What Nulon Products does

Nulon Products Australia is a privately-held Australian automotive lubricant manufacturer founded in 1980 and headquartered in Prestons, New South Wales. The company formulates and produces engine oils, automatic transmission fluids, gear and differential oils, coolants, fuel and engine additives, greases, specialty fluids, aerosols, motorcycle oils and small-engine oils for the Australian consumer and workshop aftermarket. Its range is organized around seven proprietary sub-brands — APEX+, X-PRO, X-PROTECT, PRO-STRENGTH, RACING OIL, EZY-SQUEEZE and NuEV Hybrid Technology — each addressing a specific use-case from everyday passenger vehicles and DIY servicing through to motorsport and Hybrid/PHEV powertrains.

Underlying differentiation comes from proprietary additive chemistry (Advanced Fluid Dynamics underpinning APEX+; Advanced Additive Technology underpinning X-PRO) and packaging innovation (the patented EZY-SQUEEZE flexible fluid delivery system, plus the EZY2POUR ergonomic twin-handle bottle). The company's go-to-market combines mass retail distribution through Bunnings and Australian automotive parts retailers (supported by a 'Where to Buy' locator and a Vehicle Lube Guide), direct e-commerce via the Nulon Store for branded merchandise, and motorsport sponsorships across the Repco Supercars Championship (PremiAir Racing, Team 18) and NDRC drag racing (PremiAir Top Fuel, Reed Racing) used as brand-building channels. Content marketing through YouTube DIY videos, an E-Learning portal and a Nulon Club newsletter supports mid-funnel education.

The business model is based on one-time purchase of branded commodity-style lubricant SKUs at vehicle service intervals, sold through wholesale to retail partners and directly through e-commerce, with an ancillary merchandise stream (apparel $35-$129, accessories $4.95-$180) generating secondary brand-equity value. Customer segments are fragmented across DIY consumers, professional mechanics, motorsport enthusiasts, heavy-duty/diesel operators, marine/agricultural/earthmoving users, and — most recently — HEV/PHEV owners via NuEV. Service geography is exclusively Australia.

Name

Nulon Products

Legal name

Nulon Products Australia

Website

https://nulon.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

Nulon Products Australia is a privately-held Australian automotive lubricant manufacturer founded in 1980, producing engine oils, transmission fluids, coolants, additives and specialty fluids under seven proprietary sub-brands for the consumer DIY, mechanic and motorsport aftermarket across Australia.

Ownership category

akta.pro rank

Product category

Automotive Lubricants

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Motor Vehicle and Motor Vehicle Parts and Supplies Merchant Wholesalers (4231), Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (336310)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

akta.pro secondary industry

Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

Keywords

• Automotive lubricants
• Engine oils
• Transmission fluids
• Engine coolants
• Fuel additives

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Automotive Lubricant Sales: Nulon generates revenue through the sale of engine oils, transmission fluids, coolants, gear oils, and automotive chemicals directly to consumers via retail stores and through wholesale distribution to automotive parts retailers.
2. E-commerce Store: The Nulon Store sells branded merchandise including apparel (t-shirts, hoodies, jackets) and accessories (mugs, stubby holders, model cars) directly to consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Nulon Products Australia manufactures and sells automotive lubricants and chemicals — including engine oils, automatic transmission fluids, gear and differential oils, engine coolants, fuel and engine additives, grease, specialty fluids and aerosols — for passenger vehicles, 4x4s, motorcycles, commercial/industrial equipment, motorsport, and hybrid vehicles. Its consumer packaged-goods range is organized around proprietary sub-brands (APEX+, X-PRO, X-PROTECT, PRO-STRENGTH, RACING OIL, EZY-SQUEEZE, NuEV Hybrid Technology) and is sold through retail auto-parts chains, hardware retailers (Bunnings), and a branded e-commerce store.

Product overview

Nulon Products is an Australian manufacturer offering a comprehensive range of automotive lubricants and chemical products. The portfolio centers on three main engine oil sub-brands: APEX+ (Advanced Fluid Dynamics technology for ultra-high performance), X-PRO (Advanced Additive Technology for performance) and X-PROTECT (everyday protection). Additional sub-brands include PRO-STRENGTH additives, RACING OIL for motorsport applications, EZY-SQUEEZE (revolutionary fluid delivery packaging system), and NuEV Hybrid Technology for hybrid vehicles. The product range spans engine oils, automatic transmission fluids, gear and differential oils, cooling systems, fuel and engine additives, greases, specialty fluids, aerosols, and yard and garden products. All products are formulated and manufactured in Australia for Australian conditions.

