Shell reponds to Asia’s motorcycle market boom

Charley Boorman and Nicky Hayden ready to set off on the Ducati Monster on the set of Freedom Riders Asia
in Vietnam

The current number of motorcycles globally is 350 million and is expected to rise to 500 million by 2015. Today, motorcycle oils account for 3 per cent of the global lubricants market and this share is projected to more than double in the coming three years. The Asia-Pacific region is currently the largest market for this oil claiming approximately 76 per cent of the global market, according to Kline and Company’s “Lubricants for Motorcycles, Scooters, and Mopeds: Global Market Analysis and Opportunities 2013”.

The region is expected to account for 80 per cent of all new motorcycle sales for the foreseeable future, with China, India and Indonesia as the top three markets respectively. 

India, currently with over 13 million bikes following a 14 per cent year- on-year growth in recent years, is considered to be catching up with China’s strong fleet of 25 million motorcycles.

Motorcycle sales growth in China have halved to 8 per cent over the last two years, primarily due to more consumers upgrading their motorcycles to cars. Meanwhile, the Indonesian motorcycle market is also booming with an ownership ratio of one bike for every two persons. 

Charley Boorman on the 650cc Ural on set filming Freedom Riders Asia in Vietnam

Motorcycle owners in the West and East use their bikes for very different purposes. Riders in the West use their bikes more for leisure whereas riders in the East are focused on personal mobility. In contrast with the West, the age profile of the rider and age of bikes in the East is much younger: three quarters of the bike owners in India, Indonesia, Thailand and Vietnam have bikes that are less than three years old.

To ride this wave of extraordinary motorcycle growth in Asia, Shell has joined forces with FOX International Channels in the region to showcase its premium motorcycle oil, Shell Advance, via a new TV programme – Freedom Riders Asia.

The programme consists of six 30-minute episodes profiling unique biking cultures in six Asian countries (Malaysia, Philippines, India, Indonesia, Vietnam and Thailand).  Shell Advance was developed with responsive technology to give bikers the freedom to enjoy their ride. This includes benefits such as reliability of oil performance, enhanced bike control (with smoother gear changes and slippage prevention) and reduced vibration and engine noise. 

“Shell’s global lubricant business has a track record of responding to challenges and opportunities and we are excited about going after this opportunity in the evolving motorcycle oil market in Asia. We look forward to introducing more customers to our Shell Advance motorcycle oil product .The Freedom Rider Asia programme is just one engaging platform that allows us to do this. The programme will be airing from May 2013 onwards and Vietnam episode on June 16,” said Tran Hong Van, general manager of Shell Vietnam in charge of Lubricants Vietnam.