Power Wheels Magazine A Notch Above
Shell Lubricants has once again secured its position as the leading global supplier of finished lubricants for the 19th consecutive year, according to the 23rd edition of Kline & Company’s Global Lubricants: Market Analysis and Assessment 2025.
Kline ranks Shell as the world’s No. 1 lubricants supplier based on finished lubricants sales volumes across both automotive and industrial segments. The report highlights that Shell maintained a global market share of 11.6% in 2024, with sales distributed almost evenly across its three core segments: 37% in consumer automotive, 32% in industrial, and 31% in commercial automotive.
The study provides an in-depth analysis of finished lubricants across automotive and industrial applications, examining trends that influence end-use industries, trade classes, and emerging technologies such as electric vehicles (EVs) and immersion cooling fluids (ICFs), which are essential to digital and energy infrastructure. Shell upheld its top ranking across all three key categories: consumer automotive, commercial automotive, and industrial.
“At nineteen consecutive years as the number one global supplier of finished lubricants, we remain committed to the role lubricants play in powering progress across consumer, commercial, and industrial applications. Our goal is to become the most customer-focused energy marketer and trader, and we continue to invest in premium, high-efficiency products that create long-term value in markets where we hold strong leadership,” said Jason Wong, Global Executive Vice President of Shell Lubricants.
Sushmita Dutta, Senior Project Manager at Kline, added: “Maintaining the number one position for nineteen consecutive years is a remarkable achievement. Our analysis shows that Shell’s success stems from a consistent strategy—investing in technologically advanced, premium products and building enduring customer relationships across all sectors.”
Shell’s global leadership continues to be reinforced by its investments in premium and differentiated products, including Shell Advance motorcycle oil, Shell Helix passenger car motor oil, Shell Rimula truck and heavy-duty engine oils, and industrial lubricants such as Shell Tellus and Shell Gadus, brands trusted in major markets around the world.
In 2025, Shell Helix Ultra became among the first lubricant brands to meet the latest API SQ specifications, further strengthening Shell’s position in engine performance and protection. This was followed by the launch of Shell Advance Ultra with API SP—Shell’s most advanced motorcycle and scooter engine oil, recognized globally, and the exclusive premium motorcycle oil recommended by Ducati Corse. Shell also renewed its long-standing partnership with BMW M Motorsport, reaffirming its commitment to advancing lubricant technology.
Beyond automotive applications, Shell introduced DLC Fluid S3, an innovative Direct Liquid Cooling solution designed for high-performance computing and AI applications. In May, Shell Lubricants achieved another industry first when its immersion cooling fluids became the first to receive Intel certification, paving the way for their deployment in data centers worldwide