Leading UK lubricants blender Morris Lubricants was delighted with major sales leads generated on its debut at Automechanika held at the NEC, Birmingham from June 7-9.

The Shrewsbury-based company showcased its latest technology automotive lubricants, including engine, gear and transmission oils, at the largest Automechanika launch event in history outside of Frankfurt.

The company was situated in Hall 9 where technical experts answered questions about the latest OEM approvals, specifications and emerging lubricant technologies, while the commercial and sales teams were on hand to discuss everything from bulk delivery to storage options.

In addition to exhibiting, the company sponsored the Keynote Theatre, which featured more than 20 seminars during the three days, delivered by leading industry experts. Technical speakers at the Keynote and Aftermarket Theatres included Adrian Hill, Morris Lubricants’ automotive product manager.

Among the guest and celebrity speakers appearing on the Morris Lubricants stage were TV presenter Suzi Perry and former F1 driver Mark Webber, who now competes in the FIA World Endurance Championship.

The presentations were very well received, with people listening intently to the seminars, asking questions and then visiting the Morris Lubricants’ stand afterwards for more technical information.

There was also a lot of interest in the company’s online lubricant selector WHATOIL? which can help to find the correct lubricants for all major OEMs.

“Our objective was to raise the profile and awareness of the Morris Lubricants brand as a major force within the UK automotive lubricants industry and there is no doubt that we achieved that,” explained Craig Bastable, Morris Lubricants’ marketing manager.

“Underlying our presence was the need to develop new business opportunities and we were delighted with both the quantity and quality of people attending the event. We secured some major early enquiries which we are hopeful will result in good future business.

“We also found it very useful and informative to benchmark our products and services against new names in the automotive lubricants industry, who have strong offers.

“We had every confidence that the event was perfect for us and we have already secured a much larger and prominent stand for 2017. We are now investigating using the Automechanika platform to develop our international distribution networks. Watch this space for developments.”