XERAMIC SPARKLE

Xeramic

READY TO SPARKLE

Xeramic may be a new brand of motorcycle care and maintenance products in the UK but in its home country of the Netherlands it will be celebrating its thirtieth anniversary next year

Petromark Automotive Chemicals BV was originally formed in 1992 to produce automotive fuel and oil additives which it still does under the Petromark brand. Xeramic was launched two years later at the Frankfurt Automechanika Trade Fair.

“At the time,” says company CEO Ton Koebolt, “we were the first in the world to introduce an oil additive based on ceramic material. At that time Slick50 was the most popular product. I didn’t want to name such a high-tech product Petromark so that was the beginning of Xeramic. I wanted to make it look different so for the trade fair the bottle was put in a presentation box making it look more like a bottle of brandy.”

We all know how important presentation is when it comes to new products. It wasn’t long before the Xeramic motorcycle range was established, borrowing and fine tuning some of the automotive products and developing motorcycle-specific items like chain lube. All product development is done in house by liaising directly with the relevant additive manufacturers.

In other markets the workshop angle has worked well where the service manager tells the customer that the bike has been given a complementary treatment of Xeramic Injector Cleaner

Modern fuels will begin to degrade after 8-12 weeks and will leave deposits in carburettors and injectors

Fuel additives are becoming ever-more relevant and popular as the composition of modern fuels alter to accommodate the global petrochemical industry’s greenwashing. As Koebolt explains, modern fuels will begin to degrade after 8-12 weeks and will leave deposits in carburettors and injectors as well as other places. This is more relevant in northern European countries where leisure riding tends to be abandoned over the winter months.

Xeramic is the best-selling brand in its domestic market, as well as in Spain. It is also a supplier to Yamalube and other own-label suppliers. When asked where would he pitch Xeramic in the marketplace, Koebolt replied, “The whole range is high quality and pricewise our products are in the middle. Our motto is always high quality for an acceptable price. This applies to our automotive side as well www.britishdealernews.co.uk

as motorcycle. We are a specialist additive producer – unlike some, we don’t also do lubricants.”

Ceramic Synthetic Chain Spray is one of Xeramic’s most successful products. “All the products we make available are tested for six months by our distributors in different countries and different climates. Making a chain spray is quite complicated. Several years ago I was asked by a top kart driver why we didn’t make a chain lube for karts. we didn’t make a chain lube for karts. the spray doesn’t fling off the spray doesn’t fling off I hadn’t really thought about it but the I hadn’t really thought about it but the and that it’s heat resistant. In fact, and that it’s heat resistant. In fact, differences in sprocket sizes and chain length differences in sprocket sizes and chain length Xeramic has a kart division which is now a Xeramic has a kart division which is now a are considerable with the chain on a kart being are considerable with the chain on a kart being world leader, and it all started with a chain world leader, and it all started with a chain more stressed. Plus, kart engines frequently more stressed. Plus, kart engines frequently lube. As we know, many F1 champions started lube. As we know, many F1 champions started rev to over 20,000rpm. After one lap the chain on karts and Xeramic has had some impressive is red hot.” brand ambassadors including Kimi Raikkonen

It took the company 18 months to come and Max Verstappen. There is no doubt the up with a solution, Ceramic Synthetic Chain motorcycle range has benefited from the Spray. The resulting formula ensures that product punishment dished out by karts. 

Kart engines frequently rev to over 20,000rpm. After one lap the chain is red hot

The connection with MotoMondo came about because the bosses of both companies are Dutch and enthusiasts of the (old) MV Augusta marque. As a result they have been friends for many years, so when MotoMondo UK was set up, Xeramic was deemed a good fit. Across the water Xeramic is distributed by Hoco Parts. There are no hard and fast expectations or targets in the UK. The UK brochure has been produced and circulated to the trade. Plus points will include novelty value, customers are up for trying something new. In other markets the workshop angle has worked well where the service manager tells the customer that the bike has been given a complementary treatment of Xeramic Injector Cleaner and it’s also available in the showroom. Andy Davidson, MotoMondo’s UK sales

about because the bosses of both companies are Dutch and enthusiasts of the (old) MV Augusta marque. As a result they have been friends for many years, so director is pleased with Xeramic’s early when MotoMondo UK was progress, “We have just launched the UK set up, Xeramic was deemed a good catalogue and price list and are committed fit. Across the water Xeramic is to promoting the brand in the UK over the distributed by Hoco Parts. There long term. We appreciate we are the new kids are no hard and fast expectations or on the consumables block and we are going targets in the UK. The UK brochure head-to-head with some well-established, big has been produced and circulated brands but we have a strong dealer network to the trade. Plus points will with both the Mash and Rieju brands and include novelty value, customers we are finding the Xeramic product price are up for trying something competitive, with a handsome margin for the new. In other markets the dealer. It’s a strong range and it will take time workshop angle has worked to develop but, like the bikes, once dealers well where the service have an account with us they are reassured by manager tells the customer the set up and service we offer, both in store that the bike has been and in the workshop.” given a complementary The best-selling product in Europe is the treatment of Xeramic injector cleaner followed by the chain lubes, Injector Cleaner and particularly the Ceramic White Chain Spray. As it’s also available in the always, according to Koebolt, the best sales aid, showroom. is customer word of mouth and that takes time to gather momentum. But that’s okay because MotoMondo’s UK sales Xeramic isn’t target driven and nothing is sold

I wanted to make it look di erent so for the trade fair the bottle was put in a presentation box making it look more like a bottle of brandy

Xeramic CEO Ton Koebolt

directly by Xeramic so the dealers’ hands aren’t tied in dealers’ hands aren’t tied in any way.

The product range includes; Chain Maintenance, Cleaning Maintenance, Cleaning Products, Instant Gaskets, Maintenance Gaskets, Maintenance Products (Sprays and polishes), Air Filter Products, Thread lockers and Superfast lockers and Superfast Glue, Fuel System and Glue, Fuel System and Engine Cleaning.  MotoMondo/Xeramic tel 01429 650555 andrew.davidson@motomondo.com www.xeramic.co.uk