ADVANCE LUBE ENTERPRISE SDN BHD

What ADVANCE LUBE ENTERPRISE SDN BHD does

ADVANCE LUBE ENTERPRISE SDN BHD (operating as POWER EXCEL LUBRICANTS SDN BHD under the trading name Power Up) is a Malaysian lubricant manufacturer founded in 1994 and headquartered in Johor Bahru, operating two production facilities. The company produces lubricants, greases, sealants, and aerosol maintenance products using virgin base oil combined with USA-formulated additives, holding API approval and ISO 9001:2015 certification. Its product portfolio spans car engine oils, heavy-duty diesel engine oils, motorcycle oils, industrial oils (hydraulic, slideway, gear, compressor, textile, turbine), railroad lubricants, marine diesel engine oils (cylinder, trunk piston, system oils), silicone sealants, engine treatments, base oils, and additive packages, distributed under proprietary brands Power Up, Hi-Power, and Morrison.

The company operates a hybrid revenue model combining own-brand product sales via a domestic e-commerce storefront (powerup.com.my) and direct sales channels (WhatsApp), with OEM contract manufacturing, toll blending, and private label packaging services for international brands including Valvoline and Bardahl. Customer segments are horizontally diversified across automotive workshops, construction equipment operators, logistics and transportation fleets, marine shipping operators, and international brand partners. Pricing is unit-based across volume tiers (18L to 200L containers) in Malaysian Ringgit, with free delivery across Peninsular Malaysia serving as a domestic distribution advantage.

The business is privately held with approximately 15 employees, no external private equity or venture capital backing identified, and no public listing. Its commercial posture targets the Malaysian SME and mid-market segment for own-brand sales while leveraging ASEAN-based low-cost manufacturing for global OEM partnerships. Strategic positioning emphasizes formulation flexibility, multi-industry coverage, and certification-backed quality as the principal competitive differentiators.

Name

ADVANCE LUBE ENTERPRISE SDN BHD

Legal name

POWER EXCEL LUBRICANTS SDN BHD

Website

https://powerup.com.my

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Malaysian lubricant manufacturer (founded 1994) operating two facilities in Johor Bahru, producing automotive, industrial, marine, and motorcycle lubricants plus sealants under the Power Up, Hi-Power, and Morrison brands, with additional OEM contract manufacturing and private label services for international brands like Valvoline and Bardahl.

Ownership category

akta.pro rank

Product category

Lubricant Manufacturing

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

Lubricant Formulation & Blending (Finished Lubricants) (EUALAJAC)

akta.pro secondary industries

Automotive Lubricants & Fluids (IMAEAMAA), Marine Lubricants (IMAEAMAM), Industrial & Heavy-Duty Lubricants (IMAEAMAB), Marine & Offshore Lubricants (Cylinder Oils, System Oils, EALs) (EUALAJAI)

Keywords

• Lubricant manufacturing
• Engine oil supply
• OEM lubricant production
• Private label lubricants
• Industrial oils and sealants

Headquarters

HQ city

Johor Bahru

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Own Brand Product Sales: Sale of proprietary branded lubricants and related products including Power Up, Hi-Power, Morrison brands through direct sales and e-commerce
2. OEM Manufacturing: Manufacturing of lubricants under contract for other brands including private labeling services for international companies
3. Private Label Packaging: Custom branding and packaging solutions for distributors and retailers

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

ADVANCE LUBE ENTERPRISE SDN BHD (operating as Power Up / POWER EXCEL LUBRICANTS SDN BHD) manufactures and supplies a comprehensive range of lubricants including car engine oils, heavy duty diesel oils, motorcycle engine oils, marine diesel engine oils, industrial oils, transmission/gear oils, sealants, aerosols, and base oils. In addition to own-brand sales (Power Up, Hi-Power, Morrison), the company provides OEM contract manufacturing, toll blending, and private label packaging for international brands such as Valvoline and Bardahl.

