Market leader, the traditional lubricant brand takes new steps to expand its portfolio with efficiency and sustainability
Brazilians have the word Lubrax as a true synonym for lubricant. Launched half a century ago, the brand that today belongs to Vibra is the most remembered in the country, it has acquired great diversification over the years and today presents a complete portfolio of products and solutions capable of satisfying the needs of customers from the most varied markets. different profiles: light, heavy, industrial, railway, maritime and agricultural vehicles. All this thanks to constant investments in technology and innovation.
Lubrax owns the largest industrial plant in Latin America in the lubricants segment, located in Duque de Caxias (RJ), with an annual production of 300 million liters, destined for 130 product families. There are more than 120 thousand points of sale throughout Brazil. The Lubrax+ franchise, which is part of the Petrobras petrol station network, has 1,770 units: it is the largest in the segment and is among the ten largest franchises in the country in terms of number of stores. The company also has one of the main product development laboratories on the continent, where around 50 professionals work, ten of whom are completely focused on innovation.
“We work to ensure that our products are able to offer greater autonomy and performance to the engine, as well as extending the time required for maintenance”, explains Vanessa Gordilho, Vice President of Business, Products and Marketing at Vibra. “We know that the future of our market passes through the creation of clean energy solutions, the adoption of new components, the concern for greater product efficiency and also for lower emission of polluting gases.”
Portfolio expansion
Lubrax is proud to be a genuinely Brazilian brand. This is important because it strengthens the development of products specific to the country’s road conditions and the fuels used here, a combination that results in characteristics different from those found in other countries. “Our main differentiator is our agility and ability to adapt formulations to Brazilian reality and conditions,” describes the Vibra executive.
Part of this effort includes working with customers to better understand the circumstances of their operations. And this is not just happening in Brazil: Lubrax is strengthening local partnerships to develop this same “tailored” vision in several neighboring countries, such as Argentina, Paraguay, Uruguay, Chile and Bolivia.
Another pillar of the brand’s activities are partnerships with car manufacturers, which have implemented a number of technological advances in vehicles, many of which aim to reduce emissions and, consequently, environmental impact. The participation of lubricants in this effort occurs, for example, in providing performance that contributes to reducing fuel consumption. This is the case of a new product for the heavy diesel segment, Lubrax Top Turbo Avante ECO 5W-30, with widely proven results in tests. One of these is the postponement of the lubricant change, which can be used up to 140 thousand km.
Lubrax is expanding its agri-food focused portfolio. There are approximately 1.6 million agricultural machines in the country, such as tractors and harvesters, that require the use of lubricants. To meet the needs of this audience, the company recently launched Lubrax Unitractor 10W-30, the result of applying the most advanced technology available in the segment. The formulation is designed to maximize the life and performance of agricultural equipment. It is the only one on the market with the guarantee seal that the product preserves its properties for up to 4 thousand hours of continuous operation.
Multiple action
Leader in the national market for the distribution of fuels and lubricants, Vibra is the licensee of the Petrobras brand. It manages a network of 8,300 petrol stations distributed throughout the national territory, providing a daily service to over 30 million individual customers and also to 18,000 corporate customers, belonging to the most diverse sectors of the economy: the network provides almost 40% of the road fuel used by business organizations in Brazil.
Vibra participates in numerous other fuel markets, such as maritime and rail. In the aviation sector, the BR Aviation brand is present in more than 90 Brazilian airports and is responsible for providing seven out of ten commercial flights operated in the country.
Source: Terra
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