Issue 27 - Gulf Oil International

ISSUE No.27 2012
your local global brand
Q GULF’S NEW BLENDING PLANTS
Q PARTNER PROFILE: SOUTH AFRICA
Q GULF METALWORKING FLUIDS
Q GULF’S 2012 MOTORSPORT PLANS
Q GLOBAL NEWS ROUND-UP
GULF’S EXPANDING
RETAIL PRESENCE

02
01 HOME
your local global brand
02 FOREWORD
ALAIN DUJEAN FAREWELL
03 GULF OIL INTERNATIONAL
05 MARKETING
08 PEOPLE & PLACES
10 GULF OIL MARINE
11 BUSINESS DEVELOPMENTS
12 COVER FEATURE:
GULF’S EXPANDING
RETAIL RETAIL PRESENCE
16 METALWORKING
FLUIDS
18 BLENDING PLANTS
21 GULF PARTNERS:
SOUTH AFRICA
22 GULF GLOBAL MOTORSPORT
IN THE NEXT ISSUE
GULF CARING:
BEYOND THE BRAND
FOREWORD
“AU REVOIR”
Editorial Team
Gary Barak
Steve Coombes
Sam Cork
Alain Dujean
Sanjay Hinduja
Richard Hoare
Richard Pinchin
Ryan Baptiste
www.gulfoilltd.com
Dear All,
I recently looked at the fi rst edition of the reborn Orange Disc magazine, which
came out ten years ago and announced the launch of Gulf brand’s new mantra
‘your local global brand’.
At that stage I had been with Gulf for about a year and had by then had time to
assess the business: where it was, where it had come from and what needed
to be done to take it forward. In that Foreword I talked of the power of the Gulf
brand, about a great history, about our new ethos (which was to be embodied
by ‘your local global brand’), about Gulf’s global family and strengthening the links between all of its
members and about a commitment to our partners and customers.
Above all, it was – and still is - my belief that the brand’s most valuable asset is the people who make up
the Gulf businesses worldwide. This is heart of Gulf; people who are dedicated to our famous and emotive
brand, underpinning and making possible everything we do.
Ten years on all these factors are still as important as ever. However, in this decade, we have created a new
chapter in Gulf’s rich history, which we continue to add to on a daily basis.
We have worked together, listened to each other and grown together.
During these last almost 11 years, I have tried my best to create an environment that would bring mutual
success; but always with Gulf’s interests in mind and respecting everybody’s views, even if I was not always
in agreement….
I have realised that in return (during Gulf’s last convention for example), Gulf affi liates are also very supportive
of what has been achieved at GOI and that together we have all consolidated a solid worldwide network,
around corporate values and corporate governance rules.
We have all taken, and are taking, advantage of Gulf’s local/global brand philosophy, when the downstream
industry is going through a complete transformation. In challenging times, the dynamism and entrepreneurial
spirit that pervades the Gulf brand has served to strengthen it and ensure that it continues to ‘buck the trend’.
The Gulf businesses around the world have grown in number and in stature, both on the lubricant side
(inland and marine) and as we will see later in this Orange Disc, in our retail offer. Still new countries come to
join the Gulf family, one that is now more united than ever before, thanks to the unending efforts of people
here at GOI and in Gulf businesses everywhere.
For many entrepreneurs our unique Gulf franchise model is a recipe for success, allowing freedom but under
a worldwide umbrella of rules that ensures the quality of the brand, its products and communications.
This will be my last Orange Disc Foreword as I am now moving on to meet other challenges… but I will leave
richer from all that I have learnt from everyone involved with the Gulf brand and the human links that I have
always tried to establish and will always cherish.
I will remember the good times and what has been achieved thanks to the hard work of Gulf’s businesses
and stakeholders. I think we can be proud of our joint success but we must stay focussed and determined.
There is a lot of scope to grow and the desire to win markets and hearts will be perpetuated, I am sure, by my
successor and by the very professional and supportive team we have at GOI as well as by the shareholders.
Gulf’s strategic plan is growth and investment in new plants, new businesses and in people, and it shows.
I wish to you all, families and teams, all the very best for 2012 and for the years to come.
Au revoir and my thanks for sharing with me the exciting journey over this last decade.
Alain
Alain Dujean
Gulf Oil International (UK) Ltd.
Vice President International
Orange Disc is edited on behalf of Gulf Oil International by Chicane
For all editorial matters please contact
Orange Disc Editor Simon Maurice
c/o Chicane
Suite 588 East Side Complex
Pinewood Studios, SL0 0NH
Tel: +44 (0)1753 785955 Fax: +44 (0)1753 639288
e-mail: simon@chicanemarketing.co.uk
All material, unless otherwise stated, is the copyright of Gulf Oil International and reproduction
in whole or in part of any text, photograph or illustration without written permission of the publishers is
prohibited. While all due care is taken to ensure that the contents of Orange Disc are accurate the
publishers cannot accept liability for omissions or errors.

GULF RACING EXCITING PROGRAMME
FOR GULF TEAMS IN 2012
Q World Endurance Championship
Q Le Mans 24 Hours
Q Blancpain Endurance
2012 could well be the busiest and most
exciting year yet for Gulf in International
Motorsport with a massive Gulf representation
in top flight endurance racing across four
different teams.
ASTON MARTIN RACING
Gulf Oil International’s partnership with Aston
Martin Racing (AMR) now enters its fifth season
– and both parties are hoping that 2012 will
herald another year of success. The latter half of
2011 saw a resurgence in fortune for the team
as the Gulf sponsored Aston Martin DBR1-2
Coupe returned to the track and achieved a
podium finish at the gruelling Petit Le Mans
race in October as well as an outright win at the
Laguna Seca American Le Mans Series race, a
few weeks earlier.
For 2012 Aston Martin Racing will return
to the GT category to contest rounds of the
inaugural World Endurance Championship
(WEC). This will include the flagship races at
Sebring, Spa, Le Mans and Silverstone.
The car chosen for this season is the Vantage
GT2, which Aston Martin has been developing
for several seasons and which is a further
evolution of the car campaigned by Gulf AMR
Middle East in 2011.
It is a brave decision by AMR to return to its
racing roots, after three years in prototypes, but
it will undoubtedly be an exciting one as the GT
category will probably be the most competitive
of all. The Gulf sponsored Aston Martins will
take on factory, or works assisted entries from
Ferrari, Chevrolet, BMW, McLaren and Porsche,
amongst others!
The first race of the season will be the tough
12 Hour endurance classic at Sebring in March.
OAK RACING
OAK Racing proved to be one of the revelations
of the 2011 endurance season. Often running
two cars in both the LMP1 and the LMP2
categories, the team ran with Gulf branding
throughout – thanks to an initiative by local
Gulf lubricant distributor, Belgian-based Caroil.
The OAK-Pescarolos, under the leadership
of industrialist, Jacques Nicolet, were always
immaculately turned out and often contended
for a podium or best petrol-engined finisher.
For 2012, Oak will once again carry Gulf
branding in LMP1 and LMP2 and will also
have a further string to their bow as they
recently announced a partnership with British
luxury sports car manufacturer, Morgan for
their LMP2 programme. OAK will contest the
full World Endurance Championship and the
European Le Mans Series.
GULF RACING
The team that started last year as Gulf AMR
Middle East has become two teams for 2012.
Gulf Racing is led by Gulf enthusiast, Roald
Goethe and driving partner, Mike Wainwright.
They have acquired a brace of McLaren MP4-
12C GT cars with which to contest the high
profile Blancpain Endurance series, which runs a
series of races throughout Europe and is widely
recognised as one of the most competitive GT
championships around. Roald and Mike will
share the cars with McLaren GT works driver
and double Le Mans Series GT Champion,
Rob Bell, who will be backed up by former
AMR team driver, Stuart Hall.
The Aston Martin Vantage GT2 car, which
they campaigned in the Intercontinental
Le Mans Cup may well also be seen in selected
WEC and LMS races.
GULF RACING MIDDLE EAST
The other parties involved in last year’s Gulf
AMR Middle East team – Fabien Giroix,
Jean-Pierre Valentini and Frederic Fatien –
have formed a new equipe for 2012. Gulf
Racing Middle East will contest the full World
Endurance Championship in a pair of brand
new LMP2 Lola Coupes, which will carry Gulf’s
racing colours.
The team is based in Dubai, but will also have
a European Headquarters at French GP Circuit,
Magny Cours.
All of this activity means that there could be
seven or even eight Gulf cars at various rounds
of the World Endurance Championship…
a mouth-watering prospect.
2012 World Endurance Championship
Q 17th March, 12 Hours of Sebring, USA
Q 5th May, 6 Hours of Spa-Francorchamps, BEL
Q 16th-17th June, 24 Heures du Mans, FRA
Q 26th August, 6 Hours of Silverstone, GBR
Q 15th September, 6 Hours of Sao Paulo, BRA
Q 29th September, 6 Hours of Bahrain, BHR
Q 14th October, 6 Hours of Fuji, JPN
Q November, 6 Hours of TBA, CHN
2012 Blancpain Endurance Series
Q 20th-21st March, Paul Ricard, FRA (Official Test)
Q 14th-15th April, Monza, IT
Q 2nd-3rd June, Silverstone, UK
Q 29th-July 1st June, Paul Ricard, FRA
Q 25th-29th July, Total, 24 Hours of Spa, BEL
Q 22nd-23rd September, Nürburgring, D
Q October TBC
For more information contact Sam Cork:
sc@gulfoilltd.com
GULF OIL INTERNATIONAL
03
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04 GULF OIL INTERNATIONAL
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EVENT
The Gulf Dragracing Top Fuel Bike of Ian
King had a noteworthy end to its 2011
activities.
Firstly, on track, the sensational orange and
blue monster, took victory at the final round
of the UK Drag Racing Championships,
held at Santa Pod in November.
The bike was then shipped across
to India, where in an initiative driven by
Gulf Oil Corporation Ltd (GOCL) during
mid-December, the Gulf Dragracing
team made a noteworthy impression on
the Indian public with a series of public
demonstrations. Everywhere the bike
MARKETING
The Automobile Club de l’Ouest, the organiser of the famous
Le Mans 24 Hours race has recently opened its first store
away from Le Mans. The shop on Paris’s famous Boulevard
Haussmann, sells everything from T-shirts, through models and
books, to Videos, and included in their range of merchandise
are many Gulf co-branded items – as can be seen from the
windows of the store, right.
For further information contact Sam Cork:
sc@gulfoiltd.com
www.gulfoilltd.com
GULF DRAG BIKE WOWS THE
CROWDS IN INDIA
A LITTLE PIECE OF
LE MANS IN PARIS
went it attracted huge attention from
public and media alike – with one of the
highlights being a full speed run that
Ian King made on a section of road in
Mumbai that had been specially closed
off for the occasion.
The coverage that the Gulf Top Fuel
bike received from the media was
excellent, from newspapers through online
media to TV, with the bike really seeming
to fire their imagination. Unsurprisingly,
numerous people have posted videos
on You Tube, which can be accessed by
searching “Ian King in Mumbai.”
In the UK, motocross champion
Graham Lee, has realised a dream to
help disadvantaged local youngsters by
establishing the first Base MotoPark, a
purpose-built, 5 hectare off-road dirt bike
track designed to engage youths who might
otherwise drift into crime. Gulf Multi Auto
has also been involved, supplying the new
Gulf Bike Wash to the project.
As Graham says: “We are fully supported
by our local police and council, and we
have seen a 50% decrease in anti-social
biking offences from young boys since the
As with last year, this year’s
participation has been funded by various
affiliates from around the globe as well
as by Gulf’s clothing licensee, Dakota,
making the individual cost of sponsorship
extremely low. The coverage the project
has received has been very good and
hopefully, those involved will continue
to see the benefit in 2012 as King
seeks his 6th European Drag Racing
championship title.
For more information, please contact
Sam Cork at GOI: sc@gulfoilltd.com
GULF MULTIAUTO
GULF BIKE WASH HELPS
DISADVANTAGED YOUNGSTERS
MotoPark opened. The boys are not just
taught to ride safely, but also how bike
maintenance and cleaning are essential
requirements. We have found that the new
Gulf Bike Wash gives us excellent results,
fast. This is important because the faster
we can clean the bikes, the sooner we can
get out there and get them dirty again!”
Gulf Bike Wash is available in handy,
comfortable to use 750ml trigger sprays,
packed in boxes of six.
For more details contact Bill Day:
bill.day@gulfmultiauto.com

