Identification Logo variants
The logo as a brand-relevant element can be used in a variety of versions. It is always shown on the logotag in its positive variant
Fuchs’ 25,000 square metre manufacturing plant, opened in Beresfield, NSW, in 2018 Adding new reusable and recyclable 60-litre steel drums alongside the 205-litre size increases the more sustainable packaging options, and reduces plastic use. However, plastic still has its place, and in fact Fuchs has expanded its range of plastic pack sizes. This is a deliberate move to meet specific workshop and customer needs, because ‘right sizing’ improves efficiency, which also reduces waste. Fuchs’ channel marketing manager, Anthony Ficarra, says improving efficiency improves sustainability. As the new 7-litre and 10-litre pack sizes are better matched to modern sump sizes than traditional packs, one 7-litre pack can, for example, be used instead of two 5-litre packs. That means less plastic use overall. He says customers are increasingly taking an interest in their suppliers’ environmental credentials. “Our customers are interested in improving sustainability but it’s fair to say that’s a bit more of a priority among New Zealand customers,” he says.
LOCAL MANUFACTURE Anthony says Fuchs has recognised the commitment of New Zealanders and Australians to local manufacture and their desire to support local industry and communities. Fuchs has deliberately gone in the opposite direction to most oil suppliers, which have moved production offshore and transitioned to an import strategy. Fuchs has a history in this region that spans 100 years and Anthony believes that history and commitment is important to customers here. In February 2018, company chairman Stefan Fuchs opened the door to a purpose-built plant in Beresfield, NSW, that tripled the capacity of the plant it is replacing. That plant is closer to the centre of Newcastle, in an area that is being rezoned, but
the relocation nearby meant existing staff could easily transition to the new facility. Built at a cost of A$35 million, the new 25,000 square metre facility maximises efficient technologies and has an extensive solar array, making the most of the Aussie sunshine to provide 25 to 30 percent of the plant’s energy needs. Other moves towards carbon neutrality include more efficient practices that reduce the need for pipe flushing, for example. The plant manufactures on-site and has a laboratory as well as sales and customer service departments. The new facility is in addition to Fuchs’ primary lubricants manufacturing facility, which hosts one of Australasia’s largest R&D and quality assurance laboratories at Sunshine in Victoria. Fuchs continues to update the Sunshine plant. The company’s 230 employees at the two world-class production plants and laboratories in Australia work for the only Australian manufacturer to produce lubricants, coolants, greases, and additives for the automotive, industrial, and agriculture sectors. The company offers 1700 lubricants and related specialties. “One hundred percent of our business is lubricants. We are the lubricant people, and we manufacture 95 percent of our products here in Australia,” said Anthony. “Think of us as Australian made, with German technology.” For more information, Channel marketing call 0800 382 476 or see manager fuchs.co.nz. Anthony Ficarra
The decision on whether the logo should b used with or without the claim is far from straightforward. Communication and marketing materials were nevertheless defined with a binding obligation to use the logo with or without the claim.
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Auto Channel is the best way to reach the wider automotive industry. The publication is direct mailed to 11,306 New Zealand businesses in the following automotive sectors: Automotive workshops, parts importers and distributors, transmission specialists, automotive recyclers, towing operators, panel beaters and painters, crash repairers, tyre dealers, suspension and underbody repairers, steering specialists, towing operators, auto-electrical repairers, newand used-car dealers, air-conditioning repairers, heavy-machinery dealers, trucking and transport. Production in the new Beresfield facility has already ramped up
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Auto Channel Issue #37 July 2021