Differentiator

Problem solved

Functional benefit

Brands

• APEX+: Ultra-high performance engine oils featuring Advanced Fluid Dynamics technology for ultimate performance, protection and efficiency.
• X-PRO
• X-PROTECT
• PRO-STRENGTH
• RACING OIL
• EZY-SQUEEZE
• NuEV Hybrid Technology

Products and services

• APEX+ Premium sub-brand of ultra-high-performance engine oils built on proprietary Advanced Fluid Dynamics chemistry that improves flow at low temperatures and resists extreme pressure, heat and wear — targeted at vehicles with stop/start technology, higher operating temperatures, extreme cylinder pressures, direct injection and turbocharging.
• X-PRO Sub-brand of high-performance engine oils using proprietary multi-action Advanced Additive Technology to prevent corrosion, oxidation, deposit and sludge formation, while improving fuel efficiency and long-life thermal stability to latest oil-industry standards.
• X-PROTECT Sub-brand of everyday-protection engine oils for turbocharged and non-turbocharged passenger cars, 4x4s and light commercial petrol and diesel vehicles, protecting against sludge and corrosion in routine daily use.
• PRO-STRENGTH Sub-brand of premium fuel and engine treatment additives designed to increase engine performance, improve reliability and restore normal vehicle operation for fuel, engine and exhaust systems.
• RACING OIL Sub-brand of engine oils engineered for hardcore racers, track and high-performance enthusiasts demanding maximum engine performance under extreme operating conditions.
• EZY-SQUEEZE Sub-brand of transmission, manual-gearbox and differential fluids packaged in a patented flexible squeeze-pack system designed to make accessing hard-to-reach fill points and performing DIY fluid changes quick and easy.
• NuEV Hybrid Technology Sub-brand of lubricants developed specifically for modern Hybrid and Plug-in Hybrid vehicles, suitable for energy-efficient powertrains that include electric motors, lithium-ion batteries and regenerative braking systems.
• Engine Oils Complete engine-oil range covering APEX+, X-PRO, X-PROTECT, Race Oils, Top-up Oils, motorcycle oils and non-auto retail oils in various viscosities and specifications for petrol, diesel and high-performance applications.
• Motorcycle Engine Oils Motorcycle engine oils formulated for 2-stroke and 4-stroke motorcycle engines, meeting JASO and API specifications for wet-clutch compatibility and motorcycling operating conditions.
• Auto Transmission Fluids Range of automatic transmission fluids including multi-vehicle, DSG/DCT and CVT formulations, supplied with compatible filler tools for various vehicle applications.
• Gear & Differential Oils Gearbox and differential oils for passenger car, 4WD, light commercial and motorcycle drivelines, offered in full-synthetic and mineral formulations.
• Cooling Systems Engine coolants and radiator-system products including automotive coolants, civil coolants, water products, stop-leak solutions and cooling-system flushes in various colours and formulations.
• Additives Fuel treatments, engine treatments, exhaust treatments and Pro-Strength additives used for vehicle maintenance, performance enhancement and emissions-system care.
• Grease Lubricating greases for automotive, industrial, marine, agricultural, multi-purpose and earthmoving applications, supplied in cartridge, tub and aerosol packaging.
• Specialty Products Specialty automotive fluids and lubricants including power steering fluids, brake fluids, hydraulic fluids and specialty treatments and lubricants.
• Aerosols Aerosol products including chain lubricants, degreasers, engine starters, multi-purpose lubricants and cleaners for automotive maintenance.
• Yard and Garden Small-engine oils for lawn mowers, chainsaws, leaf blowers and other outdoor power equipment, formulated as 2-stroke and 4-stroke options to keep garden tools running smoothly.
• Nulon Store (Branded Merchandise) Online store selling Nulon-branded apparel and accessories — T-shirts from $35, polos from $59, hoodies from $79, jackets from $129, stubby holders from $4.95, mugs from $5.95 and model cars from $180.

Segments5 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

Three partnerships are on record, tiered minor and core.

• Reed RacingminorGTM or Marketing Partner · 1 June 2025Nulon has partnered with Reed Racing for over three decades. The partnership includes development and testing of Nulon products including the latest generation X-Pro 25W-60 High Zinc mineral oil for extreme conditions. Daniel Reed won the NDRC Pro Alcohol championship using Nulon products.
• Team 18 (David Reynolds/TRADIE Beer Racing)coreGTM or Marketing Partner · 1 February 2024Nulon partnered with Team 18 as co-sponsor for David Reynolds driving the TRADIE Beer Racing Chevrolet Camaro in the 2024 Repco Supercars Championship. This represents a reunion of brands, as Nulon previously supported Team 18 between 2020-2022.
• PremiAir RacingcoreGTM or Marketing Partner · 1 January 2024Nulon has partnered with PremiAir Racing as naming rights sponsor since 2023. The partnership supports both the Supercars Championship (with Jimmy Golding and Tim Slade driving the #23 and #31 Camaros) and the National Drag Racing Championship (NDRC) Top Fuel program with Peter Xiberras. The partnership includes merged Supercar and Top Fuel teams under the PremiAir Nulon Racing banner.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Market position

Strengths1 record

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/NulonProducts
• Facebookfacebook.com/nulon.aus
• Instagraminstagram.com/nulonproducts/?hl=en
• Xx.com/nulonaustralia

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 Nulon Products