Seoil and STP launch the Racer’s Edge: enhanced performance fuel at no extra cost

Seaoil’s roster of race drivers (from left) – Dennis Uy, Ralph Tan, Atoy Llave, Gio Rodriguez, Diane Montecillo Borja, Jeff Borja, Dominique Uy and Gabriel Cabrera

Last week, Seaoil Philippines Inc., the country’s largest independent fuel company formally announced its partnership with STP, one of the leading fuel and lubricant additive brands in the US. The STP brand is owned by the Armored Auto Group and stands for “Scientifically Treated Petroleum”.

With its partnership, all of Seaoil’s fuel products will be blended with premium STP additives to improve performance by adding detergents, fuel lubricants and performance boosters in its fuels. With the use of more powerful detergents in the fuel, the engine’s injectors will be less prone to deposits that can clog delivery of fuel to the piston chamber, thereby losing compression and fuel efficiency. With its fuel lubricants, it also lessens friction in between the metal surfaces inside the engine. Seaoil further announced that its newly STP-blended fuels are sold at no added cost. STP’s Jonathan Paluga, vice president of strategic marketing and business development of US-based Armored Auto Group said that Seaoil fuels will be the first in Asia that offers STP additives. Aside from STP, the Armor Auto Group also owns the highly popular “Armor All” auto detailing brand.

“STP is very proud to be working with Seaoil here in the Philippines. Seaoil is the leading and largest independent fuel company in the Philippines and has been a leader in innovation throughout its 35-year history. We couldn’t think of a better partner.” said Paluga. Paluga further added that STP has a long involvement in NASCAR Racing. Beginning in 1972, the company sponsored American racer Richard Petty who went on to become a NASCAR Hall of Famer with a record 200 wins in his iconic number 43 car. Today, STP hosts the NASCAR STP 300, STP 400, and Gas Booster 500. STP is also sponsoring the Bloodhound Project, helping build the revolutionary Bloodhound Super Sonic Car, which is designed to be the fastest car in the world. The Bloodhound is expected to break the 1,000mph (1,600kph) speed barrier in 2014.

“Seaoil fuels, are on their own, top of the line. Our gasoline products Extreme 97, Extreme 95, Extreme U, and our diesel Exceed are formulated with proprietary friction- busting formula that significantly improves engine performance. These are further reinforced with STP Additives’ superior capability to remove and control carbon deposits in different areas of the engine. These two features combined deliver racer-sharp engine performance,” said Francis Glenn Yu, Seaoil president and CEO.

With STP’s motorsport and racing heritage, it still continues to use its slogan “the Racer’s Edge” which is in tune with Seaoil’s initiatives in the local motorsport industry. During the launch, Seaoil paraded its rooster of race drivers that it has supported over the years. They include – Atoy Llave, Pinoy Got Talent finalists Gio Rodriguez and Ralph Tan of the Hyundai Genesis drift team, Dennis Uy, Dominique Uy, Jeff and Diane Montecillo Borja, and 13-year-old karter Gabriel Tayao Cabrera. Seaoil said its motorsports teams and drivers have already road-tested the STP-enhanced fuels and experienced the benefits of its new formulation, including improved performance and better mileage.

“We envision this to differentiate the Seaoil brand in the minds of the consumers. We want customers to see Seaoil as one that can challenge the other oil players in terms of product quality,” adds Yu. With 19 years with the company, Yu was educated with honors in the University of British Columbia with a degree in chemical engineering, and is considered as one of the leading authorities in the Philippine downstream petroleum industry and alternative fuels.  He is a staunch advocate of clean air and alternative sources of energy.  He led Seaoil to pioneer the selling and promotion of biofuels such as ethanol and biodiesel in the country.

Since Seaoil has started retailing in 1997, it has been able to introduce more advanced and environment-friendly fuel specifications ahead of other fuel companies. From advocating the use of unleaded gasoline, the use of low sulfur diesel, to the use of alternative fuels like bioethanol gasoline and biodiesel. Seaoil was also one of the pioneers in blending diesel with coco-methyl ester (CME).  Before the enactment of the Biofuels Act of 2006 (R.A. 9367), Seaoil was already selling E10 (gasoline with 10% ethanol content).

Now on its 35th year, Seaoil started with its first station in 1997 and has gradually expand to over 340 stations nationwide, making it the largest independent fuel company in the country. Its successful franchising strategy sustained its growth and has earned several franchising and entrepreneurship awards such as – the 2008 Franchise Excellence Award’s Hall of Fame, having won the Outstanding Filipino Franchise of the Year Award for two years in a row (2006 and 2007), awarded by the Philippine Franchise Association, the Department of Trade and Industry (DTI), the Philippine Chamber of Commerce and Industry (PCCI) and the Philippine Retailers Association (PRA), and Seaoil also won the “Best Homegrown Franchise” in the 2010 Entrepreneur Magazine Franchise Awards and “Best in Franchise Support” in 2009 from the same award-giving body.

Aside from giving its customers the “Racer’s Edge” fuels, Seaoil also announced that it is embarking on a nationwide fuel station upgrade and enhancements that will feature a new LED lighting system, branding signage and price board designs, and other architectural and cosmetic improvements.

Seaoil President and CEO Francis Glenn Yu and Armored Auto Group VP Jonathan Paluga during the launch of the SEAOIL-STP partnership

Seaoil President and CEO Francis Glenn Yu and Armored Auto Group VP Jonathan Paluga during the launch of the SEAOIL-STP partnership