Aslı Yetkin Karagül: We will play a key role in the Turk­ish EV mar­ket

Lubricant World - - CONTENTS -

The lu­bri­cants in­dus­try will re­tain its im­por­tance de­spite the chang­ing dy­nam­ics, and Turkey will play a key role in the elec­tric ve­hi­cles mar­ket in the medium term with its do­mes­tic and for­eign sales, ac­cord­ing to Aslı Yetkin Karagül, Turkey, Ukraine and Cen­tral Asia Di­rec­tor at Castrol.

We would like to start with the COVID- 19 out­break, which is cur­rently one of the top pri­or­ity is­sues for all in­dus­tries and hu­man­ity. You, as Castrol, have car­ried out many sup­port projects dur­ing this very dif­fi­cult pe­riod. Could you tell us a lit­tle bit about your works?

2020 has been a year that up­sets all bal­ances. To­gether, we see that pri­or­i­ties are re­shaped for consumers and cus­tomers. Be­ing a re­li­able brand and hav­ing the abil­ity to of­fer so­lu­tions quickly in times of cri­sis is now more im­por­tant than ever.

From the time the first COVID- 19 case was seen in our coun­try, we as Castrol Turkey have al­ways en­deav­ored to be side by side with the so­ci­ety, our stake­hold­ers and em­ploy­ees, who are af­fected by this process. We

have adapted our busi­ness pro­cesses to the con­di­tions in or­der to over­come this pe­riod with the least im­pact for both our coun­try and all stake­hold­ers of Castrol. We have fo­cused on com­mu­ni­cat­ing with our cus­tomers and consumers, mak­ing them feel the sup­port of Castrol in their work and life.

Ev­ery­one is af­fected dif­fer­ently by the pan­demic. Not just those who are in­fected, but ev­ery­one can face dif­fer­ent im­pacts. We cre­ated the Uz­man Eller ( Team of Ex­perts) Sup­port Line for the fore­men in or­der to help al­le­vi­ate this sit­u­a­tion. Our fore­man can talk to ex­perts who pro­vide per­sonal psy­cho­log­i­cal sup­port or healthy nu­tri­tion coun­sel­ing by phone.

In this pe­riod, we have con­tin­ued our train­ings for cus­tomers on dig­i­tal plat­forms. We have in­creased our com­mu­ni­ca­tion meth­ods and I can say that most of them will con­tinue to be used. As a re­sult of our in­creased sen­si­tiv­ity to hy­giene with COVID- 19, we pro­vide hy­giene and dis­in­fec­tion guid­ance to our pri­vate ser­vices, which are the points that are in di­rect con­tact with consumers, and we also as­sist them in ma­te­rial pro­cure­ment. We have con­tin­ued to work and pro­duce in our Gem­lik fa­cil­ity, tak­ing into ac­count the so­cial ben­e­fit. Our of­fice per­son­nel are cur­rently work­ing from home, ex­cept for the limited num­ber of em­ploy­ees who are re­quired to be in the of­fice.

We have started new col­lab­o­ra­tions that re­veal the spirit of this pe­riod. We have col­lab­o­rated with the Ah­bap As­so­ci­a­tion to sup­port them in their works to meet the needs of fore­men and ap­pren­tices who are ex­posed to the neg­a­tive ef­fects of the COVID- 19 pan­demic. In ad­di­tion, we in­vited fore­men and ap­pren­tices to join our Uz­man Eller plat­form, where they can ad­vance their com­pe­ten­cies.

I be­lieve we have over­come this chal­leng­ing in the best way pos­si­ble thanks to our years of ex­pe­ri­ence, strong struc­ture, and close con­nec­tion with our cus­tomers and consumers.

It looks like the fu­ture of our in­dus­try will be quite dif­fer­ent from to­day. Do you fore­see changes in the con­sump­tion and us­age habits due to the im­pact of the pan­demic, the ac­tions taken for in­creas­ing the use of elec­tric ve­hi­cles and the ris­ing en­vi­ron­men­tal sen­si­tiv­i­ties? What awaits lu­bri­cant pro­duc­ers?

In re­cent years, coun­tries have taken sev­eral de­ci­sions to re­duce emis­sions world­wide. Ve­hi­cle man­u­fac­tur­ers have al­ready started to work on hy­brid and EV so­lu­tions. To­day it seems like the ve­hi­cles to be man­u­fac­tured in the medium and long term will be­gin to change from in­ter­nal com­bus­tion en­gines to hy­brid and elec­tric ve­hi­cles. It is es­ti­mated that more than half of the new cars man­u­fac­tured will still be in­ter­nal com­bus­tion en­gine cars in 2040, and by 2050, 70 per­cent of the newly man­u­fac­tured ve­hi­cles will be hy­brid and elec­tric cars. The fact that en­gine oil will be used in hy­brid ve­hi­cles, and the need for new tech­nol­ogy prod­ucts such as e- liq­uids and e- grease will con­tinue to ex­ist for trans­mis­sion, bat­ter­ies and pow­er­train in EVs means that the lu­bri­cants in­dus­try will pre­serve its im­por­tance in the fu­ture.

