Digital, Europe, Investment, Transport, United Kingdom

Duckhams Oils Boost Online Presence with Digital Investment

20 October 2026

Editorial Brief

At a glance: AI-assisted overview, optimised for journalists, search & news aggregators

Duckhams has launched a new website to enhance its online presence, featuring tools like an improved Oil Selector and a Where to Buy function to help customers find the right oil and local stockists. The site also includes an AI advisor named Alex to assist with queries about Duckhams products. This digital investment aims to modernise the brand's engagement with customers while highlighting its long-standing history.

EDITORIAL INSIGHT: Context, industry insight and market perspectives of this news story

Duckhams’ decision to invest in digital infrastructure comes at a time when many established automotive brands are prioritising online engagement to maintain relevance with both trade partners and consumers. As purchasing habits continue to shift towards digital channels, streamlined tools and clear product information have become essential for brands seeking to support both professional mechanics and individual motorists.

For Duckhams, a brand with a long heritage in the UK automotive sector, enhancing its website functionality and introducing digital advisory features may help bridge the gap between traditional brand loyalty and the expectations of today’s online-first customers. The addition of an AI advisor and improved product selection tools is likely to be of practical benefit to both retailers and end users, particularly as the company expands its reach across multiple regions and retail platforms.

Story Ideas

Consumer trend

Consumer Access to Automotive Products through Enhanced Digital Platforms

Duckhams' new website features aim to simplify consumer access to automotive products, reflecting a shift towards user-friendly digital solutions in the retail space.

Target audience: consumer-lifestyle
Story potential: 6/10

Industry trend

Impact of Duckhams’ Digital Investment on the Automotive Aftermarket

Duckhams' significant investment in its digital presence may signal a broader trend in the automotive aftermarket industry towards enhancing online customer experiences and digital tools.

Target audience: trade-industry
Story potential: 7/10

Press Release

Duckhams, the original British motor oil brand since 1899, has unveiled a new website after investing significantly in its online presence. The new website features an improved Oil Selector, making it easier than ever for motorists to find the right oil for their car. The Where to Buy function enables users to quickly find local stockists, including Screwfix and EG On The Move. Alex, Duckhams’ AI advisor, enables website visitors to ask anything about Duckhams oils and fluids. The website provides clear information on Duckhams’ range of high-performance engine oils, including the QXR range, formulated for the most advanced modern engines; the QS range, made for everyday driving while giving lasting protection; the Classic Q specialist oils for classic engines which have been trusted across generations, and the QT four-stroke and two-stroke oils for bikes, made to work with a wet clutch.

“Duckhams Oils are built for the road and proven on the grid,” commented David McLean, Chief Marketing Officer at Duckhams Oils. “We wanted our new website to demonstrate the immense history of Duckhams, which has been trusted by generations of drivers, in a modern and engaging way. With functionality at its heart, the new website enables motorists to find the right oil for their vehicle in seconds, whilst also celebrating the incredible heritage of the original British motor oil since 1899.”

Trusted by mechanics and motorists alike, Duckhams high-performance engine oils are now available across Europe, the Middle East and South East Asia. In the UK, Duckhams Oils are currently available in all EG On The Move forecourts, Screwfix, eBay, Amazon and the motor factor group Rapid.