business ·
industry report
Shell Dominates Global Lubricants Market for 19 Straight Years, Reinforcing Leadership in Automotive and Industrial Innovation
Saturday, December 13, 2025
Shell Lubricants continues to set the pace in the global energy and mobility space, securing its position as the world’s number one supplier of finished lubricants for the 19th consecutive year. This milestone was confirmed in the 23rd edition of Kline & Company’s Global Lubricants: Market Analysis and Assessment 2025, one of the most respected industry benchmarks worldwide.
According to the report, Shell ranked first globally based on finished lubricants sales volumes across both automotive and industrial segments. With a global market share of 11.6 percent, Shell once again outperformed competitors, demonstrating the strength of its long-term strategy, product portfolio, and customer relationships.
A balanced global performance across key segments
Kline’s 2025 analysis shows that Shell’s global lubricants sales in 2024 were distributed almost evenly across three major segments. Consumer automotive lubricants accounted for 37 percent, while industrial lubricants made up 32 percent, and commercial automotive products represented 31 percent of total volume. This balance highlights Shell’s ability to serve a wide range of customers, from everyday motorists to large-scale industrial and fleet operations.
Beyond overall volume, Shell also maintained its number one ranking in all three categories evaluated by Kline: consumer automotive, commercial automotive, and industrial lubricants. This consistent performance reflects not only scale, but also the company’s continued investment in technology, product quality, and market relevance.
The Kline report further examined trends shaping the lubricants industry, including the rise of electric vehicles, the growth of digital and energy infrastructure, and emerging applications such as immersion cooling fluids. Shell’s leadership across these evolving areas underscores its readiness to support both current and future demands.
Leadership driven by customer focus and innovation
Jason Wong, Global Executive Vice President of Shell Lubricants, emphasized that the company’s long-standing leadership is anchored on customer value and continuous improvement.
“At nineteen consecutive years of leadership as the number one global supplier of finished lubricants, we remain focused on the ability of lubricants to power progress across consumer, commercial and industrial applications,” Wong said. He added that Shell’s ambition is to be the most customer-focused energy marketer and trader, supported by ongoing investments in premium, high-efficiency products that deliver long-term value.
From Kline’s perspective, Shell’s achievement stands out not only for its longevity but also for the discipline behind it. Sushmita Dutta, Senior Project Manager at Kline, described the milestone as a reflection of a clear and consistent strategy. She noted that Shell’s success is rooted in its commitment to technologically advanced products and its ability to build enduring partnerships across sectors.
A strong portfolio of globally trusted brands
Shell’s leadership has been reinforced by a lineup of well-established and widely preferred brands. These include Shell Advance for motorcycles, Shell Helix for passenger cars, Shell Rimula for trucks and heavy-duty engines, and Shell Tellus and Shell Gadus for industrial applications. These products continue to be trusted choices in major markets around the world, including the Philippines.
In 2025, Shell further strengthened its technology credentials when Shell Helix Ultra became one of the first motor oils to meet the latest API SQ specifications, setting a new benchmark for engine performance and protection. This was followed by the launch of Shell Advance Ultra with API SP, positioned as Shell’s most advanced motorcycle and scooter engine oil to date. Notably, it remains the only premium motorcycle oil recommended by Ducati Corse, reinforcing its global performance reputation.
Shell also renewed its decade-long partnership with BMW M Motorsport, highlighting its continued involvement in high-performance environments where lubricant reliability and innovation are critical.
Expanding beyond automotive into future-ready solutions
While automotive lubricants remain a core strength, Shell is also making significant strides beyond traditional mobility. The company recently introduced DLC Fluid S3, a Direct Liquid Cooling solution designed for high-performance computing and artificial intelligence applications.
In May, Shell Lubricants achieved another industry milestone when its immersion cooling fluids became the first to receive Intel certification. This certification enables their use in data centers worldwide, positioning Shell at the forefront of cooling solutions for digital infrastructure and energy-efficient computing.
This expansion into advanced cooling technologies reflects how Shell is adapting its lubricants expertise to support emerging industries, not just engines and machinery.
Sustaining leadership in a changing market
As the lubricants industry continues to evolve alongside electrification, digitalization, and sustainability goals, Shell’s 19-year leadership streak sends a clear message. Scale alone is not enough. Long-term success depends on innovation, customer trust, and the ability to anticipate where markets are heading.
For Filipino businesses, fleet operators, and consumers, Shell’s continued dominance signals reliability and future readiness. As global demands shift, Shell appears well-positioned to remain a key partner in powering mobility, industry, and technology in the years ahead.