NEW DISTRIBUTORS
ITALY
Gulf Oil International is extremely pleased to announce that Safecar SPA has
been appointed as the new Gulf official distributor for lubricants in Italy.
The company’s president Franco Giannella, founded Safecar SPA in
November 1999 with a mission to introduce new levels of service in the
automotive sector. This has been successfully achieved by improving quality
and taking advantage of the cost benefits of having a coordinated supply
chain of existing operators. This network includes garages, dealers, driving
schools, vehicle fleets and associated services, using them for insurance,
vehicle maintenance, breakdown assistance, servicing and warranties. The
Gulf brand represents quality and so offers a good fit within these services,
which will help to bolster their proposition even further.
The day-to-day management of the Gulf lubricants business will be
in the hands of Enrico Collepiccolo and more information about the
company can be found at: www.safecar.it. Orange Disc wishes
Safecar every success in growing the Gulf brand in Italy. For further
information Contact Dr Timothy Giannella: t.giannella@gulfitalia.com
ARMENIA
Gulf Oil International is extremely pleased to announce that LTD Global
Investment Group XXI (GIG XXI) (announced in the last Orange Disc as
Gulf Oil official lubricant distributors in Georgia), have now also been
appointed as the Gulf official distributors for lubricants in Armenia.
Orange Disc wishes GIG XXI every success developing the market for Gulf
in Armenia and looks forward to reporting on the growth of the brand in the
country. Further details from Rezo Doborjginidze: rd@gulflubricants.ge
PERU: LATIN AMERICAN MEETING
PERU HOSTS SOUTH
AMERICAN DISTRIBUTORS
In November 2011, Isopetrol,
the official lubricant distributors
for Peru, hosted a three-day
meeting of Gulf’s official lubricants
distributors for the Latin American
region. This was the first time
that they had met since the
international convention in
Argentina just over a year ago and
there were many local points to discuss, including product supply,
technical developments and marketing, amongst others.
VP International – Alain Dujean and VP Operations – Dr Richard
Pinchin both attended the meeting and presented to the group,
whilst also establishing discussion points for the event.
The first day focused on product developments and local business
issues. It began with distributors each presenting to the group about
their local markets and highlighting some of the key issues that
affect them. These were presented in an open forum and discussed
amongst the group so that suggestions and solutions could be
found. Dr Richard Pinchin also presented on developments in Gulf’s
operations and products.
The second day focused on supply issues and, led by GOI, it
focused on getting distributors to work closer together on this
issue, to take greater advantage of group buying power. This was
then followed in the afternoon by a series of presentations of local
marketing initiatives made by distributors, in order to share ideas and
resources with each other.
At the beginning of the third day, distributors were given a tour
of Isopetrol’s blending facilities located near the port of Callao. This
was followed by an afternoon reserved for updates and discussion
centred on the Gulf Oil Marine business. This was lead by the MD of
Gulf Oil Marine, Keith Mullin, who gave an overview on operations
and then discussed with the group the various issues that affect the
business in the Latin American region.
The meeting was very well received and those that attended
welcomed the opportunity to get together and discuss business
with their neighbouring distributors. It also helped to encourage the
distributors in this region to work closer with each other and share
the ideas & best practices that they have gained in their local market,
for the benefit of all. For more information please contact Dr Richard
Pinchin: rp@gulfoilltd.com
NEW ZEALAND
GULF SUPPORTS BRUCE
McLAREN BOOK LAUNCH
Gulf’s association
with McLaren harks
back to the sixties
but over the last
six months in New
Zealand (home of
motorsport icon
and founder Bruce
McLaren) the
association has
been brought back
to life once again in
this fantastic new
publication.
There has been plenty written
about the legend, but a new,
magnificent 296 page book - the
Bruce McLaren Scrapbook - was
lovingly put together using his
family archives as a special project
by his sister, Jan McLaren to
chronicle his life and achievements.
Jan wanted to launch the book
amongst like-minded people, so
she opted for venues with a racing
heart; The Giltrap Audi Showroom
in Auckland, the Rush Collection
Museum in Feilding and Ruapuna
Raceway in Christchurch,
The Christchurch event was
particularly significant as it
coincided with the Wigram Revival
Meeting, where Formula 5000s
battled it out for the Lady Wigram
Trophy, a trophy that Bruce
McLaren won two years in a row in
1963 and 64.
Gulf’s official lubricants
distributors for New Zealand,
ANZPAC Oils, played a part in
the book launches, supplying
drinks at the Christchurch event
and sending representatives to
Auckland and Feilding. It was a
natural partnership for ANZPAC
Oils, which values the importance
of McLaren in both Gulf and
New Zealand history. Jan too,
appreciates the historic links. “It’s
fantastic to see the Gulf brand in
New Zealand and re-invigorate the
history with Bruce...it represents
the past, present and future,
working together with ANZPAC
Oils, who are an important sponsor
of the Bruce McLaren Trust. We
are delighted to be involved again
with the Gulf brand,” she said.
Further information from Brent
Esler: brent.esler@crt.co.nz
JAPAN SAUDI ARABIA
2012 CALENDARS
Gulf businesses around the world
have long produced excellent
ranges of marketing materials. Gulf
in Japan and in Saudi Arabia have
regularly produced high quality
calendars and year planners and
2012 is no exception, as can be
seen from the attached images.
GOTCO-Japan has produced a
traditional wall calendar featuring
various Gulf sponsored racers
including the Le Mans Aston
Martin race cars, the Gulf Top Fuel drag bike and some of GOTCO’s
sponsored racers in Japan. Petromin in Saudi Arabia have gone for a larger
format calendar, shaped like the rev counter of a race car. Both, however,
are extremely attractive and
useful items that represent
the brand very well.
For further information
please contact Shigeru
Matsuda in Japan:
matsuda@gotco.jp
and Tahani Bahakeem in
Saudi Arabia:
tahani@petromin.com
www.gulfoilltd.com
MARKETING 05

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06 MARKETING
your local global brand
NORWAY
GULF “SHOWING OFF” IN NORWAY
INDIA
GULF FESTIVE
CARNIVAL
COLOMBIA
www.gulfoilltd.com
The Gulf brand has been prominently displayed in
Norway over the winter months at shows and expos.
Pictured is the stand that Norwegian Gulf lubricant
distributors, Auto Grip AS used to promote the brand at
the recent Norwegian Transport Expo 2011.
Also pictured is Jostein Stenberg, who has
been seen on Norwegian TV with his Gulf-branded
Snowmobile, promoting underwear, as well as here
entertaining the crowds in his unique fashion at the
Solberg Extreme Motorshow. Thanks to photographer
Christian Berg for this spectacular photo! Further
details from Trond Bull Enger:
trond.bull.enger@autogrip.no
CHALLENGE MANUELA
Prolub SA, Gulf’s official lubricants and fuels distributor in Colombia,
has been promoting a nationwide experiential marketing campaign, in
customers’ service centres: ‘The Manuela Vasquez Challenge’.
Manuela Vasquez is an up and coming Gulf-sponsred Colombian
racer, who has been competing in Italy’s Renault Clio Cup. Using a
race simulator provided by Gulf, customers tried to break Manuela’s
record lap for the famous F1 Monza track.
The first Challenge took place at Medellin’s “Tecnicentro San Juan”
and was a massive success! Next Manuela challenged Bogota city,
where she beat all comers at “Multicervicios el Imperio”. At the city’s
“La Flota” service centre she took on 1,500-plus members of the
scheme while their trucks were serviced and lubricated with Gulf oil.
The Challenge then moved to Cali, before, at the end of the year,
Manuela went to “Lubrimaquinas de Boyaca” in Boyaca.
The Challenge is a tough test, but has proved massively popular
everywhere – not least because of the charm and personality of
the lady herself. Wherever the Challenge has gone it has attracted
massive public participation and fantastic media attention. More
details from Marta Posada: mposada@lubricantesgulf.com
The “Gulf Festive Carnival” is an innovative two-day initiative that was recently
undertaken by the Sales & Marketing team and distributor Automotive
Manufacturers Ltd (AML) in the Southern Indian state of Andhra Pradesh. The
Gulf Festive Carnival is a unique concept designed to help build close personal
relationships with Dealers and Mechanics. It took place over four-hours each
day with Day one reserved for Dealers and their families and Day two Mechanics
and their families. Product information was given to the Dealers and Mechanics,
while their family members enjoyed various games and an entertainment
program with lots of prizes. Each day ended with a Gala Dinner.
The Gulf Festive Carnival was conducted in two phases over four weeks
and covered nine cities & towns and the uniqueness of the concept –
Relationship Building – was very much appreciated by Dealers and Mechanics
alike. More details from Bijoy Paul: bpaul@gulfoil.co.in
GEORGIA
GULF’S DYNAMIC
SPONSORSHIP
Gulf’s expansion in Georgia
continues apace and part
of the marketing plan of
Sun Petroleum Georgia (Gulf’s
official fuel station licensees
in the country) is a recent
announcement of the brand’s
sponsorship of Georgia’s
most renowned football club – Dinamo Tbilisi, who last season
finished runners up in Georgia’s Umaglesi Liga.
The announcement received extensive media coverage and
Gulf’s branding comes as part of promoting a healthy lifestyle.
“Sport and a healthy lifestyle are the main priorities for Gulf in
Gerogia,” explained Guram Gogishvili, Vice President of Sun
Petroleum. “That’s why we decided to become a sponsor of
the most famous Georgian football club, Dinamo Tbilisi. Our
company is massively involved in sporting life. In my opinion,
business must always support sport as it develops a healthy
lifestyle in the country.”
”We have high hopes for this partnership,” enthused Zura
Pololikashvili, General Director of FC Dinamo Tbilisi. “Many
companies are interested in partnerships with us but when
signing contracts we don’t just pay attention to their financial
value they have to attract viewers to the stadium. We will use
the large chain of Gulf filling stations to achieve this.
For more information contact: oded@gulf-ge.com

