A new milestone has been reached in the cooperation between M Oil, operating under GüzelEnerji, and Valvoline, the world’s first branded motor oil. M Oil has started production at its Izmir plant under a Valvoline license, aiming to expand its presence both domestically and internationally.
Yüksel Yılmaz, President of OYAK Energy Sector Group, highlighted GüzelEnerji’s growth through the M Oil brand over the last four years and said, “Our collaboration with Valvoline, which brings over 150 years of expertise to Türkiye, will strengthen our position in the industry. We are proud to produce in Izmir with the global giant Valvoline brand on behalf of both the region and Türkiye.”
Mahmut Çil, General Manager of GüzelEnerji, added, “With M Oil and Valvoline, we aim to capture an 8% share of the Turkish lubricants market by 2028. Izmir will serve as Valvoline’s production hub.”
M Oil, the lubricant brand of GüzelEnerji under OYAK Group Companies, has taken a significant step in its collaboration with Valvoline, a global premium lubricant brand that operates in over 140 countries. After signing an agreement 1.5 years ago, M Oil introduced Valvoline to the Turkish market and commenced production in Izmir under Valvoline's license.
Having signed the agreement for Valvoline's exclusive country distributorship, production and know-how exchange rights in May last year, M Oil's production at its Izmir plant, the economic value created and its near-term targets were presented at a press conference. Hosting the press conference held at the Agora of the ancient city of Smyrna in Izmir, which they have been supporting since 2008, Yüksel Yılmaz, President of OYAK Energy Sector Group, stated that they operate with a vision based on sustainable growth, efficiency, and innovation, driven by the responsibility of being one of Türkiye’s largest and most established groups. Yılmaz said, “As our OYAK General Manager Süleyman Savaş Erdem always emphasizes and fully supports, the energy sector is a strategically prioritized area for OYAK. As OYAK Energy companies, we are focused on providing reliable, environmentally friendly, and innovative solutions to meet our country’s energy needs through strong investments. Operating across a wide range from electricity generation to distribution, from fuel and lubricants to renewable energy, OYAK Energy companies serve in areas that directly impact over 30 main sectors. In each of these areas, our goal is to contribute to Türkiye’s energy independence and to benefit our country by prioritizing sustainability in the energy sector.
25 premium products produced in Izmir
Yüksel Yılmaz pointed out that GüzelEnerji, which has been expanding not only in Türkiye but also in export markets under its key brands M Oil and TotalEnergies, has raised its ambitions in the lubricants market thanks to its partnership with Valvoline. Yılmaz continued:
“GüzelEnerji’s growth under the M Oil brand over the last four years is a clear result of our investments in lubricants and our confidence in the industry. M Oil, a high-performing player under OYAK, has become a strong competitor in the lubricants market. Our partnership with Valvoline, with its 150 years of expertise, further strengthens our position, allowing us to proudly produce 25 premium products under the Valvoline brand in Izmir.”
Yılmaz also announced plans to invest in a new plant in Izmir for the production of Valvoline-branded lubricants.
Izmir to become Valvoline’s production hub
Mahmut Çil, General Manager of GüzelEnerji, one of the hosts of the meeting, emphasized that M Oil has performed above the overall growth of the sector since joining OYAK in 2020. Stating that their licensing partnership with Valvoline is one of the most crucial steps in their strategic growth, Çil said:
“In the first phase of this cooperation, we introduced more than 75 products from Valvoline’s innovative and high-quality portfolio, with 110 different packaging options. In the second phase, we successfully started producing 25 Valvoline products in our Izmir plant. We plan to gradually expand our product range to cover everything from automotive to industrial oils. During this process, we will bring significant investment as well as know-how and R&D experience to our country. We will export these products not only within Türkiye but also to the TRNC and other regional countries. In the next stage, our new factory will play a pivotal role in achieving our goals, making Türkiye a production hub for Valvoline.”
Çil stated that with the M Oil and Valvoline brands, they aim to capture an 8% or more share of the Turkish lubricants market by 2028, adding, “We plan to achieve a 3% market share in Valvoline-branded lubricants. We will be active not only in Türkiye but also in strategic regions such as the Middle East, Africa, and the Turkic Republics.”
Andrew Peterman, General Manager of Valvoline Europe, emphasized that Valvoline’s mission is to inspire innovations that move the world forward and to make the future possible. Peterman noted that the partnership with GüzelEnerji, one of the OYAK Group companies, serves this purpose, stating, “Valvoline has been known for many years as an expert in automotive and industrial solutions. Our new licensed production agreement with OYAK is an example of our innovative approach. We share a common ideal of looking to the future together with strong partners like OYAK. We believe Türkiye holds a unique strategic position for Valvoline Global, Aramco, and GüzelEnerji. We are proud to be part of the growth story in this sector and region. Sustainability and energy transformation are critical elements of our shared journey. As the world's first branded motor oil, we are committed to strengthening our capabilities in future technologies.
