ELF, the factory of champions

The Lubricants Team proudly hosted a virtual launch for ELF MOTO to their new partner Autocycle Centre. This launch had been delayed earlier this year due to COVID and lockdown, but the team was in good spirits to launch it now to close off the year.

A NEW strategic partner

Autocycle Centre will market and distribute the ELF MOTO range within South Africa, to their national network of around 500 dealers. The dealers were invited to attend the virtual launch as an introduction to the premium ELF MOTO range of products. Taye Perry also attended the launch and gave an overview of her off-road motorbiking career, as well as what it was like to be one of the first two South African women to finish Dakar 2020.

ELF MOTO is part of the ELF lubricants brand and is a dedicated range of lubricants for motorcycles. In South Africa, the motorcycle segment is small in comparison with the automotive and industry segments and our competitors are well established within this segment. It was therefore crucial for Total to have a key partner to introduce a “new” premium brand and market it through an established network.

ELF MOTO products will be distributed to the 3 Autocycle Centre DCs in Johannesburg, Durban and Cape Town. Autocycle Agents will order the ELF MOTO range from these 3 regions over the next few weeks, and consumers will then be able to purchase the ELF MOTO range at selected stores.

“ELF is an iconic brand with a legendary history, bringing passion and emotion globally in many riders’ daily lives. We are proud to have launched the range with our new partner” says Leon Steyn, B2B2C Sales Manager.