‘Importers and Local Producers are Benefitting from Consumers’ Ignorance’ – Automaze MD, Michael Odunlami

Managing Director of Automaze, Michael Odunlami in this interview with The Anchor Online speaks about the driving force and efforts of oil giant, Rymax in ensuring that the Nigerian market meets the internationally approved standard in high quality production of lubricants. The businessman also speaks of the risks of adulterated lubricants which has become a practice in Nigeria.

Why is lubricant the only product Rymax has in Nigeria?

Lubricants make up the core and only business at Rymax which is why the company is able to focus on quality and constant innovation in the lubricants sector. We cou

ldn’t offer any other product to Nigerians because lubricants are all that we do. Like I said earlier, we only focus on automotive lubricants in Nigeria. In this category we offer various grades of engine oil and ATF and very soon car care product like coolants and the rest. Our range of vehicle engine oils covers mineral oil, semi synthetic and full synthetic engine oils. The mineral oil comes in multi grade in SAE 20w/50 called “Scylla” in the Rymax brand, while semi synthetics come in SAE10w/40 called “Posidon” under same brand and 5w/30  & 5w/40 in full synthetic grades called “Syrinx”. This might sound a little difficult knowing the difference between these products but the simple analogy is that the higher you go in the grades, the better for your vehicle in the areas of fuel efficiency, prevention of wear and tear as a result of less friction, avoidance of sludge build up in the engine and most importantly enhancing a healthy and long lasting engine in vehicles because of the quality of detergents and additives in the products. The notion by people that “oil is oil” is nothing but fallacy.

Engine oils have TDS (technical data sheet) which explains the technical details and also MSDS (material and safety data sheet) are the information required to judge a good quality engine oil but I wouldn’t want to go into technical details at this juncture so I don’t bore you or the readers. In the area of ATF (automatic transmission fluid), we have various products available like Dexron III, Dexron VI and Dexron III FS.  In order to help our clients we direct them to our website where they can locate an Oil Advisor. This helps people to know the right lubricants for their vehicles. One would be asked to input the vehicle detail and then submit. In a matter of seconds, we are able to recommend the right engine oil as recommended by the vehicle manufacturers. 

 
The market is stiff with competition, what stands out Rymax from all the other lubricants?

It is true that the competition is stiff in the lubricants industry, but quality competition doesn’t exist, so Rymax is well placed. There are more than 200 different types of lubricants in the market especially when you go to trade fairs. Majority of the products are sub standard and they actually cause more harm to your valuable than good. The importers or local producers of such product are benefitting from consumers’ ignorance that “oil is oil” by offering ridiculously low prices which makes neither business nor economic sense.  I remember seeing one product in a 25-litre keg. I do not know where the engine oil was blended but it was packaged in a 25 liter groundnut oil keg.  People were buying because it was cheap and they believe “oil is oil”. Rymax is different because we set a standard for quality and the product is also very affordable.

.You represent Rymax in Nigeria, your product has been in the country for two years, is there any plan by the company to expand its investment here?

Two years is a very short time in the life of a product and indeed a human being as it were. The plan to expand is obviously in the picture. We believe in organic growth because it is more sustainable. We allow the product to prove its worth through referrals from clients.  The expansion will be gradual given that Rymax is not the cheapest brand in the market and because consumers are too price sensitive. So we aim to sensitize people especially vehicle owners and transporters on the need for good and quality lubricants.

How do you prevent people from duplicating Rymax products and what are the signs people should look out for when buying?

We have to look at the concept of “duplicating” in two fronts. People only duplicate or try to duplicate a successful product as opposed to failed ones even though this is annoyingly wrong but its then up to the company to be guarded in terms of protecting the brand. On the other hand it is a very sad situation because adulterators can never get the formula; packaging and the technical know-how to blend the Rymax brand. What that means in a broader view is denting a good brand by such illegal action. We at Rymax are fully aware of this, hence a very high standard which is near impossible to duplicate. A wise adulterator would rather invest in his own brand than spending a huge sum of money in illegal act. On what to look out for to recognize the authentic Rymax, It is difficult to know fake when you don’t know what the original looks like. What I mean is that people only need to be vigilant when making purchases not only with Rymax but with other products in general. Adulterators will go miles in achieving their dubious acts but its left for consumers to be vigilant and inquisitive. 

The only remedy we have is for people to visit our website and call if in doubt of authenticating the Rymax brand because we have controlled distribution network, we are able to say specifically where our products are. This is mainly because we deal directly with consumers. It is almost impossible to find us everywhere.

What can you call the driving force with Rymax?

The main driver is quality, we don’t compromise on that. Also our quest for excellence is evident in our product content, packaging and the way we do our things. Our products say a lot when you give them a close or distant look.  Another driving force is our customer oriented approach. We provide our customers with product support and tutelage because our business at Automaze includes repair and maintenance of vehicles; we not only know about lubricants, we are also genius and a major player in the vehicle repair industry. So we are inclined to the teeth when we talk of automotive needs.

The company looks set out to achieve some things in the Nigerian market. What are those things?

Rymax through quality and sensitization hopes to reach out to people who spend several millions buying vehicles (especially inter-state transport companies) but end up lubricating the engines with sub standard engine oils. With enough awareness, we are positive consumers are able to make informed choices on their choice of lubricants. Being Kobo wise and Naira foolish is a mentality we need to address in the mindset of people. We obviously want to expand our market segment in the country but it has to be organic like I said earlier to allow for sustainability. Quality is well explained when you try our product. We not only provide good quality, we breathe and preach quality.