F. Jolly, Wolf Oil: “For 2025, we will build on our successful strategies by implementing them elsewhere”

Franck Jolly: We had a very good year, with an overall increase of 7% in sales volume, and 15% in EMEA (Europe, Middle East, Africa). In a European lubricants market that slowed by 3 to 5% we overperformed. This success stemmed not only from the strong performance of Wolf and Champion brands but also from a strategic diversification into the industrial vehicle segment. The programme launched three years ago significantly contributed to growth, accounting for 50% of the gains.

FL: We have taken several positions in Latin America, particularly Central and South America, where Wolf Oil has maintained a presence for nearly a decade, strong growth continues. Unlike many manufacturers, especially in Asia, that focus on local production, Wolf Oil’s competitive edge lies in its ability to serve all market segments comprehensively.

FL: We have been present for twenty years in the main countries. Wolf Oil’s two decades in Africa is supported by a dedicated sales team, with the region contributing 20% of consolidated turnover. While the market is expanding, it faces challenges from low-quality products. However, the growing middle class is driving a shift toward higher-end offerings. Africa remains a competitive and fluctuating market for many suppliers, but recent interest from European players seeking growth opportunities has renewed activity.

FL: They are oil producers and so also of lubricants! Wolf Oil differentiates itself by catering to premium players. Success in these markets hinges on a commitment to quality in both products and business approach, which sets the company apart.

FL: Eastern markets present challenges for Wolf Oil. Sanctions on Russia and Belarus abruptly closed significant markets. In China, while demand exists for lubricants tied to European imports, the proliferation of local alternatives creates a barrier. However, Southeast Asia, particularly Vietnam and Malaysia, offers promising opportunities for market share growth.

FL: Wolf Oil has introduced a “Racing” range in collaboration with the German Endurance Championship and Four Motors, a Porsche-supported team committed to reducing its carbon footprint. This partnership involves the development of regenerated oil formulations, demonstrating their effectiveness under extreme conditions—an assurance of their performance in everyday applications.

FL: Today, our base oils are high quality, like virgin oils. We are now overcoming the image of lower standards in the past. Changing perceptions requires continuous education and training. Some regions, like Northern Europe and China, are at the forefront of adopting these solutions, particularly within professional sectors. The “Racing” range serves as a strategic gateway for gradually integrating these eco-friendly formulations into standard product lines.

FL: Yes. While electric technologies remain relatively niche globally, they are poised to dominate in the future. Wolf Oil’s diversification strategy addresses this shift with specialized products such as transmission oils, greases, coolants, and brake fluids. The Electrum range, launched two years ago under the Wolf brand, and the recently introduced E-Pulse range under Champion at Automechanika, exemplify this readiness. Though aftermarket demand is currently modest, Wolf Oil has proactively adapted its offerings, including repositioning coolant products and transitioning to calcium-based greases as a sustainable alternative to lithium-based options.

FL: To enhance distributor support, Wolf Oil has introduced personalised electronic catalogues and reinforced its training programmes. Additionally, we developed LubriScan, a specialised oil analysis service designed for industrial vehicles. This preventive maintenance tool aims to reduce total cost of ownership (TCO) and extend equipment lifespan, aligning with the company’s “future proof” vision.

To accommodate a decade of double-digit annual growth, Wolf Oil has significantly expanded its logistics capabilities. In 2024, a new 28,000 m² warehouse opened south of Antwerp, doubling storage capacity and freeing up production space at the previous facility. This expansion supports a production capacity of 200 million litres, reinforcing customer satisfaction. The company also operates dedicated warehouses in France, the Netherlands, and Italy.

FL: Wolf Oil is active in Canada and currently developing its strategy for the United States. Establishing operations in the US requires careful adaptation to local production methods, packaging requirements, and regulatory standards, which extends the timeline for implementation.

FL: Wolf Oil’s 70th anniversary in 2025 marks an opportunity to celebrate sustained double-digit growth and ongoing diversification. We are also planning to unveil new developments while further enhancing service and support for our partners, reinforcing one of our core strengths.