This means that we will start to see e- liq­uids, which are de­vel­oped by tar­get­ing new tech­nolo­gies, more of­ten in our lives. In EVs, e- trans­mis­sion flu­ids and bat­tery coolants will gain a wider place in our lives in the next five years. Our e- trans­mis­sion and bat­tery cool­ing flu­ids for EVs have al­ready started to be used by equip­ment and ve­hi­cle man­u­fac­tur­ers. We see Castrol e- liq­uids in many EVs in the mar­ket, with prod­uct de­vel­op­ments we have made with parts and equip­ment man­u­fac­tur­ers that al­ready play a key role in the elec­tric car ecosys­tem. Castrol e- liq­uids are used in many dif­fer­ent ve­hi­cles from the cars of SAIC, one of China's largest ve­hi­cle man­u­fac­tur­ers, to Jaguar's I- Pace.

In or­der to trans­fer our R& D ex­pe­ri­ence we gained in the global arena, we have es­tab­lished a work­ing group within Castrol Turkey. To be pre­pared for the pe­riod when our coun­try will have a more ef­fec­tive tran­si­tion to EV tech­nol­ogy, we have al­ready started work­ing with ve­hi­cle, parts and equip­ment man­u­fac­tur­ers of the hy­brid and elec­tric car mar­ket. We be­lieve that Turkey

will play a key role in the EV mar­ket in the medium term with its do­mes­tic sales and ex­ports.

We would like to hear your as­sess­ment of the first half of the year, both for Castrol and for the in­dus­try in gen­eral.

There was a grow­ing lu­bri­cants mar­ket in Turkey un­til 2019 and the lu­bri­cants in­dus­try grew by 6- 7 per cent in the last two or three years. Au­to­mo­bile and com­mer­cial ve­hi­cle sales, which reached ap­prox­i­mately one mil­lion units, had a def­i­nite ef­fect on this. How­ever, both the de­cline in new ve­hi­cle sales in 2018 and 2019 and cer­tain global eco­nomic fluc­tu­a­tions neg­a­tively af­fected the lu­bri­cant in­dus­try as well as all other sec­tors. Like­wise, new ve­hi­cle sales de­creased to 480 thou­sand units in 2019 from al­most a mil­lion in the pre­vi­ous years. The im­pacts of this started to be ob­served in 2019 and in the first quar­ter of 2020. Ac­cord­ing to PETDER fig­ures, the lu­bri­cants mar­ket shrank by about 8 per­cent com­pared to 2018. Au­to­mo­tive sec­tor, which is the lo­co­mo­tive in­dus­try in Turkey, still stands out as a sec­tor that has a growth po­ten­tial de­spite the fluc­tu­a­tions. Thus, it has a di­rect im­pact on the lu­bri­cants in­dus­try.

Ac­cord­ing to the Pe­tro­leum In­dus­try As­so­ci­a­tion ( PETDER) data for the sec­ond quar­ter of 2020, we are still the mar­ket leader with our share of 28.8 per­cent in the use of multi- grade en­gine oil in Turkey. We ended the first half of the year with a 23.2 per­cent mar­ket share in the au­to­mo­tive lu­bri­cants mar­ket. In the in­dus­trial field, we con­tinue to grow in the sec­tors where we pro­vide value added ser­vices.

What can you say about the pro­duc­tion and ex­ports in Turkey?

With its an­nual fill­ing ca­pac­ity that ex­ceeds 85 mil­lion liters, our Gem­lik plant in Turkey re­al­izes 12 per­cent of the an­nual lu­bri­cant pro­duc­tion vol­ume of Castrol's to­tal ca­pac­ity for the re­gion, which targets Europe, Rus­sia, Africa and Cen­tral Asian coun­tries. Here, we pro­duce 85 mil­lion liters of lu­bri­cants and de­riv­a­tives an­nu­ally. 85 per­cent of this pro­duc­tion is of­fered to the do­mes­tic mar­ket and the re­main­ing 15 per­cent to the

for­eign mar­ket. In ad­di­tion, we have the flex­i­bil­ity to in­crease our fill­ing ca­pac­ity in par­al­lel to the in­crease in our ex­ports. With our wide ex­port net­work and ca­pac­ity, we are one of the top three com­pa­nies in terms of ex­ports ac­cord­ing to the re­cent list of ex­porters of the Is­tan­bul Chem­i­cals and Chem­i­cal Prod­ucts Ex­porters As­so­ci­a­tion. We aim to in­crease the num­ber of coun­tries and ton­nage of our ex­ports. With the new des­ti­na­tions that we ex­pect to be fi­nal­ized in the near fu­ture, the num­ber of our ex­port coun­tries will in­crease.

