Castrol Explores New Business Opportunities and Unveils New Brand Identity

Castrol, a global leader in lubricants and a part of the bp group, is actively seeking opportunities to offer complementary solutions and services alongside its core lubricants business to provide additional value to customers. 

The company has also introduced its refreshed global brand identity in the Middle East, signifying its unique market positioning and commitment to addressing customers’ evolving needs.

Castrol has extended its product offerings to include advanced Electric Vehicle (EV) fluids, such as EV transmission fluids, EV thermal fluids, and EV greases. 

It also offers Castrol ON, an immersion cooling fluid approved for use in data centers by Submer, a smart solution company.

Investment in EV Battery Testing Centre:

The company has plans to invest approximately $60 million in a state-of-the-art EV battery testing center and analytical laboratory in the UK, aligning with the growing significance of EVs in the automotive industry.

Brand Identity Enhancement:

Castrol updated its brand logo with a more modern, dynamic, and vibrant design, emphasizing its core strengths and differentiators. 

The new logo maintains the iconic red, green, and white colors associated with the brand while aiming to enhance digital brand memorability.

Sonic Identity:

Castrol has introduced a new sonic identity with music and sound design that conveys acceleration, forward momentum, and dynamic movement as part of the brand refresh.

“Refreshing a globally acknowledged brand is not just about changing its appearance or messaging. It’s about reinvigorating (our) essence and relevance in today’s world. 

We must listen to our customers, understand their growing demands and aspirations, and also leverage our core powers to be a brand that motivates them. 

For us, our refreshed brand is a strategic imperative that drives growth, differentiation, and long-term success,” added Jayakumar Natarajan, Marketing Director of Castrol Lubricants, Middle East, Kingdom of Saudi Arabia, Egypt & Pakistan.

Get all the latest update on UAE Times Now