IN OTHER WORLDS BRANDING
Total Lubmarine unveils a new identity
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otal Lubmarine, the marine lubricants business of TotalEnergies Lubrifiants, has released its new brand identity, which captures the importance of sustainability, industry collaboration, and partnerships in supporting customers’ performance. The new strapline, ‘Together we go further,’ aims to foster a customer-centric philosophy that emphasizes collaborating closely with all stakeholders in the shipping and power industries. As new fuel choices need new lubrication solutions, Lubmarine teams work to engage owners and operators of all types of vessels and power plants, at sea and on land, to help them deliver improved performance and optimization strategies. Lubmarine’s brand identity covers four core message strands: • Supporting operational excellence – Lubmarine works to deliver high performing
SOURCE | TOTALENERGIES
solutions and tailor-made support that optimizes every voyage and empowers its customers’ fleet to navigate with confidence. • Navigating the energy
transition - Lubmarine puts the challenges of the energy transition at the forefront of everything it does, working together with customers and partners to stretch further to
support the industry’s present decarbonization ambitions and future zero-emission goals. • Serving pioneering routes – Lubmarine commits to delivering pioneering lubrication solutions as well as new digital services, ensuring ship owners and managers achieve safe, sustainable and reliable performance at sea. • Collaborating on technical expertise - Working together with ship owners, ship operators, technical advisors, and engine manufacturers, Lubmarine designs lubrication solutions that enable our customers’ fleet to operate safely, efficiently and sustainably. Lubmarine launched the new brand identity to capture the mission of its business and how it will deliver value to its customers. It also recognizes the challenges ahead for the shipping and power industries.
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E X PA N S I O N
Quaker Houghton breaks ground for a new manufacturing plant in China
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uaker Houghton, a manufacturer of industrial process fluids, broke ground to construct a new manufacturing facility in Zhangjiagang, China. The new facility will expand the Company’s production capabilities to support the growth of its customers and the Company in the Asia-Pacific region. The plant is expected to be operational by the second quarter of 2026. “We are thrilled to break ground
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on our new manufacturing facility in Zhangjiagang, China and we really appreciate the support and partnership with the Zhangjiagang Municipal Government,” said Jeff Fleck, Chief Supply Chain Officer at Quaker Houghton. “This facility will be a critical part of our global supply chain, reinforcing our position as a market leader in industrial process fluids.” Joseph Berquist, Chief Commercial Officer at Quaker Houghton,
added: “We have built a strong presence in China and across Asia Pacific in support of key industrial sectors such as steel, aluminum, automotive, beverage can, mining, and wind power. This strategic investment further underscores our commitment to meet the growing demands of our customers in China and throughout the Asia-Pacific region. We are excited about the positive contributions we are making to support the region’s
strong economic growth and development.” Quaker Houghton produces industrial process fluids that service steel, aluminum, automotive, aerospace, offshore, container, mining, and metalworking companies. Some of the products include: industrial lubricants, hydraulic fluids, greases, metalworking fluids among others.
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LUBEZINE MAGAZINE | SEPTEMBER 2024