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Castrol is entering the Qatari market for which it has appointed Qatar
Fuel (Woqod) as the authorised distributor of its automotive oils.
Under the agreement, Woqod will distribute Castrol’s automotive brands
of mineral, semi and fully synthetic oils across its network. Woqod
will also distribute Castrol (a brand of BP) in high street lubricants
outlets and supply to commercial and franchise workshops and the brands
that will enter the Qatari market include SLX, Edge, Magnatec and GTX,
which are designed to outperform conventional products by enhancing
engine reliability and performance.
“Our association with a globally-acclaimed brand is testament to
Woqod’s groundbreaking service level and overall offering quality and
speaks volume of our appeal as the partner of choice for
standard-setting brands,” said its director of operations Nasser
Ibrahim Fakhro. The deal, according to him, will bring a series of
tangible consumer benefits, including wider choice for top range,
high-performance lubricants and will open the market to more
competition, which would keep product quality standards to high levels.
For Castrol, Qatar is the last entry in the GCC as it had already
entered Bahrain, Kuwait, Oman, Saudi Arabia and the UAE. Asked about
the delay in entering the Qatari market, BP’s Director (Middle East and
Iran) Omer Dormen said it was waiting for the right partner. “Woqod is
the most appealing proposition for Castrol as its possesses the quality
of outlets, the high service levels and facilities, the blanket
geographic reach, marketing expertise and sound management, all
ingredients that are in par with Castrol’s brand strategy,” he said.
Terming the deal as a “strategic breakthrough”, Woqod marketing and
retail manager Mark Vidler said with this, Woqod would be able to have
access to a wide range of high quality products that were universally
endorsed as first-fill choice by global automakers such as BMW,
Volkswagen, Audi, Land Rover, Jaguar, Ford, Aston Martin and Volvo.
PetrolWorld 191108
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