Castrol lubricants unveils new identity with clear strategic priorities

Castrol lubricants unveils new identity with clear strategic priorities

The world of mobility is changing, and Castrol has the potential to help drive that change. To signal this change and reflect its new direction, Castrol refreshed its iconic brand in 2023.

Today, Castrol lubricants alongside their national distributor Central Trading Company who are a member of the prestigious Al Rostamani group launched the new identity of Castrol to their premium customers. With the ‘Upward’ pillar of its strategy, Castrol will support its industrial customers to create more efficiencies, boost productivity, deliver circularity and drive value. Castrol serves the automotive, machinery manufacturing, robotics, aerospace, and wind sectors and in 2023, partnered with SKF to introduce its ‘Oil as a Service’ offer for the metalworking industry. This enables re-use of the lubricant fluid, reducing consumption while improving machine performance.

Robert Gerritsen, General Manager, Castrol Lubricants, Middle East, KSA, Egypt & 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 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