A range of motorsport partnerships are helping JLM Lubricants make a big impact both at home in Europe and here in Australia

JLM Lubricants recently announced its partnership with the FIA European Rally Championship (ERC), becoming the Official Liquid Tools Partner.
This collaboration brings JLM’s industry-leading automotive fuel additive and lubricant technology to one of the world’s most demanding motorsport arenas, reinforcing the brand’s commitment to durability, efficiency, and innovation.
The FIA ERC is known for its challenging timed stages, pushing both drivers and their cars to the limit.
JLM Lubricants’ premium additives and lubricant products – trusted by professional mechanics across Europe and beyond – will support teams in optimising vehicle reliability and performance throughout the championship.
JLM Lubricants says this partnership is a natural fit, as it highlights the essential role of advanced technology in motorsport.
“With our Liquid Tools mantra, we provide cutting-edge solutions that optimise engine performance under extreme conditions,” JLM Lubricants Chief Executive Officer, Gilbert Groot, said.
“The FIA ERC is the perfect platform to showcase our products in real-world rally environments.”
As part of the partnership, JLM Lubricants will work closely with ERC teams and drivers, integrating its cutting-edge products into rally service areas and engaging fans through exclusive activations, technical workshops, and behind-the-scenes content.
Spectators and mechanics alike will have the opportunity to see firsthand how JLM’s products contribute to engine efficiency and longevity.
“This partnership is not just about branding – it is about proving the effectiveness of our products,” JLM Lubricants Global Brand Manager, Auke Possel, said.
“Our solutions are designed for professionals who demand reliability, and the FIA ERC provides the ultimate proving ground.”
JLM Lubricants develops high-quality automotive additives and lubricants trusted by professional mechanics worldwide.
With a strong focus on innovation and performance, JLM says its products enhance engine efficiency, longevity, and reliability in all driving conditions.
In Australia, JLM Lubricants is distributed by GCG Turbochargers.
“While JLM might be a household name in Europe, it is still a relatively new brand in Australia and we are keen to get involved in local motorsport events,” JLM Australia Brand Manager, Adrian Brangwin, said.
The Netherlands-based company has been making inroads in the Australian market for a few years, mainly through independent automotive stores at a trade level.
Following a huge influx of interest the brand experienced at the 2024 Australian Auto Aftermarket Expo, the Australian distributor decided to invest in a more retail-friendly strategy, aimed at increasing the brand awareness through motorsport.

This coincided with JLM Europe’s partnering up with the European Rally Championship, giving the brand a coordinated global push.
In Australia, JLM Lubricants sponsors the NSW Improved Production Championships (IPRA NSW) and is also a supporting partner of the reigning IPRA NSW Champion and also backed the IPRA support class at the 2025 Bathurst 6 Hour.
“Sponsoring the Improved Production NSW series felt like a perfect opportunity. The cars that compete in the IPRA races are based on production cars which makes them relevant to the people not directly involved in motorsport,” Adrian said.
“JLM’s products cover a wide range of applications from heavy-duty, commercial diesels to petrol passenger cars as well as classic and performance vehicles. That’s our key market, so it makes perfect sense.
“The increased brand recognition has already resulted in a sales boost and all reports from our field representatives confirm that Australians value brands that give back to the market that supports them.
“By supporting motorsport both at its grassroots and professional level, JLM has been able to not only put its products in the hands of automotive enthusiasts, but also extend its reach via a genuine, organic word of mouth.”
There are other benefits too for JLM Lubricants in Australia.
“Being present at these motorsport events allows JLM staff to get first-hand information on the brand’s perception and perhaps more importantly, direct feedback on the performance of JLM products,” Adrian said.
“This feedback, both from racers as well as casual users, has led to many improvements to the current product range and recently even prompted an R&D effort that will soon result in a brand new product aimed specifically at the Australian market.
“Being a part of the motorsport community is invaluable, both in terms of the feedback but also in terms of product testing.
“The Australian public values the reputation of products that have been tested not just in a lab, but in practical ways, and in the most demanding, competitive racing environments.
“The lessons learned on a racetrack flow on to make JLM’s future products safer and better in every way. The old adage of ‘Race on Sunday – Sell on Monday’ still holds true for JLM products.”
It isn’t just the European Rally Championship and IPRA NSW where JLM is making itself known either.
“JLM participates in a wide range of automotive and motorsport events, from the AAA Expo to World Time Attack, Drifting, Rally, and Drag Racing to Improved Production and local car and truck shows; being actively involved gives JLM a unique opportunity to build relationships and promote the brand through previously unexplored channels,” Adrian said.

For more information on JLM Lubricants, visit www.jlmlubricants.com.au