What Kroon-Oil does

Kroon-Oil is an independent Dutch producer of lubricants and maintenance chemicals headquartered in Almelo, Netherlands, tracing its origins to 1905. The company manufactures more than 800 unique formulations spanning automotive motor and transmission oils, hydraulic fluids, agricultural and marine lubricants, classic-vehicle oils, two-wheeler products, industrial metalworking and gear oils, H1 food-grade lubricants, and a range of workshop maintenance chemicals such as brake fluids, coolants, AdBlue, and preservation fluids. Production and sales operations are fully ISO certified, with in-house laboratories supporting quality control and OEM approvals.

The company's technical footprint extends beyond bulk lubricants into digital and service adjacencies, including a license-plate-based product recommendation engine (available via web and app), the PowerFlush TPE tool-free flushing system, Lube Check used-oil wear analysis, a Lubevision visual analysis sub-brand, and the Kroon-Oil Connect data API for partner integration. These tools position the company as more than a pure product manufacturer, offering specification lookup and condition-monitoring services alongside physical lubricant supply.

Commercially, Kroon-Oil generates revenue through unit-priced sales of lubricant and maintenance products distributed globally via an authorized dealer network, direct B2B relationships with professional workshops and industrial buyers, and the ProShop e-commerce storefront for end consumers and small businesses. The company targets seven primary end-markets — automotive, agriculture, marine, industry, classic vehicles, two-wheelers, and food grade — with a special emphasis on Benelux brand strength and worldwide export. Additional brand-building and channel investment flows through motorsport sponsorships, brand-specialization pages for 18 automotive OEMs, and a Brand Portal serving distributors with co-marketing materials.

Name

Kroon-Oil

Legal name

Kroon-Oil

Website

https://kroon-oil.com

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

101–250 employees

Short description

Kroon-Oil is an independent Dutch lubricant manufacturer producing over 800 formulations of motor oils, hydraulic fluids, greases, and maintenance chemicals for automotive, industrial, agricultural, marine, and food-grade customers worldwide.

Ownership category

akta.pro rank

Product category

Industrial Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191)

SIC

Miscellaneous Chemical Products (2890), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)

akta.pro primary industry

Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH)

akta.pro secondary industries

Industrial Lubricants (Hydraulics, Gear, Compressor, Turbine, Metalworking) (EUALAJAG), Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro) (EUALAJAJ), Marine & Offshore Lubricants (Cylinder Oils, System Oils, EALs) (EUALAJAI), Retail & E-commerce Lubricants Sales (Auto Parts, Quick Lube, Online) (EUALAJAF), Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

Keywords

• Automotive lubricants
• Industrial lubricants
• Motor oils
• Hydraulic fluids
• Grease products

Headquarters

HQ city

Almelo

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Lubricant Product Sales: Kroon-Oil generates revenue through the sale of automotive, industrial, agricultural, marine, and specialty lubricants. The company produces more than 800 unique formulations across categories including motor oils, transmission fluids, hydraulic oils, greases, coolants, brake fluids, and maintenance products. Products are sold through authorized distributors, direct B2B relationships with workshops, and the ProShop online platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Kroon-Oil is an independent Dutch producer of lubricants and maintenance products, manufacturing more than 800 unique formulations in-house at its ISO-certified production facility in Almelo, Netherlands. The portfolio spans automotive motor oils, transmission fluids, hydraulic oils, agricultural (STOU/UTTO), marine, motorcycle, classic vehicle, industrial (metalworking, gear, compressor, turbine), Food Grade H1-certified, greases, coolants, brake fluids, and specialty maintenance products. The company also offers supporting services such as PowerFlush TPE engine/transmission flushing equipment, Lube Check wear analysis, Kroon-Oil Connect data API, and free license plate-based product advice.

Product overview

Kroon-Oil is an independent producer of first-class lubricants and maintenance products with more than 100 years of experience, offering more than 800 unique formulations. The product portfolio includes: Automotive motor oils (synthetic and mineral multigrades for passenger cars and heavy-duty vehicles in various viscosity grades from 0W-8 to 20W-50); Transmission oils (manual, automatic, and total drive line); Hydraulic oils (including bio variants); Agricultural products (STOU/UTTO oils, chain saw oils, fuels); Marine products (two-stroke and four-stroke motor oils, transmission oils, greases); Motorcycle and bicycle lubricants; Classic car products; Industrial products (metalworking oils, gear oils, compressor oils, turbine oils, heat transfer oils); Greases; Food Grade products (H1 certified hydraulic, gear, compressor, chain oils and greases); Maintenance products (brake fluids, coolants, antifreeze, screen wash, additives, AdBlue); Workshop products (assembly paste, cleaning, calibration fluids, PowerFlush); Specialty products including Electric Spray, Silicone Spray, Quick Start, Underbody Coating, and Kroontex SDC preservation fluid. All products are developed and manufactured in-house with extensive quality controls. The company also provides digital services including license plate-based product advice, license plate scanning, PowerFlush TPE equipment service, Lube Check wear analysis, and Kroon-Oil Connect data service API. Production and sales locations are fully ISO certified.

