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Vincent Minard is a seasoned veteran with two decades of experience within TotalEnergies’ Marketing & Services. His journey with TotalEnergies has taken him across continents, from the bustling cities of Europe to the dynamic markets of Asia, shaping his expertise in lubricants, OEM partnerships, and retail management. He is currently vice president of Lubricants, Specialties & BtoB, responsible for Asia Pacific and the Middle East based in Singapore.

One of the crown jewels in TotalEnergies' portfolio is their state-of-the-art lubricant blending plant in Singapore. As the largest of its kind within the company, this facility serves as a central hub for the Asia Pacific and Middle Eastern markets. The strategic choice of Singapore as its location was influenced by the city-state's existing infrastructure and its pivotal position for accessing surrounding markets.

The COVID-19 pandemic tested the resilience of industries worldwide, and the lubricants sector was no exception. Minard recounts the challenges faced during this period, from supply chain disruptions to demand fluctuations. However, TotalEnergies' centralized production in Singapore proved to be a competitive advantage, allowing them to maintain a steady supply to their customers despite global uncertainties.

In the global arena, TotalEnergies holds the fourth position among lubricant players, with leadership in regions such as Europe, Africa, and the Middle East. The company's brand strategy has been a key factor in this success. By leveraging its Total and Elf brands, TotalEnergies continues to cater to a wide range of market needs, from high-end automotive products to specialized industrial applications.

The Asian market, with its contrasting mature and rapidly developing economies, presents unique challenges and opportunities. Minard observes a trend towards premiumization, as consumers gradually recognize the value of higher-quality lubricants. Minard emphasizes the importance of innovation, customer education, and sustainability in driving TotalEnergies' success in the lubricants market. Despite the challenges posed by market dynamics and the shift towards electric vehicles, the company remains committed to delivering high-quality products and services while contributing to a greener future.

Flavio Kliger, who was appointed president of Lubrizol Additives in January 2023, reflects on his first year at the helm of one of the leading global additive suppliers to the fuels and lubricants industry.



Born and raised in Brazil, Kliger's fascination with economics and an unexpected love for the lubricants industry led him to a pivotal role at Lubrizol, a company he admires for its industry leadership and innovation.



In a recent conversation on F+L Webcast, Kliger shared insights into his personal journey, Lubrizol's strategic direction, and the future of the additives industry. His leadership is characterized by a strategic approach that is not just reactive but anticipatory, readying Lubrizol Additives for the next wave of industry evolution. As the automotive world stands on the brink of a technological revolution, his insights provide a valuable perspective on what lies ahead.



A Journey from Economics to Lubricants



Kliger’s career trajectory is a testament to his belief in the power of serendipity and passion. Initially drawn to economics due to Brazil's hyperinflation, his career took a significant turn when he was "chosen" by the lubricants sector. His journey with Lubrizol started in 2017, and he credits the company for its role in fostering his growth, culminating in his role as president of Lubrizol Additives in January 2023.



Navigating Challenges and Embracing Opportunities



Reflecting on his first year as president, Kliger highlighted the unforeseen challenges, such as market de-stocking, that tested the company's resilience. Yet, it's Lubrizol's response—focusing on what can be controlled and ensuring customer needs are met—that underscores the company's adaptability and forward-thinking approach. He observed that, following the Covid-19 pandemic and the Texas freeze, the industry at large has significantly enhanced the resilience of its global supply chain.



The Global Landscape and Local Solutions



With a global footprint that includes significant operations in China and collaborative relationships with OEMs worldwide, Lubrizol is poised to meet regional demands with localized solutions. Kliger emphasized the importance of understanding and adapting to diverse market needs, a strategy that has become even more relevant amid shifting trade relations and the push for sustainability.



