Fuels, lubricants provider launches new brand positioning

3rd May 2024

African energy solutions group Engen has launched a new business-to-business brand positioning to cement the company as a preferred energy solutions provider to its commercial fuels and lubricants customers, including opencast mining companies – a significant user of fuels and lubricants owing to the often-extensive fleets of large diesel-powered mining equipment employed in surface mining operations.

The company maintains its commitment to enriching lives for a sustainable future and its new ‘Always Moving’ slogan is aligned with the directive to keep assisting industries by providing them with technologically-advanced fuels, lubricants, chemicals and associated services.

“In an era where industry never stands still, Engen moves alongside its customers, ensuring their operations are optimised and remain productive,” asserts Engen marketing and business development manager Adnaan Emeran.

He notes that this campaign renders a captivating visual and auditory experience that serves to emphasise Engen’s commitment to ensuring that productivity remains high across key industries, such as mining, agriculture, fleet operation, transport, manufacturing and construction.

Emeran adds that Engen empowers industry to continue with its efforts to stay productive and profitable. In adhering to its long-standing brand promise of ‘With us you are number one’, Engen’s new proposition remains to place customers at the forefront of its operations.

Engen asserts that it has an extensive footprint across Southern Africa that ensures security of supply, with its premium products and holistic solutions going beyond providing lubricants, fuels and chemicals.

The company says that a highlight of this campaign is a short film titled ‘The Sound is Moving’, which depicts Engen as the conductor orchestrating an ensemble of industrial machinery.

Engen also emphasises industry vitality and the company’s collaborative approach, through its new campaign.

“’Always Moving’ is a testament to Engen’s unwavering dedication to its customers; by understanding the importance of uptime and efficiency, Engen remains committed to ensuring that our customers thrive in their respective industries,” concludes Emeran.