Castrol has created the new role of Head of Sales, UK & Ireland, as part of ambitious new plans to increase its lubricant market share in independent and franchised workshops and retail outlets.
Marc Perkins, formerly Castrol’s UK Sales Manager, takes on the new role and will oversee implementation of a new integrated channel sales strategy.
Already a market leader in provision of lubricants to franchised workshops in the UK and Ireland, Castrol is expanding its portfolio of support programmes for dealerships and their aftersales departments as they emerge from lockdowns and respond to fast-growing demand for vehicles with electrified powertrains.
The company co-engineers lubricant formulations as part of strategic partnerships with multiple OEMs including Ford, JLR, Volvo, Honda and Renault and assists franchised workshops with a package of support programmes – including aftersales consultancy services, training and carbon off-setting – as well as facilitating access to EV charge points.
In the independent sector, where it sells via distributors, Castrol has set out an objective to become the market leader in branded workshops.
Castrol Branded Workshops receive a host of benefits, such as marketing support and the ability to offer customers a free engine warranty on any vehicle serviced using Castrol lubricants.
For the consumer retail sales channel, Castrol plans to further grow its presence as the leading premium lubricant option within grocery outlets and in fuel station forecourts, attracting more customers with global marketing and sponsorship activities.
“Marc is ideally suited to this new role, having worked with Castrol for over nine years, during which time he has played a very active part in driving our diverse channel sales strategies,” comments Omer Dormen, VP Castrol EMEA at Castrol.
“Marc is now overseeing a unified, ‘one-team’ approach to sales and account management in the UK and Ireland, and the increased emphasis on partnership with customers will help ensure we are able to meet our ambitious new growth objectives.”