NEW ZEALAND
GOLF WITH GULF
IN CANTERBURY
The Canterbury A & P Show is one of the biggest events of the
New Zealand South Island’s annual calendar. The 2011 show was the perfect
platform for ANZPAC Oils to introduce the Gulf brand to a wider audience.
ANZPAC and CRT Co-operative staff created ‘Golf with Gulf’ and gave
visitors the chance to chip a golf ball over water into a tyre on a nearby
island. Entry was by gold coin donation in aid of the Westpac Rescue
Helicopter Trust.
Five punters managed to chip the ball into the tyre and win 20 litres of
Gulf product, in the process helping raise $400 for the charity.
CRT’s district sales manager for Christchurch was delighted with the
results. “It was the chance to do something a little bit left field, have a
bit of fun and raise finds for the Westpac Rescue Helicopter Trust while
promoting the Gulf brand. It was a really great outcome.”
Further details from Brent Esler: brent.esler@crt.co.nz
Above: Pitch and putt with a difference at the Canterbury A&P Show
UKRAINE
GULF’S VISIBLE PROGRESS IN UKRAINE
In developing the Gulf brand in the Ukraine, official distributor, Premium Oils has
launched a widespread series of marketing initiatives to raise awareness among
customers. The company sees small and medium enterprises as the most promising
target for increasing the volume of Gulf sales for cars and commercial vehicles. In the
autumn it began to promote synthetic motor and transmission oils for passenger cars.
As well as a series of promotional gifts, Gulf has regularly been advertised in
national magazines and newspapers (pictured). Gulf has also been promoted
through PR activity on motorsport news, events for customers and product news.
This has also helped to create a strong visible presence for Gulf in this new market.
Further details from Rotislav Matyuhin: r.matyuhin@premium-oils.com
PERU
GULF UP FOR THE CUP IN PERU
As part of Isopetrol’s marketing activities on
positioning the brand in Peru, Gulf has been
heavily involved in Football sponsorship. The brand
sponsors one of the country’s leading football teams
- Club Alianza Lima and also one of the Peru’s
football competitions; the ‘Gulf Cup’.
In December, the Alianza Lima team took
on Sport Boys in the final of the “Gulf Cup” but
unfortunately ended as runners up.
TRINIDAD AND TOBAGO
GULF LAUNCHES NATIONWIDE
IN-STORE CAMPAIGN
As part of its drive
to promote the Gulf
automotive product
line in Trinidad and
Tobago, official
distributor, Lange
Trinidad Ltd.
embarked on
a twenty week
nationwide
campaign of in-store
promotions at 40 of
the top automotive
spare parts retailers.
These promotions gave the team an opportunity to meet and interact
with end-users and share knowledge of the various products in the
Gulf range. Retailers were offered discounts for a one-month period,
while on the day of the promotion these discounts were passed on to
the end user. Customers also enjoyed Gulf giveaways such as posters,
key chains and T-shirts. Gulf bumper stickers were given to those who
purchased lubricants, making them eligible for future giveaways if their
car is spotted displaying the sticker.
The promotions were set to coincide with the launch of the Gulf Oil
[Trinidad and Tobago] Facebook page where individuals can come for
information on products and can interact directly with the Gulf team.
With Phase One of the promotions completed for 2011 the team are
beginning Phase Two early in 2012
For more details contact Christopher Skinner:
cskinner@langetrinidad.com
TURKEY
TURKEY’S NEW
FUEL STATION
WORKWEAR
Service station personnel in Turkey all
received a new range of winter workwear
for the new year. The new design was the
result of a great deal of hard work by Kaprol
Concepts on behalf of Delta Akaryakit.
They took into account Gulf’s 100+
years in business to shape the design
and production of the clothes. Gulf’s self
confident and dynamic character shines
through in the details of the products.
The new collection has a modern design
and comfort was the priority.
Gulf dealers, personnel and customers
like the new design and a range of new
summer workwear, also designed by
Kaprol Concepts, will soon also be used
in the Gulf stations.
Further details from Baha Sonmez:
bsonmez@gulf.com.tr
In front of a large crowd Roger Lescano, General
Manager of Isopetrol, handed the cup to the captain
of Sport Boys, the winners of the match.
The event was also noteworthy for the
appearance of possibly the largest Orange Disc
logo ever created, a Gulf banner that covered the
entire ten-meter circle in the centre of the pitch!
Further information from Roger Lescano:
rlescano@isopetrol.com.pe
MARKETING
07
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BLENDING PLANTS
PARTNER FEATURE
GULF GLOBAL
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08 PEOPLE & PLACES
your local global brand
NEW ZEALAND
ALAIN DUJEAN VISITS NEW ZEALAND
In October 2011, Gulf Oil Vice President International, Alain
Dujean visited one of Gulf’s newest distributors, ANZPAC Oils of
New Zealand. ANZPAC managing director, Brent Esler, hosted
him in Auckland, a city a little different from London where he
resides. With France making the Semi-Final of the Rugby World
Cup in New Zealand, Alain was able to watch his home country’s
victory before travelling south to visit ANZPAC’s parent company
CRT Co-operative at their Christchurch offices.
The offices were decorated innovatively for Alain’s visit, and
the decor even included a banner sporting a ‘baguette car’,
advertising ‘Le Lunch’, which was the meal CRT staff and
Alain shared together. While there, he presented Mr Esler with
ANZPAC’s first product invoice (pictured) and in return, he was
given a Gulf branded rugby ball.
Alain then made the trip to South Canterbury to witness the
revival Waimate 50. CRT Co-operative were hosts at the event
in honour of Bruce McLaren who had won the inaugural race in
1959. He also visited a CRT FarmCentre and was able to see the
retail side of ANZPAC’s parent company in New Zealand.
INDIA
GULF GOES INTO THE
RECORD BOOKS
In Orange Disc 25 we reported
on the “Gulf XHD Wall of Fame”,
which featured more than
7000 photographs of individual
farmers and their tractors from
across seven districts of India’s
Maharashtra State.
This amazing initiative was
designed to help Gulf salute its
agricultural clients and further
strengthen its links in the sector.
Gulf Oil Corporation Limited is extremely proud to announce that the 140ft by 10ft
exhibit has now been officially recognized as a new national record by the Limca
Book of Records and it will feature as such in the June 2012 edition of the book.
The Wall of Fame was the first and, to date, the only exhibit of its kind
to recognize the efforts of its consumers and honour them in this way and
Orange Disc warmly congratulates GOCL on this fine achievement.
Further details from Bijoy Paul: bpaul@gulfoil.co.in
TURKEY
BUSINESS SUCCESS REWARDED
Delta Akaryakit, the official licensee for Gulf fuels and lubricants in Turkey,
rewarded lubricant distributors who reached their target with a four day
promotional trip in September, to Kiev, where they were able to enjoy the
town’s history and culture.
Two months later, Delta staged a similar trip for those Gulf fuel stations
who had reached their lubricant sales targets, this time to the Czech capital,
Prague. Guests had the opportunity to visit many of the city’s landmarks
including Hradchany Castle, the Charles Bridge, St. Vitus’s Cathedral and
the Smetana Theatre.
This internal sales incentive has been very successful for the company
in motivating its sales force and helping to increase its sales.
For further information contact Baha Sonmez: bsonmez@gulf.com.tr
www.gulfoilltd.com
The international visit was a special one for ANZPAC, who
viewed it as a great opportunity to embrace Gulf Oil International’s
‘your local global brand’ concept. In respect of that, Alain
Dujean’s visit demonstrated the value that GOI places on its
relationships with distributors, and it was a great chance for
ANZPAC to show their commitment to the Gulf brand.
Further details from Brent Esler: brent.esler@crt.co.nz
LUXEMBOURG
SPECIAL INITIATIVES
MARK 10 YEARS OF
GULF IN LUXEMBOURG
The tenth anniversary of
Gulf in Luxembourg saw
initiatives launched in
celebration.
Firstly, painter Robert
Brandy was commissioned to capture the
anniversary on canvas. Brandy is held in high
esteem by collectors and renowned also for
his passion for vintage cars and for owning
“Petrolania” – Europe’s foremost collection of petrol
cans of all colours and brands – more than 1000
in total. Brandy believes that a petrol can is a small
work of art in its own right.
To allow other people to admire and benefit from
this work of art, Gulf Luxembourg decided to make
a limited run of silk screen prints of the painting,
some of which are being sold to support the charity
work of the Luxembourg Fort Vauban Lions Club.
The prints can be purchased at a cost of Á1000,
but only a few remain…
Gulf also launched a competition to win a Fiat
Abarth 500. Like Gulf, Abarth has great motorsport
history and the Abarth 500 has a vintage side to it
that works well with Gulf.
The promotion created lots of interest – so much
so, that the original Gulf Abarth 500 was stolen
from outside the Marnach petrol station barely
two weeks into the campaign, necessitating the
building of a second to complete the task of visiting
the country’s remaining petrol stations!
For more information contact Alain Lenertz:
alain.lenertz@orly.lu

UNITED KINGDOM
GULF EXCELS AT BBC
TOP GEAR EVENT
To celebrate the 40th anniversary of movie, ‘Le Mans’, starring Steve
McQueen, the BBC organised a VIP Gala dinner as part of its ‘Top Gear
Live’ event at ExCeL, London, featuring presenters Jeremy Clarkson,
James May and Richard Hammond.
The film, which helped to create Gulf’s iconic status, is one of the most
realistic racing movies ever produced. McQueen’s character, Michael
Delaney, driving the Gulf-Porsche 917 finishes the drama-packed 24 hour
race second, with his Gulf team mate the winner.
Gulf UK Retail helped the BBC to secure images and an original Porsche
917 for display at the event. The car starred alongside Chad McQueen, son
of the great actor, Le Mans legend Derek Bell, and racer David Piper (above).
Interestingly, Richard Attwood, the actual winner of the 1970 race on
which the film was based, was amongst the audience, along with Gulf
Retail management and customers.
“When we realised that the event might not have an original Gulf 917
we decided to lend a hand,” explains Keith Jewers, Gulf Retail. “We
are most grateful to Porsche and its Stuttgart museum for making this
possible. As you would expect, the Gulf name was prominent throughout
and the car was one of the jewels of this memorable occasion.”
More details from Keith Jewers: kjewers@gulfoil.co.uk
PERU
DISTRIBUTOR
CONVENTION
PERU
2011
INDIA
‘MSD’ IS THE NEW FACE
OF GULF IN INDIA
Gulf Oil Corporation Ltd has appointed Cricket star and
current captain of the Indian Cricket Team, Mahendra
Singh Dhoni as Ambassador for the Brand. His link with
the Gulf brand began with his position of captain for
the Chennai Super Kings that won the 2011 IPL T20
Championship.
Dhoni, known as “MSD” is a huge brand in his own
right in India and this new coming together of two great
brands will help further increase Gulf’s Brand presence
in the Indian market. The initial association is for two
years and GOCL has already planned numerous
future promotional activities.
MSD is perfectly in sync with Gulf’s core values of
Care, Courage, Endurance, Inspiration and Youth. He is an inspirational
and courageous leader with huge consistency of performance and a
passionate belief in teamwork. He is universally recognised and respected
across all demographics throughout the country.
MSD’s arrival should give a cut-through appeal to brand
communications to trade, OEMs, B2B customers and future
prospective customers, thereby further strengthening the Gulf Brand.
More details from Bijoy Paul: bpaul@gulfoil.co.in
ARGENTINA
GT1 FINALE IS A HIT
WITH GOA AND GUESTS
In early November, Gulf Oil Argentina (GOA) sponsored the
Aston Martin Racing Young Driver DBR9 at the final round of the
FIA GT1 World Championship that took place at the spectacular
Potrero de Los Funes circuit in Argentina’s San Luis province.
The event was run in a real party atmosphere and GOA invited its
clients in Mendoza, San Juan and San Luis along to the race meeting,
where they were given VIP treatment. Guests got the opportunity to
spend time with drivers, Alex Muller and Tomas Enge and were given
superb pit tours by the team.
Despite the fact that the results went against the Gulf-backed
Aston Martin, when a drive-through penalty dropped it out of
the race lead and down the field, the event was a great success with
everyone who attended.
More information from Daniel Nader: dnader@gulfoil.com.ar
In December, Isopetrol, who are the official distributors of Gulf
Lubricants for Peru (and as of last year also for Bolivia and
Chile), held their Peruvian Gulf distributor convention at the
Hotel Los Delfines.
The meeting brought together senior executives from
distributors of the brand throughout the country, to review Gulf’s
progress in Peru across the year as well as to exchange ideas
and outline objectives for 2012.
Further details from Roger Lescano:
rlescano@isopetrol.com.pe
UKRAINE
GULF’S
UKRAINE
SERVICE
STATION
SHOW DEBUT
As part of its plan for developing the
Gulf brand in the Ukraine, Premium
Oils, the country’s official Gulf
Lubricant distributor, has increased
its promotional activities across the
board. A key step was Gulf’s debut
participation at the Ukraine’s ‘Service
Station Expo’, the national trade
exhibition for companies supplying
products for fuel stations and garages.
Based on the feedback from visitors, customers are already familiar with
Gulf oils. The brand is certainly gaining popularity in Ukraine and has already
gained a reputation for high quality together with a wide product range.
More details from Rotislav Matyuhin: r.matyuhin@premium-oils.com
PEOPLE & PLACES
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GULF OIL MARINE
GULF OIL MARINE
GULF CHOSEN FOR THE WORLD’S
BIGGEST NEW SHIP BUILDS
Gulf Oil Marine (GOM) is proud to have been selected as the
lubricant supplier for the ‘Vale Malaysia’ (above), the largest bulk
carrier in the world and one of the largest ships to ever enter
commercial service. She will carry iron ore for her owner, Vale
Mining, from Brazil to China. At 362 metres in length, she is longer
than a Nimitiz class aircraft carrier. The ship has a gross tonnage of
200,000 and is one of the largest ore carrying capacities in history.
The Titanic, by comparison had a gross tonnage of only 46,000.
The Vale Malaysia (pictured) will have taken approximately
one year to build at her March delivery, at a cost of over
US$115 million. She is not only large, but uses the most
advanced propulsion, power generation, and guidance systems
ever developed.
13 types of lubricant, totalling 200,000 litres, were required
during construction at the Daewoo Shipyard at Geoje, Korea.
After a rigorous review process, including GOM’s sales, marketing
and technical teams in Korea and Hong Kong, Gulf was selected
to provide them all. GOM will continue to supply the Vale Malaysia
after she enters service.
GOM has also recently been chosen for sister ship, the Vale
Carajas and six other sister ships to be constructed during
2013. GOM is also negotiating a supply agreement with the
Rongsheng shipyard in China, for an additional 12 ships.
Supplying ships during their construction is one of two GOM
strategies to grow business and acquire new customers –
together with promoting its superior coverage to have existing
vessels switch from the competition. Both strategies are needed
to cover the lubrication needs of the massive fleets produced by
Asian shipyards during the last three years, which accounted for
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150 million DWT in 2011 alone, this equates to more than one
tenth of the entire global shipping capacity.
Lubricating vessels during construction has become one of
GOM’s specialities. Korean and Chinese shipyards account for
62% of the gross tonnage output per year and are a challenge
for marine lubricants providers because of local import, tax and
logistics regulations and an ever-changing ship build schedule.
A good network and high level of service are not the only
requirements to convince a ship-owner to select GOM. Lubricant
quality is the key. Most of the equipment is innovative by nature,
especially the engines – with the latest models and manufacturers’
technical requirements. Indeed, a new build is so massive for
its owner that it often turns into a technical challenge during the
tender, which constantly tests the reputation of the supplier.
The benefits of winning a supply agreement for a new
construction project are quite substantial. From proving technical
excellence, delivering large quantities of products to building
strong loyalty with the ship-owners. Each vessel’s first lubrication
is a milestone and an opportunity for the lubricant company to
maintain that supply globally for the rest of her 30 year life.
With its extensive network of ports, OEM-approved products
and superior customer service, it is no surprise for GOM to have
been awarded more than 50 new builds over the last four months.
Most of these are crude oil tankers and bulk carriers, built in China
and Korea for customers worldwide.
There is no doubt that the Vale Malaysia will further increase
Gulf Oil Marine’s reputation in the market and we can expect
further success in 2012. Further information from Frederic
Jacquot: frederic.jacquot@gulf-marine.com
RETURN OF THE GULF MCLAREN!
Gulf Oil Marine was the driving force
behind Gulf’s sponsorship of one of
the exciting new McLaren MP4-12C in
the GT race at the Macau GP meeting.
The car attracted a great deal of interest
as the famous association between
Gulf and McLaren was rekindled.
The Gulf Oil Marine McLaren was in
the very capable hands of British
Sports car ace, Danny Watts (right)
and secured a spot on the victory
podium, coming home a fine third.
For further information of the
successful Macau Gulf-McLaren
contact GOM’s Frederic Jacquot:
frederic.jacquot@gulf-marine.com

