Distributing oil, sustaining sponsorship and bossing the BTCC: An Automotive Brands Update

The 2018 (60th Anniversary) season of the British Touring Car Championships (BTCC) has officially started, with the opening round on 8th April at Brands Hatch. BTCC team Power Maxed Racing has welcomed, alongside remaining sponsors Power Maxed and Steel Seal, new sponsors TAG Racing and Motul and this has resulted in good things for Automotive Brands.

Automotive Brands is the parent company of Power Maxed and Steel Seal, two brands distributed to the UK aftermarket alongside other well-known brands including Cataclean, Araldite and, most recently, Motul.

Sister company to Automotive Brands, Power Maxed Racing (PMR), Vauxhall’s team in the British Touring Car Championship (BTCC), has recently welcomed Motul, oil formulator and distributor, as a new sponsor for the 2018 season. But during the sponsorship negotiations, it was clear that Motul were not only looking to increase sales in the UK, but were also looking for a company to help distribute their products to the UK aftermarket, which was the perfect opportunity for Automotive Brands to step up and join the conversation.

Gunter Steven, Head of BU Sales Export for Motul, reported, “For us to extend our sponsorship within BTCC was a natural step in growing our Brand awareness in the UK, and Power Maxed Racing are a team that share our desire for technical excellence in everything that they do – to create a partnership between us was a great fit!

“To also have the opportunity to work with Automotive Brands to expand our presence in the UK Aftermarket sector was an equally exciting opportunity for us both. We are delighted to work together for the coming season and look forward to some excitement along the way!”

Resultingly, Motul are sponsors of PMR for 2018, and Automotive Brands are now offering the full range of Motul products to their existing trade customers, and to potential new stockists too.

The French company has been around for over 160 years, and is renowned for its high-quality engine lubricants and for its breakthrough in 1971 where Motul was responsible for the first 100% synthetic lubricant, using tech from the aeronautical industry. Positively associated with racing for years, Motul products are expected to sell very well in every motor factor.

“We have worked hard throughout the off season to develop the right deal with Motul and are immensely proud to be wearing their red and white logos on the cars. Motul has long been seen as the ultimate oil brand within motorsport and knowing the powerplants of our Vauxhall Astras will be running on the best performing fluids on the market is a great feeling,” reported Adam Weaver, Team Principal of Power Maxed Racing and Managing Director of Automotive Brands. “With Automotive Brands now distributing Motul, we are also proud to showcase another great example of how to use the high profile and prestige of BTCC sponsorship for tangible business benefit.”

To stock any Automotive Brands product receiving such a huge amount of coverage in the 60th Anniversary season of the BTCC, from Power Maxed to Steel Seal to Motul, contact Automotive Brands on 01789 330668.