Strategic Priorities for Lubricants Leader in Saudi Arabia

Mezahem H. Basrawi, CEO of Alhamrani FUCHS Petroleum, talks about the strategic priorities for the company. His goal is to educate the people about the lubricants.

“Of course we want to increase our market share but also to increase the serviceability on a high level. People don’t understand lubricants like we do, and we don’t expect them to. It is not like the computer business where more people know about computers and they can make the selling process either easier or harder. The more they know can sometimes make it even harder for you!”

“We would like to become educators and not just sellers. People today don’t understand the difference between why some oils have higher viscosity than others, and when to use which. In order for them to understand this it has to be through education from our domain. We have about 50 service stations around the kingdom, and we have plans to reach 100 stations. Through these stations we serve at least 100 to 160 thousand cars a year and that will grow more. Through these stations we do of course do some education about why one oil is used for one car and another for another car etc. but we cannot control the other channels, which are the retail channels,” he adds.

Alhamrani FUCHS Petroleum is currently No. 3 lubricant provider in Saudi Arabia with 15-16% market share in volume.