Could you share your plans as Castrol for the new pe­riod?

As Castrol, we will con­tinue to stand by our cus­tomers and stake­hold­ers with our new prod­ucts and offers in the new pe­riod. In early 2020, we in­tro­duced the new tech­nol­ogy of Castrol MAGNATEC, the most pre­ferred prod­uct brand in the cat­e­gory of pas­sen­ger mo­tor oils. Castrol MAGNATEC was a first in the world with its Smart Mol­e­cules. We re­ceived very pos­i­tive feed­back when we ex­plained Castrol MAGNATEC, which we took to the next level with the new DUALOCK Tech­nol­ogy, to our consumers with com­mer­cials and to our fore­men with one- to- one or­ga­ni­za­tions.

More­over, in July, we started the com­mu­ni­ca­tion cam­paign for our com­mer­cial en­gine oil brand Castrol VECTON. We also con­tinue to ex­plain the spec­i­fi­ca­tions of Castrol VECTON, the world's first car­bon neu­tral heavy ve­hi­cle en­gine oil in the com­mer­cial en­gine oil group, to our truck driv­ers through the “Castrol Yol Arkadaşım” ( Castrol My Seat­mate) plat­form. More­over, in ad­di­tion to en­gine oil, we are at the prepa­ra­tion phase of some new prod­ucts that we aim to bring in­no­va­tion to all lu­bri­cant needs of ve­hi­cles. We are ad­ding new dig­i­tal sales chan­nels to our cus­tomer port­fo­lio, through which we can de­liver our prod­ucts to our consumers.

Within the frame­work of Castrol's global part­ner­ship with car man­u­fac­tur­ers, now Castrol Turkey pro­vides af­ter­mar­ket prod­ucts of Re­nault and Da­cia, in ad­di­tion to its Re­nault For­mula 1 team part­ner­ship. We have car­ried our part­ner­ship with VW in mo­tor­sports to a new plat­form in the field of elec­tric ve­hi­cles and e- liq­uids with VW ID. R. Our long- stand­ing co­op­er­a­tion with Ford con­tin­ues with Castrol Ford M- Sport for first fill and af­ter­mar­ket at the global level and with Castrol Ford Team Turkey in mo­tor­sports.

To­gether with our stake­hold­ers, we con­stantly de­velop and re­new our cus­tomer offers for our ser­vice net­works in or­der to make a dif­fer­ence in oil change ser­vices. For this pur­pose, we ac­tively use our "Usta Eller" dig­i­tal plat­form, which we have de­signed as a train­ing and shar­ing plat­form for our fore­men at pri­vate ser­vices. In July, we ini­ti­ated our ser­vice cam­paign, which has been de­vel­oped in col­lab­o­ra­tion with Bosch Car Ser­vices as Castrol Turkey. We will con­tinue our part­ner­ship with lead­ing ve­hi­cle man­u­fac­tur­ers and ser­vice providers, which are of great im­por­tance to us and grow stronger ev­ery year. Our part­ner­ships, which ex­pand with the ser­vices and prod­ucts we de­velop to­gether, will help us pro­vide the best ser­vice to our cus­tomers.

We will con­tinue to work in ac­cor­dance with the con­di­tions, tak­ing into con­sid­er­a­tion the cur­rent process and pri­or­i­tiz­ing health in our busi­ness plans. We will pre­serve our flex­i­ble work­ing struc­ture by fol­low­ing pos­si­ble changes in de­mands.

Fi­nally, our work on sus­tain­abil­ity, which has al­ways been a pri­or­ity is­sue for us, will con­tinue and ad­vance. We are work­ing un­der the um­brella of bp, which aims to reach zero emis­sions in all its ac­tiv­i­ties by 2050 or ear­lier. There­fore, we as Castrol will pri­or­i­tize this is­sue in our sus­tain­able work plans that start from our op­er­a­tions and extend to pack­ag­ing and prod­ucts in par­tic­u­lar.

Castrol-Gem­lik Plant

Cas­trolCas­trol-Gem­lik Plant

Newspapers in English

Newspapers from Turkey

© PressReader. All rights reserved.