Product overview

POWER EXCEL LUBRICANTS SDN BHD (operating as Power Up) is a Malaysian manufacturer specializing in one-stop lubricants solutions. The company offers a comprehensive portfolio through its own brands (Power Up, Hi-Power, Morrison), OEM manufacturing services, and private label packaging. The product range spans automotive lubricants (car engine oil, motorcycle engine oil), commercial/industrial lubricants (heavy duty diesel oils, hydraulic oils, industrial oils), marine oils (marine diesel engine oils, cylinder oils, trunk piston oils, system oils), maintenance products (aerosols, engine treatments, additives), sealants (silicone sealants), and base oils. The company operates two facilities in Johor Bahru, Malaysia, produces engine oils with virgin base oil and USA-formulated additives, and holds API approval and ISO 9001:2015 certification.

Differentiator

Problem solved

Functional benefit

Brands

• Morrison: Brand of lubricants and automotive products
• Hi-Power

Products and services

• OEM Lubricant Manufacturing
• Private Label Packaging Service
• Car Engine Oil
• Heavy Duty Diesel Engine Oils and Hydraulic Oils
• Motorcycle Engine Oil
• Marine Diesel Engine Oil
• Industrial Oil
• ATF/Gear Oil
• Aerosol Products
• Engine Treatment and Additives
• Sealant
• Base Oil
• Engine Oil Additives
• Railroad Lubricants

Quantifiable outcome

• Free delivery across Peninsular Malaysia
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• ValvolinecoreOEM/ Whitelabel/ Licensing PartnerInternational lubricant brand for which ADVANCE LUBE ENTERPRISE produces private labeling, white labeling, and OEM toll blending products.
• BardahlcoreOEM/ Whitelabel/ Licensing PartnerInternational brand for which the company provides contract blending and private labeling services as part of their manufacturing operations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Shell Lubricants: World's largest lubricant marketer with full-spectrum automotive, industrial, and marine offerings. A clear category incumbent and competitor across Advance Lube's served segments, including marine cylinder oils and heavy-duty diesel lubricants.
• TotalEnergies Lubricants: Global lubricant major offering automotive, industrial, and marine lubricant lines, including marine cylinder oils. Comparable across the full product taxonomy but at significantly broader geographic and scale reach.
• Petronas Lubricants International: Malaysian-headquartered global lubricant manufacturer and brand owner (the national oil company's lubricants arm). Comparable as a domestic Malaysian lubricant producer and brand competitor across automotive, industrial, and marine categories, though at vastly larger scale and brand reach.
• Castrol (BP): Global lubricant major under BP, with extensive passenger-car, heavy-duty, industrial, and marine portfolios. Overlaps Advance Lube's product range across nearly every category but operates as a much larger global brand rather than a niche blender.
• Chevron Lubricants (Havoline, Delo): Major global lubricant brand owner with strong heavy-duty (Delo) and passenger-car (Havoline) portfolios. Directly comparable on the heavy-duty diesel and engine oil categories where Advance Lube competes.

Direct peers

• Motul: France-based specialty lubricant manufacturer with broad automotive, motorcycle, industrial, and marine product lines. Comparable as an independent lubricant specialist competing across the same downstream segments and offering branded and OEM-style products.
• Fuchs Petrolub SE: Germany-based global independent lubricants specialist offering finished lubricants and contract manufacturing / private label services across automotive and industrial categories. Highly comparable as an independent blender with private-label and OEM capabilities serving multiple end-markets.

Regional players

• Idemitsu Kosan Co., Ltd. Japanese integrated lubricants and base oils producer with automotive, industrial, and marine offerings. Comparable as an Asian regional competitor in finished lubricants and base oil supply.
• Sinopec Lubricant Company: China's largest lubricant producer with expanding Asia-Pacific presence across automotive, industrial, and marine grades. Comparable product taxonomy with growing regional footprint that competes for OEM and private-label business in Southeast Asia.
• GS Caltex Corporation: Korean refiner-marketer of base oils and finished lubricants (Kixx brand) across automotive and industrial categories. Comparable as an Asian regional lubricant blender with API-aligned product lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@poweruplubricants
• Facebookfacebook.com/powerupmalaysia
• Instagraminstagram.com/powerupmalaysia
• TikToktiktok.com/@powerupmalaysia
• LinkedInlinkedin.com/company/advance-lube-enterprise-sdn-bhd

Compliance2 records

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 ADVANCE LUBE ENTERPRISE SDN BHD