JLM Lubricants

What JLM Lubricants does

JLM Lubricants B.V. is a Dutch privately held company (founded 2010, 11-50 employees) that develops and sells specialty automotive additives and lubricants under the Liquid Tools brand. The company is headquartered in Amsterdam/Schiphol, Netherlands, and is led by founder and CEO Gilbert Groot. JLM serves two primary customer groups — professional mechanics and individual car owners — across global markets, with secondary use-case segments in autogas (LPG/CNG) and diesel vehicle operators. The company operates the website jlmlubricants.com as its primary commercial surface.

The product portfolio is organized into seven categories: Autogas (including the TÜV-certified Valve Saver Fluid), Car Care (a 2024 launch covering exterior and interior cleaners), Coolant, Diesel (including a comprehensive DPF cleaning sub-line), Oil (5W30/5W40 performance oils and oil additives), Petrol, and Service products, plus pre-configured Bundles. Core technology centers on chemical additive formulations for fuel-system cleaning, DPF regeneration, engine protection, valve lubrication in LPG/CNG systems, and emission reduction. JLM holds the TÜV laboratory-standard certification from the German Technical Inspection Association for autogas additives and is the Official Liquid Tools Partner of the FIA European Rally Championship, which functions as both a brand-marketing and product-validation channel.

JLM's business model is direct-to-consumer e-commerce through a Shopify storefront with multi-currency EUR pricing across more than 200 country selections and multi-language (English, Dutch) support. Revenue is generated from one-time unit sales priced roughly €11.63 to €329.54, augmented by bundle SKUs offering 10-81% discounts on multi-pack purchases to drive higher average order value. There is no subscription pricing visible, no institutional investors or funding rounds on record, and the company appears to be founder-owned. Distribution is DTC-first with a store-locator feature pointing to local retailers, while marketing is concentrated in organic social, content marketing (Additive Stories blog, newsletter), and motorsport sponsorships.

Name

JLM Lubricants

Legal name

JLM Lubricants B.V.

Website

https://jlmlubricants.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

JLM Lubricants is a Dutch DTC e-commerce brand that formulates and sells specialty automotive additives and lubricants — including fuel system cleaners, DPF treatments, engine oils, and a 2024-launched Car Care range — to professional mechanics and individual car owners globally via Shopify.

Ownership category

akta.pro rank

Product category

Automotive Lubricants and Fuel Additives

NAICS

Chemical and Allied Products Merchant Wholesalers (4246), Petroleum Lubricating Oil and Grease Manufacturing (324191), Other Chemical and Allied Products Merchant Wholesalers (424690)

SIC

Wholesale-Chemicals & Allied Products (5160), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Fuel Additives & Lubricant Additives (IMAEAMAL)

akta.pro secondary industries

Lubricant Additives & Performance Chemicals (EUALAJAB), Automotive Lubricants & Fluids (IMAEAMAA), Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL), Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH), Gear Oils & Transmission Fluids (IMAEAMAE)

Keywords

• Automotive fuel additives
• Engine lubricants
• DPF cleaning solutions
• Car care chemicals
• Autogas LPG additives

Headquarters

HQ city

Schiphol

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: JLM generates revenue through direct product sales of automotive additives, lubricants, coolants, and car care products via their e-commerce platform. Products are sold in various volumes (20ml to 5000ml) with pricing ranging from approximately €11 to €329 per item.
2. Bundled Product Packages: Pre-configured product bundles offering discounts (up to 25%) compared to individual product purchases, including Clean & Save Bundles, Performance Bundles, and seasonal promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

JLM Lubricants manufactures and sells premium automotive additives and lubricants, including fuel system cleaners, DPF cleaners, engine oils, oil additives, coolant treatments, and a Car Care product range, designed for petrol, diesel, and autogas (LPG/CNG) engines. Products are sold globally via the company's direct e-commerce platform to both individual vehicle owners and professional mechanics, with pricing ranging from approximately €11 to €329 per item and bundle discounts up to 81%.

