PETRONAS Lubricants International at Autopromotec 2025 Celebrates 10 Years of Its Workshop Network in Italy.
- Spotlight on “La Strada dell’Eccellenza” roadshow, celebrating the 10th anniversary of the PETRONAS Network—the largest workshop network in Italy
- Exclusive preview at Autopromotec of the behind-the-scenes footage from the anniversary TV commercial
- Giuseppe Pedretti, Regional Managing Director EMEA of PLI, among the speakers at the roundtable “Circular Economy, Recycle & Remanufacturing: experiences from Europe and perspectives for Italy” on May 22
- Official presentation of the PETRONAS Academy for new DSRs (Distributor Sales Representatives) scheduled for May 22 and 23
- Mercedes-AMG PETRONAS F1 Team show car on display for all motorsport fans
PETRONAS Lubricants International (PLI), a global leader in the innovation and development of cutting-edge lubricants and high-performance functional fluids, and a division of energy giant PETRONAS, returns as a top-tier exhibitor at Autopromotec 2025, the premier biennial exhibition for automotive equipment and aftermarket products, held May 21–24 at Bologna Fiere.
At Autopromotec, the spotlight will shine on the 10th anniversary celebration of the PETRONAS Network in Italy—an evolution of the historic OlioFiat and Blu Officina networks—now boasting over 1,700 affiliated workshops, making it the largest network in Italy by number of locations*. It is part of a broader network of over 3,700 across Europe and 4,000 globally. To celebrate this milestone, PETRONAS has launched the “La Strada dell’Eccellenza” roadshow, which will travel through ten Italian regions from May to September 2025. Each stop brings together over 100 participants, including Distributors, Workshops, and the PETRONAS Team, for training sessions, immersive experiences, and professional networking. The tour kicked off successfully on May 10 in Rende (Cosenza) and continues on May 17 in Salgareda (Treviso), highlighting the strength and cohesion of the PLI community throughout the country.
At Autopromotec, PETRONAS Lubricants International will also present an exclusive behind-the-scenes preview of its new TV commercial created to celebrate the Network’s 10-year anniversary. The campaign offers an emotional look back at shared values and achievements, rooted in the legacy of Olio FIAT, following the 2008 acquisition of FL Selenia by PETRONAS and leading up to the present-day headquarters in Villastellone (Turin), now a key EMEA strategic hub and production centre, alongside the plant in Naples. Since 2018, Santena (Turin) has also hosted the PETRONAS Global Research and Technology Centre, a world-renowned centre for advanced lubricant development.
This preview anticipates the campaign’s national TV debut in the coming weeks.
Autopromotec 2025 also offers PETRONAS Lubricants International an important platform to reaffirm its commitment to a sustainable future in the automotive industry. On Thursday, May 22 at 10:00 AM, Giuseppe Pedretti, Regional Managing Director EMEA at PLI, will participate in the roundtable discussion “Circular Economy, Recycle & Remanufacturing: experiences from Europe and perspectives for Italy”, addressing the reuse of spare parts and remanufactured components. The discussion will also focus on the different regulations in force across European countries—an essential topic for promoting effective and shared circular economy models.
On May 22 and 23, PETRONAS will also unveil the PETRONAS Academy for new Distributor Sales Representatives (DSR) in Italy—a strategic project supporting the company’s distribution network and launching officially on October 5, 2025. The program includes 120 hours of training over four weeks and is designed to integrate product knowledge, sales techniques, and interpersonal skills. Developed in partnership with Unit Plus, the Academy aims to recruit and train young commercial talents to join the 105 DSRs already active at partner distributors, reinforcing PLI’s commitment to nurturing highly qualified professionals in an ever-evolving market.
Visitors to the PETRONAS booth will also have the chance to discover the brand’s most advanced lubricants and high-tech fluids, designed to meet the challenges of innovation and energy transition. Key brands on display include Selenia, PETRONAS Syntium, PETRONAS Tutela, and PETRONAS IONA, the fluid line dedicated to electric mobility.
A major highlight will be the Mercedes-AMG PETRONAS Formula 1 Team show car, a true symbol of performance, engineering excellence, and competitive spirit—the same values that PLI brings to the aftermarket through its products.
The appointment with PLI at Autopromotec is at the Bologna Fair, Pavilion 28, Stand A6.
* Source: Officine Network Observatory 2024 – Notiziario Motoristico
Santena (TO), Mai 12th 2025
