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A FOLLOW UP ON THE COMPANY

KEEPING FRICTION AT BAY


Fuchs Lubricants

It is always a pleasure to revisit old friends and catch up regarding their newest and most exciting movements and projects. Our regular readers will recall that we featured Fuchs Lubricants last year and touched on their marvellous success story and it is with great pleasure we’re able to focus on them again to highlight their latest developments not only as favoured lubricants but also their recent successes in the motorsport arena. I caught up with John Anderson, Fuchs SA’s Automotive OEM Manager, regarding the newest developments for 2013. “While this year is going be about consolidating the developments of last year, capitalizing and continuing the positive growth we’ve had we’ve recently had a lot of movement in the sponsorship arena,” To refresh your memory: South Africa’s leading independent sector trader in

products reducing friction between moving surfaces, Fuchs Lubricants has a reputation for delivering operational efficiency across the mining and manufacturing sectors and among Major League auto clients such as Mercedes-Benz and Volkswagen. A subsidiary of the Manheim, Germany, based parent, Fuchs SA is the ninth biggest of the company’s thirty four global production plants and the largest non-fuel lubricant supplier in South Africa


Endeavour Magazine • February 2013 •


Fuchs Lubricants

with around 8% of market share. A highly focussed company, Fuchs is a specialist organisation. Unlike their competitors they have taken the stance of not becoming involved in fuel, mining or exploration, choosing to rather focus on lubrication and this method of becoming a master of this field has put them a clear mile ahead of their competitors. While the South African market is still running smoothly as a reliable and consistent branch, the real interest is developing in the Sub Saharan section across Zimbabwe, Zambia and Mozambique. These countries have bared their fair share of political and social movements and this has created an environment filled with opportunity. “As some of the businesses including the giants of the industry leave these countries in favour of Europe and China it leaves a void,” John explains, “Which we’re happily positioned to fill.” Mining in sub Saharan Africa brings with it the need for construction, engineering and infrastructure projects which increases the economic weight of the countries and cross boarder growth has always been a major thrust of Fuchs Oil on an international level. Wherever there is motorized machinery Fuchs can be found ensuring that things run smoothly and efficiently. Customer retention is still as high as ever and this characteristic has been replicated among its 100-plus staff where the average length of service in the sales and technical

teams is eighteen years. Additionally, Fuchs SA is still a career magnet for senior personnel among the big players with those with the experience seeing an environment perfectly suited for career development. With the biggest customers Volkswagen, Mercedes-Benz and John Deere, Fuchs SA has returned ten per cent plus year on year growth over the last decade and to facilitate its growing customer base, in 2011 Fuchs doubled its Johannesburg manufacturing, bottling and warehousing facilities, with a new state of the art bottling lines ranging from one litre packs to drums and 1,000 litre flow bins. ”Growing into our new capacity has enabled us to take on recent parcels of business.” As Fuchs consolidates their developments from last year a focus has been placed on sponsorship as a reliable means of getting their product seen and recognized by a relevant audience and involvement in the motorsport sector has produced very pleasing results that are felt throughout the company’s international branches. “We are having great success with Silkolene in South Africa at the moment,” we’re told, “Sales of this motorcycle lubricant are up and we’re going big or going home with this in SA.” The Silkolene range is designed to meet the specific needs of both the bike and the rider. Dedicated products are developed for every type of motorcycle and scooter whether they are used for pleasure, commuting, touring or


racing. With this new product is the state of the art use of Electrosyntec Technology. An entirely new concept in motorcycle engine lubrication this technology uses powerful intermolecular forces that bond low friction molecules to stressed metal surfaces by a process of electrostatic adhesion, significantly reducing friction and wear from start up to full power. This not only offers improved protection against engine wear and long term performance retention but also most interestingly minimises friction at crucial points in the engine. Important to mention is that electrosyntec technology is exclusive to Silkolene. “Two major sponsorship deals have been signed for 2013,” John highlights, “ The First and foremost is the Factory Red Bull KTM Silkolene motocross team. This is a massive achievement for us because we have managed to squeeze Motorex out which is KTM’s international partner and Probably our biggest competitor in the bike market in South Africa.” The second is the Factory BMW Motorrad Team , which will run in the South African Superbike series in 2013, BMW have won this series for the last 3 years running and this counts as another victory against Castrol. In a country devoted to the outdoors where motorsports are spectacularly popular this sponsorship deal will place Fuchs’ product Silkolene directly in front of a cheering audience where they will be able to show exactly what they can do. A better marketing strategy would be hard to come by.

“TOTAL COMMITMENT” CPS Chemicals (Pty) Ltd Est. 1993

SOLUTIONS PROVIDED FOR THE FOLLOWING: METALWORKING GREASE LUBRICANTS REFINING INDUSTRIES

ARE PROUD SUPPLIERS TO FUCHS SOUTH AFRICA TEL NO (031) 4657264 FAX(031) 4658677 E-mail:raj@cpschemicals.co.za

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G L O B A L

C H E M I C A L

S O U R C I N G Unichem House, 27 Island Circle Riverhorse Valley Business Estate Durban 4017 South Africa Telephone & Fax TEL: +27(0)31 534-6000 FAX: +27(0)31 534-6020

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SYNTHETIC OIL SPECIALISTS

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Y

Postal Address P.O. Box 4205 Riverhorse Valley East 4017 Email: sales@unichem.co.za Web: www.unichem.co.za

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MY

CY

LUBRICANTS & PETROCHEMICALS - PERSONAL CARE & COSMETICS - CONSUMER CARE - INDUSTRIAL CHEMICALS

CMY

K

Unichem Ser vices is proud to continue its long-standing ser vice and suppor t to Fuchs Lubricants in S outh Afr ica, with par ticular emphasis on providing synthetic technology solutions, grease, metal working and speciality industrial additives and overall cost and energy savings through more e nv i r o n m e n t a l l y f r i e n d l y p r o d u c t s t o t h e i n d u s t r y, a n d i n t u r n t h e e n d u s e r. Co n g r a t u l a t i o n s t o Fu c h s Lu b r i c a n t s o n t h e i r g r o w t h a n d c o n t i n u e d s u c c e s s .

W O R L D C L A S S P R I N C I PA L S - W O R L D C L A S S P R O D U C TS - W O R L D C L A S S S E R V I C E


Fuchs Lubricants www.fuchsoil.co.za 0027 11 565 9600 Written by Don Campbell

www.littlegatepublishing.com

Fuchs Oil- Refocus  

Fuchs OIl Corporate Brochure

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