TURKEY
MYSTERY SHOPPING
IN TURKEY
BRAZIL
GULF STRENGTHENS
ACTIVITY IN BRAZIL
Gulf is once again on a strong growth trail in
Brazil. After an original thrust into the Brazilian
market between 1936 and 1959, Gulf returned to
the country in the last decade, strengthened by
a group of optimistic and visionary entrepreneurs
(official lubricants distributors Novapar), who
were experienced in dealing with lubricant
manufacturing and trading in Brazil. After a boost
to the brand’s development in 2010, Gulf has
been the lubricant company with the biggest
growth in Brazil for the two past years.
Through
strong and
consistent
growth in recent
years, Brazil
is currently
the world’s
6th biggest
economy –
according to
the Economist’s
Intelligence
Unit (EIU) – and
Novapar are
determined to
take advantage of the opportunities that this offers.
Novapar have put a new communication
strategy into operation and this includes a new
Gulf website (www.gulfbrasil.com.br) and a
new product catalogue (pictured). The company
has also restructured its commercial department,
hiring new professionals who already have
established reputations in the market. Recently,
Novapar has had a strong presence in the
country’s main media covering the professional
sector of Brazil’s automotive repair industry. More
information from www.gulfbrasil.com.br
PARAGUAY
Delta Akaryakit, the official licensee for Gulf
fuels and lubricants in Turkey, arranged training
for 300 sales personnel at 100 stations in the
middle three months of last year. Topics included:
the Gulf brand; Gulf in Turkey; health & safety;
environment rules; Gulf’s lubricant product
range; customer relations and customer handling
techniques in the fuel stations themselves.
In order to gauge the results of the training
and to judge high service quality, Gulf’s agency
Gfk carried out mystery shopping visits at the
Gulf stations during September. In them, the
forecourts, the fuel buying process, security,
shops and toilets were all rated.
PERU
Gulf’s Sungurlu dealer, Ozev Un (left, with his
team) scored highest with a 96.6% rating. Gulf
organised an award ceremony at the station itself.
The station received a cold & hot water car wash
and every sales person was given gold coins.
Sungurlu’s Mayor, the dealer, Gulf managers and
customers all attended the ceremony.
Gulf personnel all agreed that training and
mystery shopping had helped increase service
quality in the station and the awards have been
great motivation for further improvements before
the next mystery shops.
For more details contact Baha Sonmez:
bsonmez@gulf.com.tr
GULF’S PREMIUM LINE
LAUNCHED IN PERU
November saw the launch of Gulf in Peru’s new
“Premium Line” of products. The first launch event took
place at the Restaurant La Hacienda de Monterrico in
Lima and was carried out by executives from Isopetrol,
the official distributors of Gulf lubricants in Peru, in
conjunction with the Petrolea company who are local
distributors of the Gulf brand in the automotive sector in
Lima, the country’s capital. Gulf Oil International’s (GOI)
Richard Pinchin was also present and gave a short
speech about GOI’s support for Isopetrol and its successes in Latin America.
Similar launch functions were then carried out in the weeks following in Huancayo and La
Merced in conjunction with the Takagi Motors Group, who are distributors in Peru’s Central zone.
The events were well attended and were conducted with a good degree of pizzazz added to by
the presence of Fernando Ferrand a driver of the locally Gulf sponsored entrant at this year’s Dakar
race (detailed later in the issue). More info from Roger Lescano: rlescano@isopetrol.com.pe
PROVEAUTO SA TO TAKE GULF FORWARD IN PARAGUAY
Since 2005, when Electro Diesel SA became
the sub-distributors and importers through
Gulf Oil Panama for Gulf products in Paraguay,
the brand has constantly gained ground in the
country. It has now reached the point of once
again being recognised in consumers’ minds as
one of Paraguay’s premium brands.
Electro Diesel’s experience in the import
and distribution of electric, refrigeration and
suspension parts, as well as in lubricants
CANADA
LAR CHOOSES GULF
TEKLUB – Gulf’s Official Lubricants distributor
in Canada – has recently signed an important
business agreement with one of the country’s
leading car dealership associations.
LAR is an association of 1300 dealerships
across Canada that gives members the
benefits of being able to purchase in bulk. LAR
also simplifies and rationalizes the purchasing
process to minimise the number of suppliers
for all of the various commodities and services
a car dealership may need.
For several years Teklub has supplied
numerous car dealerships with synthetic top tier
products such as Gulf Formula and Ultrasynth
X series and it was logical that LAR and Teklub
could both benefit from working together – for
both bulk and small pack lubricants.
Teklub currently has approximately 100
dealerships within its customer portfolio, but
(gained over four decades), has allowed the
company to develop successful channels for
distribution to clients at wholesale and retail levels.
So as to focus even more heavily on a growth
in distribution of Gulf products, Electro Diesel has
now made a specific subsidiary ‘PROVEAUTO SA’
responsible for distributing Gulf. Through its
network of national distribution to wholesale
customers, Proveauto is now tasked with
increasing Gulf’s presence in Paraguay.
with this new
agreement it
will now be able
to talk to 1300
car dealership
owners/managers.
It will be hard
work because
the sales force
will need to make
contact with each
and every one
of the members but the company has high
expectations that this new opportunity will
offer some excellent growth for the business
at car dealership level. More information
can be obtained from: www.gulfoil.ca
or by contacting Teklub’s Sylvie Gaudet:
sgaudet@teklub.ca
The Agricultural, Automotive, Transport and
Industrial sectors are now prime users of Gulf
products. Also thanks to the strong support of
top line motorsport personalities, Gulf has been
able to sponsor race and rally winning cars
throughout the country, which in turn has further
strengthened the brand’s presence, so the future
is looking bright for Gulf in Paraguay.
Further information from Orlando de Vicente:
odevicente@gulfoilpanama.net
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GULF’S GROWTH
& DEVELOPMENT CONTINUES
Since Orange Disc last looked at Gulf’s retail offer, the whole of the global economy has undergone
a major downturn, which needs little detailing here with a resultant general decline in retailing.
However, once again, Gulf retail licensees seem to be bucking the general trend of the majors as the
Gulf brand continues to gather strength as a fuel retailing force.
We will look at the various countries in which Gulf Oil International has fuel retail licensees, as
each market is different in nature and each operating company has an individual story, but we will
also round up the factors that continue to make Gulf an attractive proposition. Currently there are
Gulf fuel retail networks in 12 countries, with ongoing discussion for more networks in progress.
BELGIUM
Demarol BV continues its expansion programme across the county with
new stations opening every couple of months.
The 63rd Fuel station opened at the end of 2011 and five new
stations will open by the summer: Hasselt, Beerzel, Ham, Herenthout
and Flenu. Demerol’s Sven Van den Branden expects the total to be
more than 70 by the end of the year and this could rise dramatically if
the potential take-over of a further network of stations comes to fruition.
The global economic crisis and rising price of oil has impacted on their
business in that the pump price is now becoming the most important
marketing factor in selling fuel in Belgium.
The majors are increasingly less and less interested in the Belgian
market, yet despite that it would still seem to be the case that the smaller
players are still takeover targets by other majors.
“We expect that there will be a clean up of the sector and small
service stations will be taken over. Increasingly you need a critical mass
of approaching 100 service stations in order to be competitive in the market and realize economies of scale,” comments Sven.
“However, in 2010 the volumes of Demarol Belgium grew by 18,3% and in 2011 by 24.2%. For 2012 we expect a high level of
growth. We are now present in all Belgium’s provinces, which will allow us to work more effectively with the Belgian Gulf fuel card.
“We know from experience that once we plant one Gulf flag in an area, very soon further new recruits to Gulf are likely to arrive.
We have increasingly better, more beautiful service stations, which means that we can easily compete with the majors. Although the
competition is tough, we are optimistic and believe the crisis will actually help us to grow faster!”
LUXEMBOURG
In the mid-1980’s Gulf was one of the country’s leading service
stations brands and this position seems to be in sight again
thanks very much to the local/global proposition that the Gulf
brand offers.
In 2001, two groups of local experienced oil sector
entrepreneurs, the Reiff brothers & Joseph Meyer together
with Claude Baer & associates, joined forces. In 2001, the
group obtained the Gulf license in Luxembourg and it now
covers all the oil distribution channels in the Grand Duchy,
accounting for 150 jobs in Luxembourg.
To date, the country has witnessed the opening of 11
Gulf petrol stations and 2012 will see an extra site added.
In addition, Gulf has a network of five heating and motor fuel
re-sellers who carry out more than 20,000 deliveries a year
throughout the entire country. The group also runs its own
logistics, with a storage warehouse and twelve trucks to
distribute heating fuel, provide for its petrol stations and deliver fuel to small and medium-sized businesses in Luxembourg.
The group also markets lubricants throughout Luxembourg with a moving stock of 100,000 litres. In addition it delivers
and installs pumping equipment, stores and delivers mechanical fluids and provides “turnkey” garage workshops outfitting.
Under the name Diesel Card Luxembourg (DCL), the Group also markets its own fuel card, which professional clients
– local bodies, industrial clients and small and medium-sized businesses – can use across the entire Gulf network in the
Grand Duchy and in Belgium. On average, some 20,000 accounts are settled by this payment method every year.

