International automotive brand JLM Lubricants is in a bullish mood with CEO and founder, Gilbert Groot forecasting that 2023 will be the year in which the brand launches a roster of new products; that it will make ‘significant inroads in new territories’ and, that global sales will exceed the previous year. 

Explaining this, Groot said: “2022 was undoubtedly a success for JLM. Despite the universally acknowledged problems with shipping and distribution plus the rising cost of raw materials, we not only exceeded sales from the previous year, but we also strengthened our relationships with distributors in over 45 countries.

Good distributors that appreciate what our brand stands for and, that put their money where their mouth is, are the cornerstone of our brand.

In the last quarter of 2022, we recruited Jeroen Schutz, a highly experienced automotive professional. Jeroen is tasked with building sales in territories where we know from grass roots research, the potential far exceeds the current figures.

We’re now having promising conversations in several countries with businesses and, potential distributors that can open up channels for repeat sales of our products – with the most discerning customer of all, the professional motor mechanic.”

“We are also focussing on Portugal as a country which offers significant potential for our products and to this effect, we have just recruited Manuel Pena, another key person with a strong automotive aftermarket background,” continued Groot. “The market in Portugal – mechanics and motorists is one we’re primed to tap in to given the willingness of both parties to use and trust lubricants and problem-solving products. We will be working closely with Manuel building the foundations.”

Speaking of new product development, Groot said: “We kicked off 2023 with two new products – a consequence of demand from distributors. The first product AdBlue Plus cleans and prevents crystal formation in the AdBlue dosing system. It also conditions the AdBlue fluid for a longer time to ensure proper working of the AdBlue and SCR system.

The second product is a one-shot aerosol which removes in car odours no matter how persistent by neutralising odours and not just masking them. We currently have four more new products in the wings so watch this space.”
“I am under no illusions that 2023 will present challenges old and new.  However, we are fighting fit and focussed with our sights firmly set on sustainable growth accompanied by increased market share,” concluded Groot.

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