Castrol, a global lubricant leader is marking a significant milestone – its 125th anniversary. This momentous occasion is about casting a vision for the future.
Castrol unveils a dynamic strategy – ‘Onward, Upward, Forward,’ designed to meet evolving customer needs while introducing a special 125-year commemorative logo to be featured in events and sponsorships worldwide throughout 2024.
Unveiling the ‘Onward, Upward, Forward’ Strategy
Onward: Advancing Mobility Solutions
Under the ‘Onward’ pillar, Castrol commits to advancing mobility solutions by embracing innovative technologies and principles of circularity. The goal is to enhance the efficiency of both people and goods in motion.
This includes a range of advanced Castrol ON EV Fluids, specifically tailored for electric vehicles (EVs), reflecting Castrol’s dedication to staying at the forefront of innovation in the changing landscape of mobility.
Upward: Empowering Industrial Excellence
The ‘Upward’ strategy focuses on supporting Castrol’s industrial customers and optimizing machine performance. From partnering with SKF for the ‘Oil as a Service’ offer, aimed at reducing lubricant fluid consumption while improving efficiency in the metalworking industry, to collaborating with MIT’s Media Lab for space-grade lubricants, Castrol aims to elevate industrial efficiency across automotive, machinery manufacturing, robotics, aerospace, and wind sectors.
Forward: Embracing New Horizons
‘Forward’ initiatives chart out new growth opportunities for Castrol. The company identifies thermal management and data center cooling solutions as areas of potential expansion. Castrol’s immersion cooling fluids are gaining approval in the industry, with collaborations with Submer, Hypertec, GRC, and IT hardware OEMs. This forward-thinking approach underscores Castrol’s commitment to diversification beyond traditional lubricants.
Global Technological Investment
To stay at the cutting edge, Castrol is investing in its global technology hubs in China, Germany, and the Americas. A planned $60 million investment in a state-of-the-art electric vehicle (EV) battery testing center in the UK.
Circular Products and Sustainability
Castrol’s commitment to sustainability is evident in its focus on circular products. By re-using base oils, Castrol aims to create more circular transmission fluids.
Successful tests with Jaguar TCS Racing at the 2023 Monaco E-Prix demonstrate the viability of these circular products in extreme environments.
CEO’s Vision
Michelle Jou, CEO of Castrol, sums up the strategy: “Our ‘Onward, Upward, Forward’ strategy embodies our dedication to accelerating our customers’ progress, helping them face the challenges of tomorrow. We aim to grow our core business in new ways, using our cutting-edge technology and our trusted global brand to stay at the forefront of our sector.”
Conclusion
Castrol’s 125th-anniversary celebration isn’t just a reflection on the past; it’s a bold step into the future. The ‘Onward, Upward, Forward’ strategy showcases Castrol’s commitment to innovation, sustainability, and diversification.