Lubricants ME and AW Rostamani sign Elf brand distributorship agreement

The partnership aims to place the Elf brand in the top 5 position within the retail market in just two years.

The partnership was announced at a signing ceremony held earlier today between Mr. Jacques Souplet, Managing Director of Total Lubricants ME and Mr. Khalid Al Rostamani, Vice Chairman of AW Rostamani Group and Mr. Michel I Ayat, CEO of AW Rostamani Trading.

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

"Total is the fifth largest publicly-traded integrated oil and gas company in the world and therefore it is only fitting that we join with such a high profile partner as AW Rostamani to distribute Elf products. Elf has a high performance legacy in motor sport delivering the best results even in the toughest of environment and climates. With this new partnership and a globally powerful brand heritage, there is no doubt that Elf will emerge as a leading lubricant player in Dubai and the Northern Emirates,"

said Souplet.

Khalid Al Rostamani, Vice Chairman of AW Rostamani Group added: "We are delighted with this agreement and being the official distributor of Elf lubricants in Dubai and the Northern Emirates. This 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."

AW Rostamani Trading has an extensive and well established network of 70 authorised dealers through which Elf products will be distributed. Both teams have put together an aggressive marketing campaign targeting all channels in retail and the service centre market.

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.

Elf's expertise combined with its passion for technology also makes it an attractive and premium brand. In addition, Elf shares a long history and a successful 40-year partnership with Renault Group and the agreement with AW Rostamani - who are the exclusive dealers of Nissan, Renault, and Infiniti cars in Dubai and the Northern Emirates - will help extend this partnership further.