Fuchs Lubricants sees major growth in Africa

Fourth Quarter 2021 News & events

Moving to a centralised new head office in Isando, Johannesburg and launching a new unified product brand image in mid-November is all part of a long-term strategy for sustained growth and expansion at Fuchs Lubricants South Africa, the 100% owned subsidiary of Fuchs Germany. Sales director, Andrew Cowling, says 2021 has proven to be a record year for the company. The group has a range of over 10 000 products covering the six main categories: automotive lubricants, industrial lubricants, lubricating greases, metal processing lubricants, special application lubricants and related services.

“We are 100% focused on leveraging this extensive portfolio across our main markets, which include mining, construction, automotive and heavy engineering,” adds Cowling. “We are a one-stop shop offering customised solutions,” he elaborates. “We can supply everything from cleaners to gear, engine and transmission oils and coolants and greases.”

Cowling explains that the new packaging launch is a global campaign to repackage the Fuchs core automotive brands into a unified range in line with the entire group product line, including Titan, Agrifarm and Maintain, to name but a few. “We believe that there is a huge opportunity for us in Africa, especially with the move to green energy. This is why we are looking very carefully at market segmentation to allow us to tailor specific strategies to cater for such developments and to introduce them into our entire approach, from product to customer focus, across Africa,” he concludes.

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