by Castrol has turned 125 years old. The company is moving forward and making plans for the future. Castrol’s new strategy ‘Ahead, Higher, Faster’ meets current customer needs and sets the company’s development direction for years to come worldwide. Let’s dive into it.
What lies behind the short name of Castrol’s new strategy
Ahead: development of mobility solutions for people and cargo movement. Focus on innovative technologies and circularity (reuse). Motor oils, fluids, and lubricants help move forward.
Higher: focus on supporting Castrol’s clients’ equipment in the industry to enhance their operational efficiency.
Faster: search for and identification of new opportunities, path of progressive diversification. This direction envisages comprehensive digital and service solutions, immersion cooling of data centers, and thermal regulation in power elements. We strive to lead in innovation.
Not just statements, the new strategy already yields results
The logistics world is changing rapidly, and so is Castrol – a global rebranding is happening in the brand identity arena of Castrol, with a rebranding already taking place in Ukraine at the end of 2023.
To stay at the forefront of progress, Castrol continues to invest in its global technology centers worldwide (China, Germany, and North and South America) and plans to invest $60 billion in a new innovation center for testing electric car batteries and an analytical laboratory in the UK.
As part of the ‘Ahead’ component of the new strategy, Castrol has already released the Castrol ON line of fluids for electric cars (transmission fluids, thermal fluids, and lubricants). The rapidly growing electric car market will coexist parallel to the ICE and hybrid car markets for many years. Castrol will continue to develop its motor oils and products for ICE and hybrid vehicles, seeking ways to make them even more efficient. At the same time, the company has already started producing fluids for electric vehicles and aims to be a leader in this segment.
Circularity will be a focus for Castrol, as the company focuses on launching circular products and services with the reutilization of base oils as the basis for lubricants. Circular transmission fluid has already been tested in motorsports – extreme loads in the Jaguar TCS Racing team’s cars.
The ‘Higher’ aspect conceals Castrol’s intentions to support its industry clients for higher efficiency, productivity, circularity, and value. Castrol works in the automotive, construction, robotics, aerospace, and wind sectors, and in 2023, the company introduced the ‘Oil as a Service’ solution for the metalworking industry in partnership with SKF.
In this strategy direction, Castrol has also begun research cooperation with the Massachusetts Institute of Technology’s media lab. This involves participation in the AstroAnt Payload program. AstroAnts is a miniature robotic swarm designed for inspecting and diagnosing the exterior surfaces of spacecraft, rovers, and landing modules.
The third component of the ‘Faster’ strategy aims at new niches where Castrol has the experience, knowledge, and potential to succeed. The company has identified thermal regulation and diversification of data center cooling solutions as new growth niches. The company has grown its work in introducing immersion cooling for effective and sustainable data center operation. An important outcome today is that GRC, Hypertec, Submer, and original IT equipment manufacturers endorse the use of Castrol ON immersion cooling fluids.
