D-A Lubricant expands into Asia with strategic partnership

D-A Lubricant Company, based in Lebanon, Indiana, U.S.A., has announced a significant strategic partnership with Shanghai Dalian Petrochemical Company, aiming to expand its market presence in Asia. This collaboration marks a pivotal step in D-A Lubricant’s efforts to position itself as a premium U.S. brand across Asian markets.

Established in 2001, Shanghai Dalian Petrochemical Company is a respected lubricant toll blending manufacturer that services major lubricant brands throughout Asia. Joe Huang, who has been licensed as the face of D-A Lubricant for all of Greater Asia, brings over two decades of experience in the lubricant industry and a mechanical engineering background from Georgia Tech, specialising in tribology.

“This is a major undertaking,” Huang said. “D-A is partnering with all key local suppliers to establish an effective supply chain, invest in building awareness of the D-A brand with key customers, including OEMs, fleets and construction sites, and consumers including passenger vehicle owners, and establish a multi-channel network to get D-A products to all parts of Asia.”

Michael Protogere, owner and CEO of D-A Lubricant, expressed enthusiasm about the venture into the Asian markets. “Expanding into the Asian market is a significant step for D-A Lubricant. We are committed to understanding and meeting the unique needs of Asian customers, and our partnership with Dalian provides a local presence that will support our growth objectives,” he said.

The partnership is expected to enhance D-A Lubricant’s distribution network significantly, broadening the availability of its products and services across Asia. The company plans to tailor its product offerings to meet the specific demands and preferences of the Asian market, thereby strengthening its relationships with local businesses.

D-A Lubricant, celebrating a century of operation, specialises in the manufacture and distribution of heavy-duty lubricants designed specifically for heavy-duty equipment. The company operates out of a state-of-the-art facility in Lebanon, Indiana, which includes extensive capabilities for blending, processing, packaging, and technical analysis, along with a robust distribution network throughout the United States and beyond.