Mobil, mais de um século de performance, inovação e tecnologia

Desde 1903 importadores brasileiros comercializavam no país os “oleos para machinas” da Vacuum Oil, empresa norte-americana que em 1899 registrou o produto “Mobiloil”, específico para automóveis. Daquele momento em diante, apesar dos diversos movimentos de fusões entre as companhias de petróleo detentoras da marca, o nome Mobil se transformou em sinônimo de qualidade em óleos e lubrificantes. No Brasil não foi diferente – desde 1955 com operações industriais no país, a Mobil é reconhecida pela performance, perfil inovador e avançada tecnologia em lubrificantes e serviços. Conheça essa trajetória!

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Foundation of Vacuum Oil, a company specialized in machine lubricants in New York (USA). The company developed a new kerosene distillation method from petroleum using a vacuum.   



Created in the United States by John D. Rockefeller, the Standard Oil Company - or “SO” (the name “Esso” was a phonetic adaptation from the initials for Standard Oil). The company controlled 10% of the oil refinement in the country.   



Standard Oil of New York acquires 75% of Vacuum Oil. The oils and lubricants by Vacuum made from secret formulas were the market leader. The commercialization was differentiated – the lubricants were sold in attractive packaging and, when necessary, specialists were hired to help clients chose the most appropriate oil for their needs.   



Standard Oil and subsidiaries responded for around 90% of North American oil refineries. 



Vacuum creates Mobilgas, a product never sold in Brazil, and commercializes lubricant oils in England under the name Mobioloil, inspired by the Latin word “mobilis” (capable of being moved) in an allusion to the new automotive vehicles that did not use horses.   



Lubricants and greases made by Vacuum Oil are sold in Brazil by wholesale representatives, a strategy used in various countries. Charles Hue is the representative of Vacuum Oil in Rio de Janeiro.



The United States Supreme Court decides to end Standard Oil’s monopoly, ordering it to be separated into 34 new, smaller companies. In 1923, the Standard Oil Company of New Jersey transformed into Esso. The Standard Oil Company of New York, in turn, became Socony, and later Mobil. Both, however, continued under the control of the Rockefeller Corporation. In the same year, Socony began to use the Pegasus symbol, representing the speed of new automobiles. It was also used on some of the products of Vacuum’s subsidiaries in South Africa. 



On January 27th 1920, the Mobiloil trademark is registered in the United States by Socony (Standard Oil Company of New York).



Socony (Standard Oil of New York) purchases the remaining Vacuum assets and the company changes its name to Socony-Vacuum. In the same year, the old Pegasus symbol of Standard Oil of New York is officially adopted as the Socony-Vacuum logo. The first to use it in the red color was Mobil Sekiyu in Japan.   




Synthetic oil is created during World War II. Unlike mineral oils, they are produced artificially and present improved viscosity-temperature performance with a low tendency of coking at high temperatures, a low solidification point at low temperatures, and high resistance to temperature and chemical influences.   



Socony-Vacuum changes its name to Socony Mobil Oil Company. Mobil Oil do Brasil Indústria e Comércio Ltda is created in Brazil.



The Mobil Oil do Brasil Bottling Unit is inaugurated in Santos (SP), a strategic location, given that oils and lubricants are imported by oil tankers to be packaged in the country.



The Mobil industrial park in Santos (SP) undergoes modernization and the new Grease Factory is inaugurated. In the same year, the Mobilgard and Mobil D.T.E. Oils lubricants are used in the first oil tanker from Petrobras’ new fleet, the ‘Agua Grande’.    




In September, two new multi-grade oils are launched in Brazil: Mobiloil Special (for gasoline engines) and Delvac Special (for diesel engines). The oils were created especially for Brazilian conditions.   



To commemorate its ‘100th anniversary, the Socony Mobil Oil Company changes its name. The word “Socony” is removed, and goes on to be known as just “Mobil”. A new logo is introduced, created by Chermayeff & Geismar, a graphic design company in New York. The name “Mobil” written in blue gains a red “o”, and the Pegasus symbol is separated, and begins flying to the right side.



Mobil starts supplying lubricant oil for the Pão de Açúcar Tramway, inaugurated in Rio de Janeiro in 1912. The choice was made after a lot of research by the administrating company.   



Global launch (including Brazil) of Mobil SHC (Synthetic Hydro-Carbon), the first synthetic lubricant for automobiles in the world. The product was subsequently renamed Mobil 1.   



Faced with the need of equaling the Brazilian balance of trade, the government limits imports and price tables. In the case of oil byproducts, it becomes obligatory to acquired raw material from Petrobras. Mobil therefore starts to provide formulas and technology so that its products can be produced and tested in Brazil, with compatible characteristics with the Mobil international standard.    



