Interview with OPW: "The nozzle is where the fuel industry meets the user"
PetrolPlaza speaks to Denis Pokrovsky (Director, OEM Retail Fueling EMEA at OPW) about the 21 Series family of fuel dispensing nozzles, one of OPW’s biggest launches for the EMEA region. We also discuss introducing new products in the current challenging economic context.
Q. OPW has recently introduced a brand new series of European fueling nozzles. What were the reasons behind the launch?
A. OPW is among the first companies to patent the fueling nozzle. Since then, OPW has constantly pushed research and innovation developing many patents for technical features. They are defining the modern shape of the fueling industry. In 1952, we patented the first automated shut-off nozzle. Later on we patented the first self-operating ‘no pressure, no flow’ nozzle. More innovations include vapour recovery systems and the first dripless nozzle. The 21 Series Nozzle is the latest generation of fueling nozzles by OPW. This ATEX nozzle incorporates all the expertise from years of innovation at the company.
The 21 Series has also been driven by diversified international requirements and certifications. From the dawn of the petroleum era, the shape of the nozzle has not changed a lot. With more innovation coming into the fueling industry, and local requirements diversifying, there has been a change towards two major certifications – the UL standard for the Americas and some parts of Asia, and the ATEX certification in Europe, parts of EMEA, and Australia. OPW historically dominated the UL market. Our European clients, who use other products from our portfolio, have been asking us to bring an ATEX nozzle. That is why we decided three years ago to start developing the 21 Series Nozzle.
Q. What other features does it have?
A. We describe the shape as a 'handshake'. The only piece of equipment a person holds every time they are fueling is the nozzle. This is where the fueling industry meets the customer – that is why we call it the handshake. And that is why this product is so important to us. It is more than a component. The product brings competition, innovation and freedom of choice to the market.
Q. What has it been like introducing a new product line to a market in the current economic and social context?
A. Introducing a new product in any industry is a tremendous effort that requires a team effort. The whole OPW company has put all its expertise to produce and market the product. We were lucky to begin the launch before the COVID-19 era, and the luxury to present the product in face-to-face meetings and events. Also, to test the product at actual forecourts with national and international oil companies. We spent the whole quarter of this year traveling around EMEA to present the product. The lockdown impacted the launch in some ways. We emphasized digital marketing – a field where we already feel comfortable. We are introducing webinars for customers, distributors and the final user. Despite the pandemic we have not stopped selling and distributing nozzles across EMEA.
Q. Some parts of the EMEA market, such as Europe, are quite saturated. Have you identified key areas for growth?
A. This is truly a global product. The shape, the internal design, the temperature, the pressure... it is all designed under the ATEX certification. So every country working within EMEA and those standards can be a market for the 21 Series Nozzle. Some countries outside EMEA, like Australia and parts of Latin America, also accept ATEX certificates. Even if you take the operating temperatures (from -54º and up to 55º), you can see that it can operate in both cold and hot climates. We have received very positive feedback from a site in the desserts of Morocco as well as stations in Scandinavia.
Q. What other major innovations can we expect from OPW over the next year?
A. As I said, we have innovation in our DNA. We are defining what’s next. For the EMEA region, I would highlight the Italian-style LPG nozzle coming early next year, and another generation of European-style LPG nozzles later in 2021. Clean energy is a major drive worldwide in an effort to go greener. That is why we are also focusing on CNG. Next year we are introducing CNG hose kits, a customized combination of a CNG hose, brakes and nozzle. Customers will also be able to get CNG hose sets, a combination of twin hoses.
Q. What are some trends that you see in Africa and the Middle East in the context of OPW's business?
A. It has been very positive that markets in the Middle East have been mainly immune to the pandemic. We see continuous investment in the region, also in parts of Africa. That is definitely a great sign for our industry. Secondly, the Middle East and Africa are basically following the same global path. There is a drive towards safer, cleaner fueling. Underground storage tanks are definitely an area that Middle East operators are promoting.
