What Duckhams does

Duckhams (legal entity: Alexander Duckham & Co. Limited) is a privately-held British automotive engine lubricants company founded in 1899 by chemist Alexander Duckham and headquartered in Bolton, United Kingdom, with a regional office in Dubai. The company manufactures and distributes a portfolio of engine oils, gear oils, hydraulic fluids, and additives organised across three vehicle categories: passenger car (QXR, QS, Hypergrade Plus synthetic and semi-synthetic ranges), commercial vehicle (Diesel Gard, Diesel Gard Pro, FLEETMASTER), and classic car (Classic Q range including the iconic green 20W-50 multigrade). Products span viscosity grades from 0W-16 to 20W-50 and rely on proprietary additive chemistry, including optimised ZDDP formulations for historic flat tappet engines.

Duckhams operates a hybrid business model combining direct hardware sales with brand licensing and regional manufacturing partnerships. Manufacturing and marketing across 47 European countries is delegated to Moove Pro-Brands, while exclusive licensees handle the UAE (Emirates for Universal Tyres) and Pakistan (Energia Pvt. Ltd.); in the UK, the company sells through Tesco (~500 stores), Screwfix, EG On The Move forecourts, motor factors (Rapid), and online marketplaces (Amazon, eBay). Marketing is heavily event-driven, anchored by motorsport sponsorships in British GT and Porsche Carrera Cup GB and a deep heritage narrative connecting the brand to legendary drivers including James Hunt, Nigel Mansell, and Ayrton Senna. In May 2025, Asda co-founder Zuber Issa took an undisclosed equity stake valuing the company at approximately £50 million, with plans to relaunch the brand on UK forecourts.

Name

Duckhams

Legal name

ALEXANDER DUCKHAM & CO. LIMITED

Website

https://duckhams.com

Company type

Private

Founded year

1899

Operating status

Operating

Headcount range

11–50 employees

Short description

Duckhams is a privately-held British automotive engine lubricants brand, founded 1899 and headquartered in Bolton, UK. It sells engine oils, gear oils, and specialty fluids for passenger, commercial, and classic vehicles across 27 countries via retail, motor factors, e-commerce, and regional licensees.

Ownership category

akta.pro rank

Product category

Automotive Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191)

SIC

Industrial Organic Chemicals (2860)

akta.pro primary industry

Automotive Lubricants & Fluids (IMAEAMAA)

akta.pro secondary industries

Fuel Additives & Lubricant Additives (IMAEAMAL), Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK), Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

Keywords

• Engine lubricants
• Automotive oils
• Motor oil
• Gear oils
• Lubricant manufacturing

Headquarters

HQ city

Batley

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Engine Oil and Lubricant Sales: Duckhams generates revenue through the sale of engine oils, lubricants, and related automotive fluids across multiple vehicle categories including passenger cars, commercial vehicles, and classic cars
2. Licensing and Distribution Partnerships: Duckhams licenses its brand and products to regional partners such as Energia Pvt. Ltd. in Pakistan and Moove Pro-Brands for European manufacturing and marketing

Go-to-market motion2 records

Distribution channels9 records

Marketing channels7 records

Core offering

Duckhams manufactures and sells branded engine oils, gear oils, brake and hydraulic fluids, and specialty additives for passenger cars, commercial vehicles, and classic cars. Its product portfolio spans fully synthetic, semi-synthetic, and mineral-based lubricant formulations across multiple viscosity grades, sold through major retailers, motor factor networks, online marketplaces, and exclusive regional licensees in 27 countries.

Product overview

Duckhams is a traditional lubricant manufacturer offering a portfolio of engine oils, gear oils, and specialty fluids organized across three vehicle categories: Passenger Car (QXR, QS, Hypergrade Plus synthetic and semi-synthetic oils), Commercial Vehicle (Diesel Gard, Diesel Gard Pro, FLEETMASTER), and Classic Car (Classic Q range including the iconic green 20W-50). The product line spans multiple viscosity grades from 0W-16 to 10W-60 for modern vehicles, with dedicated formulations for diesel engines and classic vehicles. Specialty products include gear oils, brake fluids, and additives. An online 'Find My Oil' tool helps customers select products by vehicle registration.

Differentiator

Problem solved

Functional benefit

Products and services

• QXR Range High-performance fully synthetic engine lubricants formulated with cutting-edge additive technology and high-quality virgin base oils to meet the latest specifications and provide outstanding protection for modern cars.
• QS Range High-performance fully synthetic engine oils formulated with modern additive technology and high-quality base oils to meet current specifications and provide advanced protection for modern passenger cars.
• Hypergrade Plus Range Semi synthetic engine oils formulated with conventional additive technology and high-quality base oils to meet the requirements of older vehicles and provide complete protection for modern passenger cars.
• Classic Q Range Engine lubricants designed using updated additives to provide reliable protection to classic vehicles whilst still meeting or exceeding the performance required of a classic oil; includes the iconic green Q 20W-50 multi-grade oil.
• Diesel Gard Range Top-tier, multi-grade diesel engine oils for heavy-duty diesel engines; uses modern additive technology and high-quality virgin base oils to meet current specifications and provide advanced protection under severe operating conditions.
• Diesel Gard Pro Premium diesel engine oil for commercial vehicles, providing advanced protection for heavy-duty diesel engines under severe operating conditions.
• FLEETMASTER Commercial vehicle engine oil range designed for fleet operations, providing reliable engine protection for commercial vehicles.
• Hypoid S 75W-90 GL-5 Gear oil for manual transmissions and differentials, providing protection under high-pressure and high-temperature conditions.
• Brake & Hydraulic Fluid Speciality hydraulic fluids for brake and hydraulic systems in passenger, commercial, and classic vehicles.
• Gear Oil Transmission and gear lubricants available in various viscosity grades for different vehicle applications.
• Additives Fuel and oil additives designed to enhance engine performance, protect components, and improve fuel economy.

