ROWE Mineralölwerk

What ROWE Mineralölwerk does

ROWE Mineralölwerk GmbH is a privately held, family-owned German lubricant manufacturer founded by Michael Zehe and currently led by Managing Directors Stefan Wermter and Alexandra Kohlmann. The company operates a single manufacturing facility in Germany with reported throughput of 8,000 containers per hour and produces approximately 1,400 stock-keeping units spanning motor oils, gear and hydraulic fluids, motorcycle oils, agricultural and construction machinery oils, marine and stationary heavy-duty engine oils, racing products, classic-vehicle oils, coolants, brake fluids, AdBlue® and additives, greases, industrial oils, and metalworking fluids. Product families are marketed under sub-brands HIGHTEC, SUNSPEED, and MIRATEC, with an emphasis on "100% Made in Germany" production and ISO 9001, ISO 14001, ISO 50001, and IATF 16949 certifications.

The company executes a multi-channel go-to-market model. Its primary channel is a network of specialized trade distributors serving workshops and retail customers domestically and internationally. A direct-to-consumer online shop, accompanied by a ROWE Friends loyalty program (1 point per euro spent), targets private vehicle owners, while direct B2B relationships serve automotive workshops and industrial customers. Products are available in more than 80 countries, supported by a 16-language website with an Oilfinder vehicle-to-product matching tool. Demand generation combines catalog/email marketing with sports sponsorships, including ROWE Racing in the GT World Challenge and Champion Partner status with Borussia Dortmund.

Revenue is generated predominantly through lubricant product sales (a single disclosed revenue stream). Pricing is not publicly disclosed, though the loyalty program suggests volume-driven retention rather than enterprise contracts. Recent portfolio moves — including a low-conductivity coolant for electric vehicles (HIGHTEC ANTIFREEZE COOLANT LCC 100) and a sustainable lubricants line — indicate diversification into EV thermal management and ESG-positioned offerings, alongside continued expansion of racing and classic-vehicle specialty products.

Name

ROWE Mineralölwerk

Legal name

ROWE Mineralölwerk GmbH

Website

https://rowe-mineraloel.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

ROWE Mineralölwerk is a German family-owned lubricant manufacturer producing approximately 1,400 motor oil, industrial, and specialty lubricant products at its German facility, distributed via trade dealers, direct online shop, and B2B sales to workshops and industrial customers across more than 80 countries.

Ownership category

akta.pro rank

Product category

Automotive and Industrial Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)

akta.pro primary industry

Lubricant Formulation & Blending (Finished Lubricants) (EUALAJAC)

akta.pro secondary industries

Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro) (EUALAJAJ), Industrial & Heavy-Duty Lubricants (IMAEAMAB), Marine Lubricants (IMAEAMAM), Lubricant Additives & Performance Chemicals (EUALAJAB), Gear Oils & Transmission Fluids (IMAEAMAE)

Keywords

• Motor oil lubricants
• Automotive lubricants
• Industrial lubricants
• Gear oil products
• Hydraulic fluid manufacturing

Headquarters

HQ city

Germany

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Lubricant Product Sales: ROWE generates revenue through the sale of motor oils, industrial lubricants, gear oils, hydraulic fluids, greases, coolants, brake fluids, metalworking fluids, and additives to distributors, workshops, industrial customers, and private consumers. Products are sold through distributor networks, direct online shop, and workshop relationships.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

ROWE Mineralölwerk GmbH manufactures and distributes a comprehensive range of branded lubricants — including motor oils, gear oils, hydraulic fluids, motorcycle oils, agricultural and construction oils, racing products, and classic-vehicle oils — produced at its German facility with an 8,000-container-per-hour filling capacity and a portfolio of 1,400+ products, sold to dealers, workshops, and end customers in more than 80 countries.

