We aim at upgrading supply-chain capabilities to meet global demands

February 1, 2021 5:38 pm

With the rise of hybrid and electric vehicles, the automotive industry is going through a profound shift.

Siva Kasturi, OEM Manager – Asia-Pacific Regional, Shell Global Lubricants

Siva Kasturi, OEM Manager – Asia-Pacific Regional, Shell Global Lubricants, in an interview with OEM Update, talks about the rise of hybrid and electric vehicles and the meeting the lubrication requirement for the same to sustain global standards.

How are the present global trends impacting your business?

COVID-19 is changing the world in significant ways. The Shell Scenarios team has explored the potential impact of the crisis. We believe there will be three dramatic tensions at play in the 2020s – between wealth, security and health. People will seek all of these to some extent, but what societies choose to prioritise, may differ. These priorities, along with different societal capabilities, such as public health, could shape the decade.

Until recently, the use of IOT, augmented reality (AR) in industry was preserved of big corporates with equally huge technology budget; but not anymore. Technologies like data analytics, predictive maintenance, prototyping through 3D printing, automated site-management solutions, advanced predictive maintenance solutions and drone-enabled inspections are now taking the construction sector through a storm. Also, GPS trackers, connected sensors will throw more insights on various maintenance practices, lubrication life, machine life etc.

How is Shell coping to the new normal, in terms of safety and security of health?

Health, Safety, Security and Environment (HSSE) is the driving force behind Shell’s commitment to improving its sustainability and environmental awareness. The COVID-19 pandemic continues to have a serious impact on many segments of the industry. Many Industries are also coping up with the new changes and challenges.

At Shell, our priority remains to support our customers, OEM partners and the communities where we work through these unprecedented times. Shell is putting the safety and health of our people and customers as a priority, along with the safe operations of all our businesses.

Indian government is batting to have 30 percent of EVs and 70 percent of CVs by 2030. What opportunities do you to enhance the market share of lubricant industry?

The technical requirements placed on fluids in hybrids and EVs are much greater than they are in ICE vehicles. Their core job of preventing wear, reducing friction, and being efficient is still essential, but as e-mobility technology advances, so does the role that fluids play in electrical compatibility and thermal management. The Shell E-Fluids and E-Greases range is designed to effectively and efficiently meet a broad range of performance requirements and is engineered specifically for the high-tech powertrains of electrified vehicles. With the rise of hybrid and electric vehicles, the automotive industry is going through a profound shift. For many of our customers e-mobility represents some of the biggest engineering and design changes in the industry’s history. At Shell, we’re working alongside our customers to help manage those challenges and meet the technical requirements placed on fluids in hybrids and electric vehicles. As the leading global lubricants manufacturer for the last 12 years, we have recently developed a new line of fluids for electric vehicles. But we are not stopping here, because as hybrids and electric vehicles continue to deliver a higher level of performance for consumers, we will continue our history of partnership with OEMs to engineer the most advanced, reliable e-fluids in the industry.

How is AI and machine learning aiding in analysing and monitoring lubrication oil?

Shell has been an early adopter of artificial intelligence (AI), as it attempts to speed up its digital transformation. From machine learning to computer vision, deep learning to virtual assistants in Lubricants business as well. Shell Lubricants has introduced Shell LubeChat, the first artificial intelligence (AI)-powered chatbot tool for B2B lubricants customers. Shell LubeChat is an online chat robot that is designed to give users around the world easy, real-time access to product support, technical services and lubricants data. Currently available in the United States, China and India, this service will also launch in the United Kingdom in the coming weeks and other markets later in the year

Shell LubeChat can be used across a wide range of businesses and sectors, including general manufacturing, construction, agriculture, power and fleet. Designed to help optimise efficiency for our customers and distributors, Shell LubeChat, alongside the entire suite of Shell Lubricants Services, can help solve day-to-day challenges like obtaining access to information quickly. The platform is equipped to help users in a variety of ways, including finding the right product for their equipment, accessing Technical and Safety data sheets on Shell Lubricants products, learning through case studies how others have helped improve their operations with Shell Lubricants products, getting the recommended Shell alternative to other products in the market, and finding authorised distributors closest to them.

Shell recently launched an artificial intelligence-driven service for its lubricant customers. Shell Virtual Assistant is an interactive one-stop shop on the Shell website where customers and distributors can ask common lubricant-related questions, 24 hours a day, seven days a week. Productivity, Machine Reliability and Energy efficiency are some of the most important aspirations for every end user who owns a machine either stationary rotating equipment or a vehicle. As we continue to focus on our expertise in lubricants technology and maintain close relationships with equipment manufacturers, we believe that it has enabled us to develop next generation lubricants for a wide range of industrial sectors and applications, Certainly, AI and digitisation will help us meet these challenges in a far more efficient manner.

What are your plans and projections to regain the global market confidence?

Shell has always had a customer centric approach; we aim towards bringing innovative ideas and technology in our products and services. At Shell, we work to achieve technology leadership in the market. We have also consistently invested in upgrading and growing our world-class supply chain, to align with global demand patterns. Our future focus will continue to build on close customer and industry collaborations. Shell remains the leading global supplier of finished lubricants for 14 consecutive years, according to Kline & Company’s 18th Edition Global Lubricants: Market Analysis and Assessment 2020 report.
As customer needs evolve with more digital interface, Shell is the first company in the lubricants sector to launch an artificial intelligence-driven service for customers – Shell Virtual Assistant which is an interactive one-stop shop on the Shell website where customers and distributors can ask common lubricant-related questions, available 24 hours a day, seven days a week.