Auto Service World
News   April 17, 2017   by Allan Janssen

Veedol Lubricants names new strategic partner for Ontario

Larry Burns, vice president and general manager at LubeSource (left) with Arun Kumar, vice president, global business development at Veedol International Americas.

Automobile Solutions Americas Inc., the official Canadian licensee of the Veedol brand, has signed an agreement appointing LubeSource as the distributor of Veedol Products in Ontario.

ASA says the partnership will allow Veedol products to go to the Ontario market “through one of the most reputed distributors and business house in the region.”

Arun Kumar Vice President of the Americas for Veedol International Americas Inc. said, “Veedol’s preferred route to market is through strategic partners who will give us the most visibility and distribution enhancing our reputation in the region.”

He said LubeSource has a well-established process of servicing its customer base.

“They have built strong relationships within the Ontario after sales market through their diligent sales & marketing teams,” he said. “With the addition of Veedol lubricants to their product offering, they are now able to offer a century old brand recognized as ‘The Professionals Choice’ … to their customers locally.”

A company press release said selecting LubeSource as the Veedol distributor in Ontario was an easy choice. LubeSource is a strong lubricants distributor servicing the Ontario Market and has built up a strong customer base. The LubeSource Sales team is very knowledgeable and focused on delivering superior service to their customers.

LubeSource has a 60,000-square-foot facility, allowing it to have the right product on hand to fulfill its customer needs. By taking on the Veedol brand of lubricants, LubeSource continues to supply its customers with a brand that has global lubricant industry expertise with over a century of servicing the automotive lubricants market.

“Partnering with Veedol makes sense to us,” said Larry Burns, vice president and general manager of LubeSource.  “Veedol is the Professionals Choice for over a century and their offering works perfectly to the channels of our choice, we want to deliver the Veedol product to our professional customer. We feel this is a brand that will benefit our customers with product that is only available to the professional installer and jobber.”

This strategic agreement isn’t just about supplying product. Veedol will work together with LubeSource to develop dynamic marketing initiatives that will grow sales in the Ontario market and be focused on the needs of the professional customer.

“We are excited to be working with one of the strongest lubricants distributors in the Ontario market,” said Antonio Ramos, marketing manager for ASA Inc., the Canadian supplier of Veedol Lubricants. “LubeSource has a remarkable reputation in the lubricants industry here in Ontario. Veedol is looking forward to working with LubeSource and delivering not only a top quality product, but enhanced offers and value to their customers.”

The agreement effective as of Feb. 14, 2017, sees LubeSource promoting all of the Veedol brands such as Syntron, Powertron and Elite range, in the synthetic and conventional category of engine oils.

The Veedol brand was started in 1913 by Tide Water Oil in Pennsylvania and quickly grew to be a global player in the lubricants market. In 1928, Tide Water Oil India was set up to supply the Indian market. Ownership changed throughout the years and in 2011, Tide Water Oil India purchased the Global rights for the Veedol brand.

Automobile Solutions Americas Inc. (ASA) was established in 2013 and is the official licensee of the Veedol Brand in Canada and Mexico. Headquartered in Mississauga, Ont. with Warehousing located in the Greater Toronto Area, ASA is authorized to blend and supply Veedol branded products to these two markets.

LubeSource is a wholly owned subsidiary of The Original Parts Warehouse, Inc. (OPW). OPW has been an oil reseller since 1999 and created LubeSource to focus exclusively on the oil distribution marketplace. In 2010, LubeSource opened its current 60,000-square-feet distribution centre in Vaughan, Ont.

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