Duckhams Oils is rapidly expanding across the GCC region, emerging as one of the fastest-growing legacy brands in the lubricants industry.
The iconic engine oil brand operates its Global Marketing function from Dubai, reinforcing its commitment to strategic growth and expansion across international markets. The move positions Duckhams at the heart of a global trade and logistics hub, enabling faster decision-making, stronger regional partnerships, and enhanced customer support across markets.
Duckhams is already reaping the rewards, experiencing increased demand, securing key partnerships, and expanding its distribution network across the Middle East. The brand signed a distribution partnership with top UAE business house AL-Masood group, who distribute global automotive brands, including Continental and Harley-Davidson.
To deepen engagement with mechanics, Duckhams launched a unique Duckhams Insights Loyalty Program, which is now live across the UAE’s seven emirates and the rest of the GCC region. The mobile app offers exclusive rewards and benefits. The initiative reflects Duckhams’ dedication to strengthening relationships with its end customers while maintaining a competitive edge in the market.
The original British motor oil, Duckhams, was founded in 1899 by the visionary Alexander Duckham. His enduring legacy, marked by a relentless winning spirit, has captivated engineers and enthusiasts for 125 years. Deeply rooted in the pioneering spirit of its founder, Duckhams exemplifies British ingenuity on a global scale—a legacy that continues to guide the brand today.
Duckhams has been inseparable from the very essence of engine oil throughout the 20th century. Breaking boundaries in the skies and on the ground, in 1909, Alexander Duckham achieved the first powered cross-Channel flight alongside Louis Blériot. In 1949, Duckhams powered Goldie Gardner’s MG to break the world land speed record.
In 1933, Duckhams introduced the industry’s first Synchromesh Gearbox oil, and in 1951, Duckhams launched the first multi-grade oil—the iconic green Q 20W-50, which transformed lubrication technology.
Duckhams and motorsports have been synonymous with each other along the brand’s legacy of 125 years. This legacy began with the land-speed record in 1948 and extends to numerous F1, BTCC, British GT, Formula Ford, and BRIC Superbikes championships with celebrated drivers of yesteryear like Colin Chapman, Ayrton Senna, James Hunt, John Surtees and current champions like Dan Cammish, Shaun Balfe, Adam Smalley and Daryl DeLeon. Through recent triumphs, Duckhams continues to earn accolades in motorsports, showcasing the pioneering spirit that defines the brand.
Working with a specialist animation studio in the US, Duckhams recently employed some of the latest techniques in AI animation to bring founder Alexander Duckham to life to celebrate its 125th anniversary. AI allows Alexander Duckham to tell the story of Duckhams’ British motor oil legacy, from his pioneering roots to its enduring excellence, as the company enters the next growth phase.
For over a century, Duckhams has pushed the boundaries of innovation, constantly evolving to meet the demands of the changing world. A simple dream grew into a global symbol of innovation and quality. Today, Duckhams represents a legacy of resilience built on generations of trust and craftsmanship, ready to face the challenges of tomorrow.
Duckhams’ Chief Marketing Officer, Rajat Moitra, said, “As we celebrate our illustrious history, our commitment to advancing our groundbreaking legacy remains unwavering. For 125 years, Duckhams has been a pioneer of product innovation and excellence, carving a history of ground-breaking achievements, from setting the land speed record to developing Europe’s first multigrade oil. This innovation transformed lubrication technology forever.”
Today, Duckhams delivers high-performance engine oils formulated to keep engines of all ages moving. Their passenger and commercial vehicle lubricants are available in twenty-seven countries across Europe, the Middle East and Asia.
