The automotive industry stands at a critical juncture, influenced by shifting demands in sustainability, electrification, and evolving consumer expectations. At Lubrizol, we see this period of uncertainty not as a barrier but as an invitation to lead through innovation, sustainability, and a commitment to partnerships that fuel progress. For over a century, Lubrizol has been at the forefront of change in the lubricant and additives markets. Beginning with solutions for early automotive challenges, we now develop advanced lubricants for modern engines, hybrids, and electric vehicles (EVs). With a range of engine and fuel options available—from internal combustion engines (ICE) to hybrids and EVs—the need for adaptable, high-performing products is more crucial than ever.

Adapting to global and regional shifts

Regional dynamics influenced by physical and geographical factors significantly shape market demands. In the Middle East, for example, there is growing consumer interest in large SUVs, partly due to their comfort and status but also because they’re a good choice for off-roading. Naturally, for those living in desert landscapes this is a consideration. Through understanding how diverse climates, terrains, and regional standards impact performance needs, we’ve been able to tailor our solutions to meet the unique demands of each geographical market we serve. As this growth drives demand for high performance lubricants, we will continue to expand our understanding of local regions to be able to provide the most apt solutions.

However, consumer expectations are not the only drivers of change. Government mandates, such as Saudi Arabia's updated engine oil standards, also play a pivotal role in elevating product quality and aligning with modern performance requirements.

Sustainability: A core element of innovation

Sustainability is integrated into every facet of our work. At Lubrizol, we approach it from multiple perspectives: consumer, governmental, and OEM. Our solutions aim to extend engine life, reduce maintenance needs, and improve durability. By merging data and material science, we accelerate testing and progress toward sustainable goals. As the global debate on ICE and EV targets continues there may shifting balances between consumer choice and stringent regulations, however regulatory support should help to drive the adoption of sustainable technologies more effectively.

We do know that expectations for sustainability are rising and we see our role as innovating and providing breakthroughs with products that enlighten consumers and add value.

Tackling complexity with expertise and partnership

A significant challenge we face is market complexity—spanning OEM specifications, regional variations, and regulatory updates. At Lubrizol, we believe the path forward lies in streamlined, R&D-driven solutions. Our legacy of technical expertise and customer collaboration uniquely positions us to address these complexities and continue leading in innovation and sustainability.

The future of engine and fuel innovation

As fuel and engine options expand, we are focused on creating the next generation of additive solutions. We’re also deeply involved in the advancement of safety and efficiency in cooling materials for EV batteries. Looking toward the future, partnerships between the additive company and the oil marketer are more important than ever.

Beyond technical expertise, which we have in abundance, Lubrizol is a trusted business partner helping our customers in various areas by providing a localized supply chain. Those bonds will keep us connected and help all of us grow as changes occur. Beyond our technical expertise, Lubrizol is a trusted partner, supporting our customers with local supply chain solutions and more. These partnerships keep us connected and help us grow together as the industry evolves.

While the journey ahead is marked by unknowns, it is also rich with opportunity. By reinforcing our commitment to innovation, sustainability, and partnership, we are well- placed to support the industry’s evolving needs and help our customers succeed in a rapidly changing world.

Learn more about Lubrizol's commitment to sustainability in our latest Sustainability Report

Creating Solutions in IMEA that Support the Industry's Changing Requirements