What WINXO does

WINXO is a privately held Moroccan downstream petroleum company, formerly known as CMH (Compagnie Marocaine des Hydrocarbures), operating from its headquarters in Casablanca. The company runs an owned-and-operated network of approximately 200 fuel service stations across Morocco under a unified "new generation" station design, complemented by a home-built lubricant blending plant with in-house analysis and research laboratory capabilities. The headcount range of 501-1,000 employees and a lubricants subsidiary with registered capital of 33.344M DH indicate a mid-cap industrial operator with vertically integrated production rather than a pure reseller.

The core product platform centers on WinProtect+, a proprietary next-generation gasoline and diesel fuel developed in partnership with Afton Chemical and rolled out across the entire station network at standard pricing, incorporating a defined additive cocktail (detergents, anticorrosives, antioxidants, demulsifiers, friction modifiers, re-odorants, anti-foam agents). The lubricant portfolio is organized into Optimo VL (light vehicles, taxis, utilities), Actimax PL (heavy goods vehicles, coaches, diesel engines), and a full industrial range (transmission/hydraulic fluids, greases LS2/LS3 and C2/C3, agricultural motor oils, 2-stroke engine oils), all positioned as compliant with API and ACEA standards. Layered onto each station are three proprietary service concepts — WINAUTO (oil-change and vehicle-maintenance bays), WINFOOD (food service) and WINSHOP (24/7 convenience retail) — plus an EV-charging access point via the E-Recharge portal and the BP-branded light-vehicle lubricant line.

The business model is a hybrid of transaction-fee retail fuel distribution, one-time lubricant sales, and recurring B2B fleet spending routed through the WINCARD program (Silver prepaid and Gold credit with 30-day deferred payment and per-100-km consumption tracking). Revenue is generated primarily through retail fuel volumes across the 200-station network, with lubricants serving as a higher-margin industrial extension via direct sales and dedicated outlets. The customer base combines individual drivers (B2C, long-tail), commercial fleet operators (B2B, sticky via WINCARD), professional drivers using WINAUTO, and industrial buyers using technical consulting and on-service oil analysis. Lubricants activity is ISO 9001 V2008 certified since 2009, with stated intent to extend certification to station drain bays; the lubricants subdivision lists 2,000+ personnel trained across station managers, resellers, pump attendants and oil-change technicians.

Name

WINXO

Legal name

WINXO

Website

https://winxo.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

501–1,000 employees

Short description

WINXO is a privately held Moroccan downstream petroleum company operating ~200 owned-and-operated fuel service stations across Morocco, distributing WinProtect+ premium fuels (Afton Chemical co-developed) and an in-house blended lubricant range, serving individual drivers, commercial fleet operators (via WINCARD Silver and Gold cards), and industrial lubricant buyers.

Ownership category

akta.pro rank

Product category

Petroleum Distribution and Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191), Automotive Oil Change and Lubrication Shops (811191), Fuel Dealers (4572)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Lubricant Formulation & Blending (Finished Lubricants) (EUALAJAC)

akta.pro secondary industries

Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL), Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH), Packaging, Filling & Private Label / Contract Manufacturing (EUALAJAD), Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro) (EUALAJAJ)

Keywords

• Fuel distribution
• Petroleum products
• Lubricant manufacturing
• Service station network
• Fleet payment cards

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Distribution: Sale of automotive fuels (gasoline and diesel) through company-owned and operated fuel station network across Morocco. WinProtect+ premium fuels are offered at standard fuel prices, providing superior quality without price premium.
2. Lubricant Sales: Production and sale of lubricants under Optimo VL, Actimax PL, and industrial ranges through WINXO stations and dedicated lubricant outlets. Lubricant activity certified ISO 9001 since 2009.
3. WINCARD Prepaid Cards: Sale of prepaid payment cards (WINCARD Silver) allowing fuel and product purchases at WINXO stations. Cards are reloadable at authorized WINXO points of sale.
4. WINCARD Credit Cards: Credit-based payment cards (WINCARD Gold) enabling fuel and product purchases with deferred payment (30 days from invoice date) for business customers.
5. Station Services: Ancillary services including vehicle maintenance (WINAUTO bays offering oil changes, tire services, fluid top-ups), food service (WINFOOD), convenience retail (WINSHOP), and eco-driving services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

