Castrol has promoted sales manager Marc Perkins to the newly created role of head of sales, UK & Ireland, as part of a new ambition to increase its market share.
Th lubricant firm is targeting independent and franchised workshops and retail outlets as part of its growth plans.
Perkins is tasked with overseeing the implementation of a new integrated channel sales strategy.
“Marc is ideally suited to this new role, having worked with Castrol for over nine years, during which time he has played a very active part in driving our diverse channel sales strategies,” said Omer Dormen, VP Castrol EMEA at Castrol.
“Marc is now overseeing a unified, ‘one-team’ approach to sales and account management in the UK and Ireland, and the increased emphasis on partnership with customers will help ensure we are able to meet our ambitious new growth objectives.”
Castrol is expanding its portfolio of support programmes for dealerships and their aftersales departments as they emerge from lockdowns and respond to fast-growing demand for vehicles with electrified powertrains.
The company co-engineers lubricant formulations as part of strategic partnerships with multiple OEMs including Ford, JLR, Volvo, Honda and Renault and assists franchised workshops with a package of support programmes – including aftersales consultancy services, training and carbon off-setting – as well as facilitating access to EV charge points.
In the independent sector, where it sells via distributors, Castrol has set out an objective to become the market leader in branded workshops. At present 90 independent workshops in the UK and Ireland carry ‘Castrol Workshop’ branding, having met a range of quality and customer service standards. Castrol Branded Workshops benefits, such as marketing support and the ability to offer customers a free engine warranty on any vehicle serviced using Castrol lubricants.
For the consumer retail sales channel, Castrol plans to further grow its presence as the leading premium lubricant option within grocery outlets and in fuel station forecourts, attracting more customers with global marketing and sponsorship activities.