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    Petronas introduced Petronas Urania to its Malaysian customers, with its range of internationally recognised heavy duty lubricants for diesel engines.This superior product also meets the standards set by the American Petroleum Institute (API).Read the detail news from Bernama & Business times below:

    NEW PETRONAS LUBRICANT TO BE SOLD WORLDWIDE

    The newly-launched Petronas Urania heavy-duty lubricant for diesel engines will soon be available in overseas markets. Petronas Lubricants International Sdn Bhd general manager (marketing strategy and business development) Domenico Ciaglia said the product was scheduled to be launched in Turkey and Brazil by July. “We will roll out in Italy around September. So, within the next 10 months, Petronas Urania will be available around the world,” he told reporters after the product launch in Kuala Lumpur yesterday. The Petroliam Nasional Bhd (Petronas) subsidiary’s focus will be Asia, particularly China, India and Southeast Asia, as these are among the biggest markets for lubricants, Ciaglia said. He added that Petronas Urania will replace Motolub, Petronas’ current brand for heavy-duty diesel engines, as well as a substitute to the Selenia brand being sold in the market. The move will pave the way for the company to be among the top three in the global lubricant market, according to Ciaglia. Currently, Petronas is ranked 11th among the top 15 lubricant companies worldwide, he said. Ciaglia said the new lubricant was expected to contribute about 20 per cent of sales in the financial year ending March 31 2010. Petronas Urania, which will be available locally from next month, will have a competitive price, said Petronas Dagangan Bhd general manager for the lubricants business division, Mohd Shobri A. Bakar. The product will be available in 5-litre bottles, 18-litre pails and 209-litre drums.

    The range of PETRONAS Urania lubricants:

    URANIA MAXIMO 5W 30
    URANIA OPTIMO 10W 40
    URANIA SUPREMO CJ-4 15W 40
    URANIA SUPREMO CI-4
    URANIA SUPREMO CI-4 20W 50
    URANIA TURBO CF-4 15W 40
    URANIA TURBO CF-4 20W 50
    URANIA CF 10W
    URANIA CF 30/40/50
    URANIA CD 10W
    URANIA CD 30/40/50

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    2 Responses

    1. Niemans says:

      There is no use building a solid brand when you are willing to introduce products extension name that dilute the value and image that the brand conveys to the consumer. At one glance it come across my mind as [with due repect to Petronas]:

      Iranian Uranus Urine Uranium Eurasia Urinal?? [huhuhu]

      For example, a product that has a well received name in home country but ventured out to foreign market will sound differently. With due respect to Citroen; in Malaysia, chinese will avoid it at every opportunity. This is because it sounded in cantonese ‘sit tow lung’ which means ‘extreme heavy losses-in business’.

      Quite some time back they launch the ‘C’ series here. A particular model is C4. Again in cantonese it sounded ‘sei foh’ which means ‘end of the road’ or in crude term ‘mati engine’. And C5 ‘sei five[combination of cantonese and english’ which ‘die faster’.

      So, would any Malaysian chinese buy this brand of vehicle that sounded so unposperous? Imagine this Citroen C4 at one go is translated in cantonese as ‘suffer heavy losses in business and on top of it mati engine!’.

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