Petroleum (BP) goes back 35 years, when it was appointed BP lubricant’s sole distributor for Dubai, Sharjah and the Northern Emirates.

“BP is the leader in the petrol engine oil sector with a 24 per cent market share,” says Ayman Khaled, Genavco’s sales and marketing manager (lubricants division). “We also have a 10 per cent share in the commercial and industrial sectors.”
In addition, Genavco has managed to build up a strong association with a variety of local companies specialised in auto services, where they offer Quick Lube service as per BP’s international standards.
“BP has a regional office in Dubai and a large blending plant in Jebel Ali, which is a big advantage for us as we can supply lubricants immediately as per demand. Very few international companies have plants in the region,” says Khaled.
Genavco markets a wide range of high-performance BP lubricants for virtually every application and provides a service which is unmatched by any of its competitors in the retail and industrial bulk markets, he says.
Its product range includes:

• Automotive lubricants comprising gasoline lube and diesel lube;
• Industrial lubricants – transmission, transformer, compressor, hydraulic and concrete mould oils; and
• Specialty products – brake fluid and coolants; marine lube and automotive and industrial greases.

Khaled continues: “Last year, we witnessed a seven per cent growth. The outlook for this year is very good, sales in the first two months is 14 per cent higher compared with the same period last year.
“Since 1999, we have been involved with a lot of market-awareness campaigns and brand-building exercises in the retail/higher street sectors. We have increased our focus on trade promotions, consumer promotion and display contests. Moreover, our full-time dedicated merchandiser looks after the displays and products visibility in the market,” Khaled says.
“Our plans for this year include redesigning the packaging for the entire range of products. The company is also overhauling a selection of its lubricants outlets with a completely new look and feel. For the commercial and Blend it like BP
industrial (C&I) sector, we take HSSE (health, security, safety and environment) into consideration and offer safety training - on oil spills, handling and storage. Therefore our C&I offer also includes technical seminars, used oil analysis, dispensing equipment and friendly reliable services,” he says.
“Genavco has established itself as a trustworthy and reliable supplier, so people buy from us despite the high price,” he says. “We supply on time, thanks to the blending plant here in Jebel Ali and our warehouse delivery team in Dubai. There are around 90 competitors in the market including 25 to 30 well-known international companies. Major competition stems from Adnoc (local) and from foreign companies like Shell and Mobil.
“The UAE market’s total lubricants consumption is worth 60,000 tonnes per annum of which 15,000 go to government companies and agencies and 25,000 (15,000 tonnes – gasoline engine oil, 10,000 tonnes – engine oil) are for retail (service stations, workshops, oil change shops) and high street (auto spare parts and puncture shops). The remaining 20,000 goes to the commercial and industrial sectors – block factories, transport companies, shipping companies, bunkering, crashers and franchises.
“We have signed a new agency agreement with one of the leading German car wash waste water recycling system manufactures AWF Schenk GMBH to represent them in the GCC region. The idea behind this decision is to save and utilise drinking water more efficiently and in line of our greener way of working. The wastewater-recycling system that we have recently installed in the car-wash section at Genavco’s head office, is biological-driven and requires no oil separators or chemical treatment like all other wastewater-recycling /treatment systems available in the market.”