Quantifiable outcome

• Network expanded from 13 to 27 countries in 12 months
• +1 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• Moove Pro-BrandscoreOEM/ Whitelabel/ Licensing PartnerAppointed as exclusive manufacturer and marketer of Duckhams lubricants across 47 European countries including Russia, responsible for brand re-launch and reinvigoration in European markets.
• RAPID GroupmajorChannel Partner/ Reseller/ DistributorDistribution agreement with RAPID Group members for UK market coverage. Customers engaged with brand history and products through motor factor network.
• Emirates for Universal Tyres LLCmajorChannel Partner/ Reseller/ DistributorAppointed as Exclusive Distributor of Duckhams in UAE, part of Abdulla Al Masaood & Sons Group. Responsible for brand launch and market development in Middle East.
• Energia Pvt. Ltd.majorChannel Partner/ Reseller/ DistributorAppointed as exclusive licensee for Duckhams Lubricants in Pakistan. Launch ceremony attended by representatives from UK, UAE, and Pakistan markets.
• Garage 59coreStrategic or Co-development PartnerBritish racing team partnership for British GT Championship. Duckhams-branded McLaren 720S GT3 Evo competes with drivers Adam Smalley and Shaun Balfe. Partnership continues successful motorsport association.
• Team Redline RacingmajorStrategic or Co-development PartnerPartnership with Dan Cammish and Team Redline Racing in Porsche Carrera Cup GB Series. Duckhams-branded racing car featuring iconic yellow and blue livery.
• YuasamajorGTM or Marketing PartnerJoint title sponsor with Duckhams for racing programme (Duckhams Yuasa Racing with Redline) in Porsche Carrera Cup GB, expanding to two-car entry in 2022.
• Peter James InsuranceminorGTM or Marketing PartnerPartnership at NEC Classic Motor Show featuring Duckhams products in club lounge. Fellow partner to Federation of British Historic Vehicle Clubs.
• Kelsey MediaminorGTM or Marketing PartnerPartnership to distribute restoration guide as supplement with motoring titles including Classic Car Mart and Classics Monthly. Helps reach classic car enthusiast audience.
• TR RegisterminorGTM or Marketing PartnerCar club partnership showcasing Duckhams products at events and shows. Triumph Survivors display featuring unrestored vehicles highlighted brand heritage.
• Morris Minor Owners ClubminorGTM or Marketing PartnerCar club partnership with display of millionth Morris Minor, connecting to Duckhams heritage as recommended engine oil for Morris range.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Castrol: Castrol (BP-owned) is one of the world's largest automotive and industrial lubricant brands with extensive passenger car engine oil ranges, motorsport sponsorships, and global retail distribution. Directly comparable to Duckhams as a premium engine oil brand competing in the same retail and trade channels.
• Comma Oil & Chemicals: Comma is a UK-based lubricant specialist focused on automotive aftermarket, offering engine oils, gear oils, and ancillary fluids through motor factor and retail channels. A highly direct peer given shared UK heritage, target market (independent workshops and consumers), and similar product portfolio breadth.
• Millers Oils: Millers Oils is a UK-based specialist lubricant manufacturer with strong presence in motorsport and classic car segments, offering engine oils, gear oils, and ancillary fluids. Directly comparable to Duckhams given shared UK heritage, classic car focus, and motorsport sponsorship strategy.
• Motul: Motul is a French specialty lubricant brand with strong motorsport heritage and classic car product lines, competing globally in the synthetic and semi-synthetic engine oil segment. Comparable to Duckhams' QXR and Classic Q ranges targeting performance and heritage enthusiasts.
• Liqui Moly: Liqui Moly is a German specialty lubricant brand with a broad product portfolio including engine oils, additives, and ancillaries, sold through retail and trade channels across Europe. Comparable to Duckhams as a European heritage lubricant brand with strong aftermarket focus.

Broad incumbents

• Shell Helix: Shell's passenger car engine oil range is sold globally through retail and trade channels, including supermarket listings. Comparable to Duckhams as a mass-market engine oil brand competing for the same shelf space, though with vastly larger marketing budget and OEM relationships.
• Mobil 1: ExxonMobil's Mobil 1 is the leading synthetic engine oil brand globally, with extensive presence in passenger car and motorsport segments. Comparable to Duckhams' QXR range as a premium synthetic engine oil targeting performance-conscious consumers.
• Valvoline: Valvoline is a major US-headquartered lubricant brand with global presence in passenger car and commercial vehicle engine oils. Comparable to Duckhams' Diesel Gard range for commercial vehicle applications and broader retail distribution model.
• TotalEnergies Lubrifiants: TotalEnergies produces a comprehensive range of automotive and industrial lubricants under the Quartz brand, with global distribution including European retail. Comparable to Duckhams as a full-range engine oil supplier competing across passenger, commercial, and specialty segments.

Emerging players

• Classic Oil (Penrite/Brad Penn): Penrite (Australia) and Brad Penn (US) are heritage lubricant brands focused on classic and vintage vehicle applications, offering ZDDP-rich formulations. Comparable to Duckhams' Classic Q range as a specialist classic car engine oil brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/DuckhamsOil

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Duckhams