However, customers remain lacking of knowledge on lubes and are often lured

by promotion and sales incentives � making the competition fiercer for more than
200 brands including locals, Asians and internationals,
a new report, �Winning Myanmar�s Automotive Lubricant Market,� by B2B growth
strategy advisory firm Solidiance revealed.

Accounting for 65 percent of total lubricant consumption in Myanmar, the automotive

lubricant market is now considerably
a lucrative target segment, the report said. Outnumbering consumption in the
industrial segment, this is due to sharp increase of
vehicles import over the last few years, it added.

The increase of number of vehicle ownership as well as imported cars led to a

positive growth of automotive lubricant market and
products segmentation in the market. Low-grade lubricant accounts for 60 percent,
medium grade 35 percent, and
high grade 5 percent � a significant change compared to 90 percent market share by
low-end tubes before 2010, the report said

It said the customers remain lacking of knowledge on lubricants and their

purchasing habit tends to be determined by car workshops
and retail shops. Myanmar�s price-sensitive customers are often lured by the
promotion and sales incentives in the market.

International and Asian brands which target medium to high-end car lubricants are
entering the market, creating fiercer competition
across all segments. They will eventually have no other choice, the report said,
than pushing their brand image through advertisements,
educating the market about the high-grade lubes, and engaging with service centres
and authorised dealers to exclusively distribute their products
in the Myanmar�s market.