Mobil Re-positions in Argentina

By Daniel Bland - August 28, 2019 (Twitter @DanielBlandBiz)

ExxonMobil is working to reposition its Mobil brand in some South American countries, including Argentina where it recently signed Cosan’s Moove to serve as distributor.

“Moove re-launched the Mobil brand in Argentina last week,” communication manager Camila Fiasqui told Lube Report on Friday. She added that Moove aims to increase its overall earnings before interest, taxes, depreciation and amortization by 25 percent this year and by 100 percent by 2022.

The new Mobil campaign slogan under Moove is “If there is movement, there is Mobil.” ExxonMobil wants to increase its lube product offerings in the region to cover cars, motorcycles and other transportation modes, including rockets for space travel.

ExxonMobil currently has only a sliver of Argentina’s market, according to Brazilian consultancy LubeKem. YPF, Shell, Total and Pan American Energy supply more than 80 percent of demand, said Claudio Silva, executive director for the firm.

“YPF supplies the most lubricants, with more than 40 percent of market share, followed by Shell with more than 20 percent. As for Mobil, it accounted for 3 percent of market share in 2018 and dropped to nearly zero in the first [half] of 2019, Silva told Lube Report. View more here...