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Total marketing, Rostamani ink deals

April 2014

TOTAL Marketing Middle East (TMME), signed three strategic agreements with AW Rostamani Trading for its Elf brand.

The first agreement aims to expand the scope of distribution of Elf lubricants in Dubai and the Northern Emirates to cover both commercial and retail segments. The second extends the Elf lubricants supply to Arabian Automobiles Nissan, Renault and Infinity Sharjah service centres and Northern Emirates authorised service centres. The third relates to the Elf Rapid Oil Change Centre which will be launched in Arabian Automobiles Umm Al Quwain branch.

Officials present at the signing ceremony said TMME is highly committed to the UAE market as the manufacturing of its products is done at Total Lubricants Blending UAE in Dubai which is the company’s third largest lubricant blending plant within the Total group globally.

The Elf Rapid Oil Change concept is dedicated for independent workshops specialising in quick oil changes and offering other services such as car wash and tyre change among others. The concept is open to all makes of cars and offers free 16-point safety checks.

The contracts were signed by David Kalife, managing director, Total Marketing Middle East, and Michel Ayat, CEO, AW Rostamani – Automotive. During the signing ceremony, Kalife said, “We are proud of our association with AW Rostamani Trading and its professional team. Together we have taken strong initiatives to provide the best service levels to our consumers with the Elf range of lubricants. This renewed partnership would enable us to reach out to a larger consumer segment.”

Ayat said AW Rostamani Trading had established a strong foothold in the marketplace within a very short span of time and was committed to growing the business into the next level. 




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