Sustainability: Transforming the Industry



Sustainability is not just a goal but a transformative force at Lubrizol, he said. Kliger passionately discussed how the additives industry is uniquely positioned to address the evolving demands of fuel efficiency, electrification, and reduced emissions. For Lubrizol, this era represents an opportunity to leverage its technological prowess and deep understanding of complex customer needs to drive innovation and sustainability forward.



Looking Ahead: Innovation, Agility, and Customer Focus



As for the future, Kliger envisions a Lubrizol that remains at the forefront of addressing the industry's most pressing challenges through innovation, agility, and a relentless focus on customer needs. The company's commitment to advancing mobility, improving well-being, and enhancing modern life remains steadfast, driven by a global team that values diversity, expertise, and a shared vision for a sustainable future.

Joseph Star, business development manager for Product Solutions at ExxonMobil, based in London, UK, discusses the emerging field of liquid cooling, particularly in data centres, and the role of fluids in this space. He explains that the need for processing power and the rise of AI are driving the growth of data centers.

Immersion fluids, including full immersion and other liquid cooling technologies, are gaining traction due to the increasing processing power and the need to dissipate more heat within the same space.

Star's insights shed light on the evolving landscape of data centre cooling solutions and the role of immersion fluids in addressing the industry's growing demands for efficient and effective cooling technologies. His discussion provided valuable perspectives on the future of immersion fluids and their potential impact on the data centre industry's sustainability and operational efficiency.

Star sees the development of immersion fluids in the future as a rapidly growing and evolving space with several key characteristics and challenges. Here are the key insights from the interview:

Fluid Characteristics: Star emphasises the importance of dielectric properties in immersion fluids, as the fluid circulates around and goes through all components. He mentions that the majority of hydrocarbon-based fluids inherently possess this property. He also discusses the use of synthetic fluids, such as poly alpha olefins, which provide stability and a relatively high flashpoint, which is crucial for safety.
Fluid Selection: Star highlights the significance of fluid viscosity, particularly in single-phase immersion cooling, where lower viscosity fluids are preferred as they require less energy to circulate through the system. He mentions that ExxonMobil has launched a broad portfolio of fluids to cater to different operational needs.
Fluid Formulation and Lifespan: When discussing the composition of the finished product, Star mentions that the formulation is proprietary and involves considering material compatibility and the lifespan of the fluid. He expects the fluid to last around 10 years without the need for top-ups due to its single-phase nature.
Technical Challenges: Star addresses technical challenges, including material compatibility, maintenance of equipment, and the need to develop and adjust immersion fluids based on the evolving needs of the industry.

When asked about the future of immersion fluids, Star acknowledges the rapidly evolving nature of the space and the need to adapt to the changing needs of the industry. He mentions that the current portfolio of immersion fluids is just the beginning and that they will continue to develop and adjust their offerings based on industry requirements.

In a revealing interview, Jason Wells, now at the helm of Novvi LLC, sheds light on the company’s on-going restructuring and its new strategic direction. Wells’ transparent discussion about Novvi’s strategic direction and challenges paints a vivid picture of resilience and innovation in the base oil industry.

2023 marked a transformative year for Novvi. Beginning in August, the company underwent a major restructuring, leading to the departure of former President Jeff Brown. Wells, previously the Chief Technology Officer, stepped up as President, steering Novvi through this crucial phase. This restructuring process culminated in a Chapter 11 filing in Bankruptcy Court in the U.S. District & Bankruptcy Court for the Southern District of Texas, on December 1, 2023. Novvi's headquarters is in Alameda, California, U.S.A., but its plant is located in La Porte, Texas. This strategic move is part of a broader plan to streamline operations, optimise shareholder structure, and introduce new capital.

Wells also touched on the sensitive topic of Novvi's Chapter 11 filing, explaining it as the final stage in a restructuring process that started in August 2023. This filing, while drastic, was part of a broader strategy to streamline shareholder structure and bring in new capital. The goal is a swift exit from Chapter 11, expected by the end of January 2024.

