ExxonMobil has announced the phasing-out of the Esso brand in Russia in response to the rapid evolution of the local lubricants market and car parc. Since the merger of Exxon and Mobil in 1999, the Mobil brand in Russia has consistently ranked as the best-known engine oil brand in the market, according to ExxonMobil Russia.

As part of this phase-out, Esso Ultra 10W-40 premium semi-synthetic engine oil and Esso Ultra Turbo Diesel 10W-40 are being rebranded to Mobil Ultra 10W-40 as of June 2013

The new Mobil Ultra pack will retain the ‘Ultra’ name, the Tiger, the blue pack and the signature red on the label, reassuring users that it offers the same quality guarantees and core values. Transition product packaging will be introduced in March prior to the official launch of Mobil Ultra, alerting consumers to the forthcoming name change.

Yury Popov – ExxonMobil field marketing coordinator commented “With synthetic lubricants increasingly proving a better fit with modern vehicle engines, we firmly believe strengthening our line-up of Mobil-branded engine oils will offer end users a full range of lubricant solutions designed for them to get the very best out of their car – whatever the age and model.”

ExxonMobil said it will also recommend to consumers they switch over to Mobil Super 3000 X1 5W-40 and Mobil Super Turbo Diesel 3000 X1 5W-40 to replace Esso Ultron and Esso Ultron Turbo Diesel.

Mobil Ultra 10W-40 (replacing Esso Ultra 10W-40 and Esso Ultra Turbo Diesel 10W-40) will be available in 1 and 4 litre packs in retail outlets beginning in June.

All other Esso products now available in Russia will be discontinued.

George Morvey, Industry Manager of research and consulting firm Kline & Company's Energy Practice told OEM/Lube News "The consumer automotive lube market is lead by Lukoil with a 22% market share, followed by ExxonMobil (19%), BP (18%), Shell (12%), TNK-BP (6%), ZIC (3%), Mannol (2%), and Gazpromneft (2%). Others account for the remaining 16%. (2011 base year share estimates). Kline estimates the total PCMO demand in Russia in 2011 at 252.5KT."