Motorsports way to promote ExxonMobil oils business


BY HONG BOON HOW IN SINGAPORE

EXXONMOBIL Corp is aggressively expanding its oils and lubricants business in the Asia-Pacific region through extensive motorsports promotions and research and development activities. 

ExxonMobil Asia Pacific Pte Ltd's Asia Pacific marketing manager (lubricants and specialties) Lawrence Kearns said the demand for oils and lubricants in the Asia Pacific region was growing fast at double digit each year, especially in China.  

“It is one of our most important global markets for ExxonMobil oils and lubricants,” Kearns told StarBiz at ExxonMobil's 30th anniversary of its Mobil 1 synthetic lubricant leadership in Singapore. 

Since its introduction in 1974, Mobil 1 has outperformed conventional oils and has become the top selling synthetic motor oil in the world. 

Also present at the Mobil 1 leadership celebrations was Team McLaren Mercedes Formula One driver Kimi Raikkonen.  

ExxonMobil is an official technology partner of Team McLaren Mercedes. 

Kimi Raikkonen cutting the cake to mark the anniversary celebrations. With him are (from left) Lawrence Kearns, Team McLaren Mercedes partner manager Marks Norris and ExxonMobil Asia Pacific Pte Ltd Asia Pacific sales director Terry Neal.

Kearns said Mobil 1 sales are currently growing at double digit per year in the Asia Pacific region and that more consumers were aware of the benefits of the synthetic lubricant. 

Mobil 1 with SuperSyn anti-wear technology is currently the most advanced synthetic motor oil available to consumers and meets or exceeds the most rigid industry standards. 

“ExxonMobil is committed to advancing Mobil 1 even further through continuous research and development, keeping it at the leading edge of lubricant technology,” he said. 

Kearns said that ExxonMobil invests more than US$600mil annually into the research and development across its businesses including Mobil 1

“This is more than any other company in our industry. We remain committed to investing in Mobil 1 quality and to further improve it for decades to come.  

“We continue to educate the motorists on the benefits of synthetic oil and what makes Mobil 1 outperform conventional oils,” he said. 

Kearns said ExxonMobil would continue to work with automobile manufacturers around the world to make Mobil 1 the preferred factory-fill lubricant. 

Among the group of high performance vehicles that are factory-filled with Mobil 1 are Mercedes Benz AMG, Porsche, Aston Martin, Chevrolet Corvette, Dodge Viper, Dodge Ram Truck SRT-10, Ford Mustang Cobra R, Bentley Continental GT, Cadillac XLR, SRX, CTS and CTS-V Series, and the new Mercedes Benz SLR McLaren

Kearns said there has been an increasing demand for synthetic motor oil as more motorists were becoming aware of how synthetics help enhance engine performance.  

“Motorists appreciate the enhanced protective properties that synthetic oils possess to slow the ravages of time and kilometers on their older cars' engines or to keep their newer cars' engines performing like new longer,” he said. 

Kearns also said the Mobil 1 brand has been used to actively support motorsports since 1978.  

“Outside of Asia Pacific, we’ve since sponsored many high-profiled teams in Formula One, NASCAR, Indy car racing, American LeMans and DTM racing.  

Mobil 1 is also the Official Motor Oil of NASCAR, which is the fastest growing sport in the US, and is currently used by more than 60% of drivers in the NASCAR series. 

“Within Asia Pacific, we sponsor the Holden and Ford teams in Australia V8 Racing, Team Supra in JGTC, and the SEA Porsche Carerra Cup series,” he said. 

Kearns said ExxonMobil's continuous involvement in motorsports would help to maintain and further improve Mobil 1's current leading position. 

“For example, our involvement in Formula One also extends beyond that of a traditional team sponsor.  

“We are the official technology partner of Team McLaren Mercedes.  

“This means we are heavily involved with both the team and its engine suppliers, Mercedes Benz, in ongoing power development,” he said. 

According to Kearns, the company's involvement with Team McLaren Mercedes is also significant as Formula One provides the ultimate proving ground for the development of the ExxonMobil oils and lubricants.  

“If we can develop products that are able to cope with the unique tests that Grand Prix racing provides, we can pass these products and their benefits directly onto the consumers,” he said. 

“Finally, the marketing benefits of our involvement in Formula One should not be underestimated.  

“Each year, more than six million people attend a Grand Prix, while an estimated 366 million watch each the championship on television.  

“We know from research that eight out of 10 Mobil 1 users are also interested in watching motorsports,” he added.  

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