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84% of drivers in Russia are men

CIS BASE OILS AND LUBRICANTS

84% of drivers in Russia are men

84% of motorists in Russia are men, while just 16% are women, according to the local subsidiary of French energy giant Total’s research, Lubes’n’Greases reports.

The research showed that men usually handle engine oil changes, whether by doing it themselves or taking their vehicle to a service provider.

That’s why the target of our marketing efforts are the Russian males age 30 to 55, who are more likely to perform oil changes or bring [vehicles in for] oil change service than women.

Anastasia Makarkina, head of marketing at Total Vostok

She added that this age group best understands the product, and would most likely buy it. Total in Russia decided to target two adjacent customer groups — males aged 18 to 29 and males 55 and over.

Coverage of the young target audience will allow us to expand our customer base, while senior audience [members] are usually loyal customers with whom we work on increasing commitment and confidence.

Anastasia Makarkina

As of January 2019, Russia had 51,8 million registered vehicles, and 84% of these were passenger cars, Moscow-based consultancy Autostat reported. The French company found that motorists try to extend the life of their vehicles as long as possible, to avoid the high costs of buying new cars.

Prolonged economic insecurity makes Russia a country of used cars, and with falling incomes, motorists are less likely to upgrade to a new vehicle.

Anastasia Makarkina

Total Vostok is the French oil major’s subsidiary in Russia. Total recently opened a 40,000 tons per year lubricants blending plant in Russia and extensively markets its product there.

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