Shell responds to boom in Asian motorcycle market

MANILA, Philippines - The current number of motorcycles globally is 350 million and is expected to rise to 500 million by 2015. Today, motorcycle oils account for 3% of the global lubricants market and this share is projected to more than double in the coming three years. The Asia-Pacific region is currently the largest market for this oil, claiming approximately 76% of the global market.

The region is expected to account for 80% of all new motorcycle sales for the foreseeable future, with China , India, and Indonesia as the top three markets respectively. India , currently with over 13 million bikes following a 14% year-on-year growth in recent years, is considered to be catching up with China ’s strong fleet of 25 million motorcycles. Motorcycle sales growth in China have halved to 8% over the last two years, primarily due to more consumers upgrading their motorcycles to cars. Meanwhile, the Indonesian motorcycle market is also booming with an ownership ratio of one bike for every two persons. 

Motorcycle owners in the West and East use their bikes for very different purposes. Riders in the West use their bikes more for leisure whereas riders in the East are focused on personal mobility. In contrast with the West, the age profile of the rider and age of bikes in the East is much younger: three quarters of the bike owners in India , Indonesia , Thailand and Vietnam have bikes that are less than three years old.

To ride this wave of extraordinary motorcycle growth in Asia , Shell has joined forces with FOX International Channels in the region to showcase its premium motorcycle oil, Shell Advance, via a new TV program–Freedom Riders Asia. The program consists of six 30-minute episodes profiling unique biking cultures in six Asian countries (Malaysia , Philippines , India , Indonesia , Vietnam and Thailand). Shell Advance was developed with responsive technology to give bikers the freedom to enjoy their ride. This includes benefits such as reliability of oil performance, enhanced bike control (with smoother gear changes and slippage prevention) and reduced vibration and engine noise. 

“Shell’s global lubricant business has a track record of responding to challenges and opportunities and we are excited about going after this opportunity in the evolving motorcycle oil market in Asia. We look forward to introducing more customers to our Shell Advance motorcycle oil product. The Freedom Rider Asia program is just one engaging platform that allows us to do this. We will be airing the series in 17 countries from May 2013 onwards,” said Colin Abraham, VP-Marketing, Shell Lubricants. 

Freedom Riders Asia depicts the strong emotional connection between the biker, the bike and the biker’s environment. The episodes will feature each country’s culture, local biking community and elements of specific interest to bikers. The main host for the event will be Charley Boorman, an English TV adventurer, travel writer and actor, known for his enthusiasm for motorbikes. Footage shows beach biking in Bali , Indonesia , a ride across a forest on the stunning island of Palawan , Philippines and racing on Sepang International Circuit in Malaysia .

Shell understands that a motorcycle is more than just a mode of transport for riders—it is a lifestyle choice that offers the rider more freedom on the road. Shell Advance is specially formulated to provide reliability, control and enjoyment, allowing bikers to experience the road at its best.

This campaign also has a digital dimension to it, with a dedicated YouTube channel showcasing behind-the-scene footage, details on the individual rides, the bikes and the all-important oil.

Catch Freedom Riders Asia on STAR Sports (SEA/Malaysia/Indonesia, Singapore), FOX Sports Plus (SEA/Malaysia) and ESPN India.