{"id":16517,"date":"2024-03-06T09:57:40","date_gmt":"2024-03-06T09:57:40","guid":{"rendered":"https:\/\/www.anicecommunication.com\/en\/?p=16517"},"modified":"2024-11-11T16:08:51","modified_gmt":"2024-11-11T16:08:51","slug":"castrol-turns-125-looks-to-the-future-with-new-strategy","status":"publish","type":"post","link":"https:\/\/www.anicecommunication.com\/en\/castrol-turns-125-looks-to-the-future-with-new-strategy\/","title":{"rendered":"Castrol turns 125, looks to the future with new strategy"},"content":{"rendered":"<p>2024 marks a momentous 125<sup>th<\/sup> anniversary milestone for Castrol, a global leader in lubricants and part of the bp group. As the brand celebrates its 125<sup>th<\/sup> year, Castrol is unveiling a bold new <strong>\u2018Onward, Upward, Forward\u2019 strategy<\/strong> to meet the changing needs of customers, as well as a <strong>special 125-year commemorative logo<\/strong> that will be used throughout 2024 in events and sponsorships across the world.<\/p>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_21518\" style=\"width: 1290px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2024\/03\/Logo_Castrol_125_anni_it-IT_1280px.jpg\"><img decoding=\"async\" aria-describedby=\"caption-attachment-21518\" class=\"wp-image-21518\" src=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2024\/03\/Logo_Castrol_125_anni_it-IT_1280px.jpg\" alt=\"Castrol compie 125 anni e guarda al futuro con una nuova strategia\" width=\"1280\" height=\"387\" \/><\/a><p id=\"caption-attachment-21518\" class=\"wp-caption-text\"><em>Castrol turns 125, looks to the future with new strategy<\/em><\/p><\/div>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>New strategy<\/strong>\n<ul>\n<li><strong>Onward: <\/strong>advancing mobility solutions that help people and goods move with greater efficiency through innovative technologies and a commitment to the principles of circularity.<\/li>\n<li><strong>Upward:<\/strong> helping Castrol\u2019s industrial customers, and the machines they rely on, to perform better, improving the efficiency of their operations.<\/li>\n<li><strong>Forward:<\/strong> exploring exciting opportunities and a path of progressive diversification. Castrol\u2019s initiatives include end-to-end digital and service solutions, data centre immersion cooling, and battery thermal management. This forward-thinking approach underscores Castrol\u2019s commitment to staying at the forefront of innovation.<\/li>\n<li><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div id=\"attachment_21519\" style=\"width: 1677px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2024\/03\/castrol-125-years-banner.jpg\"><img decoding=\"async\" aria-describedby=\"caption-attachment-21519\" class=\"size-full wp-image-21519\" src=\"https:\/\/www.anicecommunication.com\/it\/wp-content\/uploads\/sites\/3\/2024\/03\/castrol-125-years-banner.jpg\" alt=\"Castrol compie 125 anni e svela la nuova e audace strategia Onward, Upward, Forward\" width=\"1667\" height=\"488\" \/><\/a><p id=\"caption-attachment-21519\" class=\"wp-caption-text\"><em>Castrol turns 125 and<strong>\u00a0<\/strong>looks to the future with the new strategy Onward, Upward, Forward<\/em><\/p><\/div>\n<p>&nbsp;<\/p>\n<p><strong>Already in action<\/strong><\/p>\n<p>The world of mobility is changing, and Castrol has the potential to help drive that change. To signal this change and reflect its new direction, Castrol <a href=\"https:\/\/www.castrol.com\/en\/global\/corporate\/about-castrol\/newsroom\/the-path-forward.html\" target=\"_blank\" rel=\"noopener\">refreshed its iconic brand in 2023<\/a>.<\/p>\n<p>To remain at the cutting edge of innovation and be future-ready, Castrol is investing further in its global technology hubs in China, Germany, and the Americas, as well as making a <a href=\"https:\/\/www.bp.com\/en\/global\/corporate\/news-and-insights\/press-releases\/bp-to-invest-up-to-50-million-pounds-in-new-global-battery-research-and-development-centre-in-britain.html\" target=\"_blank\" rel=\"noopener\">planned $60 million investment<\/a> in a new, state-of-the-art electric vehicle (EV) battery testing centre and analytical laboratory in the UK.<\/p>\n<p>Under the \u2018Onward\u2019 pillar of its strategy, Castrol has already launched a range of advanced Castrol ON EV Fluids, including EV Transmission Fluids, EV Thermal Fluids and EV Greases. The market for electric vehicles will most likely co-exist with continued demand for internal combustion engine (ICE) and hybrids for many years. Castrol aims to keep helping ICE and hybrid vehicles be more efficient, while aiming to lead the way in EV Fluids.