2004 Summary Annual Report - ExxonMobil

Solid brand recognition is a strength of our lubes business.
ExxonMobil is the leading international lubes marketer in the
fast growing Chinese market.
Leveraging Our Brand and Technology
Customers rely on high-quality Mobil, Exxon, and Esso
branded finished lubricants to serve their automotive,
industrial, commercial, aviation, and marine needs. Each
application is supported by tailored marketing programs and
an experienced sales force. Our global approach enables
ExxonMobil to deliver consistent global brand messages –
Mobil for the customer who requires high performance, and
Exxon or Esso for customers who value quality and reliability.
Motorsports sponsorships like those with the West McLaren
Mercedes and Toyota teams, plus strategic alliances with
leading original-equipment manufacturers like Caterpillar, are
a powerful endorsement of the technological superiority of
our branded finished lubes. In passenger car lubricants,
technological advancements enabled the introduction of a
new line of Mobil lubricants in the United States that offers
extended engine protection. In basestocks, our proprietary
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GROWING FLAGSHIP AND PREMIUM PRODUCTS
As the world’s economies grow, so does the demand
for higher-quality lubricants. ExxonMobil continues to
grow market share in this most profitable part of the
finished lubes business.
■ Mobil 1 is the endorsed, recommended, and/or
approved engine oil for more than 50 percent of new
luxury vehicles in the North American market. No other
motor oil holds as many engine specification approvals.
■ The growing list of automotive manufacturers
recommending Mobil 1 for their high-performance
vehicles include the makers of Aston Martin, Bentley,
BMW, Cadillac, Corvette, Chrysler, Dodge, Mercedes
Benz, Porsche, and Saab.
■ In 2005, we introduced new higher mileage, extended
performance Mobil 1 and Mobil product lines in the
United States that will further differentiate these
premium brands.
catalysis research has produced the MSDW-2 catalyst,
which is used in the industry’s leading technology for
making high-quality lube basestocks at lower cost.
Profitable Growth in Emerging Markets
Developing nations, with increasing demand for both
industrial and automotive lubricants, present growth
opportunities for ExxonMobil lubricants and specialties.
In Eastern Europe, Russia, and China, sales have grown
at double-digit rates for several consecutive years.
In countries like China, we have leveraged our
well-recognized brands, strong equipment manufacturer
relationships, and technical expertise to develop a leading
market position among foreign marketers. China is now
our fourth largest market for finished lubricants.
Outstanding global brands, proprietary technology, and
a low-cost, efficient supply chain help position us for
continued growth and success in new markets.
EXXON MOBIL CORPORATION • 2004 SUMMARY ANNUAL REPORT