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Ambassadors Lead New Lucas Oil Brand Strategy

Goup of Lucas Oil Products

(17th March, 2022) – 

Motorsport sponsorships and social media campaigns will add powerful product sales support

Lucas Oil has announced comprehensive plans to promote sales of its oils, additives and workshop lubricants to the motor trade throughout 2022. Activities are designed to raise awareness about the wider range of Lucas Oil products and the positive benefits for users, whether they are professional mechanics or garage and retail customers. 

Dan Morgan, sales and operations director for Lucas Oil Products (UK), says it’s a strategy designed to promote the benefits of using the products, but also to help users associate those benefits more closely with the high performances and achievements of successful racing teams across a wide range of motorsport disciplines. 

A series of motorsports sponsorships will also be employed to help drive sales at retail and consumer level.

“Drift car racing is one of the UK’s fastest growing motorsports in terms of both participation and support. We have renewed our agreement with the British Drifting Championship for 2022,” he says. “We have also strengthened our long association with Santa Pod Raceway and the Lucas Oil Junior Drag Racing Championship. Other sponsorships will cover more than 20 teams competing for honours in events ranging from Formula 2, Rallycross, Drag Racing (on two wheels as well as four) and Monster Trucks.

A new team of Lucas Oil brand ambassadors has been receiving welcome packs in the last few weeks. They will use them to promote the depth of the product range, as well as to broadcast news about the wider range of workshop lubricants that the Lucas Oil brand has to offer. 

Social media influencers will be using a variety of online media resources to promote the products and to align those products more closely with professional users and motorsport success. The combined message is that if Lucas Oil products can contribute so much to the successful performances of its motorsport users, it can be used just as successfully by professional mechanics, motoring enthusiasts and consumers alike.