Differentiator

Problem solved

Functional benefit

Brands

• HIGHTEC: Premium lubricant brand for automotive and industrial applications
• SUNSPEED
• MIRATEC

Products and services

• Motor oils Branded motor oils for passenger cars and commercial vehicles, sold to distributors, dealers, and workshops as part of ROWE's 1,400-product lubricant range produced in Germany and distributed in 80+ countries.
• Gear oils Branded transmission and drivetrain gear oils for automotive and industrial applications, distributed alongside the rest of ROWE's lubricant portfolio from the German manufacturing base.
• Hydraulic fluids Branded hydraulic fluids for industrial and mobile-equipment hydraulic systems, part of ROWE's broader lubricant portfolio manufactured in Germany and distributed internationally.
• Motorcycle oils Branded lubricants formulated for motorcycle engines and drivetrains, sold through ROWE's automotive-aftermarket distribution network.
• Agricultural and construction oils Lubricants engineered for agricultural machinery and construction equipment, sold through ROWE's industrial and aftermarket distribution channel.
• Racing products High-performance lubricants positioned for motorsport and racing use, sold through ROWE's dedicated racing/motorsport distribution channel and supporting the brand's performance-credibility narrative.
• Classic oils Lubricants formulated for classic and vintage vehicles, sold through ROWE's specialty and distribution channel as one of the segment specializations within the 1,400-product range.

Quantifiable outcome

• Products available in more than 80 countries worldwide

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• ROWE RacingcoreStrategic or Co-development PartnerROWE's own motorsports team and sponsorship program. ROWE Racing competes in GT World Challenge and other racing series, using motorsports as a testing ground and marketing platform for high-performance lubricants.
• GT World ChallengecoreGTM or Marketing PartnerSponsorship partnership with the GT World Challenge racing series, providing ROWE visibility in international motorsports.
• Borussia Dortmund (BVB)majorGTM or Marketing PartnerChampions Partner sponsorship with Borussia Dortmund, one of Germany's most successful football clubs. ROWE is an official partner of the Bundesliga team.
• 1. FC KaiserslauternminorGTM or Marketing PartnerSponsorship partnership with 1. FC Kaiserslautern football club as part of regional commitment and sports marketing.
• AKtion MenschminorOthersSocial sponsorship partnership supporting the German charity organization AKtion Mensch for social welfare projects.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Fuchs Petrolub: Fuchs is the largest independent German lubricant manufacturer and a direct competitor across motor oils, industrial lubricants, greases, and metalworking fluids. It serves the same OEM, industrial, and aftermarket customer base as ROWE, but at materially greater scale and with a global manufacturing footprint.
• Addinol Lube Oil: Addinol is a German lubricant manufacturer with a comparable product portfolio covering motor oils, industrial lubricants, greases, and metalworking fluids. It targets similar workshop and industrial customers and serves as a direct domestic competitor in the German mid-market.
• Ravenol: Ravenol is a German mid-sized lubricant manufacturer with a comparable specialty product range (motor oils, racing oils, gear oils, industrial lubricants) and similar motorsport-driven brand positioning. It competes head-to-head with ROWE in the German specialty and racing lubricant segments.
• Motul: Motul is a French independent lubricant manufacturer specializing in motor oils, racing and high-performance lubricants, and industrial fluids with strong motorsport heritage — directly comparable to ROWE's SUNSPEED racing line and overall product architecture.
• LIQUI MOLY: LIQUI MOLY is a German-based independent lubricant manufacturer with a comparable full-range product portfolio (motor oils, additives, greases, industrial lubricants) and similar distribution model through workshops, distributors, and private customers across 80+ countries. It is ROWE's closest like-for-like mid-sized German specialty competitor.
• Mabanol: Mabanol is a German-based independent lubricant producer offering motor oils, industrial lubricants, and metalworking fluids with a similar B2B distributor and direct-industrial customer model. It is a directly comparable mid-sized German peer.

Broad incumbents

• Shell Lubricants: Shell is one of the world's largest lubricant manufacturers with a portfolio covering passenger car motor oils, heavy-duty engine oils, and industrial lubricants. It overlaps with ROWE across virtually every product category and customer segment, but with global scale and OEM dominance.
• Valvoline: Valvoline is a US-headquartered global lubricant manufacturer with a strong presence in motor oils, commercial vehicle lubricants, and industrial fluids. It is comparable to ROWE as an established, branded lubricant competitor, though operating primarily in North American and global markets.
• Castrol (BP): Castrol is a global lubricant major within BP, with a broad portfolio spanning motor oils, industrial lubricants, and metalworking fluids. It competes with ROWE across most product categories but operates at far greater scale with deep OEM relationships.
• TotalEnergies Lubricants: TotalEnergies is a major integrated energy company with a global lubricants business covering automotive and industrial segments. It competes with ROWE in motor oils, industrial oils, and metalworking fluids, particularly across European distribution channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rowe-mineral%C3%B6lwerk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 ROWE Mineralölwerk