The ELF - Nissan partnership in Germany, Building Bridges

In 2004, TOTAL LUBRIFIANTS DEUTSCHLAND has become Nissan’s exclusive partner in Germany, via the Elf brand. In only nine months, its share in Nissans German network has grown by 50% and the product mix has shifted towards high-end lubricants. A young and promising partnership.

“Working together under the bonnet” this message played on the German words meaning mechanical advantages and the association of two international brands. In 2004, Nissan and ELF send out a strong sign to the German automotive market. After a fairly short business negotiation period, ELF became Nissans cho9ice lubricant partner in Germany in January 2004. An official letter signed by both companies was send by Nissan Germany’s head office to the country’s 704 dealers and agents. The message has since been conveyed regularly in all of Nissans in house magazines and newsletter. Additionally – and to speed up the acquisition of new customers – a vast promotional campaign targeting the entire network is now underway.


Article by: ELF Lub International Magazine N° 12 - Winter 2004/2005