Addressing the leadership change, Wells pointed out that the shift in strategy from focusing on scale and capital projects to prioritising profitability and commercial success in the current footprint necessitated new leadership. The future strategy involves a more customer and market-driven approach, emphasising sustainability not just in feedstock but also in application performance.

Shell is not just an energy giant; it's a pioneer steering the helm of the sustainability journey. Mansi Madan Tripathy, Shell Lubricants’ VP for Asia-Pacific, underscores this ethos. In a candid conversation with F+L Webcast, Tripathy unveils the intricate dance of intent, effort, and investment that defines Shell’s green trajectory.

Tripathy’s narrative is rich, woven from her diverse experiences, including a stint at Procter & Gamble and her current role at Shell. She’s not just a business leader; she’s a witness to Shell Lubricant’s 35% carbon intensity reduction in scope 1 and 2 emissions in Asia-Pacific vs baseline year of 2016.

But how does a behemoth like Shell navigate the complex waters of sustainability? It’s a mix of strong intent, concerted effort, and strategic investments. The company is not just looking inward but is also focusing on the pivotal role of lubricants in amplifying efficiency.

Tripathy is candid about the challenges. The journey is peppered with tough investment choices and the need for experimentation. There’s a balance to strike, especially when the last sustainability mile demands higher investment for lesser immediate return.

Yet, Shell is undeterred. The company recently amplified the capacity of its Marunda Lubricants Oil Blending Plant in Indonesia, integrating sustainability features like solar power and a rainwater harvesting system. It’s a testament to Shell’s commitment to reducing its manufacturing carbon footprint consistently.

But the journey is collective. Tripathy emphasises the synergy of lubricant manufacturers, the government, OEMs, and consumers to fast-track progress. It’s a narrative that extends beyond the confines of business strategy, echoing the universal call for a sustainable future.

Lubricants, though often overlooked, are the silent enablers of a modern, efficient world. Tripathy underscores the need to elevate the relevance of this category, aligning product performance with sustainability credentials.

In the Asia-Pacific landscape, opportunities and challenges coexist. The cost-conscious nature of consumers, especially in Asia, is a significant hurdle. Yet, the gap between OEM recommendations and actual lubricant usage unveils a window of opportunity.

Electric vehicles (EVs) loom on the horizon, yet Tripathy is optimistic. With 60% of the category rooted in manufacturing and commercial vehicles, the immediate impact of electrification is muted. Shell is already ahead, with a portfolio of electric vehicle lubricants and a focus shift from mere lubricants to comprehensive friction reduction solutions.

In the dynamic narrative of sustainability, Shell emerges not just as a participant but as a storyteller, weaving a future where business strategy and ecological responsibility converge seamlessly.

Good morning, and welcome to another episode of the F+L podcast. I'm your host, Vicky Denton, and today we're joined by Jeff Harmening, a senior program manager for the American Petroleum Institute (API). This is Jeff's second time on our show, and we're thrilled to have him back.



Jeff is part of API's global industry services group and has been instrumental in the creation of a technical report that API recently released. This report, known as TR 1533, focuses on the life cycle assessment for lubricants, a topic of growing importance in our industry.



The journey to TR 1533 began in June 2021 when API's lubricants group established a sustainability work group. This group was tasked with gathering subject matter experts from all stakeholders in the lubricants value chain. These experts, from oil marketers, base oil manufacturers, re-refiners, and lubricant additive companies, worked tirelessly to assemble the framework for TR 1533.



Their hard work and dedication, coupled with a rigorous meeting cadence, allowed the group to prepare a draft for ballot with the API lubricants group in just over a year. The result was the publication of TR 1533 in May 2023.



The report is available on the API website, accessible free of charge.



The full title of the report is "Lubricants Life Cycle Assessment and Carbon Footprinting Methodology and Best Practice." To download the report, click here:

https://www.api.org/-/media/Files/Certification/Engine-Oil-Diesel/Publications/API%20TR%201533.pdf