Mobil Replaces Esso Brand in Russia


ExxonMobil will no longer use its Esso semi-synthetic motor oil brand in Russia, and will instead offer its better established Mobil brand.

Synthetic lubricants comply best with modern engines demands, Yuri Popov, marketing specialist of ExxonMobil Russia said in a press release last month. We believe that consolidation of the companys product assortment under the Mobil brand [in the Russian market] could help end-users choose the right motor oil suitable for their automobile, regardless of the car model or age.

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The Esso Ultra and Ultra Turbo Diesel 10W-40 products will be rebranded to Mobil Ultra 10W-40, and offered throughout Russia beginning June. March, April and May is a transition period when the Russian motorists familiar with Esso brand could see the needed information for the upcoming changes, according to the company. The new brand will be offered in 1- and 4-liter canisters.

ExxonMobil said it will also recommend use of Mobil Super 3000 X1 5W-40 and Mobil Super Turbo Diesel 3000 X1 5W-40 as replacements for Esso Ultron and Esso Ultron Turbo Diesel 10W-40, another Esso brand that will no longer be available after June this year. All other Esso products now available in Russia will be discontinued by June.

In the first half of 2012, ExxonMobil was the second biggest light-vehicle motor oil marketer in Russia, accounting for a 16.5 percent share of sales volume in the market, according to Auto-Marketing, a Moscow-based consultancy. Russian oil major Lukoil held the top position with a 25.9 percent share, while Shell was the third biggest light-vehicle lube marketer in Russia during the first six months of 2012, accounting for 9 percent of the market.

Mobil is one of the most popular imported motor oil products in Russia, according to ExxonMobil Russia.

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