At the beginning of May, Wolf was present at Automechanika Dubai – one of the biggest automotive fairs in the Middle-East region. It was an excellent opportunity to catch with our partners, to meet new people and to introduce our new Sales Manager Middle-East, Mr. Salman. Mr. Muhammad Salman has been active in the lubricant industry for quite some time, so we have asked him what the future will bring to Wolf. Also our Export Manager, Gautier De Braekeleer, joined the interview:
Given your experience in the Middle-East and Africa area, how does Wolf stand out?
Gautier: As the context is a bit more complex than that, let me first describe the market: Within the lubricant industry, there is a breakdown of three large segments. The first segment, category A, contains recognized, premium brands. Here you will find all big lubricant players with rather high-priced and excellent quality lubricants. The second segment or category B contains lubricant brands that offer a different range in price and quality. These B-brands fall in-between the two other categories as the combination of price and quality in both lubricants and added services may vary. Finally, within the third segment or category C, you will find low-priced, low quality lubricant brands with very poor customer service. Wolf has a clear position in this setting, as we offer lubricants of excellent quality with additional services similar to most of A-brands at the correct price. Moreover, in our approach we differentiate ourselves to those premium brands by being flexible and by offering tailor-made solutions.