FINLAND
The overall situation in Finland for fuel retailing makes it one of the
toughest places in Europe to succeed as an emerging brand.
Four “major” companies with their own fuel stations – which includes a
former national fuel brand - are fighting for greater market share, making it
very challenging for dealer operated fuel stations to make a profit.
The prevailing economic climate in Europe has also affected fuel
station owners’
views on making
the necessary
investments in
future business.
In addition
Finland has a
high number
of fuel stations
compared to
the number of
vehicles.
That said, US
Parts Finn AM
Oy, who operate
as both Finland’s
Gulf lubricant and fuel licensees, have increased the number of Gulf fuel
stations in Finland. The company currently has 11 Gulf branded fuel
stations – of which two are for Marine Fuel.
At the same time US Parts continue to develop tools to make Gulf more
attractive and to differentiate it from its competitors.
At the heart of the Gulf retail offer in Finland is service. Gulf stations
cater for the needs of both customers and their cars. Therefore the Gulf
station is often a key community focal point. Many have cafeterias or even
restaurants, their shops are well stocked with groceries and many also
have service and repair workshops attached to them to offer added value.
The Gulf brand continues to be an appealing retail proposition, despite
all of the prevailing factors and US Parts continue to actively look for
suitable sites so as to further expand the Gulf network.
GERMANY
Gulf’s service station network continues to grow in Germany with the
opening of its latest station in Strehla. Licensee Oil Trading Deutschland
(OTD) has been very busy in the market and has increased the number of
Gulf stations to 61.
Expansion is ongoing, with two stations imminently opening, one in
Prosen and an automatic station at Schneeberg Nord.
OTD continue to promote the Gulf retail presence to trade and
consumers alike and recent developments include a link with global
fast food chain Subway. Several Gulf fuel stations now have a Subway
restaurant on site and in addition customers in Treuen can also visit the
Gulf motorsport themed “Race In” restaurant.
OTD operates a Gulf
card scheme for both Fuel
and Services at its stations
throughout Germany.
Green motoring continues
to be an important issue in
Germany and Gulf stations
throughout the country now
offer E85 - a mixture of
85% Bioethanol and 15%
Eurosuper petrol.
E85 provides eco-conscious
drivers, with a green and cost
effective fuel solution.
The German Gulf website,
www.gulf.de, offers a wide
range of services including a
very active shopping section
– created in conjunction
with Gulf clothing licensee,
Dakota, for those who want
Gulf-branded products.
NETHERLANDS
The Netherlands is one of the oldest established Gulf Fuel networks in the
world and is nowadays operated by Demarol Retail Nederland B.V, a sister
company of Gulf Oil Netherlands.
The current network comprises 119 stations, with most located on
provincial roads or in towns around the Netherlands, but ten of which are
on the country’s major motorways.
An increase in fuel duty came into effect at the beginning of 2012 and this,
in addition to the general economic situation in Europe, is likely to impact
further on fuel sales. It is however, too early to gauge the effect this will have
overall – and the company has always been quick to move in for ailing but
potentially strong sites and turn them around under the Gulf banner.
There has been a consolidation of the network over the last three years
but the company is always looking for well-located sites with which to
strengthen and expand Gulf’s retail presence
IRELAND
National Oil Brands Ltd have been operating Gulf’s retail network for a
little over three years now. Ireland currently has 9 Gulf fuel stations, the
most recent of which is in Dungarven, Waterford.
“Branded and unbranded stations are now coming to Gulf,” explains
National Oil Brand’s Dermot Fallon. “The brand ethos seems to suit
people as the independence it offers means they can source the best
from a choice of
suppliers.”
Ireland’s
economic
woes are well
documented and
the knock-on
effect is that credit
is a major issue
with investment
capital for new
sites being hard to
source. “People
are shopping
around for everything - petrol sites included” continues Dermot Fallon,
“and although some sites are proving difficult to find a purchaser for, the
more strategic sites are still going well and are valuable.”
Ireland’s credit problem also means that retail outlets of all types are
only accepting cash from customers.
Laundered fuel is another serious issue. Agricultural Diesel (coloured
green) incurs less duty and tax evaders are removing the green dye to
resell it as “white” road diesel often through makeshift fuel sites or old
stations which are “re-opened” by the “operators”.
The illegal fuel has its origins in counties in the border region with
Northern Ireland, but has spread south. Irish customs are now tackling
the problem but it is reckoned that as much as 20% of current road
diesel sales in Ireland are laundered diesel.
The “majors” seem to be directly disappearing from Ireland but often
leaving the brand, licensed nationally by Irish companies. Only one of the
majors is really making a push for new business in Ireland.
The Gulf brand image, however, has been well received and the
independence offered by Gulf is attractive, so despite the current
economic climate, National Oil Brands continues to look to expand
Ireland’s Gulf retail network.
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COVER FEATURE
METALWORKING
BLENDING PLANTS
PARTNER FEATURE
GULF GLOBAL
MOTORSPORT
14 COVER FEATURE
your local global brand
JORDAN
In accordance with its 2011 Energy Master Plan to introduce
modern management methods, competition and much
needed investment into the sector, the Government of Jordan
(GoJ) has undertaken an initiative to restructure the country’s
downstream petroleum products sector.
For 50 years the Jordan Petroleum Refining Company
(JPRC) enjoyed a monopoly on crude import, refining,
storage, transportation and wholesale of petroleum products.
JPRC’s primary activities include transporting and distributing
petroleum products throughout Jordan, as well as maintaining
fuel stations, marketing lube oils and refining. Its refinery at
Zarqa has a capacity of 100,000 barrels per day.
As a result of restructuring, four Oil Marketing Companies will
be awarded licenses to distribute fuel across the country.
Al Muhit for Mineral Oil Trading Co. who represents Gulf in
Jordan is expected to get one of these licenses, as the company
has secured around 100,000 Metric tons of fuel sales through its
13 filling stations located in various parts of the country.
Unlike most of its neighbours, Jordan has no significant oil
resources of its own and is heavily dependent on oil imports to
fulfil its domestic energy needs. Diesel represents the largest
share of the market, as it is used by industries and for heating,
as well as freight transportation. Gasoline for the automobile
sector is the second largest market segment by volume.
Through Al Muhit, Gulf is now looking to expand its fuel station
network by a further two stations by the end of 2012 to 15 in total.
Unlike others, Al Muhit has adopted a policy of recruiting
Jordanian pump attendants instead of foreigners. This will allow
Gulf to meet Jordanian consumer expectations in terms of culture
and hospitality, as well as providing excellent service levels.
SLOVAKIA/CZECH REPUBLIC
It has been less than three years since Oil Trading Corporation
(OTC), Gulf’s official Fuel licensee for both the Czech Republic
and Slovakia, opened their first Gulf Station in the Slovakia.
OTC now operates 18 fuel stations – 11 in Slovakia and
7 in the Czech Republic and is looking to almost double this
number of stations by year’s end, targeting seven new stations
in each country.
The Slovakian
fuel market currently
has just over 700
fuel stations with the
Czech Republic at
approximately 3000,
so the market is quite
big. Ladislav Lopatka
of OTC reports that the overall volume of fuel sales across both
markets is decreasing and that competition is aggressive. A
local brand has the dominant market position, but there are
also significant presences from many of the other majors.
OTC is working hard to promote the Gulf brand. Awareness
of the Gulf brand in the country is good among people over 30,
but below that it is extremely limited. The company is currently
in the process of implementing an electronic loyalty system and
this will boost the brand at retail in both the Czech Republic
and Slovakia, as the network steadily continues to expand.
TURKEY
New regulations from the Competition Board, issued at the
end of 2010, have caused radical changes in the Turkish Fuel
Market over the last year.
The Board ruled that Usufruct Agreements between
distributors and dealers with a term exceeding five years were
anti-competitive and no longer lawful. This regulation resulted
overnight in the investment-based Turkish Market becoming a
price-orientated market. 2011 therefore became a transition year
for the whole industry.
Despite this, Delta Akayakit, Gulf’s Turkish Fuel Licensee still
managed to sign eight new contracts in 2011, bringing the Gulf
network to 112. In 2012 Delta expects to do better, with 15
new stations being targeted.
Delta’s Baha Sonmez explains the pull of Gulf’s retailing
offer in Turkey. “The Gulf retail network offers high technical
standards - both in construction and equipment employed, all
of which meet the current standards required. Gulf brings with
it high visual standards
for service stations, and
a raft of training and
marketing initiatives. It’s
an attractive package.”
Delta is planning to
launch a new loyalty
programme to retain customers and it is also looking at tying
the Gulf brand into Bank credit card campaigns.
Delta continues to work hard on increasing brand awareness.
“We use relevant press extensively and our latest initiatives are
mobile units,” continues Baha Sonmez. “A standard van has
been transformed into a mobile promotional unit as part of a
campaign to showcase Gulf’s expertise in the fuels and lubricants
industry. Another has been transformed into a training unit. All of
the Gulf pump attendants have been trained using this facility. An
independent company then assesses them and successful pump
attendants are presented with certificates and awards. It’s good
for morale and also helps promote better business.”
UNITED KINGDOM
The size of Gulf’s UK network has almost doubled in the last
three years and in 2011 Gulf was once again the UK’s fastest
expanding forecourt brand, with 94 sites joining the network.
This is set against a national picture of shrinking numbers of fuel
retailers.
Under the stewardship of GB Oils, Gulf’s impressive growth
is set to accelerate further following the company’s recent
acquisition of several other branded dealer networks.
“These acquisitions, and an ongoing commitment to serve
dealers of all types and sizes throughout the UK, could see the
Gulf network increase from 320 to over 500 sites by the end of
the year,” explains Ramsay MacDonald, Retail Director, GB Oils.
GB Oils is also strengthening the Gulf retail proposition in
2012 by increasing marketing activity and improving its dealer
support package, which is already one of the most competitive
in the UK industry. GB Oils expects that most of its competitors
will continue to consolidate or downscale their dealer activities.
“It’s an exciting time to be part of the Gulf family,” continues
Ramsay McDonald. “Nevertheless, 2012 will be challenging for
all UK petrol retailers with forecourt volumes suffering from the
economic downturn and banks seemingly averse to lending
within our sector. The pressure is on all operators to explore
new revenue streams whilst further developing the existing ones.
Maximising shop revenues and margins will remain a priority.”

