How did JLM Lubricants become renowned worldwide?

After getting to know Mr JLM Lubricants himself – AKA Gilbert Groot – and discovering how the company was born in part one, the next instalment from our interview, conducted all the way from The Netherlands, sees Tom Henman explore how JLM Lubricants became renowned around the world, including the UK, where, of course, Kalimex is the national distributor. 

Today, JLM Lubricants is available in 40 countries, servicing motor factors and technicians with technical sprays, lubricants, coatings, leak stop sealants, cleaners and rinsing agents. The UK, of course, makes up a significant part of that distribution network.

Gilbert (top-left) fondly recalls the first time he exchanged conversations with Mike Schlup, the managing director of Kalimex (top-middle): “It was unexpected, but I received an e-mail from Mike back in either 2011 or 2012. He was – and still is – the head of the company, so I knew it was a significant conversation. He expressed an interest in expanding his line of products and brands, and JLM Lubricants felt like the perfect fit!

“We enjoyed excellent communication, and we shared the same visions, which allowed a straightforward deal and the beginning of a successful partnership.”

Gilbert credited Mike’s extensive network and “adept” sales strategies for JLM Lubricants’ penetration into the UK market. Mike’s connections with motor factors and workshops, in particular, fitted with JLM Lubricants’ vision to be a trade trusted brand, meaning JLM Lubricants could vie in a competitive landscape.

That being said, with the relationship in its infancy, the primary focus was about establishing the brand and developing relationships: “Structured goals and targets would come later – we needed the trade to understand the brand and its products, and we accomplished that with marketing campaigns, like advertising in trade media, social media and offering customers marketing support to promote the products to their customers.”

The strategy worked, of course, and as the noise about JLM Lubricants increased, so did volumes of sales. The customer base expanded, so, naturally, targets were set and became important to “drive growth and maintain competitiveness”.

Gilbert added: “This is when my handson approach changed to a more strategic management style. I also knew that Mike and his team, with time and experience, could spearhead the JLM Lubricants campaign in the UK.”

While he didn’t join us in The Netherlands, I was keen to get Mike’s take on the relationship with Gilbert and the JLM Lubricants brand – an award-winning relationship at that, with Kalimex scooping ‘top sales’ 10 years-in-row during JLM Lubricants’ annual awards event.

Mike said: “After meeting Gilbert all those years ago, I quickly realised we had the same philosophy when it came to business. It boils down to having top quality products that solve problems and building a brand around them that can be trusted by professionals and motorists alike.

“Both JLM Lubricants and Kalimex have invested significantly in the UK market to help deliver this message to our ever growing customer base, and I’m proud to be part of what has now become a global additives and lubricants brand.”

Evaluating market dynamics

I was curious to learn if there were parallels that could be drawn between the British and Dutch markets. Pausing, then a wry smile, Gilbert remarked that both markets have their “similarities and differences”.

He continued: “While consolidation among buying groups is evident in both countries, the prevalence of independent workshops in the UK presents unique opportunities for JLM Lubricants.

“Furthermore, there is a contrast in marketing styles and technical training approaches too, with the UK exhibiting a stronger emphasis on traditional methods of marketing and hands-on training.”

The COVID-19 pandemic, naturally, with JLM Lubricants exporting products to the UK – as well as around the world – posed unforeseen challenges, as it did for businesses of many industries.

There was no rulebook, no manual, nothing to compare from earlier in his career, so ‘learning on the job’ was the philosophy. Ultimately, Gilbert wanted JLM Lubricants to be as flexible as it possibly could – whether that be offering additional credit or extra market support.

In The Netherlands, garages did not close at all during the whole pandemic. That, of course, was not the case in the UK. Cleverly, however, JLM Lubricants tried to bridge the gap by thinking of ways in which they could, temporarily, get drivers to complete menial tasks themselves with certain products: “This really helped,” acknowledged Gilbert, “and we actually came out of the COVID-19 pandemic in better shape than when we went in. We used the experience to learn lessons and now have a better idea of how to support customers through tough times.”

Environmental consciousness

Discussions turned towards sustainability, a topic that Gilbert feels good about despite the perceived negativity surrounding chemical-based products. He insisted that JLM Lubricants’ focus on premium quality ensures cleaner engines and a significant reduction of emissions.

He said: “We believe clean mobility is important. We develop effective products that keep internal combustion engines in peak form. Our fuel additives work both as preventives and as problem solvers. Vitally, they help with vehicle efficiency and lower emissions.”

It’s not what’s inside the product that only matters either, according to Gilbert: “We’re in the process of making incremental changes to our packaging and materials, such as using aluminium cans, to help minimise our environmental footprint and meet evolving consumer expectations.”

Looking to the future

Towards the end of our chat, it felt appropriate to ask about the ‘EV revolution’ and potential expansion into other markets.

Gilbert said: “Despite the looming shift towards EVs, we employ a ‘repair over replace’ mentality. The car parc is getting older, not younger, so we’re confident that there will be plenty of opportunities in the aftermarket space for many years to come. Plus, the JLM Lubricants range now covers, not only diesel, but also petrol and hybrid additives, plus maintenance and car care products.”

On new segments, he said: “There is the HGV market, agriculture, marine etc. There are ample opportunities and spaces that we can penetrate. We have all the ingredients to ensure our future is a successful one, with our loyal partners, like Kalimex, thriving too.”