São Paulo, Brazil-headquartered Cosan announced last week that as of November, Cosan Lubrificantes is now called Moove and transforms its corporate visual identity.

Since 2008, when Cosan acquired ExxonMobil do Brasil, the brand went through a few transitions, from Esso, changed to Cosan Combustíveis e Lubrificantes, and then changed to simply Cosan Lubrificantes, and now Moove. According to the president of the company, Ricardo Mussa, this new corporate identity was born of the "legitimate concern to represent the current objectives of the company".

"Today we represent high technology products, an efficient distribution model, innovation and efficiency in the way we operate, international expansion capacity, and a factory process backed by the highest standards of quality and safety. Attributes that certainly bring recognition to the brand and increase our competitiveness in the market," explains Mussa.

In addition, the change ensures alignment with Cosan's other businesses, where each area has its own brand, like Comgás (natural gas distribution), Raízen (fuels distribution), Rumo (shipping) and Radar (agricultural land leases). "Moove will assume its leading role as a lubricant company, presenting a unique, proprietary and independent identity, easy to recognize, while continuing to convey Cosan's values," says Mussa.

The new brand reflects all the attributes of the company and supports the growth of business, which looks at internationalization, said the company. "Our model of production and distribution of Mobil brand products has been so successful in Brazil that today it is replicated abroad, with presence in Bolivia, Uruguay, Paraguay and Spain," explains Mussa.

"We seek to offer our investors a brand that is constantly growing and expanding, bringing consistent returns in the short and long term," Mussa adds.

According to Mussa, Mobil brand products will continue to be the main focus of the business and the commercial relationship with ExxonMobil will remain strengthened and fundamental for the company's growth. The production and distribution of the Comma brand (acquired from Esso UK in 2012), as well as the Zip Lube franchise (oil change service) network, which offers differentiated automotive services, also follow the same business models.