INFOMERCIAL RYMAX


Unleashing Success: Rymax Lubricants’ Remarkable Footprint in the African Market


In this exclusive interview, we have the privilege of delving into the remarkable journey of Rymax Lubricants in the African market with Mr. Wouter Cuppen, Managing Director of the company. From its beginnings in 1986, Rymax Lubricants, a Holland-based manufacturer, has made a substantial impact in the African market. Today, we explore how Rymax successfully entered the market, created tailored solutions for diverse industries, localized production, drove sustainability, empowered partnerships, and look at what the future holds for this dynamic company.


R


ymax Lubricants recognized the untapped potential in the African market as their company rapidly grew, pro- viding white-label lubricant


solutions for numerous customers. With the knowledge, experience, and network they had built over the years, they decid- ed to capitalize on the opportunities that arose in Africa. While major lubricant companies hesitated to venture into the continent, Rymax Lubricants embraced the growing economies and strategically engaged in partnerships with local dis- tributors. “Our founding fathers traveled exten-


sively in Africa during the 80s and 90s, a period when many countries and regions remained untapped,” shares Mr. Wouter Cuppen, MD at Rymax Lubricants. “We found that the level of professionalism among the potential partners we met was high. Although not every partner was a perfect match, we built strong relation- ships with those who shared our goals and ambition. It quickly became clear that our vibrant orange colors, diverse product portfolio, and reputation


for


quality were well appreciated within our African network. Africa became a focus area for us, and with tailored marketing strategies, we experienced rapid growth. Remarkably, many of our early partners have remained with us to this day.” Cuppen further elaborates on the significance of Rymax Lubricants’ in-


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Mr. Wouter Cuppen, Managing Director, Rymax. SOURCE | RYMAX dustry-tailored solutions for


African


businesses. “We love Africa. We love the optimistic mindset of the Africans and their capability to see opportunities in everything. We can relate to this mind- set; being flexible and tailoring our ser- vices to the specific needs of our clients has always helped us grow together with our partners. By working closely with our distributors and taking an interest in their customers, we have been able to cater to a wide range of industries in Africa, including mining, agriculture, transportation, manufacturing, and the passenger car segment. African countries sometimes show double-digit growth


figures for their Gross Domestic Product (GDP). We haven’t seen this in any mature markets in for example Europe for years. This impressive growth has also pushed us to facilitate the Rymax distributors in their needs to keep up. By providing suit- able custom lubricants solutions, we have helped mines operate, provided farmers with lubricants to service their equip- ment, supplied factories to keep oper- ating and reduce downtime for heavy duty machines used in road building or construction” says Cuppen. He proceeds: “Don’t get me wrong, we haven’t helped economies to grow. This is something the ambitious Africans have done themselves


LUBEZINE MAGAZINE | JUNE 2023


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