The French lubes producer is moving away from a "one-size-fits-all" approach to marketing
Through a local partner in Xi'an, Elf is adopting a new to its lubes marketing initiatives. With a rising amount of technically advanced vehicles on the roads, being driven by increasingly sophisticated consumers, Elf is resisting race-to-the-bottom price wars in favour of more tailored lubes solutions.
The French producer has introduced its Elf Evolution range of lubricants to cater for a more diverse set of lubricants specifications. The new range uses both high-quality additives and base oils to create a more efficient oil, which will cover a broader range of industry specifications than its predecessors.
Local producers, who had previously relied on expecting end-users to make purchasing decisions based solely on price, are now looking to appeal to an increasingly broad range of driving factors including efficiency, brand recognition, eco-friendliness and longevity. Elf is hoping the fittingly-named Evolution range will go above and beyond these criteria.