Clear course for major growth in the automotive aftermarket: WOLF and CHAMPION relaunched to become leading lubricant brands

11 September 2012 – Today at Automechanika, Wolf Oil Corporation, Europe’s largest independent lubricant blending company, officially presents the rebranding and rebirth of its WOLF and CHAMPION brands.

• CHAMPION lubricants are complete and affordable hi-tech lubricants, developed for demanding individuals who want to boost performance beyond the ordinary.
• WOLF lubricants are technology-enriched lubricants which enhance engine performance and endurance, to reduce emissions and lower overall consumption.

Thanks to the rebranding and a well-defined positioning, Wolf Oil Corporation helps users to make the right choice of lubricants. The CHAMPION and WOLF ranges provide a clear, effective and innovative solution for fleet owners, service stations, car workshops and more. Results are strong so far: since 2008, sales and marketing of CHAMPION and WOLF has inspired a rise in volume of more than 300% with sales in 69 countries to date, and more markets joining rapidly. With this rebranding, Wolf Oil Corporation aims for a year-on-year growth of 40% – an objective already achieved for 2012 during the first three quarters.

Advanced and additive-enriched yet affordable, the distinctive brands have transformed to meet the deep structural changes in the marketplace. Wolf Oil Corporation sees this as the ideal time to address the three market drivers: emissions legislation which is inspiring manufacturers to develop smaller engines and after-treatment systems; fuel economy made necessary by climatic change and economic pressures; and the need for active oils which give vehicles the durability to endure alternative fuel, city driving and smaller engine size.

Philippe Verellen, CEO of Wolf Oil Corporation, explains: “With the expertise and solid foundation we have built up over half a century, we are now ideally placed to make the most of changes in this rapidly evolving lubricants market, where we see established names getting out of the downstream and leaving space for B-brands to become leading players. We decided to move away from mere product sales, and to create value and awareness through our own distinct brands: WOLF is the ‘The vital lubricant’ for high technology engines, while CHAMPION maximizes engine and driver performance to ‘Release the full potential’.”

WOLF and CHAMPION: strong brands with clear customer benefits

WOLF, The Vital Lubricant
WOLF brings innovative, technology-enhanced lubricants of the highest specification to the wider public. The new range is precision-targeted, advanced and a smart alternative to the established brands.

CHAMPION, Release The Full Potential
CHAMPION helps achieve greater levels of power and efficiency. The new range delivers peak performance in the most challenging conditions, enabling both the engine and the driver to fulfil their potential.

Lubricants bring engines to life, and provide them with the vital energy they need for performance and endurance. WOLF and CHAMPION’s advanced lubricant solutions and categorizations respond to the market requirements of today and of the future. Customers will be reassured to find a perfectly tailored product for their precise needs and vehicle requirements. The products have been re-named to clearly express their benefits, and to help customers to easily identify the lubricant that suits them best.

Ambition to become leading lubricants brands in the aftermarket
Nicolas Verellen, General Sales & Business Development Manager, explains: “We at Wolf Oil Corporation have identified and responded enthusiastically to opportunities in the lubricants market, with a goal to realize a year-on-year growth of 40% and to make WOLF and CHAMPION leading B-brands in the lubricants market. This ambition has already been achieved for 2012 before the end of the year. WOLF and CHAMPION lubricants are available in 69 countries and key markets for growth are EMEA, Russia and CIS countries, with a strategy already in place to give specific sales support to expand into South-America and Asia.”

Unprecedented support and online tools
To give distributors and end users a level of support unseen in the lubricants industry today, Wolf Oil Corporation offers training and extensive business support. Each brand has a dedicated website, with product finder tools which identify suitable products, including equivalents for other lubricant brands, a wealth of technico-commercial information and training modules that share the latest technical insights and materials. Visit www.championlubes.com and www.wolflubes.com for product and distributor information.