PETRONAS Lubricants International (PLI) today announced the relaunch of SELENIA, its flagship lubricant, in the EMEA region, reaffirming its strong commitment to the brand and its growth strategy. SELENIA embodies a passion for engines, uniting advanced technology with the timeless essence of this iconic lubricant, and setting a new standard for automotive performance.
For more than three decades, SELENIA has been the preferred choice for passionate drivers. Known worldwide as the “Oil of Champions”, it has powered victories in both the World Rally Championship and the European Championships since its creation. The product is engineered to meet the specific needs of every moving engine part, providing superior protection and ensuring peak performance on every journey.
The relaunch introduces a fresh brand proposition, “Ask for Passion”, which combines performance with emotion. This is represented through a bold heart-shaped engine-oil graphic, symbolising heritage, passion, and care. Through this renewed identity, PETRONAS Lubricants International strengthens its vision of merging technical dependability with human connection.
The updated design maintains SELENIA’s iconic structure and name, safeguarding its recognition while incorporating new elements. A clearly visible lubricant grade and the “Engineered by PETRONAS” hallmark reinforce its reputation for innovation and excellence in lubrication.
A special feature of the refreshed design is the “100 years” emblem, marking the product’s association from the days of Olio Fiat and Fiat Lubrificanti to the present. From its launch as FIAT Lubrificanti’s first premium synthetic lubricant portfolio, SELENIA has grown into an industry icon, celebrated by loyal customers for its heritage and performance. For new generations, it represents an invitation to join a legacy of passion and care.
SELENIA’s mission remains clear: on every journey, it protects critical engine parts so drivers can focus on their passion for driving. Reflecting PLI’s enduring commitment to engine care, the relaunch balances history and innovation, transforming a high-performing lubricant into a lasting symbol of trust, loyalty, and dedication. Looking forward, PLI will continue to invest in SELENIA, with new initiatives designed to ensure it remains the benchmark lubricant for car owners and mechanics.
“SELENIA is not just a product; it’s our promise to car owners that our passion for performance continues to live on. The overall design showcases this by transforming our engine oil from a functional product to a symbol of care and the passion inside,” said Giuseppe Pedretti, Regional Managing Director EMEA at PETRONAS Lubricants International. “SELENIA narrates a story of our devotion to engines and to those who cherish them, blending technical reliability with emotion.”
For over 30 years, SELENIA’s technical experts have refined its advanced engine fluid technology, delivering exceptional protection and care tailored to each vehicle. Combined with PLI’s “Find the Right Oil” digital tool, car owners can easily identify the perfect lubricant to maximise performance and ensure long-term engine health.
For more information, please visit: pli-petronas.com