Differentiator

Problem solved

Functional benefit

Brands

• PowerFlush TPE: Technology for engine flushing without tools
• Lube Check
• Banner Wizard
• Kroon-Oil Connect
• Lubevision

Products and services

• Kroontex SDC Long-term preservation fluid for industrial machinery and machine components, formulated from petroleum-based constituents with mineral solvent and anti-corrosion additives. Applied by dipping, spraying, or soft brush, intended for industrial users needing corrosion protection for stored or idle equipment.
• Underbody Coating Bitumen-based coating with corrosion-resistant properties for durable anti-rust protection of vehicle undercarriage, including floor pan and wheel arches. Packaged as 400 ml aerosol for automotive workshops and vehicle owners.
• Electric Spray (PV) Silicone-free moisture displacer developed in-house for automotive ignition systems; also functions as penetrating oil, metal protector, cleaning agent, and contact spray. Targeted at automotive workshops and mechanics.
• Silicone Spray High-quality protection agent against rust, dirt and moisture with good lubricating properties, used on hinges, locks, electrical installations, rubber, plastic, chrome and leather. Sold as 400 ml aerosol.
• Perlus Heavy Duty (Hydraulic Oils) High-quality 'stay in grade' hydraulic oils (grades 32, 46, 68) for heavily loaded hydraulic systems of construction equipment and industrial fixed installations under high pressure, sold in 208L barrels and bulk.
• Coolant SP 19 EV Special coolant based on OAT technology for thermal management of batteries in (P)HEV and BEV vehicles, providing all-round corrosion protection with reduced electrical conductivity.
• Quick Start Aerosol starting aid to help petrol and diesel engines start in freezing cold or after prolonged downtime. Sold as 400 ml aerosol for workshops and end users.
• 1000+1 Universal Universal multi-purpose aerosol functioning as moisture displacer, penetrating oil, metal protector, lubricant, cleaning agent and contact spray. Packaged as 300 ml aerosol.
• PowerFlush TPE Equipment and service for flushing engines, automatic transmissions and steering gears without disassembly. Includes Motor Flush, Automatic Flushing and Steering Gear Flushing solutions targeted at professional workshops.
• Lube Check Laboratory-based wear analysis service using premium lubricants to extend component lifespan, offered to industrial and fleet customers.
• Kroon-Oil Connect Data service API for partners and distributors to connect with Kroon-Oil's product database and technical information.

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• UNICEFcoreStrategic or Co-development PartnerKroon-Oil is a Business Buddy of UNICEF, contributing to innovative and impactful programs in Madagascar and Ivory Coast. The company supports the Plastic Bricks project, which collects plastic waste in Ivory Coast and recycles it into building blocks for constructing school classrooms. Kroon-Oil's contribution helps address both plastic waste problems and educational access, with Abidjan producing 288,000 kg of plastic waste daily and 1.6 million children in Ivory Coast not attending school.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Castrol (BP): Castrol is the global lubricants brand of BP, offering automotive and industrial lubricants worldwide. Comparable as a leading incumbent competing head-on with Kroon-Oil in automotive motor oils, but with vastly greater scale, R&D, and OEM relationships.
• Shell Lubricants: Shell Lubricants is one of the world's largest lubricants businesses, serving automotive, industrial, and marine segments globally. Overlaps Kroon-Oil across most of its portfolio but at a much larger scale and with stronger OEM approvals.
• TotalEnergies Lubricants: TotalEnergies operates a major global lubricants business spanning automotive, industrial, and marine. Comparable as a major competitor across Kroon-Oil's key segments, with broader geographic reach and integrated supply chain advantages.

Direct peers

• Valvoline: Valvoline is a US-based lubricant manufacturer with a global automotive and industrial lubricants business and a strong service/quick-lube adjacency. Comparable to Kroon-Oil in core lubricant manufacturing and aftermarket distribution, though larger and publicly listed.
• Ravenol: Ravenol is a German independent lubricant manufacturer focused on automotive motor oils, racing, and industrial applications. Comparable to Kroon-Oil as a mid-sized specialty European lubricant brand with motorsport presence and global export.
• Liqui Moly: Liqui Moly is a German independent lubricant and additive manufacturer selling automotive motor oils, additives, and maintenance chemicals globally. Highly comparable to Kroon-Oil in mid-sized, privately-held positioning and broad automotive/Maintenance product portfolio.
• Addinol Lube Oil: Addinol is a German independent lubricant manufacturer producing automotive, industrial, and specialty lubricants. Comparable to Kroon-Oil as a mid-sized European independent lubricant specialist with similar product breadth.
• Gulf Oil International: Gulf Oil is a privately-held independent lubricants brand with global distribution in automotive and industrial lubricants. Comparable to Kroon-Oil as an independent, brand-led lubricant marketer with broad product range and motorsport heritage.
• Motul: Motul is a French, family-owned independent lubricant manufacturer with a strong focus on automotive, motorcycle, and motorsport products. Comparable to Kroon-Oil as a privately-held specialty lubricant brand with motorsport-led brand-building and global distribution.
• Fuchs Petrolub: Fuchs is the world's largest independent specialty lubricants manufacturer, headquartered in Germany with a similarly broad portfolio across automotive, industrial, and food-grade lubricants. It is the closest scaled comparable to Kroon-Oil's independent, formulation-led model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/kroonoil
• LinkedInlinkedin.com/company/kroon-oil

Revenue estimate

Valuation estimate

Number of profiles

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 Kroon-Oil