Global OEMs Welcom Shell Lubricants' Portfolio Redesign [Oct 2011]
November 11, 2011 8:39 am
After redesigning its entire portfolio of industrial lubricants, Shell Lubricants has secured thousands of re-approvals and recommendations from original equipment manufacturers (OEMs). This means that customers have been able to maintain the existing remaining warranties on their valuable equipment, such as hydraulic systems, gearboxes, bearings and air compressors, when they continued to use the appropriate Shell lubricant.
Moreover, several key OEMs have validated the positive impact of the initiative with their reactions. Fred Ondarza, OEM Approvals Manager (Americas), Shell Lubricants, describes the portfolio redesign as an unprecedented move. “It is the first time, I believe, that a major lubricants supplier has revamped its entire portfolio in this way. For years, customers have stated that none of the oil companies have a clear, coherent naming system. Shell has listened and has taken action to remedy this problem. It is not a decision that we took lightly, because OEM approval is a substantial task, but we were addressing a pressing need within the industry.”
He explains, “Lubricant ranges are typically complex and often include several different brands and sub-brands. We listened to our customers and the maintenance managers, procurement specialists and lubrication technicians who were telling us that it can be difficult to understand and choose the correct lubricant for the right application without risking lubricant performance, equipment operation or efficiency.”
Shell has provided a range of supporting tools and materials to help customers move from the old to the new portfolio, and product packaging includes both the old and the new product names for an initial period to assist in the transition.
OEM approvalUlf Rieper, OEM Approvals Manager (Europe/Africa), Shell Lubricants, describes the enormity of the re-approval process. “Each approval involves extensive test programmes at independent laboratories, and about 700 of our products were affected.
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