SPECIAL CASE STUDY: GEORGIA
Sun Petroleum Georgia
LLC, the Gulf service
station licensee for the
Republic of Georgia,
continues its ambitious
expansion in the
country’s Fuel Market.
The company currently
operates 60 Gulf branded stations and, by the
end of 2012, plans for this number to double
and to have reached or even exceeded 120.
It was barely a year ago that Sun Petroleum
Georgia LLC entered the Georgian Fuel
Market. It came into a sector that was
already extremely competitive, with many
major companies already well established.
Despite this competition Sun managed within
a small period of time to create a prominent
Gulf image among customers, to become
Georgia’s third biggest player and with the
completion of re-branding later this year Sun
and Gulf looks set to lead the pack.
Georgia’s strategic location, gave Sun
the opportunity to locate Gulf stations on
Georgia’s main highway from Turkey and the
Black Sea Ports, which ultimately follows the
Silk Road and leads on to Azerbaijan, Armenia
and Central Asia and goes through every one
of the country’s major cities en route.
Fuel margins in Georgia are very good and
Clockwise from above: Georgian Fuel Station.
Launch promotion caused huge traffic jams. Central control room. Alain Dujean meets Sun
Group Chairman –and former Georgian Defence Minister -David Kezerashvili
the country is developing rapidly, emerging
as an economic force in the region with a
history of strong GDP growth in recent years
emanating in part from the importance and
returns of the strategic oil corridor which
transits Georgia from the oil rich Caspian Sea
basin to the Black Sea.
Sun operates five regional fuel depots
as well as a separate large and strategic
oil storage terminal located at Poti on the
Black Sea. A central control room links their
operations and is able to monitor stock levels
and fuel throughput as well as visually oversee
all of its sites’ activities.
Sun is
prominent
and has a
philosophy of
providing social
donations
and charity
to the needy whilst backing and supporting
worthwhile programmes for the poor. Staff
recently visited one of Georgia’s many
orphanages and provided much needed
teaching aids and will continue as a routine to
tour orphanages doing this important work.
This responsible social attitude characterises
the company’s culture and its general business
strategy towards those less fortunate.
SUMMARY
Gulf Oil International’s Business Development Manager, Paul Stannard outlines the
attraction of the Gulf Retail Fuel offer:
“Gulf Oil International has been very successful over the past 10 years in attracting
official lubricant distributors throughout the world.
Now the challenge is to rapidly expand the presence of the Gulf branded service
station networks, beyond the constantly expanding networks described in this article.
It is well worth visiting www.gulfoilltd.com to view the Gulf networks presently in
place.
Service stations are the interface for oil companies with the general public and are
therefore extremely important for the recognition and advertising of the brand. Because
the Gulf brand is now re-entering or entering new markets, the stations being established
are modern, clean and offer customers an alternative to their usual fuel retailers.
The Gulf service station proposition also offers operators valuable alternative income
streams via onsite shops, service centres and through the sale of Gulf lubricants and
Gulf MultiAuto car care products.
The Gulf franchising opportunity for service stations is a great opportunity for fuel
retail businesses to take on a truly global brand under a long term agreement. Whether
it is to revamp existing sites, re-brand ‘white flag’ sites or take advantage where the
‘majors’ are either pulling out of markets or decreasing their presence the proposition,
the Gulf brand is the ideal fit for a constantly evolving industry.”
In keeping with Gulf’s long motor racing
tradition, the company has become the sponsor
of what is now called the Gulf Racing Team,
which will participate in two classes of Georgia’s
top national motorsport championship. The Gulf
brand in Georgia has also recently become the
sponsor of Georgia’s most famous football team
– the renowned “Dinamo Tbilisi.”
Gulf’s Vice President International, Alain
Dujean recently visited Georgia and was
extremely impressed with what he saw. “In an
incredibly short period of time Sun has built a
truly superb base for Gulf in the country, with
an amazing infrastructure. I spent time visiting
sites with the operations team and Gulf is really
prominent in the country. Everyone is very
proud of what they have already achieved with
Gulf and this seems to be absolutely justified.”
STOP PRESS: COLOMBIA
As Orange Disc closed, Gulf’s Colombian distributor
Prolub SA, declared its intent for Colombia to be the
first country in Latin America with Gulf Service Stations.
According to the manager of fuel in Colombia,
Ricardo Perez, “To better serve our customer and
offer a complete package of service, we’ve identified
the urgent need to incorporate fuels into our product
portfolio.
Soon our compatriots will see in cities and at main
roads, the great image of Gulf Service stations, where
we will unfailingly deliver excellent service, excellent
fuel and a warm, friendly and respectful atmosphere.
Our business plan includes our own service
stations and affiliates, with 50 or more stations
operating at the end of 2012.”
Orange Disc will report on this further in future
issues outlining the development of this new licensee.
For more information on the Gulf Oil International
service station offer please contact Paul Stannard:
ps@gulfoilltd.com
COVER FEATURE
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16 TECHNICAL FEATURE: GULF METALWORKING FLUIDS
your local global brand
THE LAUNCH OF THE GULF
It’s been an exciting and successful year for the new and
improved Gulf Metalworking Fluids range.
Gulf Cascade metalworking fluids of years gone by were
revered by professionals in the market place because they
represented everything that the customer wanted; superb
surface finish, high performance and reliability. Today’s Gulf
metalworking fluid range provides exactly that along with
modern technology and safer, environmentally responsible
constituents.
July 2011 heralded the announcement that all Gulf soluble
coolants would again carry the Cascade name, re-emphasising
Gulf’s traditional values. The combination of an historical name
of quality and the latest market innovations has proved a
popular move with both distributors and customers.
Gulf is set for further growth in metalworking fluids, with new
sales to affiliates, distributors, re-sellers and end users through
a combination of ultra-high quality products, competitive prices
and excellent technical and product support.
Gulf Lubricants UK and Gulf Oil International have been
working in partnership to develop a strong Gulf metalworking
fluid range, and several years of hard work and research have
culminated in a range of high quality products, that have been
tried and tested across the globe.
In recent laboratory trials, Gulf metalworking fluids generated
outstanding results in Reichert Wear Tests and Cnomo Foam
Tests against leading major competitors. This continues the
success achieved by Gulf soluble coolants over the last few
years – exceeding the competition’s performance in field trials
and production performance across the world.
Gulf metalworking fluids benefit from excellent technical
support. With a team of reliable and dedicated technical
experts, product training and guidance for customers is
available, as well as a full range of testing and monitoring
services.
There is also an extensive range of support material
available, including:
Q New Gulf Metalworking Fluid brochure
Q Introduction to Metalworking Fluids Presentation
Q Metalworking Fluid Care Presentation
Q Condition Monitoring Forms & Schedules
Q Equipment – Refractometers, test kits etc.
Q Technical Data Sheets and Material Safety Data Sheets
Q Customer Testimonials and Case Studies
The core range provides a comprehensive selection of high
quality products, suitable for every type of material under a
wide variety of operating conditions. However, the range is not
limited to these core products.
Whereas most competitors offer only a limited range of
established products, Gulf is constantly developing new
products to meet specialist or unusual applications, or to match
a competitor’s product if it cannot be covered by something
already within the existing range.
The re-launch of the Gulf Metalworking range represents huge
potential for all Gulf distributors to further enhance the status of
the Gulf brand and to maximise sales and profitability. The range
also offers a fantastic opportunity to widen the Gulf customer
base and move into highly profitable industrial markets.
www.gulfoilltd.com
GULF METALWORKING AROUND THE WORLD
Gulf Lubricants UK’s extensive experience in metalworking
fluid products has led it to work across many different types
of products and industries. The examples here illustrate the
variety in the market for metalworking fluids and why it offers
such huge potential for Gulf distributors around the world
CASE STUDY: TAIWAN
Gulf Metalworking Fluids go from strength to strength
With hot and humid weather conditions, varying water quality and
frequently arduous operating conditions, Gulf soluble metalworking
coolants have outperformed competitor products from major name
producers in Taiwan.
Rayted Enterprises supplies and exports to a wide range of endusers,
from vehicle component manufacturers to factories producing
golf clubs. Many of these companies have state-of-the-art machine
tools operating at high speeds and high pressures 24 hours per day,
but some are using older equipment where oil contamination is a
regular problem.
Where other products have failed, soluble coolants such as Gulf
Cascade EP-XLL, HD-S, GB-ASB, GP-HS and EP-SAX have succeeded
in controlling bacteria and reducing foaming whilst also providing
excellent surface finish. Longer sump life has also resulted in less
downtime and this, combined with enhanced tool life, has resulted in
major customer cost savings.
As well as end users, Rayted also supplies many re-sellers and
sub-distributors. 2011 looks to have been a record year for sales,
with Gulf soluble coolants reaching 200,000 litres, not including
the additional sales of Gulf neat metalworking fluids. In the highly
competitive Taiwan market, Rayted Enterprises’ achievement is a
great example of the potential of Gulf Metalworking Fluids range for
all Gulf distributors!

METALWORKING FLUID RANGE!
UNITED KINGDOM
Gulf Lubricants UK also continues to see impressive growth in
metalworking fluids sales to distributors, re-sellers and end users.
Companies within the GB Oils group are increasingly finding that
Gulf can provide better products and faster service compared to
customers’ traditional branded metalworking fluid suppliers. With
substantial experience in metalworking fluid products, Gulf Lubricants
UK is involved with many different types of products and industries.
Gardner Aerospace
Gardner Aerospace is one of Europe’s largest manufacturers
of commercial aircraft components and uses very high quality
aerospace grade aluminium alloys and titanium. Gulf recently
replaced the previous major brand suppliers at one of Gardner’s
largest UK factories. Trials with Gulf Cascade HD-AX produced
significant improvements in tool and coolant life, in addition to
solving machine operator and health & safety issues.
Panasonic
One of Japan’s largest companies, Panasonic uses Gulf Vanishing
Oils to help form the steel panels used in the production of
microwave ovens. After evaluating other branded products, Gulf
Vanishing Oil CN1 was found to provide the best combination of fast
drying time and low odour.
SAS International
SAS International manufactures steel ceiling panels used
extensively in international airport terminal buildings all over the
world. These panels are made from large rolls of steel, pre-cut to
size before hundreds of holes are punched into it using a large
multi-punch press tool. These press tools are very expensive and
long tool life is therefore an important consideration. It is also vital
that the tools pierce the steel cleanly and that no residue of metal
remains at the tip, to avoid damage and consequent rejection of
the panel. Gulf S-Draw XP has been developed specifically for this
process and has outperformed all competitor products by providing
excellent tool life and a clean, swarf free process. This has resulted
in substantial savings for the customer by both extending tool life
and reducing reject rates.
SWEDEN, DENMARK AND TURKEY
Hansen Racing, Sweden, DCC Denmark, and Delta
Akaryakit in Turkey are further examples of Gulf affiliates
who have established growing metalworking fluid
businesses from a standing start.
Technical support is at the core of Gulf’s service to
distributors and responses to distributors technical or
product queries are swift. Taking Sweden as an example,
the volume of enquiries coming from one of Hansen
Racing’s distributor customers became so large due to
their enthusiasm for Gulf metalworking fluids that Gulf UK
agreed to deal with the customer’s technical questions
directly. This arrangement has worked out extremely well
and has enabled response times to be further shortened.
For example, this great success story from Hansen
Racing and its distributor, Gävle-Dala Industriprodukter,
ThyssenKrupp
South Wales based
ThyssenKrupp uses
Gulf S-Draw 15/3 to
form large steel and
aluminium panels
for Bentley Cars and
Land Rover. This
specially formulated
product, based on
synthetic esters, is
designed to provide
superb lubrication
and excellent wetting
distribution across
large surfaces, whilst
providing enhanced
operator health
& safety and low
environmental impact.
relates to a customer whose processes involve grinding
engine tops and blocks. The customer’s emulsion tank
is placed directly on the floor and the workshop has
direct floor heating, so that the floor is always +24 oc.
This created problems and it was just a matter of weeks
before the emulsion was covered with a slimy carpet.
Through the use of Gulf Cascade EP-XLL for two months,
the emulsion was reported as being as good as new, with
excellent grinding results. The customer is very satisfied
with this positive outcome!
It has been encouraging to see the way that the Gulf
Metalworking Fluid business has developed in Sweden,
Denmark and Turkey, and congratulations to Magnus,
Eric and Sedef and their colleagues on their outstanding
achievements.
Long & Marshall
Long and Marshall is
a highly successful
aircraft component
manufacturer. The
company is located
in a very hard water
area, leading to a build up of hard water salts in machine sumps
over time in the form of a creamy residue. This can also cause
staining of the aerospace aluminium and steel component that
they manufacture. Following investigation, the use of Gulf Cascade
HD-AH was recommended. Since moving to the product, all hard
water residues and staining have disappeared. Sump life has
also increased, leading to a reduction in down-time and coolant
expenditure.
For further details of the exciting opportunities offered by Gulf
Metalworking Fluids, contact Gulf Lubricant UK Sales Manager,
Philip Williams: philip.williams@gulflubricants.co.uk
TECHNICAL FEATURE: GULF METALWORKING FLUIDS
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BLENDING PLANTS
Orange Disc examines Gulf’s expanding
global Blending Plant network and
briefly profiles the latest facilities
The continuing global economic issues have affected every
continent and virtually every country within them. However the
Gulf Brand, and Gulf businesses worldwide, almost without
exception, are weathering the storm and in many cases thriving.
With new companies still signing up to become distributors of
Gulf lubricants all the time the brand continues to grow.
In order to service the increasing product requirements of
the growing number of Gulf affiliates worldwide, there is a
corresponding need for both expanded blending capacity and
also for blending plants in strategic geographical locations.
Inevitably this means that Gulf’s global network of blending
plants has also had to expand. Despite the difficulties of
generating investment funding in these dark economic days, a
series of bold investments have been made by Gulf’s businesses
and its licensees to fund the necessary plants and ensure the
availability of products, for now and into the future when the
economy begins to thrive again.
Development of Gulf’s global blending plants has been
significant since Orange Disc last reviewed the network in 2009.
Three new plants have already come into service: two in South
America – Peru and Colombia – and one in the Middle East –
Saudi Arabia. However, even as this edition of Orange Disc goes
to press, a fourth plant is expected to be operational – in the UAE
– followed shortly after by a fifth in April, in Argentina.
Here we briefly profile the new additions:
COLOMBIA
With the growth of the Colombian economy, increased sales
and market share, Prolub SA took the decision to relocate and
expand its lubricant production plant to the city of Ibague, Tolima.
It developed the project following all the guidelines and
requirements of national and international standards, and used
five years’ worth of experience gained in its previous plant to
construct its new facility, which opened in November 2011.
Construction on the 20,720m² site was rapid, having started
less than a year earlier. The new plant has 1,460m² dedicated to
storage tanks and 4,490m² for storage and processing.
www.gulfoilltd.com
FOR
The storage tanks, office areas, internal roads of the plant and
Isotanks areas are now fully completed, as is the warehouse and
duct construction for the different processes taking place in this
state of-the-art of lubricants facility.
The building conforms to the highest standards of NSR 10
rules, RETIE, API and ASME, as well as meeting quality control
demands at every stage of the process. In its final state it will
include the latest technology for control and monitoring blending
and filling as well as a top level laboratory.
Prolub S.A president Diego Valdivieso was in charge of this
huge project and he chose the location for three fundamental
reasons. Firstly the favourable ambient temperature, secondly

