Caltex launches new breed of engine oil

MANILA, Philippines – Driving up and down the length of EDSA, more likely than not you will see at least one or more SUVs (sports utility vehicles) on the road. The popularity of SUVs, along with the continued evolution of engine designs resulting in a shift in engine oil requirements, has led to the introduction of Delo Sports with ISOSYN Technology by Caltex Lubricants.

“We recognize the need to offer relevant products that will suit the requirements of the local market,” says Joseph Bronfman, Chevron’s Philippines and Vietnam area business manager for lubricants. Chevron Philippines has been operating in the country for over 90 years, with close to 700 service stations nationwide. They offer high-quality services and products under the Caltex retail brand.

“We saw a big segment of the market that we needed to address,” Bronfman says. “We saw the demands of our Philippine consumers. We developed the products to meet those needs, and also to meet the requirements of the manufacturers we’ve been engaged with throughout the years. We understand what their future requirements are going to be and our technology centers develop the products to address those needs. As they build new engines, they require different types of lubrication that perform under higher stress conditions. For the engine to be more efficient, it requires better lubrication technology.

“A common misconception about lubricants is that it’s good only for cars,” he continues, “but it’s also good for boats. It’s good for the industrial farming as well as construction industry. The biggest segment in the Philippines is the jeepneys, as well as the trucks and?commercial buses that ply EDSA. It’s a big market.”

Delo Sports with ISOSYN technology is suitable for use in diesel-powered engines — SUVs, pickup trucks and 4x4 type vehicles that require heavy-duty engine oil for use in on- or off-road driving conditions. The ISOSYN technology is a combination of premium, highly refined base oil and advanced, high-performance additives that provide superior engine protection and power. It has high oxidation stability and anti-wear characteristics, thus extending engine life. There are two variants: Delo Sports Fully Synthetic SAE 5W-40 and Delo Sports Synthetic Blend SAE 10W-30.

“The Philippine market is a very smart, forward-thinking market,” Bronfman says. “They demand technologies like this. The advancements in the auto industry have been quite rapid as of late, bringing in newer engine types, hybrid engines and eco-friendly cars.”

Bronfman came to the Philippines four and a half years ago when he assumed his current position as area business manager for finished lubricants of Chevron. Born in Tennessee, he grew up in Oregon and holds a Bachelor of Science degree in Economics from the University of Oregon. He has been working with Chevron for 17 years in various business units and downstream management assignments, including positions in sales, finance, supply optimization and strategic and business planning.  He describes his management style as inclusive. He currently has a sales force of 170 people, including those in Vietnam. Forty are in the Philippines.

His work has brought him to almost all parts of the Philippines, to as far north as Batanes, where they have an oil depot, as well as Cebu, which he visits often. He likes to bring his family along whenever he can. He is married to a Filipina, Paola, who is a “mom entrepreneur.” She runs her own Internet business, Mommy Treats, which sells lactation cookies.

They have two daughters, aged five and one-and-a-half. They like going to the beach, Boracay and the Pearl Farm among them. He also enjoys playing golf.

Delo Sports with ISOSYN Technology was launched at Mall of Asia against the backdrop of the blockbuster movie X-Men: Apocalypse, together with a Power of X promotion. “Every product launch has its expectations,” Bronfman remarked. “The challenge is making the consumer know what the product is all about. In this type of market, you have to be tied with the mechanics. They are the people who recommend the products at the point of sale. We have programs to educate them about our products and we build in incentive programs as well. Events such as this raise awareness and familiarity with our products. What’s important is that we are able to fill the needs of the market with quality products at the right price that deliver the right performance. If we can do that, we will be very happy.”