The Thai unit of the energy giant Royal Dutch Shell targets total lubricant sales growth of 2% this year, thanks to new products aimed at eco-cars.
Mr Chapman (left) with Mr Asada (centre) and Kamon Kongsakulvatanasook, cluster marketing manager for lubricants for Thailand, Philippines and Vietnam at the launch of new Shell lubricants specially designed for eco-cars on Tuesday. SOMCHAI POOMLARD
Troy Chapman, executive director for lubricant business of the Shell Company of Thailand, said demand is building in the eco-car segment.
The company introduced eco-car synthetic lubricants yesterday, making Thailand the initial market to see the product.
First implemented in 2006, the eco-car programme aims to design engines compatible with gasohol E20, a mixture of 20% ethanol and 80% gasoline. The first eco-cars rolled out in 2010.
The synthetic Shell Helix HX8 0W-20 and Helix HX8 0W-40 are available at its petrol stations and over 16,000 alliance shops across the country.
"Thailand is among the most promising car markets in Southeast Asia. Among growth segments, eco-cars have the highest growth," said Mr Chapman.
From 2010 to 2013, some 350,000 eco-cars were sold in the Thai market. The segment's popularity prompted other carmakers to continuously launch new eco-car models, he added.
Eco-cars in the market by 2015 are projected to rise to 1.2 million units, increasing motor oil consumption to over 1 million litres per annum.
Last year, Shell posted sales of 550,000 litres of synthetic lubricants, which are projected to double this year.
Shell sold 85 million total litres of lubricants in 2012.
"In the first half, Shell lubricant sales grew 2%, bettering the overall market. These two new products will strengthen our synthetic portfolio," he said.
Asada Harinsuit, country chairman of Shell, said the eco-car programme promotes energy efficiency and will strengthen Thailand's energy security.
The Industry Ministry plans to launch the second phase of the eco-car scheme later this year, with an E85-compatible engine.