CALIBER GOES TO SOWETO
A new oil brand called Caliber especially for high-mileage vehicles like minibus taxis has been launched by AECI and ChemSystems in Soweto. The move is part of the strategy to develop innovative solutions for the informal sector of our economy.
The range includes 5W30, 10W40, 15W40 and 20W50 products in 500mℓ and 5ℓ packs. 210ℓ drums are also available for mechanics and workshops as are anti-freeze and brake fluid in 1ℓ packs. A grease, degreaser and hand-cleaner are in the pipeline and the offering will be expanded further in the future.
The launch included the opening of a Caliber specialty store at the Black Chain Shopping Centre near the Baragwanath Taxi Rank, one of the busiest in South Africa. The shop offers an accessible, convenient brand experience and a platform for micro-distribution and small business development in the future.
For Dean Mulqueeny, the AECI Executive responsible for the Group’s Innovation journey, the informal economy is the next frontier in terms of approaching business differently. “AECI is developing an ecosystem around Caliber. This will include establishing infrastructure for used oil recycling and workshops. The AECI Good Chemistry Fund, responsible for overseeing investment in supplier development, will play a key role in this regard. The empowerment and upliftment of women will be a priority.”
The minibus taxi industry is of particular interest because of its size. According to SA Taxi, there are 250 000 minibus taxis in South Africa travelling 19 billion kilometres per year. This means they probably get serviced once a quarter which equates to one million services a year or five million litres of oil. “And because Soweto is so large, with the largest number of minibus taxis, we decided to start there,” Dean added.
Through ChemSystems, AECI has many decades of experience in the oil industry, focused primarily on high performance industrial greases and oils for manufacturers and mines. The name Caliber means quality, one of the brand’s core promises. The other is affordability. Recommended selling prices start from R250,00 for 5ℓ.
