23 March 2014, Kuala Lumpur - PETRONAS Dagangan Berhad (PDB) today appointed Lewis Hamilton, the racing star of the MERCEDES AMG PETRONAS Formula One Team, as the designated Technical Performance Consultant for its PETRONAS PRIMAX line of fuels. In this coveted role, Hamilton together with his team provide expert inputs to continuously innovate PETRONAS PRIMAX to deliver greater efficiency and performance even under the most extreme driving conditions as experienced during a Formula One race. Recently, PETRONAS and Hamilton have reformulated PETRONAS PRIMAX to meet Formula One’s recent rule changes that require engines to consume 30 percent less fuel per race. Additionally, the new requirement for engine capacity of V6 1.6 litre makes the engines comparable to the vehicles on the road.
Speaking about the partnership, Mohd Ibrahimnuddin Mohd Yunus, the Managing Director and Chief Executive Officer of PDB said, “We are excited to have Lewis Hamilton on board as our Technical Performance Consultant for the PETRONAS PRIMAX fuels. His pursuit for excellence that pushes the boundaries of performance is a commitment shared by PETRONAS.” “Together with Hamilton, we test the performance of PETRONAS PRIMAX within the world’s toughest motorsport laboratory – Formula One, and the fuel has proven to perform well. As always, the result will be transferred from the race tracks to the roads to benefit our most important customers – the Malaysian drivers,” he added.
PETRONAS’ current flagship PETRONAS PRIMAX fuel is the result of the knowledge, technology and innovation obtained through the PETRONAS Fluid Technology Solutions™ (FTS). The cutting-edge FTS is an intelligent approach to formulating advanced automotive fluid requirements that maximises engine performance. Available at over 1,000 PETRONAS Stations nationwide, PETRONAS PRIMAX delivers greater fuel efficiency for optimum performance in every driving condition. The appointment of Hamilton would ensure a greater transfer of real-time knowledge for the benefit of ordinary road users. Elaborating further on this, Lewis Hamilton said, “I am honoured to have been appointed by PETRONAS as their Technical Performance Consultant for the PETRONAS PRIMAX line of fuels, following my appointment for PETRONAS SYNTIUM in 2013. Time after time, PETRONAS has proven its acumen in engineering top-notch automotive fluids for the race track and I am proud to be associated with them. It is a privilege for me to share my knowledge and work together with their experts to continuously engineer top quality products.”
“We are currently working on perfecting the formulation of the enhanced PETRONAS PRIMAX to ensure every drop delivers optimum performance and improved lap time. As the new regulations in Formula One realign the sport to make it more comparable to road cars, many of the developments are easily applicable to ordinary engines. As PETRONAS’ Technical Performance Consultant, I look forward to be able to share our work with Malaysian drivers soon,” he added. Marking itself as a formidable player in the industry with a list of innovative products, PETRONAS sets a high benchmark by being the first Company in Malaysia to introduce PRIMAS, the first unleaded gasoline back in 1990.
In May 2009, the Company continued its lead by being the first to introduce the RON 95 fuel in Malaysia four months ahead of the Government’s official implementation date of September 2009. PETRONAS PRIMAX line of fuels was also voted by Malaysians as their choice of fuel at the 2013 Putra Brand Awards for four consecutive years.
“Over the years, PDB has been consistently pushing the boundaries of innovation and technology to establish new standards for the industry. Now with Lewis Hamilton on board, we will continue to engineer innovative fluid solutions for our customers, to solidify our position as the Brand of 1st Choice,” Ibrahimnuddin concluded. Visit www.mymesra.com.my to find the nearest PETRONAS Station near you.