INVESTING
THE FUTURE
because of a 10 year tax exemption and finally because it
is located in a geographical area equidistant from all other
major cities in Colombia that has become the country’s
logistics centre.
With the latest production technology and new storage
tanks, the new plant is one of the most efficient and productive
plants that exists in Colombia. The facility can store up to
170kl (kilolitres), while the production area will see an incredible
increase from the previous 75-100kl to a monthly average of
225-250kl a month.
The Gulf licensee in Colombia is justifiably proud of this new
facility, which it sees as marking its intent to further grow its
share of the Colombian lubricant market in the coming years.
PERU
The latest blending facilities in Peru see Gulf using two
neighbouring plants, each of them with an approximate area
of 10,000m².
Both plants are placed within a kilometre of the base oils
discharge pier in the port of Callao. The purchase of this facility
has made it possible for Isopetrol Lubricantes del Peru S.A.C.,
Gulf’s Peruvian lubricants distributors to take advantage of
direct discharge from the vessel into shore tanks. Previously,
they had to unload and move product from the pier to the
facilities by trucks.
Above and left:
Colombian
Blending plant
Left lower:
Filling line in
Peruvian plant
Below Left:
Process
monitoring
in Colombia.
Below Right:
Drum handling
in Peru
Right Upper:
OCME 4 litre
filling line in
Saudi Arabia
Right Lower:
Grease
manufacturing
in Saudi Arabia
The plant allows not only the blending and packing of oil and
grease lubricants, but also the manufacture of a substantially
increased variety of products.
There are currently five oil blending tanks with two more due
to be installed in the next few months. The total capacity of
these blending tanks is 44kl but this will increase to 72kl with
the addition of the further two tanks.
The plant’s present blending capacity, in terms of kilolitres
per year per shift is 14,000kl/year/shift but this should be
increased to about 18,000kl/year/shift, once the two remaining
blending tanks are installed.
The various filling lines can supply 8,000kl per year in 1 quart
packs, 7,500kl in 1 gallon packs, 24,000kl in 5 gallon packs
and 52,000kl in 55 gallon containers.
For grease manufacturing, there is currently one grease
kettle with two from the old plant to be installed in the next few
months. All of this will give a total capacity of 15kl.
The plant’s 19 holding tanks for finished products offer a
total capacity of 250kl. 31 base oils tanks across both plants
gives Isopetrol a total capacity of 13,000kl. Compared to local
competitors, this gives Gulf the largest number and of base oil
tanks and the greatest capacity.
A new nine level warehouse, which will increase storage
capacity to 3,860 pallet positions, is under construction and
should be operating later this year.
The plant is also able to carry out third party blending for
local customers. It currently services local brands for blending
and packaging lubricants, greases and a local service station,
amongst others.
SAUDI ARABIA
Three years after the announcement of the project, Gulf’s
new plant, under the auspices of Petromin, went on stream
in late November.
Petromin is
part of Advanced
Petroleum
Services Limited,
the joint venture
between the
Saudi Arabian
based Dabbagh
Group and Gulf
Oil International.
The new facility
can produce oils
and greases for
all market sectors
including industrial
and automotive,
which historically
has a 60%
industrial, 40%
automotive split.
It has a
throughput
capacity of
330,000kl per year and is located in an area totalling 55,000m²
in the Saudi Aramco Industrial Zone in Jeddah.
The Á21 million facility is truly state-of-the-art, featuring,
as it does, a fully automated Simultaneous Metered Blending
System from ABB Cellier, which has a capacity of 80kl per hour
and a grease plant with an annual capacity of 22kl. A current
portfolio of 250 products is being made but this is expected to
expand over time.
The facility features two fully automated high-speed filling
lines for 1 litre and 4/5 litre lubricants packs, with in-line
labelling. In addition, the plant offers a high speed drum filling
line, which can simultaneously fill four drums at a time.
There are two high capacity grease manufacturing operations
within the new plant and this works in tandem with downstream
filling facilities for drums and small packs of all types.
The opening of the new plant now means that all production
is integrated into one facility, as opposed to being spread out
over three different locations, as was previously the case.
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BLENDING PLANTS
UNITED ARAB EMIRATES
Gull Oil Middle East (GOMEL)’s blending plant is located in the
Jebel Ali Free Zone, inside the Jebel Ali Port and occupies an
excellent position for trade, being just 100 metres from the sea.
Unsurprisingly, the facility has a pipeline connected to the port
to aid quick import and export. In 2012 a major upgrade and
expansion will be completed.
It is located on an area of 25,000m², of which the warehouse
accounts for some 5,500m², the production area 4,140m² and
the tank farm 4,207m².
The facility currently has 13 base oil storage tanks capable of
storing up to 32 kilolitres. Prior to its planned expansion it has 7
blending kettles, 10 additive storage tanks, 13 intermediate storage
tanks and 4 bulk product tanks. However after the expansion,
there will be three more blending kettles and there will be a total
of 36 multipurpose storage tanks. In addition, the plant has a
small speciality grease processing machine, two transformer oil
processing machines and a small plastic blow moulding unit.
The new plant will use pulse air technology for blending and
will be fully PLC (Programmable Logic Controlled) ensuring the
maximum level of efficiency in the process.
The facility is installing two high-speed filling machines, which
can handle120 and 90 cans a minute respectively. There are also
four semi-automatic small pack filling machines, including those
for filling metal cans. It has two pail filling machines and three
drum filling machines. The plant is also capable of manufacturing
its own VI (Viscosity Index) Improvers.
On a two-shift basis, the new plant can blend up to 200,000-
210,000kl per fill up and can manufacture the following products;
oils of all varieties, coolants, speciality greases, cutting oils,
marine fluids, synthetic products and some rust preventives, as
well as transformer oils.
The main focus of the new GOMEL facility is to manufacture
products for Gulf for Middle East and Africa. Such is the quality
and capacity of the plant, that it has already secured a number of
prestigious blending agreements for third parties, such as Nissan,
Mitsubishi, Isuzu and many other well known global lubricants
brands, as well as a further five or six regionally-based private brands.
www.gulfoilltd.com
Clockwise from above:
Artist’s impression of new UAE plant. Laboratory in UAE.
New warehouse in Argentina. Storage tanks in Argentina
ARGENTINA
Since 1979 Gulf Oil Argentina’s (GOA) blending plant has been
located in Lomas del Mirador, a satellite of Buenos Aires. It is
very close to the capital itself in a neighbourhood, which has
become a largely residential suburb, in the intervening years.
It currently occupies a 1,500m² area in two similarly sized
warehouses, which are separated by a very busy street. The total
production capacity of the facility is 5,000 kl/year of lubricants
and it employs a staff is of 35 people.
With Gulf continuing to grow in Argentina and taking into account
future needs, GOA decided to purchase a 20,000m² plot on which
a new blending plant of approximately 6,000m² has been built.
The new Gulf facility is situated in La Reja Province of Buenos
Aires, some 38 kilometres from the Capital. It is located at the
side of one of the main motorways of the Mercosur, which quickly
connects with all the routes to the inner country and abroad.
Production at the new plant is due to commence in April.
Its objective is 7,000 kl/year initially for Gulf’s own needs.
With estimated total capacity of 30,000 kl/year, it will, in the
short term at least, allow it also to offer blending and filling services
to third parties.
The plant will be semiautomatic with 5 filling lines for lubricant
bottles of 1, 4, 20 and 205 litres and a separate line for Spray
Oil drums and pails, because of course, GOA produces the
Argenfrut range of environmentally friendly pesticides for
Argentina and many other countries in the world (approximately
6,500 kl/year.
There will be 33 storage tanks, which will have a storage
capacity of 1,000m³. They are located in the outer area of the
facility that also handles bulk raw material. Stock capacity
will be of 1,150 pallets of finished product, which will occupy
approximately 2,000m².
The new Gulf Oil Argentina facility will, for the first time in
the company’s history mean that all Gulf production will be
integrated into one facility, which will constitute a major step
forward for the entire business.
For more information on Gulf’s blending capabilities please
contact Dr Richard Pinchin: rp@gulfoilltd

