How has Motul utilised motorsport opportunities?
Following on from Duckhams, Motul is the next company to contribute to PMF’s report into the excitement of motorsport and its integration with the automotive aftermarket – how do brands leverage motorsport’s influence to enhance awareness and achieve business success?
It used to be an old adage ‘win on Sunday, sell on Monday.’ Certainly it was something that the VMs believed in, and, if you look at the amount of money and resource that VMs worldwide plough into motorsport, the ‘WOSSOM effect’ must still be very much in evidence.
For lubricant companies, there is certainly an element of this – because almost every competition car carries a sticker bearing allegiance to an oil brand of one sort or another.
Motul is a living breathing example of how a company has been able to use the many opportunities that motorsport provides, to help it grow.
Motul has used motorsport as an intrinsic part of its research and development process throughout the last 75 years, because motorsport tests lubricants to their limits. If an oil can withstand the rigours of Le Mans 24 Hours, a Dakar Rally, or a Grand Prix then its probably going to cope with the demands of the most powerful road vehicles.
Recognised as the innovator behind Multigrade Motor Oil, Semi-Synthetic, and Fully Synthetic Motor Oil, it becomes apparent that motorsport holds immense significance for the brand. This is evident in details, such as Century Semi-Synthetic being named after 100 wins, and the ‘V’ in Motul 300V representing Victories, marking it as the world’s inaugural fully synthetic motor oil.
Motul’s latest performance range, 8100 Power, came out of a variant of the 8100 road lubricant range – 8100 X Power – that was chosen as the mandated oil of the British Formula 4 series. Motul was then inspired to further develop the 8100 Power range from this, and 8100 Power is equally at home with road or track use.
With its proven winning performance in competition over more than half a century, Motul has cemented its reputation on track. This has allowed it to forge successful partnerships with manufacturers – on and off track – nowadays as the OE choice of Subaru, Suzuki, Nissan’s Performance division – NISMO – Aerial, MV Agusta, Brabus, RUF Caterham and others.
Motul also partners a number of events and championships, including the Le Mans 24 Hours (car and bike), the FIA World Endurance Championship, Isle of Man TT races, MotoGP, World Motocross, the Goodwood Revival, Dakar Rally and the World Superbike Championship – for which Motul is the title sponsor.
The partnerships extend to race teams and suppliers as well. On a global level, there is Honda in Superbikes, World Endurance Championship winning United Autosport, Radical, MotoGP world champions, Pramac, Suzuki’s Endurance World Championship motorbike team, Gibson – engine supplier to all of the LMP2 endurance racers – BRM and Gas Gas.
As Motul is only too keenly aware, however, involvement in motorsport needs to be utilised to the full. Motul invests heavily in marketing and partnerships. A quick glance at any motorsport coverage on TV, outside of the F1 arena, and you are likely to see Motul advertising hoardings in the background.
Motul is proud of its motorsport involvement and promotes it heavily through social media, print, TV, digital advertising, hospitality, merchandise and PR.
