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Keeping the world in motion Petrofer
KEEPING THE WORLD IN MOTION
With over 600 high quality chemical products in its portfolio, Petrofer is renowned as one of the world’s leading companies for industrial lubricants, specialised fluids and process technologies. Future plans include both geographic and sector expansion. Lynne Saxby reports.
The Petrofer story started in 1948 with the establishment of this privately owned company in the North German city of Hildesheim. Since then, the company has expanded into 42 different countries and 50 per cent of its business is now generated outside Germany. China makes up 25 per cent of Petrofer’s sales. Other main markets include Turkey, Mexico, South Africa and India. The company follows a clear policy of transferring its know-how and technology to all subsidiaries able to provide products with a significant amount of local content and additional service application technology. All localised product technology is being approved by the German Headquarters and according to Petrofer’s international product specifications. In February this year Petrofer opened a new production facility in Mexico to support its growing business. According to Mr Wienbreyer, director of sales and marketing, “Future plans will focus on expansion in Russia and Brazil, two large and important markets where we are currently under-represented.”
Petrofer’s impressive product portfolio is based on many years of research and development. This is combined with a company philosophy of offering customers individually tailored solutions, consistent quality, environmental compliance and technical support. Ninety per cent of Petrofer’s products are sold to the automotive trade. The company is proud of its ability to support the full value chain, so places an emphasis on products designed for early in the metalworking production process. The range includes quenching oils, release agents for die casting, industrial lubricants, metalworking oils and fire resistant hydraulic fluids.
Industry challenges
Mr Wienbreyer talks of a number of key challenges facing the industry in the future. Protection against wear, friction reduction and keeping the production lines running continue to be top priorities for customers. Lighter materials are playing an increasingly important role. He says, “Customers expect suppliers’ support in optimising the process of working with these materials. In addition, they require suppliers to help increase the energy efficiency and reduce the CO2 emissions of production.” The industry also faces the challenge of increasingly strict European legislation, which means product formulation is restricted by a growing number of banned substances. As this is not uniform, it requires companies to reformulate the portfolio on an individual country basis.
Petrofer believes the best way to meet these challenges is to adhere to the company goal “To connect mankind’s constantly increasing demands for progress with the most recent technology available.” Therefore it invests heavily in research and development and drives product innovation in close cooperation with customers. The company’s specialised chemical management programmes
ensure that Petrofer is capable of meeting all customer needs regarding its products from procurement and logistics, through optimised usage to waste management and cost saving. In addition, members of staff from Petrofer are present on all the major industry committees to help understand and drive best practice.
Petrofer UK won the Supplier of the Year Award in the Cast Metals Industry Awards 2012 for the development and launch of its new range of biostable die-face releasants for the high pressure die casting sector. Traditionally, these releasants have had to contain biocides and fungicides to control microbial attack. However, the normally used substances have only little efficiency and in some cases these additives are viewed increasingly as a health and safety and environmental hazard. By transferring new technology from other sectors, Petrofer has developed release agents which are bio-stable and due to their special composition not to be labelled as harmful. This not only improves the safety of the working conditions, but also improves the process, leading to lower costs and the opportunity for better casting properties. Says John Parker, chief executive of the Cast Metals Federation, “Petrofer’s continuing evolution of their products and close working with foundries to deliver what they need now and in the future has seen them feature regularly in our Awards lists over the years and they are worthy winners.”
Future goals
Over the next few years Petrofer plans to place a clear emphasis on organic growth by building its presence in new market sectors such as alternative energy and recycling. It will also create a fresh approach to more traditional sectors such as woodworking, mining and aerospace. Petrofer wants to expand geographically into new countries such as Russia and Brazil and to increase its penetration in existing regions where it is under-represented in certain sectors.
The growth strategy will build on the key pillars, which have been instrumental in Petrofer’s success to date. Innovation and best practice from the technologically advanced automotive sector, which is Petrofer’s heartland, will be introduced into new market sectors and adapted to meet customer needs on an individual basis. The company plans to continue to maintain a fully international offer and to ensure close cooperation with international customers, global contracts and geographic expansion to meet customers’ needs around the world. However, local customer needs will also continue to play a key role in planning. This is clearly illustrated by the fluid management service offered predominantly in Asia, where Petrofer staff work closely with the customer on their premises to offer advice on machine optimisation, logistics and process. n
