The year 2024 marks the significant 125th anniversary for Castrol, a leading global lubricants brand within the bp group. As the brand commemorates this milestone, Castrol has taken on the role of the title sponsor for the Emirates Drifting Championship. Additionally, Castrol has introduced a special 125-year commemorative logo, which will be prominently featured in events and sponsorships worldwide throughout 2024.
In response to the evolving landscape of mobility, Castrol has positioned itself to contribute to driving these changes. In 2023, the iconic Castrol brand underwent a refresh to signal this new direction. Recently, Castrol, along with their national distributor Central Trading Company, a proud member of the esteemed Al Rostamani Group, unveiled the brand's new identity to their esteemed premium customers.
Embracing the 'Upward' pillar of its strategy, Castrol is dedicated to aiding its industrial clientele in achieving greater efficiencies, heightened productivity, promoting circularity, and generating value. In a strategic partnership with SKF, Castrol introduced the 'Oil as a Service' offer for the metalworking industry in 2023, enabling the reuse of lubricant fluid to reduce consumption and enhance machine performance.
Robert Gerritsen, the general manager of Castrol Lubricants for the Middle East, Saudi Arabia, Egypt, and Pakistan, concludes, "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 encapsulates our commitment to expedite our customers’ progress, aiding them in tackling the challenges of tomorrow. We aim to innovate our core business using cutting-edge technology and our trusted global brand to stay at the forefront of our industry. Our focus is on developing more circular offers to assist customers in achieving their sustainability objectives and exploring new growth opportunities beyond lubricants. It is an honor to carry forward Castrol’s iconic 125-year-old brand to meet the evolving needs of customers and position our business for future success."
Commenting on the occasion, Mohamed Aqel, the GM of Central Trading Company, expressed, "In the UAE, we are thrilled to join Castrol in celebrating its 125th anniversary. This milestone marks an exciting chapter for our company. Our leadership position in the UAE reflects the strong brand preference, and our refreshed strategy underscores our dedication to investing in the future and creating new prospects for growth and success."
