BP Visco 2000 surges in Gulf market leadership

Already ranked as the most popular international car oil brand in the region, in the first ten months of 2004 its market value share in the UAE and Oman grew by five per cent and in Kuwait by 20 per cent.

According to the ACNielsen consumer survey, BP Visco emerges as the clear winner in sales, customer awareness and repeat purchases. "The launch of the all new BP Visco 2000 with Thermal Guard put the brand at the forefront ahead of the competition, growing rapidly after gaining the trust of motorists and mechanics," the survey noted.

Omer Dormen, Lubricants Director of BP Lubricants Middle East, said "Motorists in the Gulf are generally very aware that their car is a significant investment and that investing in the highest quality motor oil will keep their vehicle younger for longer. Thermal Guard has been specially formulated to provide optimum protection, out-performing other brands across all the key performance criteria."

In the UAE, BP was already the most popular international petrol oil brand and shares the top spot in brand awareness with local brand ADNOC at 96 per cent. This equates to 'near universal awareness' among male motorists. ADNOC leads in overall sales with a 27.8 per cent value market share compared to second placed BP at 25.6 per cent, far ahead of Shell and Total with 4.4 and 3.7 per cent respectively. In Oman, in total sales BP outstrips its nearest rival by more than double with a 39.8 per cent market share compared to second-placed Shell's 14.1 per cent and third placed Toyota's 10.7 per cent.
In Kuwait, BP enjoys 23.9 per cent of the market value compared to Kuwait Petrol Oil at 17.5 per cent and Shell's 10.7 per cent.

ACNielsen's research, comparing changes in market value share between January 2004 and October 2004, found almost 20 oil brands vying for market share in the UAE, where the total market is valued about $18.6m per annum; 17 in Oman, a market worth $7.2m per annum; and 12 in Kuwait, valued at $46m per annum.