Franck Naidoo (above left) with
Stephen Gericke. Gulf-liveried
racers featured at the launch;
Ford GT40, right and Aston
Martin Vantage (inset). Below;
Gulf guests enjoy the hospitality
at the business sector launch
In the last Orange Disc we
announced that Oil Direct (PTY)
Ltd had become Gulf’s Official
Distributor for the Republic of
South Africa.
The company is owned by Stephen Gericke and Franck Naidoo and
has its headquarters in Cape Town, with further offices in Johannesburg,
Durban and Pretoria.
Franck Naidoo’s background is in the lubricants business, having
previously worked as regional marketing manager for Africa and the Middle
East for a major lubricants brand and then through his own business.
Stephen Gerrike has a more general business background, having
developed his family’s business over the past 20 years.
“Given the recent changes in the South African petro-chemicals industry,
the entry of Gulf Oil into South Africa has been a challenge. Operating
through a new business model that empowers small businessmen and
women, to whom opportunities within the oil industry would be unattainable,
has been very successful” explains Franck Naidoo, who goes on to outline
the company’s strategy for Gulf. “Focusing primarily on the commercial
road transport and earth-moving sector, over the next two to five years the
company will then look to introduce the Gulf brands full range of products
and services into other business sectors but only as and when the right
partners and distributors are brought on board.”
The brand was officially launched at the Johannesburg International
Motor Show. At the entrance of the hall, stood a brand new Gulf liveried
Aston Martin Vantage and at the Gulf stand itself was a Gulf Ford GT 40.
This Ford proved a real show stopper, as more than a hundred journalists
gathered for the media briefing on the stand. An estimated 250,000
attended the show and approximately 150,000 people visited the stand.
Gulf’s photographer posted many of their photographs on the company’s
Facebook page. “I think they liked us!” jokes Franck Naidoo.
Gulf products for South Africa are
sourced directly from Gulf Oil Middle East
(GOMEL) and when it came to the launch
for the business sector, it was a more
intimate affair, with Ramesh Rao, CEO of
GOMEL presenting Gulf to the key decision
makers in the Mining Sector. It was a
resounding success as many have since
become customers.
Stephen Gerrike takes up the story.
“Since our launch in October, our key wins
to date are The Atlantis Mining Company,
Morris Garages and Jinbei Taxi Company.
GULF OIL LAUNCHES
IN SOUTH AFRICA
The latter is direct OEM business, won against the local market leader. We
enter the franchised workshops business by default. As a new company,
focus is important, but customers have come to Gulf Oil, as this sector –
which was largely driven by one brand and invested by oil suppliers – is now
changing and there is room for a new model of business. A simple technical
offer from an oil supplier, reasonably-priced and with on-time delivery.”
With a contract rapidly gained to supply 12 outlets of Morris Garages,
the brand instantly has a presence in prestige showrooms in South
Africa’s main cities. Meanwhile at 50 outlets of Jinbei (a local commercial
brand of mini-buses), the brand is able to execute its strategy to empower
150 people to sell engine oils in 500ml packages for daily top-up to the
mini-bus taxi industry, the primary form of mass transport in South Africa.
“While many cite that low awareness of the Gulf brand is a key
challenge, I view this as just one of the challenges of a new entrant,”
continues Franck Naidoo. “Targeting the consumer sector requires high
brand spend and human resources, however targeting the B2B sector,
the sale is made in the boardroom focusing on the technical superiority
of Gulf Oil and its’ ability to deliver a simple service level agreement, cost
efficiently. However, the brand’s association with the Le Mans 24 Hours
and the Delhi Grand Prix, will allow us to build affinity to the motorsport
fraternity. Also, the appointment of MS Dhoni, as the face of Gulf Oil and
the sponsorship of the Chennai Superkings offer additional legs with
which to target the South Africa’s sport-crazy nation.”
Oil Direct is also forging good links with other parts of the Hinduja
Group. Optare, a wholly owned company of Ashok Leyland UK has won
the local tender for the Cape Town Municipality to supply 180 new buses
in July 2012. The resultant Gulf Oil supply opportunity will give Gulf a
stronger presence in its home base city.
Oil Direct is also drawing from existing Gulf and Hinduja initiatives
to help add further dimensions to its operation. These include the ‘Care’
initiative for orphans, which mirrors that of the Hinduja Foundation and the
Gulf Oil Mechanic Training Programme,
as well as Safety Programmes focused
on Truck Drivers.
The driving force behind Oil Direct
is already proving to be a dynamic
one and Gulf looks forward to
establishing a solid long term presence
in this important market over the
coming years.
Oil Direct contacts:
Franck Naidoo: franck@gulfoil.co.za
and
Stephen Gerike: stephen@gulfoil.co.za
PARTNER FEATURE: SOUTH AFRICA
21
www.gulfoilltd.com

22
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GOI MOTORSPORT
NEW ZEALAND
GULF SUPPORTS MOTORING
HISTORY AT WAIMATE 50 REVIVAL
Jan McLaren holds the 1959 Waimate 50 Trophy in front of Gulf
NZ’s Tansporter with Brent Esler (left) and Eoin Young
INDIA
FORMULA ONE
COMES TO TOWN
India staged its first ever Formula One Grand Prix late on in
2011 and Gulf was on track as well as trackside at the meeting.
MRF Formula Champion 2011 – Ashwin Sunder and Finnish
team-mate Jukka Honkavuori both took part in the MRF
support race to the Grand Prix – the Delhi Championship -
in their Gulf branded single seaters, finishing a respectable
seventh and eighth.
Gulf Oil Corporation Ltd also made full use of the many
opportunities at the Grand Prix, with a Platinum Corporate
Box and seats in the famous Paddock Club area for their B2B
customers, eminent personalities and a number of celebrities.
For more details contact Bijoy Paul: bpaul@gulfoil.co.in
Top left: Bijoy Paul with Ashwin Sunder and Jukka Honkavuori of the Gulf Team.
Top right: Alain Dujean and Camille Nehme with Bijoy Paul in the Platinum Corporate
Box. Middle left: Gulf guests in front of the Corporate Box.
Middle right: Ravi Chawla, Alain Dujean and Camille Nehme with guest.
Bottom: Sanjay and Ajay Hinduja with some invited guests
FINLAND
www.gulfoilltd.com
CRT Co-operative invited shareholders to join them at the Waimate 50
revival, a second running of the event that was originally won by Bruce
McLaren in 1959. Guests saw ANZPAC Oil’s replica Gulf GT40 and the
Gulf branded BMW M3 E36 GTR racer. They could also view the Gulf
liveried vehicle transporter – with its giant images of some of the most
iconic names in motorsport history that have been associated with the
Gulf brand.
The atmosphere at the second revival event of the Waimate 50
was almost as electric as the inaugural event held in 1959, perhaps a
testament to the historical significance of the event.
Former Gulf motorsport press officer, Eoin Young was the announcer
at the original event and he attended together with Bruce’s sister Jan
McLaren, who was taken round the track in the same 1955 Austin
Healey 100s her brother was driven around in for a lap of honour after
his victory in 1959. The driver was 80-year-old Josh Timms, the man
who drove her brother around the track 52 years earlier!
ANZPAC Oil’s general manager operations, Rob Wilby, thought the
day was a huge success. “It was a wonderful opportunity to showcase the
relationship between Gulf and historical motorsport, and to link in with our
customer base.” Further details from Brent Esler: brent.esler@crt.co.nz
SALO SEALS IT FOR GULF
US-Parts, Gulf’s official lubricants distributors in Finland are
celebrating national Gulf motorsport success with Juha Salo
being crowned 2011 Finnish Rally Champion.
Before the final event in Kerava, the Gulf-Mitsubishi driver’s
gap to his nearest rival, Joonas Lindroos was just one point, so
whoever of the two finished ahead was going to be champion.
Salo and his co-driver Marko Salminen started the rally
convincingly, taking a 19.5 seconds’ lead over Lindroos after five
stages. The Mitsubishi-duo drove cleanly for the rest of the rally,
with Salo eventually taking a safe second place, 25.3 seconds
ahead of his title rival.
The Gulf driver thereby clinched his sixth FRC title. Salo
and Salminen won four of the seven rounds and Salo aims
to build a completely new car for 2012 to go after a seventh
championship.
For further details contact Kim Blomberg:
kim.blomberg@usparts.fi

NORWAY
NORWAY PRODUCES
CHAMPIONS FOR GULF
Norway seems to be a breeding ground for extraordinary sportsmen and 2011 saw
two new names achieving success under the Gulf banner.
20 year old’s Lars Daniel Gunnestad, in his fourth season in speedway, took no
less than four Norwegian Championships: the individual, the pairs title (together with
his younger brother Thomas), the Club team and Elite League titles. In addition, whilst
riding in the Swedish league, his team finished second in the
“All Swedish”, Elite Division.
The 2011 European RallyCross
Champion in the Super 1600 category
also hails from Norway. Andreas
Bakkerud was dominant in his Gulf
liveried Renault Clio, clinching the title
with two rounds still left to run.
More details from Trond Bull Enger:
trond.bull.enger@autogrip.no
DENMARK
GULF GOES TO THE MAX
IN DENMARK
DCC Energi, who are the Gulf Lubricant distributors in Denmark are sponsoring
the Subaru of Danish Rally star, Max Christensen. DCC Energi are looking to raise
the Gulf profile in Denmark and the company also does business with the Christensen
family auto business.
The former Danish Champion’s blue and orange car is prepared by four-time
World Rally Champion Tommi Makinen and has been a strong contender for
honours throughout the season – regularly finishing in the podium positions at
the Danish Rally Championship rounds. The Gulf sponsorship has attracted the
attention of the media and Danish
broadcaster, TV2 Nord featured
Max and the Subaru extensively
on their news coverage of Danish
rallying.
More information on Gulf activities
in Denmark can now be found on
their new website: www.gulf.dk
or by contacting,
henrik.ottosen@dccenergi.dk
HUNGARY
GULF’S HUNGARIAN TRACK SUCCESS
Gulf’s Hungarian distributors’ executive director and team have long seen the benefits
of a good motor sport programme. Unifilter Kft.’s sponsored driver, Zoltán Strider has
successfully participated in Hungarian National Championship races for more than 10
years. In 2011 he competed in the National Speed Car Racing Championship’s F-2000
category in an Alfa Romeo 147 GTA Cup car (above, foreground). The team was
looking for a top three championship finish and, thanks to numerous podium places
throughout the year, was able to celebrate 3rd place in the category.
Taking on the distribution of Gulf products in 2011 – with the brand’s intrinsic
association with motorsport and long history of success – further inspired the
team, which in 2012 will be renamed the “Gulf Unicorse Team”. Its aim is to win the
championship title and for this it already has a new race car – an Alfa Romeo 156,
(above, behind) which the team feels has more potential than the 2011 car. The team is
therefore eagerly anticipating the start of the 2012 season!
More information from Oliver Czank: czanko@uni-filter.hu
PERU
GULF GOES THE
DISTANCE AT DAKAR
The 2012 Dakar was the 33rd edition of the world’s most
demanding Rally. It took place over two weeks in January and
was staged, for the fourth consecutive time, in South America,
following the cancellation in 2008 of the original Africa-based
event due to terrorist threats.
This year ASO (Amoury Sport Organisation) – the French
organisers of the Dakar – set the route to run through Argentina
and Chile, as well as, for the first time, Peru. Gulf’s official
lubricant distributors in Peru, Isopetrol, sponsored Fernando
Ferrand Sr. and Fernando Ferrand Jr in their Volkswagen
Amarok pickup (below, with Alain Dujean). The team completed
the gruelling event and achieved their goal to come home inside
the top 50 in the car category, finishing a very creditable 46th.
The rally ended at Peru’s
capital city Lima, where as
locals, they were given a hero’s
welcome by the cheering
crowd at the Plaza Mayor.
More details available from
Roger Lescano:
rlescano@isopetrol.com.pe
PHILIPPINES
CHAN’S THE MAN
In its aim to support local motorbike sport in the superbike,
step-through and scooter racing, Gulf has tied up with one of the
Philippines’ veteran riders, Jeff Chan.
Gulf has been active in the Philippines’ national race scene for a
long time now and is the sponsor of
the IRGP Masters Trophy as well as
the IRGP pole position awards in the
Philippines.
From now on, Gulf’s famous orange
and blue colours will be carried by
Jeff Chan, a proven national and
international racer with vast racing experience in all three categories
both in the Philippines and throughout Asia. He has been an IRGP
Champion, a national UBK class champion and is a consistent
podium finisher.
Recently, Jeff took second place in the 150cc open class race at
the Carmona race track, Cavite and he is confident of success in
the prestigious Gulf Masters cup. For more info please contact
Joy Sarkar: js@gulfoilphilippines.com.
INDIA
GULF DIRT TRACK NATIONAL
CHAMPIONSHIP 2011
Gulf Oil Corporation Limited continues to support Dirt Track
Races for motorbikes and last year, Gulf’s involvement in the
sport helped see the Gulf Dirt Track event upgraded by the
FMSCI (Federation of Motor Sports Clubs of India) to full national
status as the “Gulf Dirt Track National Championship 2011”.
The 1st round was held in Jodhpur, Rajasthan, with round two
held in Nasik – Maharashtra. Both rounds of the Championship
turned out to be a great success, with record-breaking entries of
125 in Jodhpur and 230 in Nasik.
More information from Bijoy Paul: bpaul@gulfoil.co.in
GULF MOTORSPORT ROUNDUP
23
www.gulfoilltd.com

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enables them to provide valuable assistance and
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