<\/p>\n<p>Castrol will also focus on launching more \u2018circular\u2019 products and offers by re-using base oils, which are the main constituent ingredient in lubricants. More circular transmission fluid has already been tested in an extreme environment, with Jaguar TCS Racing successfully utilising Castrol\u2019s transmission fluid in their Formula E race cars at the 2023 Monaco E-Prix.<\/p>\n<p>With the \u2018Upward\u2019 pillar of its strategy, Castrol will support its industrial customers to create more efficiencies, boost productivity, deliver circularity and drive value. Castrol serves the automotive, machinery manufacturing, robotics, aerospace, and wind sectors and, in 2023, it partnered with SKF to introduce its \u2018Oil as a Service\u2019 offer for the metalworking industry. This enables re-use of the lubricant fluid, reducing consumption while improving machine performance.<\/p>\n<p>Castrol also entered a research collaboration with the Massachusetts Institute of Technology\u2019s (MIT) Media Lab to support its AstroAnt Payload Program. AstroAnts constitute a miniature robotic swarm designed to perform inspections and diagnostic tasks on the external surfaces of spacecraft, rovers, and landers. Castrol will work closely with the MIT Media Lab to test space-grade lubricants to withstand the extreme environment of the lunar surface.<\/p>\n<p>While the \u2018Onward\u2019 and \u2018Upward\u2019 pillars of the Castrol strategy focus on strengthening and growing existing areas of the company\u2019s business, its \u2018Forward\u2019 initiatives chart out new areas where Castrol has the knowledge, capability and expertise to win. Castrol has identified thermal management and diversification into data centre cooling solutions as new growth opportunities. Castrol\u2019s work on accelerating the adoption of immersion cooling for more efficient and more sustainable data centre operations is gaining momentum, with GRC, Hypertec, Submer and IT hardware OEMs approving the use of Castrol ON immersion cooling fluids.<\/p>\n<p><strong>Michelle Jou, CEO of Castrol concludes:<\/strong> \u201cAs we celebrate 125 years, Castrol is not just reflecting on the past but charting a course for the future. Our &#8216;Onward, Upward, Forward&#8217; strategy embodies our dedication to accelerating our customers\u2019 progress, helping them face the challenges of tomorrow. We aim to grow our core business in new ways, using our cutting-edge technology and our trusted global brand to stay at the forefront of our sector. We\u2019re developing more circular offers to help customers achieve their sustainability goals, and exploring exciting new growth opportunities beyond lubricants. It\u2019s a privilege to take Castrol\u2019s 125-year-old iconic brand forward to serve the changing needs of customers and set our business up for future success.\u201d<\/p>\n<hr \/>\n<p><strong>Notes<\/strong><\/p>\n<ul>\n<li><em>On the 9<sup>th <\/sup>of March 1899, Sir Charles Wakefield founded CC Wakefield &amp; Co. Limited; the company that became Castrol as we know it today.<\/em><\/li>\n<li><em>To mark the 125<sup>th<\/sup> anniversary, Castrol has released a <strong><a href=\"https:\/\/castrol.com\/125\" target=\"_blank\" rel=\"noopener\">video<\/a> <\/strong>that brings Sir Charles Wakefield back to life using AI to reflect on how the business he founded is doing today!<\/em><\/li>\n<\/ul>\n<hr \/>\n<p>March 6th 2024<\/p>\n<p><a href=\"https:\/\/www.anicecommunication.com\/en\/portfolio-items\/castrol-italy-press-office\/\">Anicecommunication Press Office and Media Relations Castrol Italy &gt;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>2024 marks a momentous 125th anniversary milestone for Castrol, a global leader in lubricants and part of the bp group. As the brand celebrates its 125th year, Castrol is unveiling a bold new \u2018Onward, Upward, Forward\u2019 strategy to meet the changing needs of customers, as well as a special 125-year commemorative logo that will be  [&#8230;]<\/p>\n","protected":false},"author":1,"featured_media":16518,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[280,1229,266,265],"tags":[1006,282,1005,1002,1007,1003],"class_list":["post-16517","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-castrol","category-contents","category-press-room-press-releases-en","category-anicecommunication-blog-en","tag-bp-group","tag-castrol","tag-castrol-anniversary","tag-michelle-jou","tag-onward-upward-forward-strategy","tag-sir-charles-wakefield"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Castrol turns 125, looks to the future with new strategy - Anice Media Relation agency Castrol Italy<\/title>\n<meta name=\"description\" content=\"Castrol turns 125 and unveils a bold new Onward, Upward, Forward strategy. 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