JLM Lubricants Going for Growth in 2021
November 2020
With sales rising, a professional brand makeover complete, issue 3 of the glossy automotive magazine JLM Drive ‘bigger and better than ever’ plus 6 new products scheduled for launch in the first quarter of 2021, JLM Lubricants are approaching 2021 with optimism.
Speaking of this from JLM’s headquarters in the manufacturing powerhouse of the Netherlands, Gilbert Groot, JLM founder said: “like most businesses in the automotive sector, 2020 turned out to be a year where it was anything but business as usual. Because our everyday business ground to a halt given every one of our 40 distributors was affected by the pandemic, we used the time when lockdown was at its most restrictive to focus on improving the look and feel of our brand. We also went back to the lab developing new products that our distributors had been asking for because technicians were asking them. We are first and foremost a trade champion – supporting the professional technician as they rise to meet the challenges and opportunities borne out of the pandemic. On the one hand, with new car sales falling dramatically motorists want to keep their existing vehicle on the road for longer. They can’t ignore repairs and servicing. On the other hand, many do not have the financial resources to take their car to say the main dealership for what could turn out to be an expensive repair or replacement. We know that many independent technicians are experiencing a rise in demand because they offer a premium service at a fair price. And so, they are now really intensifying their search for products that tick the prevention and cure box. This is very much the space we occupy. Premium products with more of the active ingredients at a fair price too.”
“We also used this time to produce our third issue of JLM Drive”, said Gilbert. “This includes compelling content from leading automotive industry figures, news on our latest products and special workshop features – including Darren Darling in the UK and two incredible technicians in Australia. It’s a must read for any technician and indeed for any stockist wanting to find out what makes our brand tick whilst enjoying a good read too.”
The JLM brand has undergone a complete makeover with ‘we understand cars’ a central part of the brand’s positioning. “Our logo remains unchanged,” explains Gilbert. “Working with the creative agency Brandidos we wanted to convey that JLM knows better than anyone what happens in a car. This expertise is reflected in our wide and innovative product range. So, in communications we show a car that ‘talks’ and that indicates the problem in a text cloud. In the same image we see JLM talking in products. For every problem there is a JLM solution!” “We take nothing for granted and so are not standing still,” says Gilbert. “It’s my goal that 2021 will be the year in which we take the JLM brand into thousands more workshops globally and in doing so increase our market share and continue to grow our good reputation at the same time.”
Read the third issue of JLM Drive here