PETRONAS Seeks to Meet Customer Demand on Fuel Performance with homegrown New Primax 97 with Pro Race | MARKETING Magazine Asia

PETRONAS Seeks to Meet Customer Demand on Fuel Performance with homegrown New Primax 97 with Pro Race


Petronas has never shied away from pushing the envelope on pursuing cutting-edge developments for its products, nor has it shied away from its successes at the very highest levels of motorsport. Mercedes AMG PETRONAS F1 team with drivers Lewis Hamilton (6) and Nico Rosberg (1) have collectively won the last 7 World Constructor’s Championships driving on Petronas fuel. Petronas lubricants played a big role in contributing extra horsepower to the  Mercedes AMG Petronas car by substantially reducing the latent heat lost during gruelling races.

This beckons the question from Malaysian autophiles of when they would be able to experience some of Petronas’ advancements. Characteristically of Petronas, they have responded by bringing the track experience to Malaysian roads with the launch of their best fuel – PETRONAS Primax 97 with Pro-race. 

Head of Retail Business, PETRONAS Dagangan Berhad (PDB), Khalil Muri

Developed by Malaysians, the homegrown new PETRONAS Primax 97 with Pro-Race is essentially fuel that has been designed and engineered to deliver power, responsiveness and efficiency. By utilising a formulation that is unique to Petronas, enhanced with the world’s first Advanced Dual Friction Modifier which reduces friction by 25% more than the previous fuel, the new Primax 97 with Pro Race is made for motorists who want only the best for their vehicles and those who appreciate the joys of a better drive. 

“The new friction modifier chemistry also incorporates a unique fuel and oil interaction formulation that helps increase fuel efficiency, resulting in further mileage and lower carbon emissions,” explained Head of Retail Business, PETRONAS Dagangan Berhad (PDB), Khalil Muri. “The new fuel also removes 99.9% of deposits from key areas in the engine, unlocking the car’s full potential to achieve effortless power.”

But how effortless are we talking about? To prove that the PETRONAS Primax 97 with Pro-Race truly is the better fuel, PDB conducted a blind test among 200 participants with different car models. The blind test was conducted using real driving and road conditions and was conducted to specifically test the power of the new fuel without revealing to participants which fuel they were driving with. 

The test results revealed that a majority experienced better performance from PETRONAS Primax 97 with Pro-Race compared with other premium fuels on the market. While 69% of participants concurred that the new fuel delivers more power, 66% also agreed that it is more responsive. In terms of efficiency, 73% of participants confirmed that the new fuel recorded more kilometres per litre than they usually would with other premium fuels. 

“In introducing a new product or improving an existing one, we always strive to deliver on our promise of making our customers’ lives simpler and better,” Khalil said. “As such, drawing insights from our customers is key to our business strategies.” 

The enhancement made to the new PETRONAS Primax 97 with Pro-Race was based on extensive feedback and studies carried out by PETRONAS amongst its customers on what they needed and wanted from their fuel. 

“We understand that motorists today no longer look for a single benefit in fuel, instead are asking for more – in this case, the three key needs that stood out the most are power, responsiveness and efficiency,” Khalil added. “Leveraging on PETRONAS’ experience in the development of fluid technology, we were able to develop a fuel that delivers all three benefits most relevant to motorists today while at the same time meeting the demand of advanced car engine technology.”

In an effort to educate motorists on the benefits of fueling their vehicles with PETRONAS Primax 97 with Pro-Race, PETRONAS is running a 3-month long contest which ends on 31 May 2021. 

“We want everyone to try our best fuel, and there’s no better time to try than now as you stand a chance to win amazing prizes during this period,” Khalil said.

Contest winners, which will be announced in June 2021, stand to win some incredible prizes including a one-bedroom unit at Verdi Condominium as the grand prize and a Mercedes-Benz GLA 250 AMG Line for first prize. Aside from that, there will also be monthly prizes ranging from one-year complimentary fuel supply worth RM3,000 for three winners, RM100 Setel e-vouchers for 100 winners, and two units of PETRONAS Syntium 3000 5W-30 lubricants worth RM360 for 20 winners.

To participate, customers need to fuel up a minimum of RM40 of the new PETRONAS Primax 97 with Pro-Race in a single receipt, in three separate transactions within the same month at any given period throughout the campaign duration.