Atlantic Lubes marked another milestone at Automechanika Dubai, reaffirming its long-standing association with the global aftermarket platform. Speaking on the sidelines of the show, Ingela Atif, Director, Atlantic Lubes, highlighted the company’s 11-year partnership with Automechanika and its importance in driving brand visibility, collaboration, and global outreach from Dubai.
For Atlantic Lubes, Automechanika Dubai continues to be more than just an exhibition. It serves as a convergence point for existing partners and new customers from across regions, ranging from the Far East to Europe and beyond, reinforcing the company’s international footprint.
“Being a part of Automechanika this year once again reflects the strong partnership we share with the platform, which has grown consistently over the past 11 years. It gives us a great opportunity to network, collaborate, and work closely with both new and existing clients. Since Dubai is a global hub, we are able to connect with customers from across the world, while also proudly showcasing Atlantic Lubes in our home country.”
New Product Launches and Portfolio Expansion
At the exhibition, Atlantic Lubes introduced its latest API-SQ formulation, positioning it as a key highlight of its evolving product portfolio. Alongside this launch, the company showcased its complete lubricants range, greases, car care solutions, and additives under its Chempol brand, underscoring its ability to serve diverse automotive and industrial requirements.
“This year, we are introducing one of our key products, the API-SQ formulation, which reflects our latest advancements. Along with this, we are presenting our full lubricants range, greases, car care products, and additives under Chempol. Together, these products demonstrate our commitment to offering a comprehensive and diverse portfolio that meets the needs of multiple markets.”
Understanding GCC and Global Market Expectations
Addressing differences between the GCC and international markets, she noted that vehicle types, operating conditions, and climate play a critical role in shaping product development and customer expectations. The Middle East’s harsh climate, in particular, demands formulations that can perform reliably under severe conditions.
“When comparing the GCC market with international markets, several factors come into play, including vehicle types and operating conditions. The severe climate in the Middle East creates very different requirements compared to other regions. These variations influence what customers expect from our products, and they guide how we adapt our formulations for each market.”
R&D, Technical Support, and Customer-Centric Approach
Atlantic Lubes’ competitive edge lies in its continuous investment in research and development, ensuring alignment with global trends while anticipating future customer demands. The company also places strong emphasis on technical support, training, and close cooperation with its distribution partners.
“What truly sets us apart is that we are constantly evolving our formulations and technology to stay current with global trends. We continue to strengthen our R&D capabilities to meet not only today’s customer demands but also future expectations. At the same time, we provide technical assistance, product training, and ongoing guidance to support our partners in every possible way.”
Sustainability and Future Growth Plans
Looking ahead, Atlantic Lubes’ growth strategy is closely tied to sustainability and future-ready formulations. The company is actively working to integrate more sustainable practices into its products while maintaining compatibility with a wide range of customer needs.
“Our future plans are strongly focused on enhancing research and development while incorporating greater sustainability into our products. We aim to ensure our formulations are aligned with what the future will demand, while remaining flexible enough to support every customer’s specific requirements and expectations.”
