Fuchs Oil Middle East (FOMEL), distributors of the Fuchs product range including oils for gasoline engines, gear and transmission, industrial applications, diesel and marine engines plus greases and speciality products, combined the celebration of 10 successful years in the Middle East and North Africa with an intensive distributor conference held in Dubai and attended by delegates from all across the region.
FOMEL, an affiliate of FUCHS Petrolub AG, Germany is the regional export centre for the brand, located in the Sharjah Airport International Free Zone, Sharjah, UAE - the office is responsible for operations covering the Middle East, North and West Africa, Iran and Pakistan. FOMEL, supported by Saudi-Arabia based Alhamrani - Fuchs Petroleum S.A. Ltd. (AFPSA), has a team of dedicated personnel with expertise in the fields of marketing, sales, technical know-how and finance, and extends its services to distributors throughout the region.
Headed by high level representatives including Stefan Fuchs (Chairman & CEO, Fuchs Petrolub AG), Sheikh Siraj Alhamrani (Chief Executive Officer, Alhamrani Fuchs Petroleum S.A. Ltd. & Fuchs Oil Middle East Ltd.) and Mezahem H. Basrawi (Chief Operating Officer, Alhamrani Fuchs Petroleum S.A. Ltd. & Fuchs Oil Middle East Ltd.), the distributor conference focused on the ambitious plans that the company has for the future, and outlined planned distributor support which will utilise the latest marketing strategies to ensure that the brand continues to command a leading position in the sector across the region.
“I’m delighted that virtually almost all of our partners / partners have been with us right from the start, as this has allowed us to establish a really strong team and maximise continuity,” said Sheikh Siraj Alhamrani, CEO, AFPSA & FOMEL. “This is one of our main business strengths, as it means we are able to offer a consistently high level of service to our clients and they in turn also benefit from the wealth of experience and expertise present in all of our markets.”
Since its establishment in 1997, FOMEL has consistently expanded its operations, and today covers 27 countries. “We have built dominant market share through our partner's network and have succeeded in generating solid brand awareness for our outstanding products - we have also won over customers as a result of our customer focused marketing approach and innovative service concepts,” said Mezahem H. Basrawi, COO, AFPSA & FOMEL. “Our vision is to be a total solution provider in the lube sector, and to deliver this we combine high quality service, a total of over 125 years of lubricants experience, a dedicated and highly motivated team plus a product range that encompasses 10,000 lines, covering everything from specialised applications varying from digital cameras and other high tech items through power to massive generating engines.”
FOMEL has penetrated important market sectors and niches across the Middle East, North, East and West Africa and the Near East, resulting in the expansion of market segments. Market leadership has been established in some of the region’s most important markets, such as Iraq and Yemen. “We have continued to make major breakthroughs in the MENA region, and have initiated successful projects that have made us become the only multinational to have so many plants in the region and such brand strength within such a relatively short timeframe,” added Basrawi.
In Iraq, the Fuchs brand is the clear market leader, with the highest share of brake fluid sales (making it the region’s number one in the sector by a long way) as well as its own blending plant which is under construction, while in Jordan, the company is the main supplier to the government sector, and Fuchs greases are approved to the exacting standards of the Jordanian Standard Organisation. Elsewhere in the region, FOMEL’s experience and expertise saw it establish a state of the art blending and grease plant in Sudan, and build domination of the Yemeni market following the approval of the Yemeni Standard Organisation for the entire range of Fuchs lubricants.
In Tanzania, Fuchs is the main supplier for the mining sector, and construction of blending plants for lube oils and greases is underway there and also in Morocco and Egypt, where Fuchs was the first independent lubricant company to be granted a production licence. Success has also been enjoyed in Pakistan, where Fuchs has effectively taken charge of one of the world’s most competitive markets, initiating the construction of a blending plant and aggressively marketing Fuchs lubricants through petrol pump and lube oil centres.
FOMEL’s success, which also comprises operations in Mali, Algeria, Uganda, The Congo, Iran, Oman, Syria, Kenya and Qatar, has seen it building on that of Alhamrani-Fuchs Petroleum Saudi Arabia Ltd. (AFPSA).
