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Total Lubricants ME and AW Rostamani Trading Sign Deal

DUBAI - Total Lubricants ME and AW Rostamani Trading have signed an agreement to market Elf lubricants in Dubai and across the Northern Emirates, with the aim to place the brand in the top 5 position within the retail market by 2011.

Total Lubricants ME operates across the entire Middle East and Central Asian territories, while AW Rostamani Trading focuses on automotive allied products with the sales and distribution network of 70 authorised dealers.

The Elf brand, synonymous with Formula 1 success, is recognised worldwide for its advanced technology and superior performance demonstrated through several Formula 1 and Moto GP wins.

The partnership was announced at a signing ceremony held on Sunday between Total Lubricants ME Managing Director Jacques Souplet and AW Rostamani Group Vice-Chairman Khalid Al Rostamani. Michel I Ayat, CEO of AW Rostamani Trading, also attended the ceremony.

“Previously we had some ways of distribution, but this is the first official distribution agreement with such a high profile partner as AW Rostamani to distribute over 30 Elf products,” Souplet said. “With this new partnership, there is no doubt that Elf will emerge as a leading lubricant player in Dubai and the Northern Emirates,” Souplet said.

Without disclosing any sales and revenue figures he said, “We do have a leading position in the UAE.”

Total Lubricants has been in the UAE for over 25 years promoting both Total and Elf brands. Last year, more than 100,000 tonnes of Total and Elf lubricants were produced at its blending plant in Jebel Ali catering to increasing domestic and regional demand.

“The company has two production facilities in Iran and Saudi Arabia, but the Jabel Ali plant is the third biggest plant where capacity is expandable,” Souplet said adding: “We can produce more if demand increases.” The company is continuously investing at Jebel Ali plant in terms of safety, security and quality, he added. Regarding export markets he said, “We do export all over the GCC countries, but the UAE is the best market for us in terms of sales as we sell over 20 per cent of our products in this market.”

While admitting the slowdown in the country due to the global financial he said, “It is affecting everybody, but we believe this slowdown is only for a short period of time.” “The company witnessed around 20 per cent fall in business activities in early 2009, but the second half will be better than the first. Earlier, after signing the agreement Al Rostamani said, “The agreement represents our common objective of providing the highest quality products and services to customers and suppliers. We believe this is just the start of a long and fruitful partnership.”

Total Lubricants is involved in manufacturing and marketing of automotive, industrial and marine lubricants, greases and specialty products.

· abdulbasit@khaleejtimes.com