Mahindra and Valvoline roll out Maximile lubricants in Sri Lanka

The US$ 15.4 billion Mahindra Group, one of India’s leading business houses, last week announced plans to expand its automotive after-sales services in Sri Lanka.

Mahindra has tied up with Valvoline’s local partner, United Motors Lanka PLC, which will be the official supplier of lubricants to Mahindra’s local partner Ideal motors network of dealers.

The distribution of lubricants will be done through Valvoline’s representative in Sri Lanka, United Motors Lanka PLC. The lubricants will be sold under the brand name ‘Mahindra Maximile’. Mahindra’s vehicle range in Sri Lanka includes the Bolero, Maxxi and Maxximo.

International representatives from Mahindra and Valvoline, and executives from United Motors Lanka PLC and Ideal Motors launched Mahindra Maximile on 3 November 2012 at the Cinnamon Grand Hotel. The partnership demonstrates the commitment shown by United Motors and Ideal Motors to deliver the world’s best and most modern products to their customers.

United Motors Lanka PLC, one of the oldest automobile companies in Sri Lanka has been in existence for over 67 years, UML, which is quoted on the stock exchange, has been ranked among the top 25 companies in Sri Lanka and also is ranked among the LMD top 100 most respected entities in country.

The brands marketed by the group through sole distributorships include Valvoline lubricants and Eagle One car care products from USA, Mitsubishi passenger and commercial vehicles from Japan, TVS two-wheelers and three-wheelers from India, Perodua compact cars from Malaysia, JMC commercial vehicles, DFSK Mini trucks and Zotye compact SUVs from China, Yokohama tyres from Japan, JK tyres and Mak lubricants from India.  

Valvoline markets a wide range of lubricants such as synthetic oils, diesel motor oils, petrol oil, motorcycle oil, brake fluid, grease, coolants, genuine oils and automatic transmission fluids.

The Ideal Group is a diversified group with interests in automobiles. The company distributes Mahindra and Ssangyong vehicles and has interests in automobile spare parts, finance, tyres and aviation. The group turnover is currently in excess of Rs. 15 billion per annum.

Ashland Inc, Valvoline’s parent company, has its headquarters in the USA. Valvoline possesses an esteemed reputation spanning 140 years and a 100 country-wide network of distributors. The company prides itself on being able to speak to a new generation of car enthusiasts and innovative new technologies to provide the right products for a new generation of automobiles.

Mahindra & Mahindra Ltd. has been present in the Sri Lankan auto market since 2002 with its product portfolio consisting of the Bolero and Scorpio SUVs and Pick Up range (Bolero Single Cab Flat Bed, Bolero Maxxi Truck, Scorpio Double Cab / Single Cab, Maxximo and Alfa 3 Wheelers.)

In FY-2012, the company sold over 10,000 vehicles in the country and today, Mahindra has emerged as the market leader in the pick-up category (one ton to 1.5 ton) with over 50% market share. Moreover, in less than a year since its launch, the Maxximo has achieved a market share of 40% plus in the less than one ton mini-truck category.

Mahindra has been selling its tractors in Sri Lanka for over a decade and currently has a market share of more than 16%, placing it amongst the top two tractor brands in the country.