Mobil creates a new business model based on franchising, with the implementation of lubrication centers using the Mobil layout and convenience services. Up to then, the locations destined for vehicle oil changes were precarious, putting off female customers especially, at a time when women were increasingly using automobiles. Mobil itself manages the first station which presents a profit in the second year of operation, despite presenting an apparently onerous structure. 



Despite the prohibition on importing motorcycles into Brazil, the Honda factory located in the country advances in this market. A need therefore arose to have specific lubricants for such vehicles. In a partnership, Mobil uses the brand’s motorcycles to analyze the performance and development of adequate oils. Mobil Super Moto 4T is launched in 1980. The product did not receive international specification, given that it was designed exclusively for the Brazilian motorcycle market.   



Mobil do Brasil sends the National Oil Council (CNP) and application for registration of Mobil Delvac 1400 Super, a new product aimed at diesel engines. As the product is not categorized within the existing lubricant oil classification, Mobil proposes a revision of the categories. A commission evaluates the product, and decides to abolish the categories for outdated products and create new ones. Months later, a CNP ordinance determines the new classification criteria for lubricant oils.   



During the 1990s Mobil’s Marine segment starts to count on high technology synthetic products. These products open up new opportunities in the industrial area.    



With the opening of the Brazilian market under the government of Fernando Collor, the price tabling for automotive lubricants that unified products per category regardless of quality is abolished. Some national manufacturers start offering low cost products, increasing the competition. Mobil does not adopt this strategy and owing to the higher cost for the quality standards employed, it market share decreases. It opts to invest in specific segments, re-launching Mobil XHP, a special oil for imported cars, for example.



Mobil starts the distributer program, a modality that represents around 70% of sales in the United States. In Brazil, the company operated through multi-brand wholesale vendors for products aimed at industry and automobiles, as well as a large network of autonomous vendors. With the restructuration, Mobil opts for exclusive distributers, with the old autonomous vendors directed to become vendors for the distributers.   



The international merger between Exxon and Mobil gives rise to the ExxonMobil Corporation, the global leader in the oil and petrochemical area. In Brazil, the brand’s lubricants are aggregated to Esso, which produced its own line of lubricants. The company is restructured and the fuel and lubricant operations are separated. This move doubled the lubricant business, although each product line had moved on to attend specific niches in the market: lubricants. Esso continued to be sold at petrol stations, while the Mobil brand directed itself to special clients requiring special technical support.   



ExxonMobil decided to close the factory in Santos (SP), given that the unit formerly belonged to Esso on the Ilha do Governador was now part of the company, and presented better logistical facilities and potential for growth.    



In August, the “Bulk Product Project” began to exchange Mobil Delvac MX 15W-40 lubricants with West Brasil, the distributer in inland São Paulo. In this pioneering system in Brazil, the use of oil packaging was no longer required. The establishment is endowed with a mini tank that direct supplies the oil to the vehicle’s sump at the exact measure that the car requires, avoiding waste and disposal of the packaging. The tank has a quality seal, certifying the origin, and Mobil has managed to break the paradigm of the Brazilian consumer, who was accustomed to individual packaging. In 2011, the “Bulk Product Project” was launched nationally under the name “Mobil Intelligent Change Program”, and was extended to automobiles.   



On April 24th the Cosan Group acquired 100% of the capital stock of Esso Brasileira de Petróleo, a subsidiary of ExxonMobil and the fifth largest fuel retailer in the Brazil. Cosan therefore obtained the license to use the Esso trademark for five years and the Mobil trademark for ten years (renewable for another ten years) as well as access to the technology and formulations of lubricants, including those that come to be developed internationally.   

From this year on, Cosan Combustíveis e Lubrificantes would respond for the commercialization and distribution of Mobil products, investing in marketing to give greater visibility to the brand, with a actions such as sponsorship of the Stock Car and the launch of the Mobil Delvac Authorized Reseller Program in 2009, aimed at truck drivers.   



Mobil establishes a partnership with the journalist and publicist Pedro Trucão in marketing actions. Trucão started to work in television in 1991 on Rede Record’s program ‘Roda Brasil’ and since then has become an established reporter on various TV and radio programs relating to driving and driving enthusiasts.  



Cosan promotes the division of the fuel and lubricants businesses, with the Mobil brand administered in Brazil Cosan Lubrificantes e Especialidades S.A. (Cosan LE), which imports and distributes ExxonMobil base oils in the country, as well as producing lubricant oils and greases at the factory in Ilha do Governador.



Lançado o óleo semissintético Mobil Super Moto 4T MX 15W-50, direcionado a motos de médias e altas cilindradas, e o primeiro lubrificante do mercado brasileiro com a moderna classificação API SN: Mobil Super Sintético 5w40. 



Cosan LE adquire negócio de distribuição de lubrificantes da ExxonMobil na Bolívia, Paraguai e Uruguai, assumindo com exclusividade a distribuição dos produtos com a marca Mobil nesses países.