Castrol turns 125 and unveils new strategy
The company’s ‘Onward, Upward, Forward’ initiative will focus on meeting the changing needs of customers amidst the industry's transformation.
Global lubricants leader Castrol celebrates its 125th anniversary milestone in 2024. Apart from unveiling a commemorative logo, the brand launched a new ‘Onward, Upward, Forward’ strategy to meet the changing needs of customers.
In addition, Castrol is investing further in its global technology hubs in China, Germany, and the Americas, as well as a planned $60 million investment in a new electric vehicle (EV) battery testing center and analytical laboratory in the UK.
“As we celebrate 125 years, Castrol is not just reflecting on the past but charting a course for the future. We aim to grow our core business in new ways, using our cutting-edge technology and our trusted global brand to stay at the forefront of our sector,” said Michelle Jou, CEO of Castrol.
Under the ‘Onward’ pillar of its strategy, the company has already launched a range of advanced Castrol ON EV Fluids. The brand aims to keep helping internal combustion engine and hybrid vehicles be more efficient, while aiming to lead the way in EV Fluids.
With the ‘Upward’ pillar of its strategy, the firm will support its industrial customers to create more efficiencies, boost productivity, deliver circularity and drive value.
While the ‘Onward’ and ‘Upward’ pillars of the strategy focus on strengthening and growing existing areas of the company’s business, its ‘Forward’ initiatives chart out new areas where Castrol has the knowledge, capability and expertise to win.