Product overview

JLM Lubricants is a premium automotive additives and lubricants company offering a comprehensive portfolio of Liquid Tools products. The core offering spans multiple product categories: Autogas (LPG/CNG) products featuring the innovative Valve Saver Fluid; Car Care products including Performance PreCleaner, Performance Shampoo & Foam Cleaner, Iron Exterminator, and Interior Cleaner; Cooling products such as Radiator Clean & Flush MAX and Radiator Stop Leak; Diesel products including Diesel Extreme Clean, DPF Regen Plus, and comprehensive DPF cleaning solutions; Oil products featuring 5W30 and 5W40 Premium Grade Performance Oils, Bortec Oil Additive, and Engine Oil Flush; Petrol products including Petrol Extreme Clean, Petrol Octane Booster, and fuel system cleaners; and Service products including Brake Cleaner, Penetrating Oil, and Multi Spray. These products are sold both individually and as pre-configured Bundles. The company recently launched its Car Care range in 2024, expanding from its traditional focus on fuel system additives and lubricants to professional vehicle cleaning solutions. All products are engineered using the company's additive expertise and are proven in FIA ERC rallying conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• JLM Lubricants "Liquid Tools" Automotive Additives and Lubricants Premium branded automotive additives and lubricants for petrol, diesel, and autogas engines, sold globally to individual car owners and professional mechanics via the JLM e-commerce storefront.
• Autogas Products (LPG/CNG) Additives and lubricants tailored for LPG and CNG engines that tackle valve wear, minimise deposits, and enhance system efficiency. Includes the flagship Valve Saver Fluid in 1000ml and 5000ml sizes.
• Car Care Range Professional exterior and interior cleaning products inspired by extreme conditions of FIA ERC rallying, including Performance PreCleaner, Performance Shampoo & Foam Cleaner, Iron Exterminator, Instant Shine, Glass Cleaner, Bug Off, Tyre Shine, Interior Cleaner, and Air Refresh scents.
• Cooling Products Coolant additives and radiator treatments designed to protect cooling systems, engines, and radiators by preventing overheating, corrosion, and scale build-up.
• Diesel Products Advanced additives and lubricants for diesel engines covering fuel system cleaning, DPF maintenance, turbo and EGR cleaning, cetane boosting, and fuel stabilization.
• Oil Products Premium engine oils and oil additives including 5W30 and 5W40 synthetic motor oils, ATF, Engine Oil Flush, Bortec ceramic friction-reduction additive, Ceramic Engine Protector, and Turbo Pre Lube.
• Petrol Products Advanced additives for petrol engines covering fuel system cleaning, injector and intake cleaning, GPF maintenance, octane boosting, and ethanol fuel compatibility (E10/E85).
• Service Products Routine maintenance and repair solutions for workshops including Brake Cleaner (available in 6/12/24-packs), Air Conditioning Foam, Penetrating Oil, Multi Spray, Injector Loosener, Underbody Spray, Cavity Wax, Ceramic Grease, and Motor Start.
• DPF Cleaning Solutions Comprehensive DPF (Diesel Particulate Filter) cleaning and regeneration products including cleaners, sprays, refill fluids, fluidpacks, and a professional toolkit at €329.54 for both consumer and professional use.
• Product Bundles Pre-configured multi-product packages combining complementary JLM additives (e.g., DPF cleaning packages, injector cleaner bundles, brake cleaner multi-packs) sold at discounted bundle pricing versus individual SKUs.

Quantifiable outcome

• First company to meet TÜV laboratory standards of the German Technical Inspection Association for autogas additives

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• FIA European Rally Championship (ERC)coreGTM or Marketing PartnerJLM Lubricants is the Official Liquid Tools Partner of the FIA European Rally Championship. This partnership provides high-profile brand exposure during competitive rally events and validates product performance in extreme motorsport conditions.
• Legends Cars Elite CupminorGTM or Marketing PartnerJLM sponsors the Legends Cars Elite Cup TV coverage and serves as the official fuel additive supplier for the series, providing brand visibility through motorsport broadcasting.
• Rafael DinisminorGTM or Marketing PartnerJLM partnered with drifter Rafael Dinis for brand promotion and motorsport association, demonstrating product performance in high-performance driving scenarios.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Liqui Moly: Liqui Moly is a German manufacturer of motor oils, additives, and car care products with a comparable full-portfolio additive/lubricant offering and a similar mechanic-and-DIY customer base. It is the closest direct competitor to JLM in the European automotive aftermarket.
• BG Products: BG Products is a US-based automotive chemical/additive manufacturer specializing in fuel, oil, and cooling system service chemicals sold largely through professional mechanics. It is comparable to JLM's professional-mechanic focus and product chemistry depth.
• Wynn's: Wynn's is a long-established Belgian/German fuel and oil additive specialist with deep mechanic-channel penetration. It directly competes with JLM across fuel system cleaners, DPF solutions, and oil treatments.
• Lucas Oil: Lucas Oil is a US manufacturer of automotive oils, fuel additives, and lubricants with strong motorsport sponsorship and DIY/enthusiast positioning. It overlaps with JLM in additive/lubricant chemistry, motorsport branding, and D2C/aftermarket distribution.
• Sonax: Sonax is a German specialist in automotive car care and cleaning products (shampoos, iron removers, pre-cleaners) that directly overlaps with JLM's newly launched Car Care range and German-speaking European customer base.
• Red Line Synthetic Oil: Red Line is a US performance lubricants and additives specialist with enthusiast and motorsport positioning. It is comparable to JLM's premium synthetic oils (5W30/5W40) and motorsport-validated performance chemistry.
• Bardahl: Bardahl is a Belgian-origin global manufacturer of fuel additives, lubricants, and car care products with a portfolio that closely mirrors JLM's, including petrol, diesel, oil, and cooling system SKUs distributed internationally through workshops and retailers.
• Power Service Diesel additives: Power Service is a US specialist in diesel fuel additives (anti-gel, cetane booster, injector cleaner) with strong mechanic and fleet adoption. It is directly comparable to JLM's diesel/DPF additive categories.

Broad incumbents

• STP: STP is a mass-market heritage brand of fuel and oil additives sold broadly through retail and automotive chains. It is a broader incumbent that competes in the same end-use categories (octane boosters, oil treatments) as JLM but with a much wider retail footprint.
• Castrol: Castrol is a global lubricants major with overlapping engine oils, transmission fluids, and service products. While Castrol is a broader incumbent, its retail mechanics' channel and additive-adjacent products place it in direct competition with JLM's oil portfolio.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/JLMlubricants
• YouTubeyoutube.com/user/jlmlubricants
• Facebookfacebook.com/JLMlubricantsBV
• LinkedInlinkedin.com/company/jlm-lubricants
• Instagraminstagram.com/jlmlubricants
• TikToktiktok.com/@jlm_lubricants

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 JLM Lubricants