PETRONAS Lubricants International (PLI) today proudly announces the relaunch in the EMEA Region of SELENIA, its flagship power brand lubricant, reaffirming its ongoing commitment to the brand and its strategic growth strategy. SELENIA epitomizes a deep passion for engines, combining advanced technology while preserving the essence of this iconic lubricant’s identity, thus setting a new benchmark in automotive excellence.
For over 30 years, SELENIA has been the trusted choice for drivers who feel passionate about their cars and performance. Known as the “Oil of Champions”, Selenia has fuelled victories in both the World Rally Championships and European Championships since its establishment. It’s specifically formulated to meet the unique needs of every moving part in your car’s engine, providing maximum protection and ensuring optimal performance on every journey.
With its new “Ask for Passion” proposition, SELENIA fuses performance with emotion, in a bold way, brought to life through a striking engine-oil heart graphic that embodies passion, heritage, and care. Through this powerful storytelling, PETRONAS Lubricants International reinforces its brand vision—anchoring a narrative where technical reliability meets human emotion.
The new identity passionately communicates SELENIA unwavering devotion to quality by preserving the iconic background structure and product name, safeguarding the brand’s historic recognition. Carefully considered new elements, such as a prominently displayed lubricant grade and the “Engineered by PETRONAS” hallmark, reinforce SELENIA’s legacy of excellence and innovation in lubrication.
A standout feature, the “100 years” emblem, proudly highlights the product association from the launch of Olio Fiat and Fiat Lubrificanti to modern days. Since its launch as FIAT Lubrificanti’s first premium product portfolio with fully synthetic formulas, SELENIA has grown to become an icon, evoking a sense of both pride and nostalgia among loyal customers. For new audiences, it serves as an invitation to join a storied legacy of performance and passion. The mission is clear; On every mile of your journey, SELENIA takes care of critical engine parts so consumers can pursue the passion inside. Rooted in PLI’s enduring commitment for engine care—a sentiment shared by the brand and its dedicated community—the new SELENIA harmonises passion with trust while preserving its historical brand elements, transforming a functional product into a symbol of care, loyalty, and lasting trust. Looking ahead, PLI is firmly committed to keep investing in the brand, with new initiatives underway to ensure SELENIA continues to be the reference fluid for car owners and mechanics alike.
From left: Samantha Burello, EMEA Regional Head of Marketing, Commercial Excellence & Customer Service, Giuseppe Pedretti, Regional Managing Director EMEA, Ciro Lupo, Business Head Italy & Africa di PETRONAS Lubricants International
“SELENIA is not just a product; it’s our promise to car owners that our passion for performance continues to live on. The overall design showcases this by transforming our engine oil from a functional product to a symbol of care and the passion inside,” said Giuseppe Pedretti, Regional Managing Director EMEA at PETRONAS Lubricants International. “SELENIA narrates a story of our devotion to engines and to those who cherish them, blending technical reliability with emotion.”
SELENIA technical experts have dedicated over 30 years of expertise to perfecting SELENIA’s engine fluid technology, resulting in a highly advanced oil that delivers exceptional protection and care for every unique vehicle. Paired with PLI’s intuitive “Find the Right Oil” tool, car owners can confidently unlock maximum performance and comprehensive protection for their engines.
FINE
Santena (Turin), 24 September 2025