WINXO distributes automotive fuels (gasoline and diesel) and manufactures/sells a full range of lubricants through a network of approximately 200 company-owned service stations across Morocco. Its fuel offering centers on WinProtect+ next-generation premium fuels developed in partnership with Afton Chemical and offered at standard prices. Lubricants include Optimo VL (light vehicles), Actimax PL (heavy goods vehicles), industrial lubricants, greases, and specialty oils. Stations additionally deliver vehicle maintenance (WINAUTO), food service (WINFOOD), convenience retail (WINSHOP), and fleet payment solutions via WINCARD Silver (prepaid) and WINCARD Gold (credit) cards.

Product overview

WINXO is a Moroccan fuel and lubricant distribution company operating a network of next-generation service stations. The product portfolio centers on WinProtect+ superior fuels (next-generation fuels with Afton Chemical additives), complemented by a comprehensive lubricant range including Optimo VL (light vehicles), Actimax PL (heavy goods vehicles), and industrial lubricants. Station services include WINAUTO (maintenance/oil changes), WINFOOD (food service), and WINSHOP (retail). The company offers fleet payment solutions through WINCARD (Silver prepaid and Gold credit variants), and lubricant products are ISO 9001 certified.

Differentiator

Problem solved

Functional benefit

Brands

• WINAUTO: Vehicle maintenance service concept offering oil change, lubrication, tire inflation and other vehicle services at Winxo stations.
• WINFOOD
• WINSHOP
• WinProtect+
• Optimo
• Actimax
• WINCARD
• BP
• WINXO Solidarité

Products and services

• WinProtect+ Premium Fuels Next-generation gasoline and diesel fuel formulated with Afton Chemical additive technology, providing five advertised benefits: cleaner engine, protected engine, better performance, reduced fuel consumption, and extended engine life. Available at all WINXO service stations across Morocco at standard fuel prices without premium.
• Optimo VL Lubricants (Light Vehicles) Lubricant range designed for taxis, passenger vehicles and light utility vehicles, including Optimo 4000 (SAE 40, SAE 50), Optimo 5000 (SAE 40, SAE 50), Optimo 8000, and Optimo 10000. Compliant with API and ACEA standards, with a typical 4,000 KM oil change interval for monograde SAE 40 API CD grades.
• Actimax PL Lubricants (Heavy Goods Vehicles) Lubricant range dedicated to diesel engines of trucks, heavy goods vehicles and coaches, including Actimax 5000 (SAE 40, SAE 50), Actimax 8000, Actimax 12000, and Actimax 20000. Average oil change interval of 5,000 KM (4,000 to 6,000 km) for heavier commercial vehicles.
• Industrial Lubricants Range Complete range of industrial lubricants including engine lubricants, automatic transmission fluids, gear and axle oils, greases, hydraulic circuit lubricants, immersed brake lubricants, multifunctional agricultural lubricants, and equipment for motoculture and chainsaws. WINXO provides technical consulting, lubrication studies, and on-service oil analysis for industrial customers.
• WINCARD Silver (Prepaid Fleet Card) Prepaid payment card (nominative or anonymous) enabling payment for petroleum products and other purchases at WINXO stations. Rechargeable at any authorized WINXO point of sale and customizable by user, vehicle, or company.
• WINCARD Gold (Credit Fleet Card) Credit payment card enabling purchase of petroleum products and other items at WINXO stations with deferred payment 30 days from invoice date. Includes consumption tracking reporting per 100 km and requires a minimum recharge of 500 DH, intended for business fleet customers.
• WINAUTO (Vehicle Maintenance Service) Full-service vehicle maintenance bay offering at WINXO stations, including professional oil change using the appropriate WINXO lubricant range, tire inflation, fluid level checks and top-ups, performed by trained personnel with modern equipment.
• WINSHOP (24/7 Convenience Retail) 24/7 convenience shop concept located inside WINXO service stations, providing a modern, dynamic local shopping space for station visitors.
• WINFOOD (Food Service) Food service concept at WINXO stations combining freedom, naturalness and freshness, offering natural and fresh food options to travelers and station visitors.
• 2-Stroke Engine Oils Quality oil designed for 2-stroke engines of small and medium displacement, easily mixed with gasoline in 6% proportion. API-TC certified.
• Agricultural Engine Oils Multifunctional quality oil for lubrication of engines and hydraulic transmissions of tractors and agricultural machinery. API CG4/GL4 certified, compatible with Ford, New Holland, John Deere, and Massey Ferguson equipment.
• Transmission & Hydraulic System Oils Extreme Pressure (EP) quality oils for gearboxes and mechanical transmissions operating under severe conditions, including FAST EP 90, FAST EP 140, HD 10W, and TFC3. API GL4 and MIL-L-2105(A) certified.
• WINXO Greases (Chassis and General Lubrication) Grease range for chassis lubrication (water-resistant) and general lubrication applications, including LS2/LS3 and C2/C3 grades.
• WINXO Service Station Network Network of approximately 200 next-generation company-owned fuel service stations across Morocco, providing WinProtect+ fuels, WINXO lubricants, WINAUTO vehicle maintenance bays, WINFOOD food service, WINSHOP convenience retail, and eco-driving support. Many stations offer 24/7 service, car wash, mosque, and children's play areas.

