Ardova plc poised to serve mass market with new lubricant

In its quest to serve the mass market segment of the downstream sector, Ardova Plc formally unveiled a lubricant into its product line in Lagos on Thursday.

At the official unveiling of the company’s new lubricant product, AP Supermax, the Deputy Managing Director of Ardova Plc, Dr. Abiola Babatunde Ojo assured that the company was committed to addressing the yearnings of its customers; hence it set machinery in motion to berth the new product.

Ojo also explained that the launch of AP Supermax marks a strategic milestone for Ardova Plc, traditionally known for its premium lubricant brands.

She said the company identified a growing need to deliver a high-quality lubricant that remains affordable in a price-sensitive market, without compromising performance.

Describing AP Supermax as a “fighter brand,” Ojo said the product was developed to compete effectively in the mass-market segment, attract new customers, and expand Ardova’s market reach, while complementing its existing premium portfolio.

“AP Supermax allows us to maintain premium quality standards while offering a pocket-friendly option. It is designed to meet the needs of everyday users and older engines, without replacing our premium brands,” she explained.

She clarified that AP Supermax is a monograde oil specifically targeted at older vehicles, small engines, and generators, while modern vehicles requiring multigrade or synthetic oils should continue to use Ardova’s premium products such as AP Visco and AP Super V. Despite its positioning, she noted that AP Supermax delivers key benefits including engine cleanliness, high-temperature protection, corrosion resistance, and mechanical stability.

On packaging, Ojo said the product is currently available in one-litre and four-litre packs, reflecting prevailing market demand and usage patterns.

She added that Ardova would consider additional pack sizes if customer needs evolve.

Also speaking at the event, the General Manager, AP Lubricants, Sales and Marketing, Folasade Taiwo, said the competitive pricing of AP Supermax is supported by Ardova’s production scale, efficient supply chain, and in-house manufacturing capacity.

She disclosed that the product is already available across 11 warehouses and more than 700 retail stations nationwide, ensuring wide accessibility for consumers.

Taiwo added that the company is working closely with distributors and retailers to sustain affordability while maintaining value for end users.

“AP Supermax is competitively priced, and we are committed to monitoring pricing sustainability across the retail network to ensure customers continue to get value,” she said.

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Speaking earlier, Engr. Ibrahim Bamgbopa, GEGM, Assets & Project Management, shared the company’s operational capacity and business perspective, noting that it caters for every market segment; it is a product for everyday use without any class distinction.