28 Feb 2024

JLM Lubricants launch Friends of JLM campaign worldwide

JLM Lubricants is launching a new global campaign, with the UK being the first to experience the initiative, before it is rolled out across a total of 45 countries worldwide.


Friends of JLM will promote independent workshop technicians to both global and domestic audiences, and 2022 Top Garage winners A&J Fleetcare are to be one of the first subjects of the drive.

Gilbert Groot, CEO, and founder of JLM Lubricants explained: “2023 is our thirteenth birthday. It also marks our most successful year to date with growth across all product categories in every country that flies the flag for our products.

“Our brand strength is built on a firm foundation of product quality and innovation, global reach and crucially being trade trusted – underpinned by a loyal and talented family of distributors. This is gift wrapped in our ethos of Repair over Replace and Products over Parts. The independent professional technician sits in the middle – the jewel in our crown.


“It seemed appropriate therefore to celebrate 2023 and to kick start 2024 with a unique campaign – Friends of JLM. This sees us celebrating some of the biggest trade fans of our products – independent technicians and workshops that trust, love, and use JLM products every day in the toughest environment of all – their workshop.

“We are putting the spotlight on every one of these technicians – each one nominated by the in country JLM distributor, sharing why they rate JLM and also showcasing their talent through a number of channels – social media, print and PR. And they will be promoted in their home country, working closely with our distributor.”

“I am delighted therefore to break the news that as part of our initial pilot, the multi award winning A &J Fleetcare based in Leeds are one of the first Friends of JLM. Alan and Jeanette fly the flag for our products, recommending them to their customers for use in between servicing and repairs. They stand for everything that is great about independent workshops with their strong ethos on customer service and commitment to a first-time fix.”

Mike Schlup, JLM UK added: “We are delighted to be part of this first initiative, with A&J Fleetcare very much worthy of the title Friends of JLM. This is however just one more accolade to add to their roster of achievements which include being finalists in the Motor Ombudsman rising star awards and in the last 12 months winning two further prestigious awards. I have had the privilege of getting to know Alan and Jeanette at several events including the JLM conference in Amsterdam where they took to the stage to share how they use JLM Lubricants products in the workshop and they gave us a fascinating window into their business. More friends of JLM from the UK will be announced in the coming months but to start the clock ticking, we really are going with the best of the best.”

For more information, visit: www.jlmlubricants.com