol launches future-driven strategy on 125th anniversary

Castrol, a global leader in lubricants and part of the bp group, is celebrating its 125th anniversary with the launch of a dynamic new strategy titled “Onward Upward Forward.” This strategic move is designed to meet the evolving needs of customers worldwide, with a special focus on enhancing operations in Africa.

The strategy is divided into three core pillars: Onward, Upward, and Forward. In Africa, Castrol’s focus will primarily be on the “Onward” and “Upward” aspects. The “Onward” initiative includes the opening of more than 50 Castrol Auto Services centers in Southern Africa, expanding to other regions of the continent. This expansion is geared towards supporting the development of female workshop owners and offering sustainable solutions like solar energy to independent workshops. Additionally, Castrol is launching an exclusive loyalty program for mechanics through Fastscan and has extended its partnership with Renault-Nissan until 2027 for co-designing and supplying aftermarket engine oils.

Under the “Upward” pillar, Castrol is committed to enhancing employee skills across various domains, including technical skills for new technologies, practical training, life skills, business management, and financial literacy.

To support these ambitious goals, Castrol is investing in its global technology hubs located in China, Germany, and the Americas. A significant USD60 million investment is planned for a new state-of-the-art electric vehicle (EV) battery testing center and analytical laboratory in the UK.

Michelle Jou, CEO of Castrol, emphasised the forward-looking nature of this strategy, stating, “As we celebrate 125 years, Castrol is not just reflecting on the past but charting a course for the future. 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.”

“Our constant focus on listening to what our customers need and delivering the best products to meet those different needs has ensured that Castrol has maintained strong brand recognition in Africa for decades,” says Melanie van Straaten, sales director of Castrol Southern Africa. “Our success is underpinned by our rigorous testing, quality control and investments in research, which will enable us to keep our premier positioning on the continent.”

This strategic overhaul highlights Castrol’s commitment to remaining a leader in the lubricant industry while adapting to the changing needs of a global market and embracing opportunities for sustainable growth.