Formed as a joint venture in 1995 between Fuchs Petrolub Germany AG – amongst the largest independent producer of lubricants in the world with operations in over 120 countries, and the Alhamrani Group, one of the most prominent Saudi private sector companies with diverse interests that include, in addition to petrochemicals, automobile distribution, manufacturing, real estate, high tech products, aviation, machinery and industry, AFPSA is strongly established as one of the leading lubricant companies in Saudi Arabia and the region as a whole.
Its state-of-the-art manufacturing, training and development complex in Yanbu is the largest of its kind in the Middle East and North Africa, covering over 100,000 sqm and comprising blending and grease manufacturing plants which have a blending capacity of 113,000 metric tonnes and 7,000 metric tones respectively in a 14 hours shift, making it by far the largest facility of its kind anywhere in the region.
As well as being the first to obtain ISO-9002 quality certification, it also has the unique distinction of being the first and the only environment-friendly blending plant in the Middle East and Africa certified by ISO-14001. A complete range of top quality lubricants, greases and speciality products is manufactured here to the highest international standards to serve its vast customer base spread all over the Kingdom and abroad. AFPSA has also been recognised through a best supplier award received from Saudi Basic Industries Corporation (SABIC), the largest and most profitable non-oil company in the Middle East and one of the world’s10 largest petrochemicals manufacturers.
“The MENA region, with so much development and infrastructure work underway, still has enormous potential for us,” said Basrawi. “There is huge scope for further expansion of the Fuchs brand, as our lubricant products are essential in literally hundreds of applications, from cars and motorcycles through to haulage, passenger transportation, the steel and mining industries, vehicle manufacturing as well as agriculture and the construction business. In all of these market sectors, lubricants are vital to ensure continued operation and efficient operation, which is why we have placed such strong emphasis on client service and rapid response. As we celebrate our tenth anniversary, we are totally focused on the challenges and opportunities that face us over the coming decade and continue to identify further innovative approaches that will cement our market leadership position.”
About Fuchs and Alhamrani-Fuchs Petroleum Saudi Arabia Limited (AFPSA):
FUCHS, founded in 1931 as a family firm in Mannheim, Germany, is a globally operating corporation and the world's leading supplier of lubricants among the independent companies. The company is a top-ranking front-runner, with a complete range of lubricants as its core programme. With customised speciality solutions for multifarious market niches to complement its standard products and comprehensive consultancy and service capabilities.
FUCHS offers lubricants for hundreds of applications - including lubricants for car-drivers and motor-cyclists, goods transport, passenger traffic, mining companies, the steel industry, vehicle and machinery construction, the building trade and agricultural equipment.
Fuchs Oil Middle East Ltd. (FOMEL), an affiliate of FUCHS Petrolub AG, Germany is a Regional Export Centre, located in the Sharjah Airport International Free Zone, Sharjah, United Arab Emirates.
This Regional office is responsible for operations covering the Middle East, North and East Africa, CIS, Iran, Pakistan, Afghanistan and Bangladesh. FOMEL has a team of dedicated personnel with expertise in the fields of Marketing, Sales, Technical Know-How and Finance, and extends its services to its distributors throughout the region.
Alhamrani-Fuchs Petroleum Saudi Arabia Limited (AFPSA) was formed as a joint venture in 1995 between Fuchs Petrolube Germany AG - the largest independent producer of lubricants in the world with operations in over 120 countries.
Today, AFPSA is strongly established as one of the leading lubricant companies in Saudi Arabia and the region as a whole. Its state-of-the-art manufacturing complex in Yanbu is the biggest of its kind in the Middle East and Africa, covering over 100,000 sqm and comprising blending and grease manufacturing plants.
As well as being the first to obtain ISO-9002 quality certification, it also has the unique distinction of being the first and the only environment-friendly blending plant in the Middle East and Africa certified by ISO-14001. A complete range of top quality lubricants, greases and speciality products is manufactured here to the highest international standards to serve its vast customer base spread all over the Kingdom and abroad.
