INSIGHT Elevate Your Brand:
Why lubricant marketers should embrace the EELQMS logo
Mike Boyer, Director, Services to Associations and Industry in the Lubricants Sector (SAIL)
In today’s competitive lubricants marketplace, standing out requires more than attractive packaging or bold performance claims. Customers, from everyday drivers to fleet operators and engine manufacturers, are increasingly seeking visible, credible assurances of quality. One of the most effective ways lubricant marketers can deliver that assurance is by adopting the European Engine Lubricants Quality Management System (EELQMS) logo.
Jointly developed by ACEA, ATIEL, and ATC, EELQMS is widely regarded as one of the most stringent quality systems in the lubricants industry. Built on interna- tionally recognised standards for testing, formulation, and manufacturing, it provides a robust framework to ensure engine oils meet the demanding requirements of modern powertrains. When a lubricant carries the EELQMS mark, it signals rigorous controls and a commitment to consistent, reliable performance.
Recent SAIL product quality surveys across multiple markets reveal significant disparities in engine oil performance and compliance, including products that fail to meet their stated specifications. These gaps can undermine engine performance, erode consumer trust, and damage brand reputation. For marketers committed to integrity, EELQMS offers a clear path to transparency, helping ensure products genuinely deliver on their promises.
Displaying the EELQMS logo on packaging and promotional materials communicates three clear messages:
A commitment to proven quality. The logo signals that products are developed under controlled conditions designed to deliver dependable lubrication, providing a trusted, independent indicator of reliability in a market where inconsistencies persist.
58 LUBE MAGAZINE NO.191 FEBRUARY 2026
Confidence in engine protection. EELQMS require- ments reflect the realities of modern engine technol- ogies (smaller, more efficient, and more demanding) demonstrating that formulations are designed with today’s engines in mind.
Compliance customers can trust. More than a symbol, the logo represents adherence to globally accepted industry practices, a meaningful differen- tiator for distributors, OEMs, and end users where technical validation matters.
Use of the EELQMS logo is only permitted for companies registered under the EELQMS Letter of Conformance (LoC) scheme, confirming that lubricant development and quality processes meet stringent system requirements and preserving the logo’s integrity.
For marketers seeking to elevate brand reputation, reinforce customer trust, and align with best-in-class quality standards, adopting the EELQMS logo is a strategic investment with long-term benefits. In an industry driven by performance, trust, and technol- ogy, the EELQMS mark is more than a graphic, it is a competitive advantage.
About SAIL
SAIL is the independent company operating the registration system of the Letter of Conformance signatories and, on behalf of ATIEL, in association with ATC and ACEA, licenses the use of the EELQMS logo.
secretariat@sail-europe.eu www.eelqms.eu www.sail-europe.eu
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