17/01/2024 minn Richard

Marka ewlenija tal-lubrikant Castrol qed tidħol fil-125 sena fin-negozju tagħha, u se tkun qed timmarka l-avveniment permezz ta’ tliet approċċ biex jintlaħqu l-ħtiġijiet li qed jinbidlu tal-klijenti tagħha.

Businessman Charles Wakefield, who was also a philanthropist and Lord Mayor of London, originally established the company in 1899 as the Wakefield Oil Kumpanija. It initially focused on making lubricants for the first internal combustion engines and steam engines. In the 1920s, it launched its Castrol Motor Oil amid the growing spread of automobiles, and it became so popular that the company changed its name to match the product.

Castrol CEO Michelle Jou said that celebrating the milestone was not simply about:

"... nirriflettu fuq il-passat, iżda nfasslu triq għall-futur. L-istrateġija tagħna tinkorpora d-dedikazzjoni tagħna biex naċċelleraw il-progress tal-klijenti tagħna, u ngħinuhom jiffaċċjaw l-isfidi ta' għada. Qed niżviluppaw offerti aktar ċirkolari biex ngħinu lill-klijenti jilħqu l-miri ta' sostenibbiltà tagħhom u nesploraw opportunitajiet ġodda ta' tkabbir eċċitanti lil hinn mill-lubrikanti."

Castrol has named its strategy: “Onward, upward, forward”. Onward refers to progressing its mobility solutions and helping goods and people to travel more efficiently, while respecting the ideal of circularity. Upward targets the company’s industrial customers, by helping them to improve their operational efficiency through making their machinery more reliable and efficient with lubricants like hydraulic oil.

Finally, unlike the first two goals, which build upon Castrol’s existing strengths, forward refers to new business opportunities for the company, such as immersion cooling systems for data centres, end-to-end service and digital solutions, and coolant solutions for batteries.