Total Marketing Qatar (TMQ), the lubricants and specialty chemicals branch of global energy giant Total, is set to expand its operations in the country as it seeks to help revitalise the automotive sector’s aftermarket which has been hit hard by the COVID-19 pandemic. The energy major, which has a prominent market share for lubricants in Qatar, is also planning to grow its services to cater to the needs of major automotive, construction, industrial and marine customers.
In an interview with The Peninsula, TMQ’s General Manager, Zubair Waheed, said the company plans to drive its lubricant growth in the aftermarket from its Total and Elf brands.
“We understand that the aftermarket is an integral part of the automotive sector, and that the segment has been affected by COVID-19. But now that we’re seeing a gradual return to normalcy, this is going to increase the activity for oil change centres and will bring in more revenue. We, in turn, want to make sure that we’re offering solutions to the oil change centres to look after their customers, by providing brand, service and concept support. In our growth activity plans, it’s not just about pushing for more product sales, but to ensure we upgrade the customers on the new Total ranges for enhanced engine performance,” said Waheed.
He added that due to new technologies in the auto sector and amid more stringent requirements from Original Equipment Manufacturers (OEMs), the fully synthetic lubricants market is expected to grow well over 40 percent by 2023 in Qatar and the region.
He said: “We see a lot of developments happening in the passenger cars; and with technology itself. The requirements from major carmakers, and all the OEMs, are getting more stringent on the use of correct lubricant grades and specifications. There is also a lot of focus in terms of reducing the emissions. In Europe, the market share for fully synthetic lubricants in passenger cars segment is already quite mature. Now, we’re seeing a transformation happening in the Middle East market for the same, notably the Qatari market which is moving towards that direction as well”.
Total is currently a key player among the global energy majors, having direct operations in the lubricants sector in Qatar.
Waheed added: “We are studying different proposals to further develop the market. And because we have a direct presence here, we are able to add substantial value along with our partner base to support the needs of commercial customers using our lubricants for their day-to-day operations.
We constantly utilise our Total Cost of Ownership (TCO) approach using the highest quality lubricants and expert solutions to sustain long-term savings and increase equipment value for our customers. This also includes support and investments in arrangement of lubricant handling equipment, as well as condition monitoring of the machines. Our long-term plan is to grow in the Qatari market and reach out to as many customers as we can. Along with the support of our partners, we have great plans to expand our services to cater to all business sizes which require lubricants and solutions”.
According to industry figures, the global synthetic lubricants market size, which was valued at $4.40bn in 2018, is expected to grow to $6.23bn by 2025.
Growing demand from automotive manufacturers is expected to have a positive impact on the market growth. Studies say reduction of viscosity in synthetic lubricants reduces engine friction, which enhances fuel efficiency.
The increasing demand for vehicles with improved fuel economy is also predicted to drive the market further.