Quantifiable outcome

• WinProtect+ fuels act from first fill-up with results visible on engine cleanliness and performance
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Afton ChemicalflagshipStrategic or Co-development Partner · 1 January 2017WINXO partnered with Afton Chemical, a global leader in fuel and lubricant additives with 90 years of experience and 1,400 employees worldwide, to develop WinProtect+ next-generation superior fuels. Afton Chemical invests $145 million annually across 6 R&D sites globally and works with major automotive manufacturers, regulatory bodies, and raw material suppliers. The partnership enables WINXO to offer premium fuel technology with advanced additive packages (detergents, anticorrosives, friction modifiers, etc.) without price premium to customers.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Shell plc: Global integrated oil major with extensive downstream fuel retail and lubricants portfolio; indirectly competes through Vivo Energy licensee in Morocco. Relevant as the technology and branding benchmark WINXO references in its lubricants strategy.
• BP plc: Global integrated oil major with lubricants division; WINXO already distributes BP lubricants (BP Visco 5000/7000) under its sub-brands. Comparable as both a partner and a global benchmark in finished lubricants and fuel additives.
• Puma Energy: Global mid/downstream fuel and lubricants distributor focused on emerging markets across Africa, Latin America, and Asia-Pacific. Comparable as a multi-format fuel retailer and lubricants blender operating in markets with similar regulatory and consumer profiles to Morocco.
• TotalEnergies SE: Global integrated oil major and parent of TotalEnergies Marketing Maroc. Operates one of the world's largest fuel retail and lubricants networks. Comparable as the global reference point for integrated fuel-and-lubricant downstream models.

Direct peers

• Ola Energy Maroc: African downstream fuel retailer (formerly Oilibya), operating a growing Moroccan fuel station network with lubricants and convenience retail. Comparable as a multi-country African fuel and lubricant distributor.
• TotalEnergies Marketing Maroc: TotalEnergies' Moroccan downstream marketing arm, operating one of the largest fuel station networks in Morocco with multi-format service stations and lubricant distribution. Directly comparable as a fuel retailer and lubricant distributor serving Moroccan consumers and fleets.
• Vivo Energy Maroc (Shell licensee): Vivo Energy holds the exclusive Shell license for fuel retail and lubricants across Morocco and several African markets. Directly competes with WINXO across fuel station operations, lubricants, and fleet cards in the Moroccan market.
• Afriquia (Akwa Group): Moroccan fuel distribution leader under the Akwa Group conglomerate, with extensive service station coverage and an LPG/bottled gas business. A direct Moroccan fuel retail competitor with overlapping lubricants and convenience store offerings.

Regional players

• ENOC (Emirates National Oil Company): UAE-based integrated energy company operating fuel retail, lubricants, and convenience concepts across the MENA region. Comparable as a regional player with diversified fuel/lubricant/convenience formats and additive-enhanced fuel offerings similar to WinProtect+.

Emerging players

• Gulf Oil International: Independent lubricants brand with strong distribution partnerships in MENA and emerging markets. Comparable as a focused lubricants player that partners with regional fuel retailers for distribution — analogous to WINXO's BP and Afton Chemical relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WinxoOfficiel
• LinkedInlinkedin.com/company/winxo

Compliance1 record

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 WINXO